Local organic optimization for websites
One of the main advantages of website optimization is its significant ROI. Users click much more on organic results (CTR), according to Google's search engine, which establishes relevance for each search term. It's as if a user asks a question and Google finds the most relevant and clear answer.
Globally, the top organic search positions are occupied by market leaders. However, in a regional context, a website's relevance is effective, even if some terms translated by Google lose their true local semantics, which can create search problems for those searching for typical and regionally specific expressions.
For these situations, Google provides us with help through microdata, which consists of a W3c standard that is still little used. Through these coding standards, Google can identify areas of code on the site that provide specific information about the page's purpose, such as authorship, physical location, and review options, thus generating more detailed information for the user in organic search.
When analyzing the image above, it is possible to see that the search results presented offer more information than the traditional snippet, indicating the options of: podcast, the possibility of the link being evaluated by the user, as well as a more appropriate format for reading a news story.
Additionally, we can add information about the establishment's location, which helps influence the site's ranking in terms of regionally relevant phrases.
Below is an example of the implementation of microdata provided by Google:
Through this statement, the page's author gains a competitive advantage when searching for Bob Smith in Albuquerque, New Mexico. When we create institutional sponsored link campaigns, we notice the amount of information people enter in the search field mentioning the client's brand, but when the expression is entered with regional words (state, city, or street), it may not rank well. Therefore, in this case, microdata is needed to solve the problem, allowing freelancers and local businesses to gain an advantage over their competitors.
