Local SEO Blog

How To On-Page SEO

How To On-Page SEO

Hopefully, you’ve arrived here because you’re getting ready to do your own on-page SEO which is something we absolutely encourage at Creative Bloom! It’s not as confusing or tricky as you might think and regardless of what your website is built in, in 2019, pretty much all website builders have an SEO functionality - so whether you’ve already had a free digital clinic with Ollie & Stu or if you’re here for the first time, let’s have a re-cap.


Your website should be shouting about what you do and for Google, you need to be putting the right keywords in the right places. Below, we’re going to break down each element of your page that should be optimised. As our example, let’s say you have an Art Gallery in Bristol.

Choose Your Keyword

Firstly and most importantly, you need to choose a keyword for your page and this should be unique to each page you optimise. So, have a search on google for the types of keywords a visitor would be inputting and ask people you know! Sometimes we have a bias view of what we think people are searching for. If you’re a local business putting a location keyword is a key factor in ranking locally.

In this instance, I would assume the search would be ‘Bristol Art Gallery’ or ‘Art Galley In Bristol’. You can use a keyword planner to see how popular these searches are. We’re going to go with ‘Bristol Art Gallery’.

Screen Shot 2019-04-17 at 11.01.00.png

Page Title

Your page title (in blue below) is the first element Google reads about your page and this is somewhat ‘hidden’ from a visitor in the tab in your browser.

In this instance our gallery isn’t well known yet so there is no reason to put our brand name right at the beginning because no-one will be searching for it but they WILL be searching for our keyword.

As we’ve chosen our keyword as ‘Bristol Art Gallery’ we’re going to make our homepage title as so: ‘Bristol Art Gallery | The Creative Bloom Gallery’.

As you go through other pages on your site, you could choose keyword variants for those pages that users might search for, for example ‘Bristol Art Dealer’, ‘Art Gallery Exhibition Bristol’, ‘Contemporary Art Gallery Bristol’ etc.

Screen Shot 2019-04-17 at 11.09.36.png

Header (H1)

Your H1 is typically the main heading on your page (see below). This should ideally start with your keyword that you have chosen - ‘Bristol Art Gallery’. We understand this ideally may not sit quite right with the aesthetics of your page, however, without having your keyword in your header, less people will find your page. We’re all about driving more traffic to your pages and getting you more customers!

Note: Your pages should only have ONE H1! If you have any more headings on your page after your main header, make sure you change their heading tag to (H2) sub headings or (H3) sub-sub headings etc.

Screen Shot 2019-04-17 at 11.17.28.png

Keywords In Your Content

Next Google will be reading your content. You’ve already told it that you’re optimising for ‘Bristol Art Gallery’ so now it’s going to check your content to make sure you are who you say you are. That means, in the first paragraph you need to include your keyword ‘Bristol Art Gallery’ however you can. You can see how we’ve managed to incorporate the keyword into our first paragraph (below).

Note: don’t forget to include semantics. Similar words to your keyword that other sites are likely to be talking about. In this instance, with art galleries we should be including semantic keywords such as ‘paintings’ ‘contemporary’ ‘specialist’ ‘exhibition’ ‘collectibles’ ‘collections’ etc.

Screen Shot 2019-04-17 at 11.30.58.png

Alt Text - Image Keywords

Name your images! When looking to edit your page, you will notice when importing or editing images there will be an option to input ‘Alt text’ or ‘Alternative Text’. This just means a keyword to tell Google what this image is - therefore it’s an opportunity to put your keyword in there.

In our example, if we have two images on our page, I will call the alt-text on one ‘Bristol Art Gallery’ and the other ‘Art Gallery In Bristol’ - easy.

Note: don’t get too worried about going through every single image on your site. It’s simply that the more signposting you do to tell Google what your website it about, the better - Image Alt-text is an easy way to do add another positive signal.


And that’s it really. Do that for all your pages, or (if you have a lot) for your main parent/navigation pages and over time you should slowly start to see your rankings improving. You should still work on creating new content, driving traffic to your pages through different mediums, trying to get links from other websites etc. But this is the solid foundation to start getting you found on Google!

If you have any questions about this article, want to sign up for a free Local SEO workshop with us or anything else please get in touch and we’ll be happy to help.

