Local SEO helps you attract new customers and keep existing ones by emphasizing your business’s location in search results. Companies that optimize for local SEO rank higher on Google Maps and get noticed by customers in their area, especially when those searches include a city and state. The tactics below cover how to launch a local SEO campaign, build reviews, choose keywords, and make your site mobile-friendly.
What does a local SEO campaign involve?
Creating a local SEO campaign takes time and resources, so hiring a consultant who knows the work is usually worthwhile. The timeline depends on your industry and where your target customers live. The first concrete step is setting up a Google My Business account. Once your business signs up for the free service, you can build out a profile that Google uses for local rankings.
How do reviews and voice search affect local rankings?
Writing reviews on consumer review sites like Yelp and Google My Business strengthens your Google My Business presence and encourages more local sales. According to BrightLocal’s 2017 Local Consumer Review Survey, 85% of customers trust online reviews more than personal recommendations. Yelp and Google discourage asking for customer reviews, though they do allow businesses to request them. Voice search is also growing, so optimizing for spoken queries is increasingly important.
Why does local SEO matter for small businesses?
Local SEO is not just for large companies. Small businesses can promote their websites on social media and build link signals, which Moz lists as one of the top factors that determine local search results. Creating links to domains relevant to your target location is a key part of this. Local SEO also matters because it lets you reach a targeted audience nearby: almost 64% of people searching for a local restaurant in Northern Virginia make a purchase within a few hours of reading a review, and Google is more likely to surface a restaurant listing that appears on a local map.
How should you choose local keywords?
Local SEO captures shoppers and builds long-term relationships, and many people prefer the “near me” option when looking for local businesses, so a high local SEO ranking in Google is crucial. To optimize for local searches, use the Google Keyword Planner to identify local keywords, then place them in your URL and content. Add hotspots and landmarks close to your location so potential customers can find you more easily.
Does mobile-friendliness matter for local SEO?
Yes. A mobile-friendly website that provides detailed information about your business is essential for local SEO. More than 90% of mobile users perform local searches to find local businesses, and they are more likely to make a purchase from those results. Local search ads are not always affordable, so organic optimization is often the best route. The first three pages of Google’s results typically receive the most traffic, and the second page still matters for local SEO. Make your site easy to navigate and full of helpful information so customers can find you and see your products.
FAQ
What is the first step to start a local SEO campaign?
Set up a Google My Business account, which is free, and create a profile that includes your business information and location.
How much do customers trust online reviews?
According to BrightLocal’s 2017 Local Consumer Review Survey, 85% of customers trust online reviews more than personal recommendations.
Why is a mobile-friendly site important for local SEO?
More than 90% of mobile users perform local searches to find local businesses, and those users are more likely to make a purchase from the results.
Related coverage
- Unlock the Power of SEO for Your Business
- SEO for Business Owners: Boosting Your Visibility in the Online World
