If you run a city-based business, strong local SEO marketing comes down to a few essentials: consistent business information, genuine reviews, local keywords in your content, and a mobile-friendly website. Google’s local algorithm weighs proximity, relevant keywords, categories, NAP accuracy, and review quantity and diversity when ranking local results, so getting those basics right is what pushes your profile up.
What does Google’s local algorithm actually look at?
Google ranks local businesses using several signals at once: the distance from the searcher’s geo-location, mentions of relevant keywords, the business categories you claim, a correct NAP (name, address, phone), and the number and diversity of reviews. Because Google bots crawl everywhere and keep track of everything, you also need a presence on social media such as Facebook, Twitter, and Google+.
Keep your NAP identical everywhere
Your website must show consistent business information: company name, address, and phone number. If those details are inconsistent across listings, Google may stop trusting the business’s information and your rankings will suffer. Avoid spammy tactics like stuffing keywords into your business name or listing an incorrect location, even if it feels like a shortcut.
Add cities and zip codes to your pages
Adding the cities you service to your website increases relevance on Google, since potential customers want to know which areas a company covers. Google penalizes sites that omit their zip code, but when the zip code is relevant to the page, it is a solid way to improve local search rankings. People who search the zip code will land on your site through search engines, which can lift your visibility in local results and drive local foot traffic.
Build local keywords and backlinks into content
Incorporating local keywords into your website’s content is a core part of local SEO marketing. Good content does two jobs: it creates backlinks and gives readers useful information with reference points that link back to your site. More backlinks mean more traffic, so your local SEO plan should grow both exposure and your reputation as a local business.
Make your site mobile-friendly and index it locally
Local SEO requires a website that is mobile-friendly. Businesses that skip mobile optimization lose out on potential clients, and with technology changing quickly, a local SEO strategy is critical to keeping up with the competition. Traditional methods still boost local search rankings, but newer methods are worth exploring too. You also need to make sure your site is indexed in local search engines and include images or videos that answer common questions local customers have.
Why the effort pays off
Local SEO is a branch of traditional SEO focused on reaching more local searchers. A hotel in London, for example, should appear at the top of local results when people search for hotels there, and up to 80 percent of local searchers convert to sales. Better visibility in local search leads to more website traffic and higher conversions, and when consumers see a business as trustworthy they come back and refer others, which builds a long-term public profile. If you are serious about attracting more local customers, a local SEO strategy can help your business reach a new audience.
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FAQ
What factors does Google use to rank local businesses?
Google looks at distance from the searcher’s geo-location, mentions of relevant keywords, business categories, a correct NAP (name, address, phone number), and the number and diversity of reviews. A social media presence on platforms like Facebook, Twitter, and Google+ also matters because Google bots track signals across the web.
Why is NAP consistency important for local SEO?
Your website and listings must show the same company name, address, and phone number. If those details are inconsistent, Google may stop trusting the business’s information and your rankings can drop. Inaccurate location info or keyword-stuffed business names are spammy tactics to avoid.
How do cities and zip codes affect local search rankings?
Adding the cities you service to your site increases relevance on Google, since customers want to know which areas you cover. Google penalizes sites that leave out the zip code, and when the zip code is relevant to the page it helps improve local search rankings and can bring in more local foot traffic.
Related coverage
- Local SEO Strategies That Drive Real Revenue for Small Business Owners
- SEO Tips for Business Owners: Boost Your Online Presence and Attract More Customers