Local SEO marketing is an internet marketing strategy done offline to promote a physical, location-based business, targeting consumers and businesses within a specific geographical area rather than general online searchers. It involves more legwork to get a website in front of the right people, but it typically yields faster results.
Which keywords should local businesses target?
Most local SEO campaigns optimize for medium-tail or long-tail keywords. Medium-tail keywords are popular terms like “home repair” or “fishing gear” that do not need extremely high search volume but should have respectable volume relative to their popularity. They are less competitive and can usually be found without paying much to advertise.
Long-tail keywords are used for localized searches such as “motor parts in Stockton, California.” They are less competitive but need a high search volume relative to their popularity. Long-tail keywords are commonly used as a linking strategy to larger sites, so local marketing strategies should be SEO friendly, with relevant anchor text inside links so search engines recognize them.
Why do backlinks matter for local SEO?
Another aspect of local SEO marketing is creating quality backlinks, which are links that come back to a site from another site. Backlinks help search engines determine where a site is placed in the rankings, and they also bring more traffic to the business’s website.
How do directory submissions help local rankings?
Getting a business ranked higher on a local search results page starts with submitting its website to all the major directories. Search engines use the authority of the directory that links to a business and rank it higher as a result. A directory typically provides the search engine with the text needed to calculate its rank and the quality of its available backlinks. Directory submission is beneficial for small local businesses, and large businesses can benefit from it as well by listing themselves in directories to get ahead in the market.
Does the listing image affect rankings?
The image on a directory listing helps determine a business’s ranking. A business with a professional and appealing image is likely to get better results from its SEO strategies than one with an amateur-looking website, so the image on a listing is an important part of a successful internet marketing campaign.
How are individual webpages submitted to local listings?
One common method of using local listings is to submit individual webpages via local listings directories. This involves putting each page of the website into the appropriate category. For example, a webpage about dog training would be placed into the category of dog training and then into the actual search terms for dog training. The webpage can also link to specific pages within the site or to specific pages for specific search terms.
How do images help optimize a local site?
Using images to optimize a website is an effective and quick way to improve rankings among search results. The images can link to the main landing page, which boosts overall exposure. A business owner can optimize images that pertain to the business by putting the company logo or name in the image via the meta tags. Meta tags are placed on every page of the site so search engines understand where the page link is directed and how it relates to the keywords being searched for.
How does social media fit into local SEO?
Social media networking via Facebook, Google+, and Twitter gives businesses a platform to interact with customers, potential clients, and existing customers. Many social media websites allow users to leave reviews of local businesses, and businesses can use those reviews in their own effort to promote their websites and increase their visibility through SEO and local citations.
FAQ
What is local SEO marketing?
Local SEO marketing is an internet marketing strategy done offline to promote a physical, location-based business. It targets consumers and businesses within a specific geographical area instead of general online searchers, and it typically yields faster results.
What types of keywords work best for local SEO?
Medium-tail keywords like “home repair” or “fishing gear” are popular and less competitive, while long-tail keywords such as “motor parts in Stockton, California” target localized searches. Both should have respectable or high search volume relative to their popularity, and links should use relevant anchor text so search engines recognize them.
What are the main tactics in a local SEO campaign?
The main tactics are creating quality backlinks, submitting the website to major directories, optimizing the listing image, submitting individual webpages to local listing directories, optimizing images and meta tags on the site, and using social media platforms like Facebook, Google+, and Twitter along with customer reviews and local citations.
Related coverage
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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