5 Local SEO Mistakes to Avoid in 2017
1. Unavailable, Inaccurate or Inconsistent NAP Information
NAP is an acronym for Name, Address, and Phone Number, and it is one of the core metrics Google uses to rank local businesses in its search results. Not only is it important to have your NAP information publicly and prominently displayed on your website, but it is also important that this information is consistent. Several sources agree that Google and other search engines cross check your NAP information with several other sites — this includes on your Google My Business page, Yelp, Internet Yellow Pages, and local directories.
Besides the fact that working on your NAP will improve your SEO, it is also important to note that having accurate and up to date NAP information will improve your sales and conversions. Here’s why:
2. Claim Your Google My Business Page
One of the most important things you can do when trying to rank well in local SEO, specifically with the Google search engine, is to claim your Google My Business page. In fact, this is so important that it accounts for about a significant 14.7 percent of local ranking signals.
When it comes to local SEO, the information Google uses to rank your website — and that it displays to people in local results — mainly comes from your My Business page, not from your website. You can set up your My Business page directly with Google, but it is important to verify your listing so that nobody else is able to edit your page in the future.
Once you set up your My Business page, it is important to ensure it includes a proper and unique description of your business, that your business is properly categorized, that there are a local phone number and address accompanying your listing and that is consistent elsewhere online, and that you upload as many relevant photos for your business.
3. Get Local Reviews
One of the essential factors that impact your local SEO is reviews — the more high quality, high quantity and high diversity reviews you get, the better for your local SEO.
For a start, once your My Business page has been created, reach out to existing customers and friends, reach out to people on your email list, reach out to people through your blog, who have experience with your business and ask them to leave a genuine review — you could even give them the incentive to leave a review. Because review signals account for about 9.8 percent of local ranking factors, getting good quality reviews will give you some serious local SEO boost.
4. Ignoring Normal SEO Ranking Factors
As you’ve probably seen, local SEO is a different ballgame from normal SEO — it is very dangerous to assume that it is entirely different, though. A lot of factors that influence normal SEO also influence local SEO.
5. Ignoring Negative Local Ranking Factors
It is also important to realize that there are negative factors that can jeopardize the ranking of your local business in search results pages. You don’t want to ignore these factors, too:
Negative My Business reviews can also affect your local rankings. While review diversity is important, overly negative reviews will jeopardize your local SEO.