Local SEO is the ongoing work of getting your business found by people searching for products or services in your area. The main goal is to increase qualified leads from local searches; research cited in the source material notes that over 61% of people who search for a service nearby end up calling the business. Tactics range from a Google My Business profile to NAP consistency, mobile optimization, on-page content, backlinks, and review management.
A visual representation of the core tasks of a local SEO campaign can be found in the graphic below.
Why local search marketing matters now
Local search marketing is a vital tool for a brand, chain, or single location that wants a successful online presence. 60% of internet searches are made on a mobile device, so showing up in front of local mobile traffic is increasingly important. Local search marketing also helps businesses cultivate a positive public profile.
Claim and optimize Google My Business
One of the best local SEO tools is Google My Business (GMB). Without a GMB profile, it is hard to show up in local search results, and having one increases the likelihood of customers visiting your storefront. Google is looking for businesses that provide useful information to local users.
Get the on-page basics right
Content optimization helps your site rank for local search results. Include high-volume keywords in the title, header, meta description, and body of your content. Add a geo-targeted blog or case study to attract visitors and potential customers. Local search rankings are based on inbound links to your website, so creating great content improves your rankings. You can also improve local search rankings by including location information and parking or transit information on your location page.
Local SEO requires constant monitoring and updating of your on-page optimization strategy. Small tweaks, such as adding your location to the title of your website, can make a big difference in your rankings. For example, optimizing your title tag tells search engines that your website is relevant to Harrisburg, giving your business a distinct advantage over competitors who have not invested in local SEO.
Make your site mobile-friendly
Mobile-friendly websites have a higher chance of showing up in local searches than other websites. Mobile optimization is an integral part of local SEO, as more consumers use Google Maps to find local businesses. In addition, it is a tracking strategy.
Keep your NAP consistent everywhere
The first thing to do when performing local SEO is ensure your business has an accurate NAP (name, address, phone number). NAP is also known as NAP+W, or name, address, and website URL. Having this information consistent across business directories is vital to the success of your SEO campaign.
Earn backlinks from local sources
Creating backlinks, which are links from other websites to your website, is a crucial component of local SEO. A backlink from a high-quality website is like a vote of confidence in your business, increasing your website’s domain authority with Google and boosting your local SEO campaign. Backlinks from local business directories can also attract additional local traffic.
Joining local business networking organizations is one way to increase local visibility. The Chambers of Commerce, for example, publish member directories that include information about local businesses and a link to your website. Another valuable backlink is an accreditation with the Better Business Bureau (BBB). Your business’s accreditation is a trusted indicator to prospects that you are a trustworthy business.
Manage reviews on every listing
Reviews are another important component of local search ranking. Google considers the number of reviews on a business page when ranking local businesses. It is vital for business owners to acknowledge and respond to both positive and negative reviews. Managing these reviews helps your audience see that you are interested in what they have to say about their experience.
Local SEO is a crucial strategy for businesses with local locations to stay relevant in today’s market. You can learn more about local SEO by reading this guide. You will find several tips and tools to implement the techniques.
FAQ
What is the main goal of a local SEO campaign?
The main goal of local SEO is to increase the number of qualified leads a business receives through local searches. The source material cites research showing that over 61% of people who search for a service in their area end up calling the business.
Why is Google My Business important for local search rankings?
Google My Business is one of the best local SEO tools. Without a GMB profile, a business will have a hard time showing up in local search results, and having one increases the likelihood of customers visiting the storefront because Google looks for businesses that provide useful information to local users.
How do reviews and NAP consistency affect local SEO?
Google considers the number of reviews on a business page when ranking local businesses, and owners should acknowledge and respond to both positive and negative reviews. NAP (name, address, phone number), also called NAP+W when the website URL is added, must be consistent across business directories for the SEO campaign to succeed.
Related coverage
- Unlock the Power of SEO for Your Business
- SEO for Business Owners: Boosting Your Visibility in the Online World
