Local SEO Cheat Sheet

Quick guide for optimizing Local SEO to enhance visibility in

search results for increased views and engagement
Visit SEO@SAP on SAP Jam for search engine optimization support and resources

Optimization Description Example/Note

Local Meta-  Try to implement the following logic  [Generic keyword]+ [Name of the targeted city] +
Titles for your local meta titles: [Neighborhood where you want to offer the service]
o Every page needs only one o SAP America, Inc. | 3999 West Chester Pike Newtown
title-tag Square | PA 19073
o The title-tag cannot be the
same as the meta-description
o Implement important keywords
at the beginning of the title-tag
o Each title-tag should contain
the most important and
relevant keywords for the
particular page
o Meta-titles should not be
longer than 69 characters.
Otherwise it will be cut off and
replaced with '...' at the end
when it appears in the SERPS
o If using your brand (domain) in
the title-tag, use it at the end of
the tag
o Do not over use keywords. Do
not do so-called ‘keyword-
stuffing’

Local Meta-  Try to implement the following logic  [Generic keyword] in [ZIP-Code] [Name of the targeted
Descriptions for your local meta descriptions: city] + [Neighborhood where you want to offer the
o Every page needs a unique service]. [Street] [House number]. [Phone-number].
meta description Contact us now!
o The meta description cannot
o Offices from SAP Inc. in the U.S.: 3999 West Chester Pike
be the same as the meta title
Newtown Square, PA 19073. Phone Number: +1-610-661-
o Meta descriptions should be
1000. Contact us now!
written as complete sentences
(unlike meta titles)
o Place the important keywords
at the beginning of your meta
descriptions
o Meta descriptions text should
not be longer than 152
characters. Otherwise it will be
cut off and replaced with '...' at
the end when it appears in the
search results.
o Describe the content of your
page

24 May 2016
  Write unique content that fits the  Possible questions:
city or location that you are o Is it possible to reach the location via the subway? If so,
targeting. The following points will how?
help you construct content that o How do I get to the location with a car? (Route explanation)
actually provides an added value. o Are there any parking possibilities? If so, what type of
possibilities? (Parking lots for handicapped people, etc.)
o Who is the manager of that location?
o Are there any reference points close by? (Is there a tower,
mountain, etc.)
o If you can, write a simple case study in which you highlight
the manner under which business is done at that location
o Present offers specific for that location
o Include a real comment from a client that actually visited
that location (customer review)
o Write a short description about the manager of the targeted
city
o Use pictures of the location that you want to rank with
o If possible, make a video that briefly highlights the location

Locally  Try to put the following “local”  Please see image on the next page (page 3)
optimized elements on your local landing
landing page pages:
(see page 3) o NAP-Info (Name-Address-
Phone)
o The NAP-Info should be
implemented with Schema.org,
and highlighted with markup
o Implement a map, to see
where your office is located
o Include an H1-Tag that is
locally optimized including the
name of the city/neighborhood,
etc.
o Include H2-Tags, that are
locally optimized as well
o Include a navigation, that tells
the user where else he/she
can find you
o Display opinions from
customers/visitors of your
location on the page

Copyright/Trademark
 Local phone number
and local mail
address (mail
address of the
location in the
targeted city)
Optimized
logo with
optimized file
name, alt-tag
and title-tag
Locations should be
linked from the top-

Breadcrumb- navigation

Navigation with city

> Neighborhood

Lead- or E-Mail Opt-

H1-title with local In generation form
referencing

Photo with locally- Contact info of the

optimized file name, location formatted

alt-tag and title-tag with schema.org.

Links to customer
reviews declared as
Map with the „nofollow“
correct address of
the location

Additional nearby
cities are listed here

Customer review
by a client who
H2-optimized-title
visited your
and static, locally-
location
based SEO text

Quality seals and

endorsements you
have earned
Footer

Source: Acronym Ltd.

Copyright/Trademark
Optimized local  Pictures can and should be  Filename: “sap-headquarters-walldorf-germany”
images optimized as they are good source  Alt-Attribute:
of traffic. ”“Headquarters of SAP in Walldorf, Germany”
o The file name should contain
“traffic-strong” keywords
o You should not use special
characters (ß, ä, ö, ü, etc.)
o When using many words,
separate them with a hyphen (
- ) and not an underscore
o File names should always be
lowercase letters
o File names should be kept in a
concise form
o Use an alt-Attribute
o Compress your images before
uploading, so that images do
not make your pages slower

Embedding  SAP should make use of Google  Please verify Google mybusiness for this purpose.
maps on local- Local (Places) entries and https://www.google.com/business/
based pages integrate these maps into the
websites. Mind that not just “a
map” is integrated. Rather a
“Google Local Listing Map” should
be integrated. To do so go to
Google Maps, search for your
company and click on the “link”
button. The html code can be
copied to the particular webpage.

Integration of  SAP should integrate NAP (Name-  Example:

NAP-info into Address-Phone number)-data on <div itemscope
local pages local landing pages.
itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">SAP SE - Walldorf
</span>
<div itemprop="address" itemscope
itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">Dietmar-
Hopp-Allee 16 </span>
<span
itemprop="addressLocality">Walldorf
</span>,
<span itemprop="addressRegion">Baden-
Würtemberg</span>
<span itemprop="postalCode">69190
</span>
</div>
Phone: <span itemprop="telephone">+49
(0)6227 / 7-47474 </span>
</div>

URLs in local  All URLs should be lower case  Example:

SEO  Use hyphens ("-") to separate http://www.example.com/de/city/neighbourhood/postal-code/
individual words in URLs
 Never use more than one hypen in
a row (never use "--")
 Important keywords should appear
in the URLs and as close to the

Copyright/Trademark
 beginning of the URL as possible
 Never use any special characters
in a URL (i.e.: ä, ö, ü, ß)
 Avoid a URL containing numbers
and use keywords instead
 If the use of numbers in a URL
cannot be avoided, keywords
should be added to the URL
in front of the numbers
 Subfolder links ending with a slash
(“/”) are generally better to use
than links ending with a file type,
such as .html or .php
 Keep the URL as short as possible
(a shorter URL ranks better)
 Avoid a directory depth of longer
than 4 levels, i.e.: domain.de/level-
two/level-three/level-four/
 Query string parameters (i.e.:
?test=go) should be avoided in
favor of making “static-looking”
URLs by using URL-rewriting
techniques (always use “SEO
friendly URLs” with your content
management system)

XML Sitemaps  Include the URLs of the locations Example:

in your sitemap and inform Google https://webmasters.googleblog.com/2012/05/multilingual-and-
via the “Google Search Console”. multinational-site.html
This helps to index the local
landing pages.
 Localize your local landing pages
in the XML-Sitemaps and
implement HREF-Lang Tags for
local offices that are appearing in
different languages

Offsite Local  Entries in directories are the most  Include SAP in directories by using the addresses in of the
SEO important elements when it comes offices you want to promote locally that appear your own
down to local SEO. More than the website, plus the target URL (Example for Mexico:
quantity of entries, correctness and o SAP México - Mexico City
integrity of the entries is very Prol. Paseo de la Reforma # 600 Piso 2
important. They are important Col. Peña Blanca Sta. Fe
since search engines like Google C.P. 01210 México D.F.
check discrepancies on entries, México
therefore weighting the data and Phone: 00 - 52- 55 5257 7500
influencing their respective From USA: 011- 52- 55 5257 7500
ranking. Fax: +52/55/5257-7501
http://www.sap.com/directory/mexico.html )

Copyright/Trademark