Are you looking for new ways to increase your visibility in local search results? Then let’s talk about local SEO tips for directory publishers.
Local SEO is all about optimizing websites to rank better for local audiences. This is true for any digital publisher, but particular those with directory websites.
Why is that, you ask? For starters, a significant percentage of directory websites are locally focused. Business directories are an obvious example here. Most business directories are focused on a particular city or region. That makes business directories, at their core, locally centered websites. The same can be said for many different types of online directories. Regardless of the primary focus—restaurants, job listings, etc.—the secondary focus is location.
When someone searches for “best doctor in [city],” we want them to arrive at our client’s online directory, not a website run by a hospital or physician practice. How do we make that happen? Local SEO is the key. Following best practices for local SEO, we optimize directory websites for city-specific or region-specific audiences.
What Is Local SEO?
Local SEO is how we get online directories to rank better for local audiences. In order to do that, we need to optimize each listing for the city name and address, essentially making sure that search engines like Google and Bing know where to find the businesses mentioned in each listing.
Businesses optimize their own websites for local SEO all the time. They do this to ensure that customers can find their storefronts in real life. But publishers, who are not looking to get web visitors into their own offices, should still be targeting people located in the same geographic area as the businesses featured in their online directories.
Local SEO Tips
Now that you understand what local SEO is, and why local SEO is important for directory publishers, let’s get into the nitty gritty and talk about what you can do to improve the local SEO on your directory website.
These strategies are regarded as “first steps” for directory publishers targeting audiences in specific locations.
- Include a proper address for each directory listing using schema.org formatting.
- Ask your web developer to add the city and state to the titles and meta description tags for directory listings.
- Make sure the city or region is mentioned frequently in directory content, including any business descriptions.
- Make sure your website is mobile-friendly.
- Add ratings and reviews to your website, if possible.
Fewer than one-in-five marketers incorporate schema markup on their websites, which could be one of the reasons why they are struggling with local SEO. Incorporating proper schema markup is one of the ways that we can communicate the focus of the online directory—businesses in a particular location—to search engines. It makes the online directory more relevant to whichever local keywords you are targeting, as well.
Keep local SEO in mind when generating content for new listing pages. One strategy here is to insert the business location as close as possible to the top of each directory page. This ensures that the city not missing from search results when someone types in a phrase like “best restaurants in Los Angeles.”
Don’t forget about link building, either. Online directories are well positioned to build the types of positive connections that search engines love. Always include links to each business’ website on listing pages. You should also be encouraging business owners to add links to your directory from their own business websites and social media pages. Digital publishers with properties outside of their online directories—for example, those that also publisher online newspapers or magazines—should take advantage by including links to directory listings any time a specific business is mentioned in an article.
Including Maps in Business Listings
What do the most well-known business directories in the U.S. have in common? Those sites almost all include maps on individual listing pages.
Yelp, Whitepages, YP, and Mapquest have pioneered the use of maps in online directories. And why not? If you’ve followed the local SEO tips outlined above, you’ve already added an address for each business listing in your directory. That means you already have all the data you need to include a map on each listing page.
Google Maps is the most well-known of the mapping solutions, but a number of other plugins are available for directory publishers with WordPress websites. Just make sure that the directory software you purchase is capable of including maps on listings pages, as this is not something that every directory platforms can handle.