SEO Local is the practice of optimizing a website so it ranks for searches with local intent. The approach overlaps with organic SEO but adds location-specific tactics, such as structured data markup that can produce local business rich snippets and a higher placement in local results. It is especially useful for businesses that want to drive foot traffic to a physical store. To get started, run your site through an SEO Checker to surface code issues before you begin.
What is local SEO and why does it matter?
Over 50% of online users search for a local business, and many local searches from mobile devices lead to a purchase within 24 hours. Local SEO works by helping your site appear in Google’s map results and local pack for searches tied to the area your business serves. Optimizing for those queries is one of the most profitable ways to reach a nearby audience.
How do you choose the right local keywords?
The first step in local search optimization is picking the keywords most likely to bring in relevant traffic. Target long-tail local keywords, which have less competition and are easier to rank for. Intent matters: a search for "best Thai restaurant in Harrisburg pa" signals a different need than a broader query like "Harrisburg restaurants." Matching your content to that intent helps your pages convert local visitors.
What on-page elements should you optimize?
Meta titles and descriptions tell visitors what your site is about. They should include your business name, the specific services you offer, and your domain. Keep your site mobile-friendly, since mobile devices drive a large share of local searches.
How do off-page signals affect local rankings?
List your business on multiple business directories to build more local links, since many people use these directories to find local businesses. Tools like Yext let you list your business on a multitude of platforms at once, saving time. Moz’s "SEO Check" tool shows how many sites your business is listed on, so you can see where your listings are and where gaps remain. Social media also helps establish your business as a legitimate local presence, but social proof only works when it is backed up by relevant links to authoritative sites.
Which free tools should you use for local SEO?
- Google Business Manager (Google My Business): a free tool to manage your Google Business Profile.
- Google Search Console: free tool for monitoring your site’s presence in Google search.
- Rank Tracker: tracks your website’s ranking for up to 10,000 keywords.
- SEO Checker: analyzes your website’s code and flags problems.
How should you handle keyword usage and listings?
Use specific keywords relevant to your business, but avoid stuffing paragraphs with them. For example, if you want to rank for gluten-free pizza crust, include that keyword several times in your article without making the copy read unnaturally. Claiming business listings is another way to improve your local search ranking and lift overall website traffic.
What kinds of results appear in local search?
Local search results include websites, articles, and videos. They can show both local businesses and non-local sources, depending on whether the searcher is looking for a specific location or a general topic. Optimizing for both keeps your site visible across the full set of local results.
FAQ
What is the first step in local SEO?
Determine which long-tail local keywords will work best for your business, since they have less competition and are easier to rank for. Understanding the intent behind searches like "best Thai restaurant in Harrisburg pa" versus "Harrisburg restaurants" helps you tailor your content to match what local visitors actually want.
Which free tools help with local SEO?
Google Business Manager (also known as Google My Business) is free and helps manage your Google Business Profile. Google Search Console is another free option, Rank Tracker monitors rankings for up to 10,000 keywords, and an SEO Checker can analyze your website’s code for problems.
How do business directories improve local rankings?
Listing your business on multiple business directories creates more local links, since many people use these directories to search for local businesses. Tools like Yext let you submit your business to a multitude of platforms at once, and claiming those listings helps improve your local search ranking and overall website traffic.
Related coverage
- Local SEO Boosts Search Engine Visibility For Businesses With Bricks-and-Mortar Locations
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024
Related coverage
- Local SEO Strategies That Drive Real Revenue for Small Business Owners
- SEO for Business Owners: Understanding the Power of Search Engine Optimization