Local Internet Marketing

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What is local internet marketing or local search engine optimization(SEO)?

Local Internet Marketing refers to web-based measures for advertising to a local target group. This can be people who live in your vicinity or are currently staying there and are looking for a restaurant, a specialist store or a leisure opportunity, for example. In the following, we use the terms "Local Internet Marketing" and "Local Search Engine Optimization" (SEO) synonymously. This is not quite correct, as SEO is limited to displaying in the free, generic search genbnis (and leaves out paid ad advertising, for example). But this is precisely where we see very great potential for development and success for companies.

For most companies, Local Internet Marketing plays a very important role, since their target group is often found in the vicinity of their location. Thus, for a tax consultant from Frankfurt, it is usually completely irrelevant whether she is found by people in Hamburg. And internationally positioned companies, e.g. from industry, also benefit from this. It improves the visibility, authenticity and brand meaning of the website.

How to improve your local visibility in search engines?

In the following we would like to show the most important methods for local search engine optimization. And how the content management system TYPO3 supports you in this. Of course, you can also do this in a similar way with other content management systems (such as WordPress or Drupal). As a TYPO3 agency, however, we are most familiar with this CMS. 

In this context, we would like to point out that the measures presented here are compatible with the webmaster guidelines published by Google. In this context, one also speaks of "white-hat SEO". In fact, by using our suggestions, you are actually helping the search engines to improve their search results.

OnPage optimization

We will not go into all aspects of OnPage optimization here, as this would go beyond the scope of the article. Instead, we would like to briefly explain the most important measures using the example of a

Lawyer with focus on family law from Bielefeld

Note: If you are a lawyer reading this article, please understand if the following examples do not make any professional sense. We are only interested in explaining the principle here.

Create a new page (or optimize existing one)

First, create a page that focuses exactly on these terms. If you already have a suitable page, you can also optimize it according to the steps presented here. If you only have a small website and want to optimize your home page, this step is of course omitted. Then simply continue with the meta tags. Using an important technical term in combination with the city/town/region name is a very effektve measure for local SEO. So create a page "www.xyz.de/lawyer-family-law-bielefeld". This works in TYPO3 via the page properties via the field "URL segment".

 

Meta data title & description

In addition, maintain in the page properties within the tab "SEO" two more text fields that are of great importance (for this the SEO system extension of TYPO3 must be installed):

  1. Use as SEO title a very short description, which also contains the relevant terms and may be slightly longer than the page title. E.g. "Lawyer for family law from Bielefeld".
  2. As a description ("Description") insert a slightly longer text, which should not be too similar to the title. Ex: "As specialist lawyers from Bielefeld, we can help you with all legal questions relating to family law."

Create content

The decisive success factor of search engine optimization (whether local or not) is the content of a website. They should meet three criteria:

  1. Relevance: write content that has to do with the complex of topics lawyer, family law & Bielefeld and offers an actual information value
  2. Originality: Do not copy texts from the Internet and do not provide information that already exists on 50 other websites (except for general information on specific topics, if applicable, but this should only make up a small part of the entire page)
  3. Timeliness: the information should not be outdated. Google loves revised and updated web pages (probably even more than new pages). So conduct regular content reviews and change/add/delete content.

Set exactly one page heading (technically the <h1>-tag, in TYPO3 mostly the heading type "Layout 1"). Here again the most important keywords should be included. E.g. "Lawyer for family law in Bielefeld".
Now create as many exclusive texts with images as possible. Thereby to consider:

  • Structure the texts into sections and subsections, each with a heading ("Layout 2" for the top-level section, "Layout 3" for a subsection, and so on).
  • provide images only in the maximum necessary size (see Image Optimization with TYPO3)
  • name your images sensibly and assign an alternative text and a title for each image
  • ideally, images have a caption that briefly describes the content of the image

Now link from other pages of your website to this page. It is important that the linked text (so-called anchor text) contains the search terms:

Now add structured content to the page. Ideally, automatically insert the LocalBusiness entity on each page.

Example of the WACON page:

 

<script type="application/ld+json">
  {
  "@context": "http://schema.org",
  "@type": "LocalBusiness",
  "address": {
  "@type": "PostalAddress",
  "addressLocality": "Frankfurt am Main",
  "addressRegion": "Hessen",
  "postalCode": "60486",
  "streetAddress": "Theodor-Heuss-Allee 112"
  },
  "aggregateRating": {
  "@type": "AggregateRating",
  "ratingValue": "5.0",
  "reviewCount": "24"
  },
  "name": "WACON Internet GmbH",
  "openingHours": [
  "Mo-Fr 09:00-17:00"
  ],
  "priceRange": "$$",
  "telephone": "069 37306888",
  "url": "https://www.wacon.de/",
  "image": "https://www.wacon.de/fileadmin/wacon_internet_gmbh_16x9.png"
  }           
</script>

 

For this you have to adapt the TYPOSCIPT template. It is best to have your TYPO3 service provider implement this so that you can make changes to this data yourself later. See our article on structured data with TYPO3 for more information on this topic.

