Those used to tabbed browsing know why favicons are important. Your site will stand out from the rest if your favicon is recognizable. After all, a picture says more than a thousand words. Personally, I often find myself pinning websites in Google Chrome, still my browser of choice. As a to-do list, or simply because I want Gmail at hand anytime. Or that specific spreadsheet in Sheets. Or Facebook. That little favicon is the only reference to what site is hidden in that tab. You simply need a good favicon for your website.

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Make your favicon stand out

You should make sure your favicon stands out from that long list of tabs. Check if it matches your logo and website well. Especially when you are not one of the big brands, you want people to recognize your favicon. Two tips directly related to that are:

  • avoid too many details in your favicon,
  • and please use the right colors, so the favicon doesn’t blend in with the gray of your browser tab.

Both are closely related to branding. Your brand should be recognizable in your favicon. Although we’re able to use more colors and more depth in our favicons nowadays, the fact is that the space available on that browser still hasn’t improved from the small 16×16 pixels it used to be in the early days. It doesn’t look like 16×16 pixels anymore, but that’s because we have better screens, not because that space increased. The main improvement is that lines are sharper and you can use all the colors you want.

Proper branding is making sure people will relate your favicon to your website immediately. I listed a number of favicons for you to test. Drop me a line in the comments about what favicon belongs to what brand:

favicons quiz

Too easy? In that case, these brands did a good job on translating their brand to their favicon.

SEO benefits of favicons

Are there real SEO benefits to favicons? Tough one. Besides branding, probably not, though opinions may differ on this a bit. One might argue that you can now add an image of 1MB as a favicon and that this will slow down loading times. You could say that a proper favicon highlights a bookmark and might increase return visitors. I have even found a story where someone stated that some browsers automatically look for a favicon and return a 404 if it’s not there.

My 2 cents? If there is an SEO benefit, it’s so small that all other optimization, like proper site structure or great copy, should always have priority. Does that mean you don’t need that favicon? Hey, didn’t you read that part about browser tabs? You do need it, even if it’s just to stand out.

WordPress just made your day: favicons in the Customizer

If you use WordPress, you might already know that there’s been a favicon functionality in WordPress core since version 4.3. So you can use this default functionality, without hassle. It’s located in the Customizer and is called Site Icon. In fact, WordPress recommends using this option to add a favicon. You don’t even need to create a favicon.ico file, like you used to, years ago. Just use a square image, preferably at least 512 pixels wide and tall. That seems to contradict with the recommendation to keep it as small as possible. But if you optimize your image, it won’t slow down your site :)

More information on how to go about this in WordPress is in the WordPress Codex. Go read and add a nice favicon to your own site!

Read more: ‘5 tips on branding’ »

SEO isn’t just for large companies. As a small business or local business, there is actually a lot you can do to achieve local goals yourself. Many of these things relate to focus. In this ultimate guide for local and small business SEO, we’ll tell you about finding your niche, optimizing pages and social media efforts.

Way back in 2014 we promised you in our post on local SEO that we’d be writing a bit more about local and small businesses. Considering that local SEO is basically the optimization process for the local results in search engines, we can say that local SEO is often closely related to small business SEO. This is why we decided to discuss both in this article.

In this article, you’ll find a variety of related topics:

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As long as Google’s local search result pages continue to grow and improve, we’re not done with this subject. But in the meantime, we’d like to present you our ultimate guide to local and small business SEO. Let’s start at the beginning of your SEO process.

Finding your shop’s niche

Especially for local or small businesses, determining your niche is very important. When you know your niche, you can emphasize what makes your products or brand unique, therefore improving your odds to rank well for them. If you have a clear niche, you can locally compete with large national brands in spite of their multi-million advertisement budgets.

Find out who your customers are and what words they use to describe your product, because people will use the same terms to find your website. Using these terms, often made into long-tail keywords, can really help you optimize your local business SEO. Make your keywords as specific as possible.  Once you’ve done all this, don’t forget to monitor your niche as it evolves with the growth of your company.

Find your shop’s niche

Low budget branding

We have mentioned this over and over: branding is very important for SEO. Branding deals with things like your logo and your tagline. How do they represent your company without further context? What do your logo and tagline reveal about your values and your field of expertise? It’s all about recognition.

Read more: ‘Low budget branding tips for small businesses’ »

A tip for branding: share your expertise! You can do that in blog posts and on social media. We’ll talk about this some more, further down this guide.

Start writing great content

Your small business SEO will get a significant boost from the right content. Many small business owners put products and contact details on their website and that’s basically it. But there is so much more to tell and share!

Focus on making an awesome first impression on your potential customer. Write about your business, your business goals, how great your products are and things like that. You can also discuss market developments or local events that relate to your business. These are just a few tips for your local SEO content strategy.

When writing your content, be realistic about the chances of that content to rank. If you are in a highly competitive market, content works very well as a marketing tool and/or as input for social media. But it will probably not get you that number one spot in Google, and that’s fine. Manage your expectations.

Picking the right keywords to optimize for is very important. Usually, it’s a good idea to pick mid-tail keywords, including the local area you are focusing on. It really doesn’t matter if you add this content to your site as a page or blog post. Just make sure that you write about things that people want to talk about or that make people talk about your business in a positive way.

Keep reading: ‘Improve your small business SEO today’ »

Share your content on social media

Did you know you can actually sell your products on social media itself? While that’s very cool, in most cases social media are used for brand awareness or to lead potential customers to a sale. Using social media as a small business is all about promoting your brand, your company, and your products to establish a certain image and to get the right traffic to your company website. Social media, used in the right way, can contribute to small business SEO.

