Selection of local phrases as a way to promote the company locally

Service Business

General phrases are often characterized by a large number of searches by Internet users using Google. The problem with them, however, is that they are accompanied by much greater competition. What's more, they are often searched for by people just trying to gather information about a product or service. Not to mention the fact that in the case of industries where customers want direct contact with the company, they simply do not make much sense. In such cases, it is much better to take care of the appropriate selection of local phrases when creating the website.

Local phrases, i.e. what?

When we think about local SEO, we mean not only phrases composed of a combination of general key phrases and the name of the city. In some cases, it is also worth including districts. It is clearly visible on the example of Warsaw, for which local phrases will also include words with annotations such as "┼╗oliborz" or "Bemowo". Similarly, in the case of towns located literally next to large cities, it is worth considering including both towns in the phrases.

When deciding on the selection of local phrases, you can skip phrases with annotation provinces. Additions such as "Lubelskie" or "Zachodniopomorskie" may have made sense twenty years ago in some industries, but the search method has long since changed and nowadays almost no one uses such annotation.

Local positioning is also Google business cards

When thinking about the selection of local phrases, it is worth focusing not only on including them in the optimization of the website, but also on the appropriate configuration of Google business cards. They are the ones that appear on maps inserted in the Google results - tailored to the context of local queries. Moreover, there are occasions where local inclusions appear in the results displayed for general queries.

It is also worth remembering that the data from Google business cards can make the contact details particularly highlighted in "[company name] address" inquiries.

Local phrases will become more and more relevant

The selection of local phrases and their importance is growing every year. On the one hand, Google is increasingly individualizing the results, including in terms of the location assigned to a given person. On the other hand, local search is gaining importance in mobile search. Finally, the maps already mentioned in the search results are an element that pushes down, below the scroll line, some organic results - which makes it worth being associated by Google with a specific region. Start a free 30-day trial period with no strings attached!

There are industries for which locality is key

If you still have doubts as to whether careful selection of local phrases is important, let's mention one more issue. There are industries for which a comprehensive selection of local phrases (preferably selected with the use of tools such as Google Keywords Planner, but also through competition analysis made with the use of Semstorm or Senuto tools) is simply crucial. We are talking about all those companies that operate only stationary, or Internet activity is only a marginal element for them. In their case, whether they will be high on searches having a local context is a key issue, and its neglect is simply to give up the field of competition.