Local SEO (Search Engine Optimization) is a method for making sure that people searching in your local area see your small business when conducting searches on search engine results pages. Unlike traditional SEO, which focuses on ranking factors to improve website content, local SEO offers your small business visibility on local search results pages for searches made locally.
This guide covers the core steps: keyword research, on-page optimization, link building, and social media.
Why does local SEO matter for small businesses?
Implicit local SEO can have a positive effect on the bottom line of any business. 76% of those searching for something nearby visit a nearby establishment within one day, and 28% of those searches result in purchases. This type of search is known as implicit local search.
How do you do keyword research for local SEO?
Finding keywords relevant to your location is one of the cornerstones of local SEO. Keyword research helps ensure your presence appears in Google’s local pack and drives targeted traffic to your website, and it also allows you to monitor how effective your efforts have been over time.
Start by brainstorming and listing all products and services your business offers, then use tools like Semrush to find local keywords with specific intent.
What does on-page optimization involve?
While traditional SEO relies on backlinks, local SEO focuses on optimizing on-page content such as title tags, headers, and meta descriptions to give Google information about what keywords or topics your website should rank for in a location-targeted way. This also helps search engines understand your content better when it relates to a specific location.
Quality content for each of your locations is essential to ranking higher in the Map Pack and driving more clicks. Tracking these rankings with a ranking tracker such as Moz can also help.
Avoid overusing keywords, since excessive repetition can lower rankings. When possible, use branded URLs to raise brand recognition and improve Map Pack rankings.
How does link building support local SEO?
Local SEO should be part of any online marketing strategy for small businesses targeting local searchers. It involves optimizing a website and creating content using keywords specific to a region or location in order to increase visibility and draw in customers.
One of the best ways to build a strong local link profile is through backlinks from authoritative websites in your region. Use SERP or similar tools to locate these sites by searching blogs, forums, and resource listings, and make sure the links come from reliable websites without using spammy techniques.
Keep your NAP (name, address, and phone number) consistent across the web, including your GMB listing as well as other directories and social media platforms such as Yelp or TripAdvisor. Consistent citations help increase local search rankings.
How does social media fit into local SEO?
Social media is an integral part of local SEO, helping businesses attract local customers, increase brand recognition, and build an engaged following. It is especially useful for companies with multiple locations or a presence in large cities.
Local SEO takes advantage of social media marketing and local citations, particularly the name, address, and phone number (NAP) of a business, to influence local organic rankings. An ideal NAP should stay consistent across all online citations, since NAP mismatches account for 41% of pack ranking issues.
Reputable reviews play an important role in local SEO. While Google’s proximity algorithm remains the top ranking factor, third-party sites and social media reviews can also help your ranking. Post positive reviews and respond appropriately to negative ones.
FAQ
What is local SEO?
Local SEO is a method for making sure people searching in your local area see your small business in search engine results. Unlike traditional SEO, which focuses on ranking factors to improve website content, local SEO focuses on visibility in local search results.
What are the main components of local SEO?
The main components covered in this guide are keyword research, on-page optimization, link building, and social media. On-page optimization covers title tags, headers, and meta descriptions, while link building focuses on getting backlinks from authoritative local websites and keeping your NAP consistent across directories.
Why are consistent NAP citations important?
NAP mismatches account for 41% of local pack ranking issues. Keeping your name, address, and phone number consistent across your GMB listing, directories like Yelp and TripAdvisor, and social media helps increase local search rankings.
