Local SEO increases search engine visibility for businesses with physical locations by keeping a company’s name, address (with zip code), phone number, and business category consistent across online directories and social media profiles. Standard SEO work like content marketing and link building builds the prominence and relevance that search engines weigh when ranking local results.
How does keyword research fit into a local SEO strategy?
Keyword research drives targeted traffic to a website by revealing the search terms people use to find nearby products and services. Local keyword research targets two kinds of queries:
- Explicit local intent: terms tied to a city, neighborhood, or zip code, such as "plumber in Brooklyn."
- Implicit local intent: terms that suggest a searcher wants results in their area without naming one.
Coming up with keyword ideas takes a mix of approaches. Reviewing competitors’ websites and content shows which terms they already target, and third-party tools built for local keyword research surface strategies competitors use and gaps between what people need and the language they use to search.
What does on-page optimization cover?
On-page optimization covers the parts of a website a business controls directly, including keyword research, meta tags, site structure, and content. Two practical levers make the biggest difference for click-throughs:
- Page titles and header tags: placing target keywords in the title tag and in headings such as H1 or H2.
- Meta descriptions: writing a description that incorporates target keywords and encourages the click.
Off-page work supports these efforts. Engaging with local community groups and building brand recognition offline generate traffic and relationships with target markets, and local engagement can also lift a Google My Business profile’s rankings.
Why does link building matter for local SEO?
Relevant backlinks are a core part of SEO, and local backlinks carry extra weight because they signal to search engines that the site is a useful resource for a local audience and drive targeted referral traffic. General link building tactics apply, including publishing content, reaching out to influencers, and securing links in resource listings. For local SEO, the difference is focus: targeted resource listings let a business secure relevant links faster and more efficiently.
Some local link building tactics take longer than others, but all are worthwhile. Tools like Ahrefs can identify sites that link to competitors but not to the business, and that data feeds a prospect list for outreach. Sites with low domain authority or low Trust Flow should be avoided because they can hurt link building efforts.
How does social media support local SEO?
Any business with a physical location or a defined service area can use local SEO to lift search visibility and bring more visitors to the site, and social media is a practical piece of that effort. A Facebook Page that lists a store address can surface in Google Maps results and lift visibility during local searches.
Facebook offers features that help with local SEO in particular. The Services tab lets a business highlight the services customers search for on Google, which lifts visibility on Google Maps and can lead to more calls or in-person visits. Social profiles also produce linkless backlinks, another piece of an SEO campaign, and claiming business profiles across platforms matters because search engines pull from those listings to compile local search results.
FAQ
What is local SEO?
Local SEO is the practice of increasing search engine visibility for businesses with physical locations by keeping their name, address, zip code, phone number, and business category consistent across online directories and social media profiles.
What goes into a local SEO strategy?
A local SEO strategy typically includes keyword research aimed at explicit and implicit local queries, on-page optimization such as keyword-targeted titles and meta descriptions, local link building through targeted resource listings, and social media profiles that reinforce a business’s location and services.
Why do social media profiles matter for local SEO?
Social profiles that list a business’s address and services can appear in Google Maps results and other local searches, and search engines also use claimed business profiles across platforms as a source of data when compiling local search results.
Related coverage
- Local SEO Boosts Search Engine Visibility For Businesses With Bricks-and-Mortar Locations
- SEO for Business Owners: Understanding the Power of Search Engine Optimization
Related coverage
- Local SEO Boosts Search Engine Visibility For Businesses With Bricks-and-Mortar Locations
- SEO for Business Owners: Understanding the Power of Search Engine Optimization