If you want to get more localized business from your website, try a little “local SEO” by sprinkling your site with appropriate (and legitimate) geographic references. You can do this in the content and design, as well as in your listings on website directories.
An easy first step is to incorporate your physical address into your website in places like the header or footer, or on the Contact page. It amazes me sometimes how many businesses fail to do this simple step, because it seems like a no-brainer that your website visitors will want to be able to find this information quickly. But this simple strategy also works because search engines index business location information and verify it through the company website data. If you have the information right on your site, it doesn’t get missed. In addition, include mention of your target locations in blog content, general website content and testimonials so that when the search engines index this content, your location is reinforced. On the flip side, don’t add addresses where you don’t have a physical location. Search engines have caught on to this practice of trying to make your business look larger than it is. At best, they’ll ignore mentions of unverifiable locations. At worst, they may actually penalize you for it.
Claim and optimize your business listings in local directories and social platforms, as well as on Google Maps and Bing Business. Encourage your customers to review your business on these sites as well. This helps to get people in your area talking about you online, further legitimizing your location and adding credibility to your claims of doing business there.
Third Party Platforms That Help Local SEO
Gather reviews from third-party business review platforms such as Customer Lobby and Reputation.com. The search engines frequently have agreements with third-party reviews sites that they’ve verified will only accept legitimate reviews, so the search engines will conclude that your location is legitimate if it’s reviewed on one of their trusted sites.
Finally, be sure your website includes the proper schema implemented on your website (see schema.org). All major search engines collaborate and support it, giving your website a better chance for local optimization.