I tend to compare social media to a marketplace where all the stand owners know each other and customers browse among the products. At some point, someone will tell other visitors where to go to for a product: “The cheese over there is delicious”, “you should really check the fruit over there”. This is what real life social media are like. So make sure people start talking about you. And start talking about yourself online, to make others start talking to you on social platforms. Lastly, actively engage in social media conversations, to let people know you are listening.

Use Social Media to increase your sales

Local ranking factors that help your small business SEO

There are many things that influence your local rankings, but there is one very obvious one: your address details (NAP). Make sure to add these in the right formatting (in code), using schema.org details. You can use our Local SEO plugin for that. Furthermore, ask your web developer to dig into AMP, like Joost mentions in this Ask Yoast about AMP for small businesses. Besides that, it may help to add your city, and perhaps your state, in the title of your pages for easier recognition as well.

Google My Business

Make sure you use the exact same NAP details on both your website and your Google My Business listing. This is the only way for Google to understand the relationship between them. Add these details for instance in your footer and of course, on your contact page. Google My Business really is your friend if you want to rank in your specific geographical area, so get your details right!

Improve local SEO with Google My Business

Adding ratings and reviews

Google My Business, like Facebook, allows others to leave a review of your company. If your company has a good rating, people will be more inclined to click to your website from any of these two websites. Be sure to monitor and maintain these reviews.

If you get a negative review for some reason, react by solving your customer’s problem. Ask them to change their review afterwards. In other words, turn that dissatisfied customer into a brand ambassador!

It’s not that hard to get involved in these reviews and ratings. Find more information on that in the article below.

Read on: ‘Get local reviews and ratings’ »

Social ‘proof’, like the ratings and reviews mentioned above, should be backed by a sufficient amount of links from local directories like:

  1. Yelp
  2. SuperPages
  3. YP.com
  4. ReferLocal.com
  5. Yahoo
  6. Bestoftheweb
  7. etc.

You should be mentioned on these pages, for the obvious reason that this means your website is linked. If you manage to get some links from the related local websites in that directory, that will also help your site’s findability. Note that the last category of links has to be from websites that are in a related profession. It’s of no use to have your bakery website linked from an accountant’s website. 

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If your small business is closely related to other businesses that are not located in the same area, you should definitively also ask these businesses for a link. Google spiders the web link by link. If your business is linked from a website that is in the same field of business, that link is extra valuable to you.

Near me searches

When speaking about local rankings, we also have to mention near me searches. These are searches and search suggestions that include words like “near me”, “closest”, “open” and “nearby”. Optimizing for these searches is similar to optimizing for local, but applies for global brands as well (“buy legos near me”). So you’ll have to think a bit outside of your usual box – there’s probably more to optimize for. Google really focuses on search terms like these, as you can read here:

Is that a Possum near me?

In conclusion

As we’ve seen, there are many things you can do as a small business to improve your site and rank better. You should start by focusing on your niche and emphasizing your uniqueness. Think about how you present your brand: logos and tag lines are important to give your customers an idea of who you are as a business.

You can increase your visibility by creating great content on your site, optimized for the right keywords. Also, it always helps if you present yourself actively on social media. There are several factors related to local SEO that help small businesses. Make sure Google My Business has the right details, keep track of your ratings and reviews, and try to get linked by related small businesses. Finally, try to optimize for ‘ near me’ searches.

Read more: ‘5 questions: Talking local SEO with David Mihm’ »

If your business website’s goal is to get in touch with (potential) customers, you should avoid a number of contact page mistakes. Here, we’ll mention the mistakes we find most annoying. And we’re not unique in that.

In my previous post about contact pages, I already mentioned that the right content on this page can improve both user experience and SEO. In the comments on that post, Simon asked: “What do you think are the 5 most common mistakes on a website contact page?” What I think are the most common mistakes makes it my personal list, so I decided to dedicate this post to what I find the most annoying :)

Let’s dive straight in with number one. 

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#1 Just a form

If your contact page consists of a form and nothing but a form, you are not serving all of your visitors. Naturally, there will always be people that don’t understand the form. Provide a fallback option, like an email address or a phone number. Here are some reasons why people might dislike / do not understand your form:

  • Your form is too long. People get lost or simply don’t take the time to fill out all the things you want to know. Keep forms short and clear.
  • Your form isn’t responsive. This ruins the mobile experience on your contact page. Labels might get lost, as a mobile browser will focus on the form fields.
  • Your form can get broken. Perhaps you missed an update of your favorite contact plugin, just to name one reason.

#2 Fancy names for your contact page

Don’t you just hate it when you have to do an internal search on a website just to find their contact page? In my opinion, there are two options:

  1. Add the menu item “Contact” to your main and/or footer menu.
  2. Add your contact page at example.com/contact/.

I won’t look in any other spots. It’s straight to your search or back to Google to find the next company that’s going to answer my question. Preferably, you want that link to your contact page to be above the fold. But I have to say that a footer link is common as well, both as an extra and as the main link.

Just like the link in the URL, I’d like the title of that page to be “Contact” or a variation of that, like “Contact us” or “Get in touch”. Don’t use “Let’s talk business” or whatever strange sentence that won’t cover the immediate goal of the page. It will confuse people, even in Google already. Make it clear that this is the page where they can get in contact with you.

#3 Outdated information

C’mon people. Like all your other pages, your contact page needs some tender love and care from time to time. Moving offices? Adjust your website. New sales rep? Change profile picture and email address. Make sure your information is accurate at all times.

