Local SEO is the practice of optimizing your website and online profiles so your business shows up when nearby customers search for your services. With 82% of mobile device owners using search engines to find local businesses, a higher local ranking means more site traffic and more sales leads for small business owners.
Why does local search matter for small businesses?
Local searches combine location and service. Adding relevant content in the form of blog posts, social posts, and pillar content boosts your position in SERPs. A car dealership in Montana, for example, might include a statement on its About Us page about the area it serves, or a post titled “Best Honda Deals in Northwestern Montana.” A hotel in the city might publish articles discussing its history, services, and the people who make the town so popular.
Google crawls the internet constantly to find relevant content, matching keywords and phrases with relevant webpages and indexing information in advance using automated bots. These bots weigh factors like keyword relevancy and location data. If your website does not appear on the first page of local results, you are missing out on potential customers who are ready to take action.
How do you keep NAP consistent everywhere?
Your website must have NAP consistency (Name, Address, Phone). It starts with your business website and extends across all directories and services. A listing with an incorrect business name, a disconnected phone number, or a wrong address creates a frustrating user experience and costs you potential customers. Your site must also load quickly and be free of frustration-inducing elements.
Audit every directory and profile
Check that your business name, address, and phone number match exactly across every site where your customers might find you. If you are not consistent, customers will not be able to find you and will go elsewhere.
How do you build local content and claim your map listing?
Your website needs to be optimized for local users. Add a link to your Google My Business profile, confirm your phone number and address are accurate, and publish blog posts covering industry events and local news. Use a content calendar to highlight upcoming events in your area. Your company should also be well-presented on Google listings.
Show up on Google Maps
If you do not have a website, make sure your business appears on Google Maps. Map listings surface near the top of results when a user enters a location of interest, which increases the chance the user visits your site and makes a purchase. You can also grow traffic by improving your rankings on local directories; the more relevant and accurate the content, the more likely the searcher will click the link.
Is local SEO worth the investment?
For a brick-and-mortar business, local SEO is worth pursuing. A solid strategy helps your site rank for local searches and provides the contact information potential customers need. Investing in SEO training and local marketing helps your website achieve better results and compete with larger companies in the same industry.
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FAQ
What is local SEO and why does it matter for small businesses?
Local SEO is the practice of optimizing your website and online profiles so your business shows up when nearby customers search for your services. 82% of mobile device owners use search engines to find local businesses, and a higher local ranking means more site traffic and more sales leads.
What does NAP consistency mean for local search rankings?
NAP stands for Name, Address, and Phone number. Your business NAP must match exactly on your website and across every directory and service where customers might find you. Inconsistent names, phone numbers, or addresses create a frustrating user experience and can cost you potential customers.
How can a small business appear in Google Maps and local results?
Claim and optimize your Google My Business listing with an accurate phone number and address, publish locally relevant blog posts and content, and build accurate listings on local directories. The more relevant and accurate the content, the more likely searchers will click through to your site.
Related coverage
- Local SEO Strategies That Drive Real Revenue for Small Business Owners
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024