April 18, 2021

On-Site Local SEO Setup | WordPress.com Business SEO

Contact Info Widget

The first step is to make sure that you’ve activated and configured a Contact Info Widget on your site.

  • Ensure that you use a valid street address if possible. A P.O. Box can be problematic; as sometimes, they may be nowhere near your actual location. Additionally, check to make sure that you either spell out everything (Street instead of St.) or use the USPS official abbreviations (use the abbreviation in the far right column). If you’re not in the US, check with your local postal system to get the correct abbreviations.
  • It’s best to display the Google Map for your business; you’ll need a Google API key (explained here) but having the map focused on your location can be another signal for search engines as to your business’s location.
  • For US phone number formatting, the optimal configuration is (XXX) XXX-XXXX. While most search engines can figure out that XXX-XXX-XXXX is the same thing, it’s better to avoid the possibility of any potential duplicate listings altogether.
  • Make sure to enter in your business hours; potential customers may not call if they’re unsure about whether your business is open.

Contact Page

If you have not done so, create a Contact page for your site.

While you should definitely put a Contact Form on your Contact page, that shouldn’t be the only thing you have on it! Good Contact pages make it possible for a customer to get in touch. Great Contact page encourage customers to contact you to solve their needs.

  1. Remember the address we put in the Contact Info widget? You’ll need to put that in the Contact page as well. Here’s a good format to use:
    Globex Corporation
    3999 Mission Boulevard
    San Diego, CA 92109(555) 123-4567
    While it may seem repetitive to include this information when it’s already in your footer, it’s still important for both the potential customer, and search engines. It’s yet another reinforcer of location.
  2. If you have multiple services or departments in your business (for example, commercial sales and a residential sales departments), it’s a good idea to separate these out into separate phone numbers (or extensions) if possible. Not only will it let your potential customer get in touch with the right person more quickly, but it will also reduce phone time for your employees that would be spent transferring calls to other departments. If they have separate email accounts, the logic applies for that as well.
  3. Encourage your customers to use the contact form, or to call you, with directive language (you can see some great examples here). However, be sure that you set expectations clearly. If you are only able to reply or make callbacks during certain days or hours, make sure to note that clearly on the page; a lack of response is a terrible first impression to make with a potential new customer.
  4. Do you use social media? The Contact page is a great place to call that out. Sometimes, existing customers may just want to send you a “Good job!”; social media lets them tag you and will let their friends know that they were happy with your service or product.

Site Content

Your site’s content can also be a valuable director to search engines as to your geographic location. Simple things like calling out cities or neighborhood designators in your site’s text can be very effective.

“Joe’s Dry Cleaning has served the Desert Ridge area of Phoenix, Arizona for over 20 years”

You should also be using geographic indicators in other parts of your content; Site titles and Page titles are two important places to do so. Remember on Day 1 when we set up the Site Title? If you are a local florist, you might use something like “Cincinnati Floral Arrangements & Flower Delivery | Kate’s Flowers, LLC“.

If you serve multiple cities, suburbs, or major neighborhoods, it’s a good idea to have a page dedicated to each one: “Sherman Oaks Lawn Maintenance”, “Venice Beach Custom Landscaping”, “Laurel Canyon Arborist Services” are all good examples. In those pages, you can describe unique issues, products, or services relevant to that geographical area.

There are many other ways to incorporate localized content in your site; many are dependent on your exact industry and location, so try scoping out the competition by searching for terms that someone might use to try to find your business. Look at what your highest-ranked competitors are doing, and try to improve on their tactics while making the content reflect the worth of your business.


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