Don’t take this lightly, I think outdated information is one of those contact page mistakes that we choose to ignore sometimes. “I’ll get to that one of these days”. “It’s on my to do list”. No, update it when it changes. And if your address changes, let Google know in the process.

#4 Make sure people can contact you privately

That means “Reach out to me on the WordPress Slack”, “Talk to me on Twitter”, or even “Drop a comment below” isn’t enough. And yes, contact pages that use a comment form as a contact form do exist. People that want to talk to you probably just want to talk to you. Make sure they can.

Is it wise to display links to social profiles on a contact page? I believe that only makes sense if you want people to contact you on, for instance, Twitter and you monitor these social profiles for questions. If you mention Instagram on your contact page and don’t check Instagram at least every other day, it’s probably not the preferred way to contact you. In that case, that link shouldn’t be on your contact page.

Best case scenario: two options to contact you privately (form and email address or phone number would be a nice start), so if one fails, visitors can use the other.

#5 Not having a contact page at all

If only I got a penny for every website I came across that lacks a (clear) contact page… I’ve said it before and I’ll say it again: every website should have a contact page. Most websites are set up to interact with the visitor, get them to buy products or provide information. But they can always have extra questions or interesting business opportunities for you. Make sure it’s clear how they can get in touch.

It’s probably the most obvious of all the contact page mistakes listed here, but I just felt the need to mention it.

Are there any more contact page mistakes you can think of?

For sure. And if you’d ask me the same question on another day, I could probably come up with more. The above ones are the ones I find most annoying, but what about:

  • No clear confirmation that a form is sent. So I’ll send it again. Just in case.
  • Crappy captchas. The horror! Need I say more?
  • Contact pages that are flooded with distractions. I just want to contact you!

Now over to you

Feel free to spill your guts in the comments. Let me know what annoys you the most about contact pages!

Read more: ‘What makes a great contact page? With lots of examples!’ »

Why should you block your internal search result pages for Google? Well, how would you feel if you are in dire need for the answer to your search query and end up on the internal search pages of a certain website? That’s one crappy experience. Google thinks so too. And prefers you not to have these internal search pages indexed.

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Google considers these search results pages to be of lower quality than your actual informational pages. That doesn’t mean these internal search pages are useless, but it makes sense to block these internal search pages.

Back in 2007

10 Years ago, Google, or more specifically Matt Cutts, told us that we should block these pages in our robots.txt. The reason for that:

Typically, web search results don’t add value to users, and since our core goal is to provide the best search results possible, we generally exclude search results from our web search index. (Not all URLs that contains things like “/results” or “/search” are search results, of course.)
– Matt Cutts (2007)

Nothing changed, really. Even after 10 years of SEO changes, this remains the same. The Google Webmaster Guidelines still state that you should “Use the robots.txt file on your web server to manage your crawling budget by preventing crawling of infinite spaces such as search result pages.” Furthermore, the guidelines state that webmasters should avoid techniques like automatically generated content, in this case, “Stitching or combining content from different web pages without adding sufficient value”.

However, blocking internal search pages in your robots.txt doesn’t seem the right solution. In 2007, it even made more sense to simply redirect the user to the first result of these internal search pages. These days, I’d rather use a slightly different solution.

Blocking internal search pages in 2017

I believe nowadays, using a noindex, follow meta robots tag is the way to go instead. It seems Google ‘listens’ to that meta robots tag and sometimes ignores the robots.txt. That happens, for instance, when a surplus of backlinks to a blocked page tells Google it is of interest to the public anyway. We’ve already mentioned this in our Ultimate guide to robots.txt.

The 2007 reason is still the same in 2017, by the way: linking to search pages from search pages delivers a poor experience for a visitor. For Google, on a mission to deliver the best result for your query, it makes a lot more sense to link directly to an article or another informative page.

Yoast SEO will block internal search pages for you

If you’re on WordPress and using our plugin, you’re fine. We’ve got you covered:

Block internal search pages

That’s located at SEO › Titles & Metas › Archives. Most other content management systems allow for templates for your site’s search results as well, so adding a simple line of code to that template will suffice:
<meta name="robots" content="noindex,follow"/>

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Meta robots AND robots.txt?

If you try to block internal search pages by adding that meta robots tag and disallowing these in your robots.txt, please think again. Just the meta robots will do. Otherwise, you’ll risk losing the link value of these pages (hence the follow in the meta tag). If Google listens to your robots.txt, they will ignore the meta robots tag, right? And that’s not what you want. So just use the meta robots tag!

Back to you

Did you block your internal search results? And how did you do that? Go check for yourself! Any further insights or experiences are appreciated; just drop us a line in the comments.

Read more: ‘Robots.txt: the ultimate guide’ »

We often get questions from people asking about the influence of domain names on SEO. Is there any relation at all? Does it help to include keywords like product names in your domain name? Is the influence of domain names different per location? And what’s the use of using more than one domain name for a site? In this article, I’ll answer all these questions and more.

What’s a domain name?

Let’s start at the very beginning. A domain name is an alias. It’s a convenient way to point people to that specific spot on the internet where you’ve built your website. Domain names are, generally, used to identify one or more IP addresses. So for us, that domain name is yoast.com. When we are talking about www.yoast.com, which we rarely do, the domain name is yoast.com and the subdomain is www.

Note that I deliberately included “.com” here, were others might disagree with that. In my opinion, most common uses of the word “domain name” include that top-level domain. 

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Top-level domain (TLD)

Where “yoast” is obviously our brand, the .com bit of our domain name is called TLD (or top-level domain). In the early days of the internet:

  • .com was intended for US companies,
  • .org for non-profit organizations,
  • .edu for schools and universities and
  • .gov for government websites.

