Building your local presence

By Cory Marazzo on

There are hundreds of factors that affect how a site is ranked, each weighted differently and change frequently. Implementing out dated tactics can results in negative outcomes. So instead of trying to outsmart Google, keep it simple by providing the best user experience possible. In regards to building your local presence, the following are basic recommendations that you can apply to your site right away.


Content is equally, if not more important, than great web design and structure. One of the best ways to increase traffic to your website is to use tools like Google Trends and keyword planer to discover what people type into search engines for products or services you offer. Use your target keywords naturally and strategically in titles, text, and meta data to help create pages that are closer to “optimized.” Generally, the more specific your keywords, the better your chances of ranking based on less competition. Your website should have at least one page for each target keyword and make sure to include variants and relevant entities.

When creating content, it’s safe to assume any content that is hidden from the user has little to no impact on SEO in 2015. Duplicating content and stuffing your content with keywords can lead to demotion or even the delisting of your website from search results.


Citations are mentions of your business name, address and phone number (business NAP) — even if there is no link to your website. The business with the most citations and links from quality, local websites will have a sizeable advantage in local search results. Therefore to benefit from this advantage, you must ensure strict consistency when publishing your business NAP information to rank highest in local search results.

There are a number of ways to buy citations, but a more valuable approach is to earn them – for example, creating sharable content, social media participation, commenting on articles, and encouraging positive customer reviews. The best starting place for citations is directories though, with the following links recommended for local businesses in Canada:


Writing content around a solid keyword strategy will go a long way on its own, but it’s not everything. The technology used on your website can limit search engines from being able to find and index your content. To avoid issues, you should consider implementing semantic markup (sectioning elements and to significantly improve a search engine’s capability to understand and rank your web pages. Although this may sound complicated, indexation and on-page search engine optimization is common sense to experienced web developers.