The easiest way to optimize your location is to utilize Google My Business if you haven't already. It's free, easy, and one of the quickest ways to tell Google where you're at (literally), but let's get more granular on optimizing your website for local SEO.
1. Make sure your address is in your footer
Though it can seem like a small detail, this is one of the biggest cues that search engines use to find your website and associate them with certain locations.
The last thing you want is competition from yourself, so make sure that every place that your NAP lives is the same. This can be tricky with multiple social networks, citation pages, and even association or Chamber pages, but do not overlook this.
2. Make your service areas clear (if applicable)
If a visitor cannot find the name of their town, county, or state, they will discount you as a potential vendor automatically.
If you have standalone service area pages, make sure they are optimized for area-specific keywords such as the zip code, town name, or major landmarks.
If there are regions you don't serve, it might make sense to include those as well, especially if you've received inquiries for those areas.
3. Optimize specialized pages for certain locations
You already know all the basics of SEO — I won't go into that here, but I will emphasize that creating unique landing pages for local services areas will go a long way.
These local pages should be like mini-homepages, and contain almost everything for a user to decide if they want to get in touch with you.
Don't stop there, though. Keyword optimized is great, but user optimized is better. Search for your page once you've created it, and make sure that what you see from the SERPs is a realistic preview of what the user will get, and highlights that the page is focused on a certain geographical area.
The importance of citation pages to local SEO
Another important piece of local optimization is citation pages and off-site SEO.
Some of your visitors will never go to your website until the very end of the buyer’s journey, and then will spend a half a minute on your page before converting.
What did they do before that? They looked at your business on a citation page, found the information that they needed, and then navigated directly to your website.
Citation pages are pages built for users where they can acknowledge and compare local businesses.
Google your business. See what comes up. There will be more pages about your business than the ones you’ve created - and that number is growing.
There are hundreds of different citation sites, each with one or multiple categories that they specialize in.
How do I optimize my external citation pages?
Put your best foot forward
Here’s what you need to optimize your citation pages and make them look great:
• Images. They’re going to make a huge difference. Where do you think the popularity of handles like @foodiefeedback came from? There’s a little bit of copy or text to bring it home and explain what’s in the picture, but it’s the picture that draws you in initially.
• Use all the fields that are supplied to you. There are a lot of them on some sites, so make sure that they are as filled as possible with your main value proposition, a description of what you do and how you do it, and most importantly, your service areas.
• For sites like Houzz or Guild Quality — which are more like microsites — you have a lot to play with, a lot of information that you can display, and a lot of room to maneuver. Fill it in as accurately as possible.
• Upgrade to a paid version. This is optional, but a lot of citation sites have paid versions for businesses that are designed to help them gain more visibility, more reviews, and manage their business through the site. Find one that works for you, try it out, and see what the results are. If it works, you’ve got a winner; if it doesn’t, try something else!

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