We’re talking 1985. Things have changed quite a bit. For the Netherlands, we use .nl, but lots of companies are using .com instead, for instance, when the .nl domain name they wanted was already taken. Things have gotten quite blurry. These days, TLDs like .guru and .pro are available. Automattic bought .blog a while back. And what about .pizza? We call these kind of TLDs generic TLDs.

Country code TLD (ccTLD)

I’ve already mentioned the .nl TLD. We call these kinds of TLDs country code or country specific TLDs. Years ago, Tokelau – an island in the Southern Pacific Ocean – started giving away their .tk TLD for free, and thousands of enthusiasts claimed their .tk. If I would have claimed michiel.tk, there would have probably been nobody in Tokelau who could have pronounced my domain name well. It’s like .cc, which you might have heard of, because it was once promoted as the alternative to .com. It’s actually a country specific TLD belonging to the Cocos (Keeling) Islands, although the people of Cypres might disagree.

This brings me to the first statement about domain names and SEO:

ccTLD or subdirectory?

If your website is available in multiple languages, you might be wondering what the best solution is: domain.com/uk/ and domain.com/de/ (subdirectories or subfolders) or domain.co.uk and domain.de (ccTLDs).

For SEO, the subdirectory makes more sense. If you use a subdirectory, all links will go to the same domain. Marketing is easy because you have one main domain. If there are language differences per subdirectory, use hreflang to tell Google about that. If you include all in one (WordPress) install, maintenance is easier. Just to name a few advantages.

Note that a subdomain, like the “www” I mentioned, is something totally different than a subdirectory. Google actually considers kb.yoast.com to be a different website than yoast.com, even though I’m sure they can connect the dots.

Age of a domain

These days, the age of a domain – referring to how long your domain already exists – doesn’t matter as much as it did before. It’s much more about the content, the site structure and basically how well your website answers the query people used in Google. To become the best result and rank top 3 for a query, you’ll have to be the best result.

As a matter of fact, John Mueller of Google confirmed just a few weeks ago that domain age doesn’t matter:

Is it that black and white? No, it’s not. Domain age as such might not influence ranking, but older domains probably have a nice amount of backlinks, pages in the search result pages etc. And obviously, that might influence ranking.

Exact Match Domain (EMD)

BuyCheapHomes.com is probably an existing domain name. This is an example of an Exact Match Domain name. In 2012, Google introduced what we now call the EMD Update. Google changed it’s algorithm, so websites that used domain names like that wouldn’t rank just for the simple fact that the keyword was in the domain name. And yes, that used to be the case, before the update.

So, after this update, does it still pay off to use a domain name that includes a keyword? Only if the rest of your website adds up. Homes.com works pretty well :) And in the Netherlands, the Dutch equivalent of cheaploans.com, goedkopeleningen.nl, probably gets a decent amount of traffic. But that’s because Google is better in English than Dutch (but catching up on that).

My advice: if you managed to build a brand around that EMD, and you still get lots of traffic, keep up the good work. If your money is still on BuyCheapHomes, please make sure your branding is absolutely top notch. You’re in the hen house and a fox might be near.

More on EMD in Moz’s The Exact Match Domain Playbook: A Guide and Best Practices for EMDs.

Branding

Following the EMD update, branding became even more important. It makes so much more sense to focus on your brand in SEO and your domain name – as opposed to just putting a keyword in the domain name – that a brand name would really be my first choice for a domain name. LEGO.com, Amazon.com, Google.com. It’s all about the brand. It’s something people will remember easily and something that will make you stand out from the crowd and competition. Your brand is here to stay (always look on the positive side of things).

Make sure your brand is unique and the right domain name is available when starting a new business. By the way, this might be the reason to claim yoast.de even if you’re mainly using yoast.com – just to make sure no one else claims it ;)

By the way, I mentioned that a (known) brand is usually easier to remember. For the same reason, I’d prefer a short domain name over a domain name like this. Pi.com was probably already taken.

Read more: ‘5 tips on branding’ »

More than one domain name for the same website

Does it pay off to claim multiple domain names and 301 redirect all the domains to the main domain name? In terms of branding: no. In terms of online ranking: probably not. The only valid reason I can think of to actively use multiple domain names for the same website, is offline and sometimes online marketing. If you have a specific project or campaign on your website that you’d like to promote separately, a second domain name might come in handy to get traffic straight to the right page on your website.

“Actively” is the main word in that last paragraph. As mentioned, feel free to register multiple domain names, just make sure not to confuse Google. Besides that, actively using multiple domain names for the same website will diffuse the links to your website. And that isn’t what you want, as mentioned at the subdirectory section as well. 

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Domain Authority (DA)

I feel I have to mention domain authority here as well, as you hear a lot about it nowadays. Domain Authority is a score that predicts how well your website will rank on the search results pages. It’s based on data from the Mozscape web index and includes link counts, MozRank and MozTrust scores, and dozens of other factors (more than 40 in total). Source: Moz.com. It’s Moz-specific, so if you are using Moz, go check it out. And if you are a heavy user of domain authority, please elaborate why in the comments, as it’s not a metric I use, to be honest :)

Keep reading: ‘SEO friendly URLs’ »

If you’re a well-known local business owner, one of your online goals should be getting more local reviews from your (satisfied) customers. These reviews or ratings help Google in determining the value of your company for their users. If you have a nice amount of four-star and five-star ratings, Google considers you a more valuable result on their search result pages, which contributes to better rankings for your site.