Google myBusiness (GMB)

Google myBusiness (short "GMB") is actually a normal company directory. However, due to its integration into Google's search results, it plays the decisive role in local search engine optimization for both keyword and location searches (googleMaps). The myBusiness entry comes into play for local and company searches:

 

 

To be able to register your company with myBusiness, you need a googleAccount. You can then manage your company at https://www.google.com/intl/de_de/business. If necessary, you must first register your business or - if it already exists - apply for ownership. Google will then send a PIN to the postal address, which you can then use to authenticate yourself.

 

You can store a lot of information at myBusiness. Use this possibility:

  • fill in as many fields as possible under "Info 
  • describe your products in detail under "Products
  • under "Services" describe your services in detail
  • under "News" you enable searchers to send you text messages and you can enter a chat.
  • Under "Website" you can set up your own mini website, which will be accessible under the URL "xyz.business.site" (xyz is freely selectable by you).

Photos and videos

Adding photos and videos is a very good way to attract the attention of searchers through visual stimuli. If you do not have photos/videos so far: You don't need a professional media agency to do this. Take the smartphone and try to capture some nice pictures and videos. These should be at the company's location. Include employees as well. Videos don't have to include sound. Quite the opposite. There are studies that show that most videos on the internet are played without sound.

Photos should be approximately 720x720 pixels in size. Files in JPG or PNG format between 10KB and 5MB.

Viedeos should not go longer than 30 seconds. With a minimum resolution of 750 pixels and a maximum size of 75MB.

Posts

Posts are almost like "mini ads" or "social media posts" that show up in Google search in your Google My Business listing. 
Posts can be, for example:

  • Limited time offers
  • General news 
  • Events

Image, video and text information can be added to all posts. And the good thing: you can link all posts to your website. You should use this to turn a searcher into a visitor.

Reviews

Extremely useful for the trustworthiness and thus also for the click behavior of searchers, are the reviews. Of course, these cannot be posted by yourself, but must be posted by customers and business partners. They need a Google account for this, with which you are logged in. You will find the link for reviewing when you select your myBusiness entry via Google. In the GMB administration, you will also be provided with a link to share under "Home" -> "Get more reviews" -> "Share form".

Reviews are displayed very prominently in the GMB display:

Reviews can also be included as a snippet in the generic search result. You can find more information about this in our article about structured data with TYPO3.

 

Portals & NAP consistency

Register in as many portals as possible and make sure that name, address and phone number are identical everywhere (so-called NAP consistency). Inconsistent information can lead to the website losing trust with Google and being displayed less frequently or with a lower ranking.

In addition to google myBusiness, there are the following portals where you can list your business including a link:

  • bingplaces.com
  • yelp.com
  • 11880.com
  • meinestadt.de
  • clutch.co
  • feedbax.de (can be linked to Google reviews)
  • hotfrog.co.uk
  • any social media channels you use

Most of the time, cities and regions offer a business directory that you should also sign up for.

Translated with DeepL

Tragen Sie sich in möglichst viele Portale ein und achten Sie darauf, dass Name, Adresse und Telefonnummer überall identisch sind (sog. NAP consistency). Widersprüchliche Informationen können dazu führen, dass die Website bei Google Vertrauen verliert und sie seltener bzw. mit einem schlechteren Ranking angezeigt wird.

Neben google myBusiness gibt es folgende Portale, in denen Sie Ihr Unternehmen inkl. Link eintragen können:

  • bingplaces.com
  • yelp.de
  • 11880.com
  • meinestadt.de
  • clutch.co
  • feedbax.de (lässt sich mit Google-Rezensionen verknüpfen)
  • hotfrog.de
  • sämtliche Social Media Kanäle, die Sie nutzen

Meistens bieten die Städte und Regionen ein Gewerbeverzeichnis, in das man sich ebenfalls eintragen sollte.

More about local internet marketing and TYPO3

We hope you enjoyed this article. Perhaps you were able to gain some useful information that will help your business move forward. If things are unclear to you, please do not hesitate to contact us. We will be happy to advise you free of charge and without obligation.