Local Search Engine Optimization involves optimizing website content and online business listings so they can appear higher in Google search results. Benefits of local SEO may include increased online visibility, leads/sales conversion, increased foot traffic at physical storefront locations.
Local SEO requires making sure your name, address, phone number and contact details appear on directories such as Yelp; this also involves prioritizing citations and reviews.
Keyword Research
Local SEO (Search Engine Optimization) involves increasing visibility of business websites within their geographic locations to draw more customers to them, potentially leading to more conversions (purchases, service inquiries or subscriptions).
Google has altered their algorithm in recent years to place more importance on personalized searches, which makes search results tailored specifically for your location.
Search engines use various signals to select brands for local search results, including NAP citations, online reviews and offline brand prominence. Marketing analytics software company Moz also conducts an annual ranking factors survey that provides useful guidance in formulating local SEO strategies.
On-Page Optimization
Local SEO involves making modifications to a website and online content to make it more relevant for a local audience. This might involve adding or changing keywords, eliminating duplicate content and making sure all pages of a website contain consistent NAP (name, address and phone number).
Google can use schema markup to provide additional details about your business to Google, which can help increase its presence in snack pack results and boost visibility for snack pack ads.
Acquiring reviews online is an integral component of local search engine optimization, both because they influence consumer decision-making and as ranking factors on GMB listings and snack packs. Therefore, having an established plan for gathering reviews is necessary.
Off-Page Optimization
With 46% of Google searches indicating local intent, local search engine optimization (SEO) has never been more vital. While traditional SEO primarily focuses on optimizing on-page elements of websites, local SEO specializes in increasing visibility of Google Business Profile listings in local search results.
Location plays an integral part in local organic search results, which is typically determined by user devices. Therefore, optimizing your website for mobile users is crucial.
Building local citations is another key off-page ranking factor. This involves having your name, address, phone number and website mentioned on third-party sites like review platforms or business directories. Furthermore, updating business listings regularly as well as responding to reviews (both good and bad) will help establish trust between you and customers.
Link Building
Google provides local search results which feature businesses with physical storefronts or service areas at the top of the results page, so having a robust local SEO strategy is imperative to making sure brands can be seen when people conduct related online searches.
Link building is an essential element of any SEO strategy, and local SEO is no exception. A great place to begin optimizing local listings on directories and platforms.
Make sure that your NAP (Name, Address, Phone Number) is consistent across platforms and matches how it’s written in real life. Reach out to local bloggers or authors of round-up posts asking them to include your business in their lists.
Social Media
Local SEO can be an extremely effective marketing strategy that can boost the presence of your business both online and in person. When customers search in your local area for products or services related to what your company provides, having your website appear among the first results gives your business valuable exposure as searchers search the Internet – giving it an advantage over those that fail to take this strategy into consideration.
Local searches utilize various ranking factors to provide optimal results, including Google My Business profiles, citations, reviews and offline prominence of a business.
Not all businesses are honest, with some engaging in deceitful strategies to increase their local search ranking, such as keyword stuffing in profiles or providing inaccurate contact info or creating false accounts.