Local SEO in 2019 - Podcast With Social Brighton

Local SEO Tips in 2019 - Podcast

Creative Bloom’s Stu was delighted to be a guest on Social Brightons podcast, hosted by Kerry Watkins to demystify digital and talk through the latest local SEO tips in 2019. We love the team and all the work Social Brighton do! Listen to the podcast below:

Customer behaviour in ‘search land’ is changing & is clearly influenced by Google’s most recent updates. Your Local SEO strategy might need to adapt to keep up the pace.

As far as Google is concerned, in 2019 its looking for quality and not quantity and so are your customers! It is far better to add a page that adds real value to your customers rather than producing pages to gain search rankings or creating thinly populated or duplicated content. Your local rankings won’t benefit from these tactics no matter how you tweak them.

Screen Shot 2019-03-04 at 12.50.38.png

Stu’s top tip: Have a look at your website, read the content out loud, do the same for your closest competitors & ask yourself the question: do you deserve to rank?

Google’s updates have not only changed its algorithm but improved the way it displays information about businesses. Potential customers are no longer browsing multiple sites to compare and find their desired service; instead, they are using the vast ocean of information that Google gives them via your Google My Business Page (GMB page). So ensure you pay attention to what’s appearing on the SERPS (Search Engine Results Pages) and ensure you are on those platforms.

When customers want to access your phone number, review your track record, opening times and upcoming events, they are no longer looking at your website but are expecting to find that information on your GMB page. As Googles & users behaviour changes, your first chance to make an impression on potential customers is by taking advantage of your Google My Business profile and uploading all the information you can and make it sparkle. Here is where you get to own your space - so make it count.

Screenshot 2019-02-25 at 16.22.59.png

SEO’s are in 100% agreement that Google My Business (GMB) ranking signals will play a much more important for SEO in 2019, especially for local SEO. However, many businesses are not yet paying attention to this new important aspect of local search, so making the most out of your Google My Business page can be a quick and easy way to make you shine brighter than your competition.

 

Here are our top tips to get you ahead of the race:

  • Make sure your business name is correct and consistent, don’t play around with variations, make sure your address is correct, and the map pin is placed in the right spot: you don’t want to send potential customers off on a wild goose chase trying to find your physical location! Also pick the best street view image for your business (and not of bins behind the back!) If your business address is your home consider a virtual office or join a co-working as seeing a residential address can cast doubt on the credibility of the business

  • Make sure you’ve got a local phone number listed if possible, it’s easy to get one via VOIP if needed, make sure your correct opening hours are listed & match those on your website: you don't want to confuse Google! You need to be consistent in order to prove your validity as a business

  • Most importantly make sure you choose the right categories, choose the fewest and most specific categories: use these predefined categories to reflect what you actually do, it will determine what keywords you will appear for. Pick three key words to describe your business and see what your competitors are optimising for. Here is a great post on choosing the right GMB category by Bright local

  • Make sure you’ve got great photos & videos, of you, your people, your office & products and videos uploaded: express your brand identity! Show off your style and don't forget to swap them out every now and again to keep it fresh. Videos are one of the best way to boost engagement and catch peoples eyes so make the most out of them and use them to your advantage

  • Make sure you’ve got a great aggregate review score – at least a 4.5: make sure to respond to every review to highlight that you care about what customers have to say! Google isn't sending you those review emails for no reason ;)

  • Make sure to update and add any events, and other posts you are hosting through Google Posts: it’s a great way to promote your events quickly and easily while ensuring that you are targeting the relevant people AND you are adding content where Google wants you to

Screenshot 2019-02-25 at 16.25.13.png
Screen Shot 2019-03-04 at 12.51.28.png
  • Make sure that you’re monitoring your questions and answers which is a relatively new feature: answer new questions quickly and if needed ask/answer your own questions so that commonly requested information is easily available so it becomes your FAQ page on GMB

The final point is that you need to take your business wizard hat off and look at your profile as a first time customer. Is all your information readily available? Is it easy to understand and access? Does your business look appealing & compelling? Would you buy from it? 

So keep up to date with how your local SEO strategy needs to change alongside Google’s updates and focus on your Google My Business Page. You’ll show up better in local searches, and gain more conversions!