Today, we’ll dig a bit deeper into these local reviews and convince you to ask your customers for reviews.

Google and local reviews

First, let’s see what Google has to say about local reviews. On their review datatype page, they clearly state that Google may display information from aggregate ratings markup in the Google Knowledge Cards with your business’ details.

They state that they’re using the following review snippet guidelines:

  • Ratings and reviews must come directly from the users.
  • There is a difference between these user ratings and critic reviews (human editors that curate or compile ratings information for local businesses). That’s a different ball game.
  • Don’t copy reviews from Yelp or whatever other review site, but collect them from your users directly and display these on your site.

There is a clear focus on genuine reviews. Add name, position, photo and any other relevant, public information on the reviewer. That always helps in showing that your reviews are indeed genuine

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Ask your customers for a review in person

It’s really that simple: ask your customers for a review. Yelp may advise against this, Google promotes it (Source: SEL). I agree with Google on this. A friend of mine is in the coaching business and he asks his customers after finishing the coaching process to leave a review on his Google My Business page. This, plus obviously an optimized site, has helped him achieving a local #1 ranking.

It might feel a bit odd, to ask your customers for a positive review. However, I bet most of your customers will be more than happy to do this for you. It’s a small token of appreciation for your great service, product or your friendly staff. If you believe in your business, and you’re taking extra steps to help your customer, your customer will for sure leave that review for you. Especially in local businesses, where you know your customer and perhaps have been serving him or her for decades, just ask.

Ask your customers for local reviews online

Feel free to ask your customer for a review on your website, for example, right after a purchase. If a customer wanted your product so bad he or she made the purchase, they may be willing to leave a review about their shopping experience as well. Even a simple “How would you rate your experience with our company” could give you that local rating you want.

Twitter

And why not leverage Twitter here? I find Twitter to work pretty decently for local purposes. There’s a separate ‘community’ of tweeps talking to each other on Twitter in our hometown. I’m sure most of them visit local stores. Not just that, but they’ll probably also have an opinion on these stores. And they might just be willing to share that opinion.

Facebook

One of our local shops won a national award and a lot of locals congratulated the owners with this ‘very much deserved’ win on Facebook. How’s that for an opportunity to ask for Facebook reviews? Let me elaborate a bit on the Facebook reviews. These are local reviews as well! The Apple store on Fifth Avenue in NY has over 16,000 reviews already. Most good, some bad:

Local reviews on Facebook

Facebook is an awesome opportunity for any local business to get reviews. Don’t underestimate how many people search for your business on Facebook.

As mentioned in the section about Google and local reviews: “Don’t copy reviews from Yelp or whatever other review sites”. The same goes for these Facebook reviews. It’s very nice to get them, but leave them on Facebook (or use them in your offline print campaign) and get separate local reviews for your website.

Even negative reviews matter. Don’t feel bad when you get one, feel motivated!

Asking for reviews, for instance, right from your (support) email inbox, like in the signature of your email, might feel a bit strange at first. However, it will trigger your brand ambassadors to leave a review, after seeing that signature email after email. And yes, you will get some negative reviews as well from people that are not completely satisfied with your product or service. And you want these.

Negative reviews give you a chance to go beyond yourself in showing how customer-driven you are. They allow you to fix the issue this customer has. After fixing it, ask them to share the solution / their experience with your company, so others can see what you have done to turn that disappointed customer into a satisfied customer.

It’s your job to make your customer happy, and good reviews will follow. Speed up that process by asking your customers for their feedback!

Read more: ‘Local ranking factors that help your local business’ SEO’ »

In this post, we’ll go over a number of contact page examples, so you’ll be able to review your own contact page and improve it. For a lot of companies, that contact page is the main reason they have a website in the first place. For others, the contact page filters or manages all incoming contact requests. The right information on these contact pages, combined with for instance a map or images, really improves user experience. And that way you can even use your contact page to improve the overall SEO of your website.

Please understand that there is more than one way to look at a contact page. Some websites use it to direct customers to their customer service, others fill their contact page with call-to-actions and direct visitors to their sales team. Small businesses will use their contact page to direct people to their store or office. What works for others, might not work for your contact page. It highly depends on what kind of business you have. Go read and decide for yourself what improves your contact page!

Essential elements of your contact page

Think about what you are looking for when visiting a contact page on any website. I for one, am not a big fan of phone calls, so I’d rather email a company. Saves time, and it’s less intrusive. Personally, I prefer a contact form on some occasions and an actual email address on others. So I’d advise to provide both. Let’s look at all the essentials:

  • Company name.
  • Company address.
  • General company phone number.
  • General company email address.
  • Contact form.

Multiple departments

If you have more than one department that can be reached by phone or email, list all. Add a clear heading and the details of how that department can be contacted. An example: universities and hospitals usually have separate departments for students, patients, press, business opportunities and more. Youtube has a variety of departments/directions to point you to on their contact page. Obviously, these departments should only be listed if their details should be available for everyone visiting that website.

This article is about great contact page examples, but I came across this one that I really have to mention. EY.com has a great contact page example of how I would not approach this:

Contact page ey.com

Apart from the design of that contact page, the thing I like the least is the fact that I’m not sure what will happen after clicking ‘webmaster’ or ‘global ey.com team’. One would expect a page with more info, but in fact, it opens a pop-up screen with a contact form. It would be so much more convenient to have a contact form right on that page, with an option to choose between technical issues or general inquiries. That can be done by using radio buttons or a select box, for instance. That way, one topic is chosen before sending the form.

