Local SEO (or Local Search Engine Optimization) is the process of improving a website or online profile to appear among the top results for specific searches. Unlike paid ads, improved rankings from local SEO offer long-term benefits that last well into the future.
Search engines use several signals to recognize local results, including queries containing “near me” or other obvious indicators. Other factors, including NAP citations and customer reviews may also play a part.
Keyword Research
One of the first steps of local SEO is optimizing your website for keywords people in your region search for, using tools like Semrush to help identify which are the best local keywords and assess their level of competition.
Your content should also incorporate your location. For instance, you could mention landmarks or hotspots nearby in blog posts, or add a map on your contact page. In addition, it’s essential that your NAP (name, address, phone number) are up-to-date both online and on GMB listings regularly.
Moz reports that review signals play a vital role in local search and snack pack rankings, so aim to collect as many genuine customer reviews as possible.
On-Page Optimization
On-Page SEO (Search Engine Optimization) is an integral component of local search engine optimization (SEO). It involves optimizing website content with keywords specific to a business’s location and services.
Add keywords to the meta tags, headers and body of content for optimal SEO performance. Also ensure that NAP details (Name, Address, Phone number) appear correctly across all pages and listings of your business website.
Website backlink profiles are key for improving performance in local search results, as Google uses backlinks as a ranking signal and having more backlinks typically results in better rankings. Furthermore, encouraging those linking to your website to include your business’s NAP in their link could further increase local search visibility.
Off-Page Optimization
Local SEO (Search Engine Optimization) is an ideal marketing strategy for companies or service-area companies seeking to rank higher in Google search results for specific geographic regions. It involves optimizing your website while simultaneously building an effective digital footprint through business directories and social media.
An essential aspect of local SEO is ensuring that your name, address, and phone number (NAP) remain consistent across all online sources. Inconsistent NAP citations could appear suspicious to Google and negatively affect your search engine rankings.
Establishing and updating your Google Business Profile are also vital elements of off-page optimization, helping Google better understand your business and match it to relevant searches. Reviews also play a vital role in local ranking.
Link Building
Backlinks are crucial components of general SEO, but even more so for local search engine optimization. When other websites link back to yours, Google treats each one like an endorsement for your site – thus leading it to rank higher in search results.
Local searches tend to focus more closely on specifics about businesses, products, and services – this makes longtail keywords so vitally important; their specificity increases your odds of ranking well for relevant search queries.
Additionally to optimizing the content on your website, it is a good idea to submit information to online business directories and social media websites (e.g. Facebook or Yelp). These platforms provide another chance for you to gather reviews that could impact local searches or snack pack results.
Local Listing Management
Local SEO allows smaller businesses to compete with larger brands without exceeding their marketing budget, by targeting specific searches with lower competition levels and greater ROI.
Locating and listing your business on as many relevant local directories is key for local search optimization, but monitoring these listings regularly to make sure all the data is correct and consistent is also key. Look out for any discrepancies such as misspellings or discrepancies between address and phone number discrepancies so they can be resolved as quickly as possible.
Establishing schema markup on your website is another effective way of alerting search engines about its information. Use Hall Analysis or another similar tool to generate this markup.