Guide To SEO 2019 - Basics To Get You Started

Search engine optimisation may seem a bit scary initially, but trust us, it’s only the jargon that’s a bit overwhelming. When you take away the fancy wording and hone in on what Search Engine Optimisation actually is, you’ll realise you can start cracking on with it yourself! To start with, SEO comes down to knowing your customer and using quite a bit of common sense. In digital marketing, truly knowing your customers is vital and that’s no different when it comes to SEO. We want to give you a basic understanding of the 5 key ingredients to cooking up a website brimming with optimised content!

1 | Research, research, research. Keywords, keywords, keywords.

So, first thing’s first. You need to know your customers. You need to know what they’re searching for and how they’re searching for it. You need to understand the language that they’re using and where they’re looking for you. It’s important to collate all of this information in a clear format and understand when and where your keywords should be used. This will come in very handy!

n.b. Don’t just assume you already know your customers! This is the most common mistake. Take a look at your analytics and see who’s browsing your site, ask around and approach this with an open mind.


2 | Titles and Descriptions

The next step is to use what you’ve learnt previously to ensure all of your page titles are optimised using your keywords and you have incorporated these into your meta descriptions too. All of this will help to ‘label’ your content so that search engines have a better chance of finding you.

3 | Content is key(words)

Similarly to your titles and descriptions, you need to ensure your content includes plenty of keywords, directing it towards search engines. Content should be optimised in few ways:

•Headers

•Body Text

•Images

•URL Slug

Just remember not to keyword stuff! That’s when you’re stuffing so many similar keywords into your content to a point where it is no longer legible or naturally flowing. This can be detrimental to your search ranking and it’s likely any user who reads it will just turn away.


4 | Your website isn’t the be all and end all

Although your website plays a huge part in your overall SEO, it’s important not to forget about the rest of your online presence. Social media and citations on listings are also important and search engines regard these websites highly. Remember to keep everything up to date, consistent and as optimised as possible.

5 | Linkbuilding Gives you power

A good way to think about links is like votes. Links act as pointers to your website, leading search engines to believe you are trustworthy and indicating legitimacy. Links from higher ranking websites should in turn increase your visibility, but make sure that the links are relevant and trustworthy themselves!


If you have any questions or want to learn more, get in touch with us!

Three Essentials Of Getting Local SEO To Work

You can't have Batman without Robin. You can't have Wallace without Gromit. And you cannot have a local business without local SEO! If you aren't on the local digital map then there's a very high likelihood that you'll be missing out on lots of potential opportunities that would otherwise be heading your way.

We understand that digital marketing can seem overwhelming, with lots of technical jargon being thrown at you left, right and centre. However we have a fantastic Local SEO training workshop that will provide you with a no-nonsense, no-jargon approach to digital marketing, in particular local SEO. To give you a taste of what you'll learn about, here are some very simple yet effective ways that you can begin the journey of growing your business locally.

 

Local SEO.png

Your 'Google My Business' Account
Google My Business is the best place to start. This gives you your very own little chunk of Google real-estate, helping your customers to find out information about you, including opening hours, address and images of your products and services. Google also lets you post information about deals and helps promote what's happening on your social media pages. It encourages your customers to leave reviews by making as easy as possible for them to just log on and express their upmost admiration and appreciation for your business. Google also keeps an eye on the other big review sites such as Facebook, Yelp and Trip Advisor, so encouraging reviews across the board is important.

Make It Easy To Be Found
A citation is a reference of your business on a directory or local business listing (Name, Address, Postcode etc.). You should add and maintain citations of your business using some of the many software platforms available, such as Moz Local, Brightlocal or Whitespark. Your local citations should stay consistent across the board, so when you're uploading them to any website or listing, always ensure that they match. If you change address, or phone number, make it a priority to go through all of your online platforms and update all of your citations. You can tell google what your website is about by ensuring you use local schema markup. This code applied to your website alongside citations will all count towards your Google ranking.

Creating Content
Although you must ensure that you are using the correct keywords for your business, it's important to remain user friendly as much as possible - Google has an eye on that too. Local keywords can be effectively used within written content, however, it's important to spread them out amongst title tags, alt tags and headers to avoid keyword stuffing. Internal linking within content also helps to boost that local ranking. Look for way to include links on local directories and other businesses, perhaps even approach a local blogger to help get people linking back onto your site. 

We've only hit the tip of the iceberg here but sign up to our next Local SEO workshop if you want to get stuck in.