Online reviews are a critical piece of local SEO. Nearly ninety-one percent of consumers aged 18-34 say they trust online reviews as much as personal recommendations, and over half only read reviews if they have been written recently. Many consumers would not use a business with fewer than four reviews online. Reviews provide social proof and improve local search results. Below are practical tips for building your review base.
Why do online reviews matter for local search?
Local SEO is built on the public perception of your business. Consumers do not need a website packed with keywords to choose you; they need enough recent, trustworthy reviews to feel confident calling. A plumbing service, for example, does not need to be the best in the world. It only needs a site that fits its service area and a review profile that supports it.
Most people turn to Google when looking for local recommendations. If your business is not listed on page one of Google, you are missing out on a large amount of potential business. Local SEO improves your brand’s visibility and drives organic traffic to your website, making it a key part of lead generation.
Make your site mobile-friendly and fast
More than seventy-four percent of internet users now use a mobile device to look for local information. The vast majority of those searches run through Google Search, Google Maps, and Apple Maps. Another thirty-one percent of users turn to Yahoo and Bing. A mobile-friendly site with a quick load time is therefore critical to local SEO and to the review experience you send customers to.
Keep your NAP consistent everywhere
To increase local search results, businesses must ensure that their websites are correctly attributed with NAPs: name, address, phone number, and website URL. This information should be consistent across all channels. If a customer searches for a pizza place in New York City, they are more likely to visit your restaurant if it is located in Manhattan and your NAP is reflected consistently throughout your homepage and landing pages.
Use Google My Business as your foundation
Local SEO relies on Google My Business, often called the “Yellow Pages” of the internet. According to Moz, free GMB listings have the highest ranking impact on local search results, including featured snippets and local snack packs. Businesses with verified GMB listings can further optimize their profiles by adding relevant information such as photos and business hours. There is no single magic trick for optimizing GMB listings, but the effort is worth it.
Check what your competitors are doing
Your competition is likely already investing in local SEO. Run a simple search for a keyword such as “pizza shop Pittsburgh” and see whether competitors are ranking higher than you. Optimizing for local search is relatively easy and can be done on your own, or with the help of an SEO agency that specializes in local search marketing and keeps your business goals in mind.
Educate yourself before hiring help
When choosing an SEO company, make sure to educate yourself about how SEO works, what the right tools and tracking systems look like, and how results are measured. A local search marketing company with extensive experience in the field will understand the process. Once you have a working grasp of how local search marketing works, you will be on your way to achieving success with your website.
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FAQ
How many online reviews do consumers expect before they trust a local business?
Many consumers would not use a business that had fewer than four reviews online, and over half only read reviews if they have been written recently.
Why are Google My Business listings so important for local SEO?
According to Moz, free GMB listings have the highest ranking impact on local search results, including featured snippets and local snack packs. Verified listings can be further optimized with photos and business hours.
What is NAP and why does it matter for local search?
NAP stands for name, address, phone number, and website URL. Keeping this information consistent across your website and other channels helps search engines match your business to local queries and improves your visibility in local results.
Related coverage
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024
- Local SEO Strategies That Drive Real Revenue for Small Business Owners