Local SEO helps your business show up when people search for products or services in your geographic area. The basic formula includes local keywords and service categories, and adding local search terms to your content can boost your local SERP. You can work those terms into pillar content, blog posts, or social media. For example, your “About Us” page can mention how the business serves the town, and a blog post about the best Honda deals in Northwestern Montana can be built around those search terms.
Why Mobile and Speed Matter for Local SEO
Local SEO also requires a mobile-friendly website with a fast load time. These are essential because local businesses compete with large corporations. Google uses mobile-friendly and fast-loading signals to surface local results. Speed alone is not enough, though. You also need the correct meta tags and other on-page features.
How Local Search Differs from Organic Search
Organic search optimization is more common than local SEO, but the two are not the same. Location-based searches return different results than non-local queries, and local searches are more likely to come from mobile users. Targeting those mobile, location-aware users increases your chances of reaching nearby customers. Local SEO is the way to put your site in front of them.
Where Local SEO Results Appear
Local SEO works across several platforms: the local pack, local Finder, localized organic results, and Google Maps. If someone searches for hotels in the area where you are located, the first result in Google Maps is likely to be your website. That means you also need to optimize your Google Business Profile. If your site and profile aren’t optimized for local SEO, you won’t show up at all.
How Do You Stand Out from Competitors Already Doing Local SEO?
Your competition is already experienced in these areas, so you need to think beyond the basics to differentiate yourself. By exploring the opportunities your competitors haven’t covered, you have a better chance of ranking high in local search. The tips below will help you get the most out of your local SEO campaign.
Publish localized content
Content optimized for local search is valuable to local businesses, and citations are a strong way to build your brand. Make sure to include the exact NAP (name, address, phone number) in your content. Citations are online references to your business name and include your business’s name and location in the search engines. When people search for a local business, they want to find it. Using these techniques makes you more visible than your competitors.
Monitor competitors’ citations on Google and Yelp
Your local SEO campaign is more effective when you stay on top of your competitors’ listings and avoid mistakes. If you find a listing with inaccurate information, correct it and make sure your own website is listed with accurate information. Google changes its algorithms constantly, so be proactive and reactive in your efforts to stay ahead of your competitors. You may never know when a major change will occur.
Use local scholarship outreach
Local scholarship outreach can boost your local SEO. The local citations your website receives through these programs send the right signals to your industry. Your business becomes more visible to local consumers when it appears on local scholarship websites. The Moz guide has tips on how to conduct effective scholarship outreach and improve your website’s local SEO. Once you’ve implemented these strategies, you’ll soon find that your business is reaping the rewards.
Pay attention to consumer reviews
Consumer reviews play a big role in local SEO. Consumers trust online reviews that contain relevant information, and 87% of consumers read online reviews when searching for a local business. Only 73% pay attention to reviews written in the last month, and 48% of consumers would never consider using a business that had less than 4 stars. Search engines take consumer reviews into account when ranking local businesses. Reading and responding to these reviews benefits your local SEO efforts.
FAQ
What is the basic formula for local SEO?
Local SEO relies on local keywords and service categories placed in your content, including pillar pages, blog posts, and social media. Your website also needs to be mobile-friendly, fast-loading, and tagged with the correct meta tags, and your Google Business Profile needs to be optimized.
Where do local SEO results appear?
Local SEO results can appear in the local pack, local Finder, localized organic results, and Google Maps. Optimizing your Google Business Profile is required to show up in these placements.
How much do online reviews affect local SEO?
Reviews matter a lot: 87% of consumers read online reviews when searching for a local business, only 73% look at reviews written in the last month, and 48% would never consider a business with less than 4 stars. Search engines factor consumer reviews into local rankings.
