With on-site signals now carrying so much weight, it’s more important than ever to have your local optimization ducks in a row. It won’t do you any good to bang out a ton of citations if your site doesn’t include the local signals that Google expects it to have.
These are tips related to updating your website with your location to show local relevancy.
Include City/ST in your title tag. Remember, the title tag is incredibly important for optimization, and including your city and state is an important signal for local relevancy.
Include City/ST in your H1 heading. It doesn’t have to be the entire heading in and of itself — what’s important here is to include your city and state in the page heading to further show local relevancy.
Include City/ST in your content. Far too many sites forget to include City/ST information inside the site content. Optimizing for local search won’t work unless you’re talking about your local area in your content.
Include City/ST in your alt text on images. It’s amazing how many times we see sites that don’t include alt text. Remember, Google can’t see what’s in your images, so alt text helps provide a better understanding of your page content. Including City/ST information can really help boost local relevancy.
Include City/ST in your URL. If you’ve got the ability to edit your URL structure, try to include your city and state information in your URLs. Again, this can go a long way toward providing a stronger local signal to both customers and Google. Important Note: if you’re going to update your URLs, don’t forget to set up 301 redirects so that the old address is permanently pointed to the new one.