Reviews are a critical part of local SEO because they speak to your customers and establish trust. Customers want to read reviews about your business on independent websites, so post them on third-party sites rather than relying only on native reviews. Beyond trust, positive reviews also show your brand’s personality. The tips below explain how to manage reviews and the wider signals that influence local rankings.
Why reviews matter for local search
Reviews on Google, Yelp, and other independent platforms give customers outside confirmation of what your business promises. Inconsistent or incorrect business information on those profiles can hurt your credibility, which is why listings need to be updated on Google and Yelp and supplemented with links on other trusted websites.
Get the basics right on Google My Business
Use Google My Business to make your company more prominent on Google, where most local search happens. Your on-page optimization should be reviewed on an ongoing basis to maintain the highest possible rankings. You do not need the best website in the world; you need useful content for local searchers and correct information tied to your city or service area.
Build content around local customer personas
Create profiles of your ideal local customers, then plan content around their interests at each stage of the buying process. One of the most important local search SEO tactics is to create location-specific content: blog posts about local events, listings of local businesses, and general city information.
Plan for the time and resources local SEO demands
Local SEO requires time and resources, and your competitors are often experts at their core tasks. To beat them you have to go past the basics. Miriam Ellis shares some of her tricks for increasing conversions, including what to do beyond the local 3-pack. Local SEO learning hubs can give your business an edge and lift visibility to the next level.
Use the local search ranking factor study
The local search ranking factor study includes 2017 results that show what drives local visibility. Use it to learn how to sell your services to local clients, set expectations, approach corporate clients, and overcome corporate barriers to local visibility. If your company does not have a mobile site, still optimize your website for mobile search.
How proximity shapes local results
Google has analyzed consumer behavior over trillions of searches and found that people searching for a certain business need results in their local area. This proximity factor is a major part of Google’s local search algorithm and works even if you do not type in a city name or use “near me.” The local algorithm determines what search results to show, and those results change depending on your location.
Local SEO works for any business size
Local SEO can benefit any business, from small shops to big corporations. Local searches make up 80% of all online traffic, and 80% of customers query local businesses to find a place to stay. Optimizing for those searches increases revenue and profits.
Tighten listings, links, and on-page signals
Make sure your company’s profile on Google and Yelp contains the right information, because incorrect data hurts credibility. Business listings increase a site’s domain authority with Google, and backlinks from relevant local sources bring additional traffic. Local museum links matter more than pet sitting links, and a consistent profile across platforms is the last step in local SEO. Adding relevant keywords helps you reach your target audience faster and improves customer loyalty, especially for businesses with a brick-and-mortar presence.
FAQ
Why are third-party reviews better than native reviews for local SEO?
Customers want to read reviews on independent websites. Third-party reviews build trust and show your brand’s personality more credibly than reviews posted only on your own site.
What is the proximity factor in local search?
Google’s analysis of trillions of searches shows that people looking for a business need results in their local area. The proximity factor is a major part of the local search algorithm and changes results based on the searcher’s location, even without a city name or “near me” in the query.
How much of online traffic comes from local searches?
Local searches make up 80% of all online traffic, and 80% of customers query local businesses to find a place to stay, which is why optimizing for local search directly affects revenue.
