Are you confused about the latest Google algorithm? Is Pigeon update challenging your old optimization habits? In this article, we will discuss about the changes that you should follow in your local search engine optimization and how to target a local market effectively.
Post-Pigeon Era Search Engine Optimization:
# Focus more on the neighborhood
The emergence of Pigeon update divided cities into neighborhoods. As a result, distance was shortened and the search radius was also reduced. Since, Google shortened the search radius; more neighborhoods were created from the existing ones. If a business was located in Neighborhood 1, it got transferred to Neighborhood 2.
The shortening of the radius disheveled geographical periphery, as a result of which many businesses lost rank for a particular neighborhood. Firms ended up in different areas. Certain firms had a very tough time dealing with this change. They felt that they had been pushed out of business. The reality was that they had not been out of business, but had to redesign their marketing efforts.
- If the website you are optimizing operates out of a big city, it is better to focus on the neighborhood name than on the particular city.
- Look out for the neighborhood of the website and leverage your presence in the geographical area. It is time you get comfortable with your new geographical atmosphere.
- Keep the name, address and phone number (NAP) of the website intact. It is important to keep the NAP consistent.
- If the neighborhood has any synonym, you can use it to optimize the website. This is because a neighborhood is seen from many perspectives. What is ‘uptown’ for a local can be ‘industrial estate’ for someone looking at a map. Since, you need to cater to both local and outside visitors; you should use both the name of the neighborhood and its synonym.
# Optimize for placement in high-ranking directories
Unlike earlier, just feeding the name, address and contact information into directories and getting a rank is not possible any more.
You have to first understand whether the directory is useful or not. If you are a certified search engine optimizer, you will know that the SEO syllabus teaches you to get the website listed in directories that rank the highest. For example, if you search for Chinese restaurant Lake Michigan Ohio you will get the names of the high ranking directories as well as the most popular Chinese restaurant in the area.
As an SEO, you should conduct your own variations of local query to realize which directories rank the maximum.
# Use content marketing and building links
Even though, local SEO is mostly about reviews, citations and NAP consistency; link building, content marketing and domain authority are equally important.
- According to a recent estimate, twenty one percent local ranking depends on on-page signals. On-page signals comprise of domain authority, keyword in the title and the most important of all well optimized content.
- Some SEO analysts believe that a business must come up in the top slot of search engines ranking. The position of the website depends on organic rankings. Organic results can be modified by improving content, and increasing the capacity of link building.
- Pigeon update has initiated the reuse of primary SEO techniques. This has occurred due to the combination of organic and local factors of ranking. Even though Pigeon deals with local algorithm, it has brought SEO experts back to the utilization of links.
Local SEO is never constant and updates are going to have impact on it. Besides, maintaining latest algorithm updates, a website must also be designed in a way that attracts visitors.