Location-based website optimisation starts with making the website genuinely useful to people in the area a business serves.
For example, a business serving Johannesburg can improve its website by clearly explaining:
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What services it provides
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Which areas it serves
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Who its services are intended for
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How customers can contact the business
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Common questions customers have
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What information customers need before making an enquiry
The website should also have descriptive page titles, useful headings, logical internal links and content that matches search intent.
Mobile usability is particularly important because local customers may search for businesses while using smartphones. Technical issues such as broken links, slow pages or inaccessible content should also be addressed.
Another useful step is to keep business information consistent across relevant online directories and profiles.
Location-Based Website Optimisation should be natural and customer-focused. Simply adding a city name repeatedly throughout a page is unlikely to create a useful experience. The stronger approach is to provide genuinely relevant information for the people and locations the business serves.