Local Search Engine Optimization (LSO) is a component of online marketing that helps a business show up in searches tied to a specific geographic area. More than 50% of Google searches are local in nature, and roughly 30% of all searches click the first result, so a strong local presence can have an outsized effect on leads and foot traffic. Below are three ways to get more out of a local SEO campaign, starting with the basics that any business can act on this week.
How do you monitor the competition?
Google weighs five signals when ranking local results: device, location, the search phrase, and web traffic patterns. Website dashboards show which links and apps send the most traffic, and an SEO audit reveals which keywords and phrases already drive visits and how to sharpen them. Watching what nearby competitors rank for, and which pages earn their traffic, gives a clear list of gaps to close.
How do you build a website that speaks to local customers?
If the customer base is mostly local, local SEO should be the starting point of the campaign. Pair it with broader SEO work when the goal is to reach a wider audience. A locally tuned site lets a small business compete with national chains on the searches that matter most in its market. When a company runs multiple locations, the same approach applied to each market is even more important.
How do you manage your reputation?
Poor reviews drag down local rankings, and a positive review is one of the strongest local SEO signals. Search engines use customer reviews to decide where business information appears in local results. Citation management is required, and Google also reads localized organic signals when ranking local businesses, so keeping business information consistent across listings helps a company stay visible to nearby searchers.
How does structured data control how your business appears?
Structured data gives Google a clear read on a site’s information so it can pull the right pieces when needed. Applying LocalBusiness schema lets a business choose which details appear in search results: contact information, photos, hours of operation, and similar fields that help a shopper decide where to go. Implementing these techniques ties the rest of the work together.
Why does local SEO matter for visibility and traffic?
Targeted keywords raise a site’s visibility and traffic, and they also drive foot traffic to a physical location. Competition in local search results is lower than for high-value keywords with online buying intent, which makes it easier for a local business to stand out. Local SEO is also free to run, so the cost of entry is mostly time spent on listings, content, and reviews.
What does local SEO mean for brick-and-mortar businesses?
Most customers pick a local business over a national or international competitor when given the choice. Local SEO is what puts a website into those local results when potential customers search for its services and products. Optimizing the site and adding listings to local directories is how that visibility translates into calls, visits, and sales.
Related coverage
FAQ
What are the three ways to maximize local SEO effectiveness?
Monitor the competition through dashboards and SEO audits, build a website that speaks to local customers, and manage reputation through reviews and consistent citations.
Why is local SEO important for brick-and-mortar businesses?
Most customers choose a local business over a national or international competitor. Local SEO puts a site into local search results when nearby customers look for its products and services, and more than 50% of Google searches are local in nature.
Does local SEO cost anything?
Local SEO is free to run. The main investment is time spent on listings, content, reviews, and structured data such as LocalBusiness schema.
Related coverage