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Multiple locations

If you have multiple locations, list all address details (NAP plus email) for every one of those locations. But please make sure to highlight your headquarters one way or the other. Let’s check out a couple of contact page examples that have multiple locations:

  • PwC Australia lists all of their locations on one page but I really have no clue what their main location is.
  • Arcadis does a much better job with a nicely designed contact page, stating the main contact details, personalized details per department and a nice country selector to get you to the nearest location.
  • The US Chamber of Commerce lists one main address and a link to a separate page with all the locations. Makes sense, and provides a focused user experience.

Did you also notice the bottom section of that US Chamber of Commerce page? Even if you can’t find what you are looking for, this section about where to find more information helps you to find what you are looking for. It might even reduce the number of emails in the process.

These are the bare necessities. What else can we do to make that contact page awesome for visitors and Google?

Spice up your contact page

Contact pages that list the bare necessities are dull. And there is so much more you can do to spice up that contact page!

Why and when should I contact you?

It sounds so obvious, but you actually might want to tell your visitors why and when they should or shouldn’t contact you. It pays off to create a safe environment, to assure people you have no annoying holding tunes, that you’ll connect them with a human being from minute one, or simply that you won’t be taking calls after 2PM for whatever reason.

By explaining a bit more about your contact policies, you a) add text to an otherwise dull page and b) are able to manage expectations. Hubspot pointed me to this nice contact page example that does this very well: the contact page of ChoiceScreening.

An awesome call-to-action

Add a great call-to-action to your contact page. That could be a button at the bottom of your contact form, but also a phone number that is displayed in a prominent spot. Just make sure it’s immediately clear what you want your visitor to do on that contact page. Pick your preferred contact method.

There are plenty of contact page examples that have done their call-to-action right. I’d like to mention for instance Jetblue:

Contact page examples: Jetblue

Before showing you their contact details (you can scroll down for these options) they try to answer your question on their website already. It’s very clear that they want you to check for yourself first, hence the large “Select a topic & Get answers”-option. It’s a common practice for a contact page, which undoubtedly saves time for your business.

Macy’s clearly wants you to call them, judging from the box on the right of their contact page. Nestlé gives you a number of options to choose from, being FAQ, Call, and Social Media. I like that as well, although there is no one call-to-action standing out from the rest, so I’m not sure what will work best. But it is definitely better that the lack of a call-to-action on the ABN AMRO contact page.

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Social accounts

For the fifth time in two weeks, my newspaper was late. It has been stormy, which could be the reason for the first four delays. Today is a beautiful day, so the delay makes no sense. I contacted my newspaper via a direct message on Twitter and got an ETA for the newspaper within 5 minutes. Social media is a very common way to stay in touch with (potential) customers and some customer services have made an art out of helping customers that way.

Contact page examples: social at GarminBe sure to list your active social networks on your website. And make sure to respond to any (serious) mention of your company or direct message you receive. I already mentioned Nestlé. Garmin adds a nice little block (see image) to their contact page, and Hootsuite has a nice section on theirs that contains all their social networks. I like how they emphasize the option to use these to get in contact with them.

A map and directions

A map isn’t a necessary element for every contact page, but hey, it looks nice and gives your visitor an idea of where you are situated. If your company has multiple locations, it provides a nice overview of your (global) reach and will tell the visitor if there is a location nearby.

If you have a business where customers come into your office, shop or whatever to do business or purchase products, directions do come in handy. Scribd has this incorporated in Google Maps. Gladstone added a small map in the sidebar and wrote instructions from multiple directions on their contact page, much like Gettysburg Seminary has. You can automate a lot of this if you are on WordPress. Our Local SEO for WordPress plugin allows you to add a directions option right on your contact page. It allows you to add a map with your location and a handy option to show the directions from the address the visitor is right now. If you have customers coming to your store/business, I would add directions that way.

Your staff and your business

Present your friendly staff on your contact page, or at least the ones people will reach when calling, tweeting or emailing your company. Your board of directors is also an option. You don’t have to clutter the page will images like the Tilburg University does (although they do have filter options). And I certainly wouldn’t use crappy photos like RoyalHaskoningDHV, even though I like the rest of that page. But a couple of nice photos like Peninsula Air Conditioning has, is welcoming, right? By the way, how do you like that phone number in the header?

If you frequently have people come into your office or store, add an image of your building. That way people will immediately recognize your business when they drive up to it. DSM has a nice example of that on their contact page. As a cherry on the cake, I recommend adding a nice video presentation of your company to your contact page, like Blackstone has.

A lot to digest, right? And you thought just listing your address and email would suffice. Think again. If you have a business that depends on people contacting you, be sure to pick any of the additions listed above to improve the user / customer experience of your contact page. I hope the contact page examples we mentioned will help you improve your contact page as well!

Read more: ‘Local SEO: setting up landing pages’ »

Literally, metadata is data that says something about other data. You can use particular metadata to send information about a webpage to a search engine or a social media channel, and thereby improve your SEO. In the first two posts of this metadata series, we discussed meta tags in headof your site and link rel metadata. In this last episode, we’ll scrutinize on metadata that can improve the sharing experience on social media. And last, but definitely not least, we’ll describe why metadata likehreflang declarations are a necessity if your business serves multiple languages and/or countries.

Posts in this series

Metadata #1: meta tags in the head

Metadata #2: link rel metadata

Metadata #3: Social and international

Social metadata

We have written about Open Graph and Twitter Cards before. These tags, or this information, is definitely metadata. It will help you tell social networks like Facebook and Twitter what the page at hand is about in an orderly, summarized way. It will allow you to control the way your articles or pages are shared.

