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Locally Optimised Website

Local trade is a priority for this Self Storage Units business in Shirebrook on Derbyshire/Nottinghamshire border. Google Maps, Reviews and a locally optimised website will ensure high visibility in the area.

Shirebrook Self Storage Website

How does a business find local clients?

When starting a new business venture that targets local clients, how do you expose the business to potential customers?

Mansfield entrepreneur Jon Allan came to me for a website for his new storage business in Shirebrook. We discussed a marketing strategy that would put the business in front of potential clients in the local area.

To rank for local SEO a business needs complete certain steps:

  • Website with keywords + local area
  • Consistent NAP – Name, Address, Phone number
  • Google My Business and Maps Listing
  • Reviews

Locally optimised website

We designed a website that featured keywords + locality in all the important areas:

  • Title tags
  • H1 – H6 Tags
  • Page URLs
  • Image titles and Alt tags

We added keyword rich text to the site with latent phrases and other areas to build a picture of a relevant local business to search engines.

NAP – Name, Address, Phone

Consistency is the key here. Add the SAME NAP to the website, Google Maps/My Business listing and in fact anywhere you website gets listed, eg Yell, Yelp etc.

It’s important that when Search Engines crawl the net they only see ONE version of your address. If more that one version of your business address appears, it’s seen as another business and weakens your online profile resulting in a potential drop in ranking.

Local Schema

Another important feature is to add Schema Markup to your site – this will help search engines display your company information correctly, consistently.

Here’s the basic Local Schema markup from

  • <div itemscope itemtype=”“>
  • <p itemprop=”name”>COMPANY NAME</p>
  • <p itemprop=”address” itemscope itemtype=”“>
  • <p itemprop=”streetAddress”>ADDRESS LINE 1</p>
  • <p itemprop=”addressLocality”>CITY</p>,
  • <p itemprop=”addressRegion”>REGION</p>
  • <p itemprop=”postalCode”>POSTCODE/ZIP</p.
  • <p itemprop=”telephone”>PHONE NUMBER</p>

Google Maps Listing and Reviews

We needed to create a Google Maps and My Business listing for the business – however Jon was already running 2 other businesses from his location. It’s important to have a consistent listing on Google in line with the NAP and information on your website. Also, it’s needed later for reviews. By having a corresponding listing on Google Maps and some positive reviews it’s possible to ‘jump’ your business to the top of the Google search listings.

Google puts 3 relevant, local businesses at the top of the search listings. These listings are from businesses that are

  • On Google maps
  • Have reviews
  • Have consistent NAP and information
  • Have keywords and local places on their website.

Here’s how it looks when Google presents local search results to us:

Google maps search results

As you can see, all the address, phone number, reviews and website are listed, so you can see how important it is to have all your ducks in a row when it comes to local optimisation.

Reviews are the hardest part of the process. It’s something that can’t be done all at once. All you can do is keep asking your customers for reviews and hopefully most of them will leave some feedback for you. If they don’t because they are busy, or just don’t get what they need to do and how important it is for you, there’s nothing you can do but ask politely again and move on. The best time to ask for a review is towards the end of or just after the transaction between you and your customer. That’s when positive feelings towards your business are at their highest and there is a general feeling of mutual working together.

Here’s the summary of how to list your business locally:
  • Have consistent Name, Address and Phone Number across the internet
  • Add your product or service keywords + locality to your site
  • List your business on Google Maps / My Business
  • Collect reviews

if you would like assistance, like Jon, to help you business find local customers and clients, why not give me a call? 07557 902389