3. Use schema.org structured data markup to wrap the address and company information found in the source code for your Footer and Location pages. Structured data helps search engines better understand the content within a web page. Other structured data markup include microdata, microformats, and RDFa. However, schema.org markup is the recommended standard by Google, Bing, and Yahoo.
4. Choose a business Name, Address, Phone number, and Website (NAPW) standard. If you have a LLC or an Inc. in your business name you must choose how your wish your business name to appear in searches. You will need to decide if you will abbreviate elements of the street address or if you will use parenthesis in the phone number or http:// and www in the website address.
Business Name LLC
1234 West First Avenue
City, State 12345
Once you choose an NAPW standard be consistent every time the NAPW is used on your site and on all other sites whenever possible. It might seem like a small thing, but consistency across all citations (instances) of your NAPW on yours and on other sites helps search engines identify them as referencing the same business and match each citation to your business.
Focus on Mobile
The second part of on-site local SEO is the mobile aspect. Having a mobile-friendly site can play a large role in your site’s local presence. As it was mentioned earlier, Mobile search represents 15-20% of all searches in the United States. Of those mobile searches, 50% have local intent and 78% of local intent mobile searches result in an offline purchase. The mobile-friendliness of a site is considered to be a ranking factor for both mobile and desktop search results.
There are two main ways a site can be mobile-friendly:
- The first option is to create a responsive website design. This option would allow you to have one site that adjusts its size and scale according to the user’s device. It can require additional web development costs or a completely new site and design upfront. In the long term, one site is easier to manage. A single site also reduces duplicate content concerns and other technical SEO headaches. Search engines like Google prefer sites to be responsive design. You can learn more about mobile-optimization here.
- The second is to have a separate m.businessdomain.com site that mirrors your main site. It’s relatively easy to implement and you can have mobile-specific content. But it requires the management of two separate sites and is costly to maintain on an on-going basis.
Off-page SEO refers to citations and business listings that live on review sites, local directories, niche or industry specific directories, and other sites that may make mention of your business. These off-site citations legitimize your business in the eyes of search engines and help them to understand your business as an entity.
Find All Of Your Listings
The first step is to identify and verify any previously created listings and remove or merge duplicates. Online publishers like Yelp and Facebook often allow for user-generated listings if an official listing has not yet been created.