OpenGraph

OpenGraph is a standard used by a number of social networks like Facebook and Pinterest. If you’re using our Yoast SEO plugin, these tags are added to your page automatically, and of course, you can control the contents of these OpenGraph tags (in the social section in our meta box below on edit pages).

Twitter Cards

The same goes for Twitter Cards. They add metadata to your pages that are convenient for Twitter to read and understand. Our plugin adds Twitter Card metadata as well. If there is no Twitter Card data, Twitter will fallback to OpenGraph data, but you obviously want to make things as simple as possible for that Twitter.

If you’d like a preview of how your page, shared on either Twitter or Facebook would look like, please check our Yoast SEO premium plugin, as that one adds these social previews right in your WordPress backend.

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But wait, there is more important metadata!

If you thought that all the things previously mentioned are all the SEO related metadata for your website, think again.

hreflang tags to indicate other languages

For those of you that have multilingual sites, this one is really, really important. If you have a site or page that is served in more than one language, be sure to add hreflang tags to your page.

With hreflang tags, you can indicate the language variations of the page at hand. That looks like this:

<link rel="alternate" href="http://example.com/" 
      hreflang="en" />
<link rel="alternate" href="http://example.com/en-gb/" 
      hreflang="en-gb" />
<link rel="alternate" href="http://example.com/de/" 
      hreflang="de" />

As you can see, these can be used for variations of the ‘same’ language as well, like the British English in the second line. Note that hreflang isn’t a substitute for the rel=canonical we discussed. Be safe, implement both. More information on how to implement hreflang can be found here.

Alt tags

If you think about it, any extra attribute you assign to an image, like the alt or title tag, is metadata. Google uses it to scan the page and see what’s on there, so be sure to add these alt and title tags and optimize ’em.

Microdata for breadcrumbs

For a better understanding of your site’s structure, you should add some kind of microdata to your breadcrumbs. That can be done by adding schema.org data for breadcrumbs, for instance by JSON-LDRDFa is another option to add this type of metadata to your website. Again, install Yoast SEO for WordPress and this is taken care of.

Language declaration for the page at hand

Let’s wrap this long list of metadata up with another language related metadata element. At the very top of your HTML, we find the, indeed, html tag. This one wraps all the code of your <head> and <body> and can contain the language of the page at hand. That is done like this:

<html lang="en">

Makes sense, right. Some might say that adding a meta tag for Content-Language is also an option, but following the W3C guidelines, that meta tag should not be used anymore. Use the lang declaration in the html tag instead.

That concludes this series with a lengthy list of metadata you can use to tweak your SEO. I am confident you can come up with even more metadata, as there is plenty. Feel free to leave your additions in the comments!

Read more: ‘Metadata and SEO part 1: the head section’ »

In the first post of our metadata series, I discussed the meta tags in the <head> of your site. But there’s more metadata in the <head> that can influence the SEO of your site. In this second post, we’ll dive into link rel metadata. You can use link rel metadata to instruct browsers and Google, for example to point them to the AMP version of a page or to prevent duplicate content issues. The link rel tags come in a lot of flavors. I’d like to address the most important ones here.

Use rel=canonical to prevent duplicate content

Every website should use rel=canonical to prevent duplicate content and point Google to the original source of that content. rel=canonical is one of those metadata elements that has an immediate influence on your site’s SEO. If done wrong, it might ruin it. An example: we have seen sites that had the canonical of all pages pointed to the homepage. That is basically telling Google that for all the content on your website, you just want the homepage to rank.
If done right, you could give props to another website for writing an article that you republished.

If you want to read up on rel=canonical, please read this article: Rel=canonical: the ultimate guide.

Add rel=amphtml to point search engines to your AMP pages

In order to link a page to its AMP variant, use the rel=amphtml. AMP is a variation of your desktop page, designed for faster loading and better user experience on a mobile device. It was introduced by Google, and to be honest, we like it. It seriously improves the mobile user experience.

So be sure to set up an AMP site and link the AMP pages in your head section. If you have a WordPress site, adding AMP pages is a piece of cake. You can simply install the AMP plugin by Automattic and you’ll have AMP pages and the rel=amphtml links right after that.

If you’d like to read up about AMP, be sure to check our AMP archive.

dns-prefetch for faster loading

By telling the browser in advance about a number of locations where it can find certain files it needs to render a page, you simply make it easier and faster for the browser to load your page, or (elements from) a page you link to. If implemented right, DNS prefetching will make sure a browser knows the IP address of the site linked and is ready to show the requested page.

An example:
<link rel="dns-prefetch" href="https://cdn.yoast.com/">

Please note that if the website you are prefetching has performance issues, the speed gains might be little, or none. This could even depend on the time of day. Monitor your prefetch URLs from time to time.

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What about rel=author?

Rel=author has no effect whatsoever at the moment. It hasn’t had any effect we know of for quite a while actually, as Joost already mentioned this in October of 2015. You never know what use Google might come up with for it, but for now, we’re not pushing it in our plugin. It was used to point to the author of the post, giving the article more or less authority depending on how well-known an author was. At the time, this was reflected in the search results pages as well (it’s not anymore). No need to include it in your template anymore.

Other rel elements include your stylesheets (make sure Google can use these) and you can set icons for a variety of devices. SEO impact of these is rather low or simply not existing.

Is there more?

So we discussed meta tags and link rel metadata in the <head> . Is there even more metadata that affects SEO? Yes there is! In our next metadata post, I’ll explore social metadata, like OpenGraph and Twitter Cards. In addition to that, we’ll go intohreflang, an essential asset for site owners that serve more than one country or language with their website. Stand by for more!

Read more: ‘Metadata and SEO part 1: the head section’ »

If you have a local business, selling products or services, you have to think about the local ranking of your website. Local optimization will help you surface for related search queries in your area. As Google shows local results first in a lot of cases, you need to make sure Google understands where you are located. In this article, we’ll go over all the things you can do to improve Google’s understanding of your location, which obviously improves your chances to rank locally.

Google itself talks about local ranking factors in terms of:

  • Relevance: are you the relevant result for the user? Does your website match what the user is looking for?
  • Distance: how far away are you located? If you are relevant and near, you’ll get a good ranking.
  • Prominence: this is about how well your business is known. More on that at the end of this article.

Let’s start with your address details

If you have a local business and serve mostly local customers, at least add your address in the right way. The right way to do this is using schema.org, either by adding LocalBusiness schema.org tags around your address details or via JSON-LD. Especially when using JSON-LD, you are serving your address details to a search engine in the most convenient way.

Our Local SEO plugin makes adding that LocalBusiness schema to your pages a breeze.

This is very much about what Google calls distance. If you are the closest result for the user, your business will surface sooner.

Google My Business

For your local ranking in Google, you can’t do without a proper Google My Business listing. You need to enlist, add all your locations, verify these and share some photos. Google My Business allows for customer reviews as well, and you should really aim to get some of those for your listing. Positive reviews (simply ask satisfied customers to leave a review) help the way Google and it’s visitors regard your business. This is pretty much like on your local market. If people talk positively about your groceries, more people will be inclined to come to your grocery stand.

Getting reviews is one. You can keep the conversation going by responding to these reviews and, as Google puts it, be a friend, not a salesperson.

Your site’s NAP need to be exactly the same as your Google My Business listing’s NAP

Even if your business has multiple locations, make sure to match the main NAP (name, address, phone number) on your website with the Google My Business NAP. That is the only way to make sure Google makes the right connection between the two. Add the main address on every page (you are a local business so your address is important enough to mention on every page). For all the other locations, set up a page and list all the addresses of your branches.

Facebook listing and reviews

What goes for Google My Business, goes for Facebook as well. Add your company as a page for a local business to Facebook here. People search a lot on Facebook as well, so you’d better make sure your listing on Facebook is in order.

Facebook also allows for reviews, like here for the Apple Store on Fifth Av. Note that this really is a local review, as the Fifth Avenue store scores a 4.6 average rating and the Amsterdam store just scores a 2.9 at the moment…

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City and state in title

The obvious one: for a local ranking, adding city and (in the US) state to your <title> helps. Read this article (2014), as Arjan sheds some more light on other aspects of local SEO as well. And please keep in mind that the effect of adding your city to your titles might be a lot less for your local ranking than adding your business details to Google My Business, but it won’t hurt for sure.

Local directories help your local ranking

Next to your Google My Business listing, Google uses the local Yelps and other local directories to determine just how important and local you are. Where we usually recommend against putting your link on a page with a gazillion unrelated links, the common ground for a local listings page is, indeed, the location. And these links actually do help your local rankings.

So get your web team to work, find the most important local directory pages and get your details up there. I’m specifically writing details and not just link. Citations work in confirming the address to both Google and visitors. If a local, relevant website lists addresses, get yours up there as well. And while you are at it, get some positive reviews on sites like Yelp as well, obviously!

Links from related, local businesses

Following how directories help your local ranking, it also pays off to exchange a link with related local businesses. If you work together in the same supply chain or sell related products, feel free to exchange links. Don’t just exchange links with any business you know, as these, in most cases, will be low-quality links for your website (because they’re usually unrelated).

Social mentions from local tweeps

Again, there’s a local marketplace online as well. People talk about business, new developments, products on Twitter, Instagram, Facebook and more. All these social mentions find their way to Google’s sensors as well. The search engine will pick up on positive or negative vibes and use these to help them rank your local business. If a lot of people talk about your business and/or link to your website, you must be relevant. Monitor these mentions and engage.

Some say links, from other websites, directories and social media, are the key factor for local rankings. As always, we believe it’s the sum of all efforts that makes you stand out from the crowd. Not just optimizing one aspect. Take your time and make sure your Google My Business profile is right, schema.org details are on your site and you have the right links to your site, and the right people talking about you on for instance Twitter. And please don’t forget to do proper keyword research and simply make sure the right content is on your website:

Optimize your content for better local rankings

Google won’t rank your site for a keyword if that keyword isn’t on your website. It’s as simple as that. If your business is in city X, you probably have a reason why you are located there. Write about that reason. And note that these may vary:

  • You are born there or just love the locals and local habits
  • There is a river which is needed for transport
  • Your local network makes sure you can deliver just-in-time or provide extra services
  • The city has a regional function and your business thrives by that
  • There are 6 other businesses like yours, you’re obviously the best, and you all serve a certain percentage of people, so your business fits perfectly in that area.

These are just random reasons to help you write about your business in relation to your location. They differ (a lot) per company. Make sure your location/city/area is clearly mentioned on your website and not just in your footer at your address details!

Read more: ‘Tips for your local content strategy’ »

One more thing: Google also uses prominence as a local ranking factor

Prominence means that when Google can serve a result first from a well-known brand or business, they actually will. And despite all your efforts to improve your local ranking, this might get in the way of that number one position. It just means you have to step up your game, keep on doing the great work you do and trust that eventually, Google will notice this as well. And as a result, Google might allow you to rank on that number one position for that local keyword!

Keep reading: ‘Grow your business with ratings and reviews’ »