We get questions about search engine optimization (SEO) quite often and many local businesses want to know how to improve their local SEO. Today, we’ll dive into a comprehensive guide to local SEO to help explain how it works and how you can boost your local search visibility to attract more local customers.
Understanding Local SEO
If you are new to the world of local search engine optimization, it is easy to get overwhelmed by the number of things to learn. There is a bit of a learning curve involved, but local SEO isn’t rocket science. You just need to master a few basic principles and you should be able to understand how it really works.
What is Local SEO?
Many local businesses view local SEO as a way to generate free traffic to their website from local searches. There is some truth to this. But a better approach is to consider local SEO as a means of helping your target local customers find your business when they perform local searches. To achieve this, you must employ various local SEO techniques that increase your chances of ranking on top of the local search results pages.
In this local SEO guide, you will learn about the key components of a successful local SEO strategy which includes on-page optimization, building local citations, managing your Google Business Profile, generating customer reviews, and more. Then we’ll cover how to create an actionable plan to improve your local search visibility.
On-Page Local SEO Factors
We will start off with your on-page local SEO factors. Without the right local keywords, site structure, local business information, and interlinking, most of your other local SEO techniques will not be as effective. On-page signals help search engines understand what your site is about and how it is relevant for particular local searches.
Keyword Research for Local SEO
Researching the most relevant local keywords and incorporating them in your website content is one of the most crucial aspects of any local SEO campaign. Keep in mind that your content must be aligned with the goals of attracting local customers.
To find the best local keywords, put yourself in the shoes of your potential customers. What phrases would they search for to find businesses like yours? Brainstorm a list of keyword ideas and then use keyword research tools to identify the ones with the highest local search volume and lowest competition. Look especially for local search terms like “[service] in [city]” or “[product] near me”.
You can use a tool like Google Trends to compare keywords and phrases on your brainstorming list to get real data on the volume of the searchs. This helps you identify the keywords used the most – sometimes you will be surprised they are not always the keywords you would expect.
Other free tools:
https://www.ryrob.com/keyword-tool/
https://moz.com/explorer
Homepage Title Tag
The title tag of your homepage is one of the most important on-page elements for local SEO. Be sure that your homepage title tag contains your main local keyword, the name of your city or region, and a brief description of your core products or services. For example: “Joe’s Plumbing | 24/7 Plumbing Services in Houston, TX”. Keep your title tag under 60 characters so it doesn’t get cut off in search results.
Meta Descriptions
The meta description tag doesn’t directly influence local search rankings, but it plays a critical role in getting potential customers to click through to your site from local search results. When writing your meta descriptions, concisely summarize what the webpage is about and incorporate your primary local search terms. Aim for around 150 characters and make it engaging to encourage clicks.
NAP and Location Information
NAP stands for Name, Address and Phone Number. Your full and accurate NAP information should be clearly listed on every page of your website, usually in the header or footer. This allows both search engines and customers to identify your local business and contact you.
Additionally, create a robust “Contact Us” page that includes your NAP, hours of operation, a map embed, parking/transit information if applicable, and detailed driving directions. Featuring this key information prominently on your site is a trust signal for search engines.
Local Business Schema
Schema markup is code that you can add to your website to spoon-feed key information to search engines. There are specific schema types for local businesses that allow you to indicate your business type, NAP information, service area, hours, and more.
Adding LocalBusiness schema can give you an edge over competitors in the local search results. Even if they outrank you, your site may appear more appealing in results thanks to the rich information provided by schema.
Site Structure for Local SEO
Search-friendly site architecture is crucial for local businesses. Organize your site in a logical, hierarchical manner so search engine robots can easily crawl all your pages and understand what your site covers.
For businesses with multiple locations, create a unique location page for each one that includes that location’s name, address, phone number, hours, and any other relevant information. Location pages help search engines understand all the areas you serve.
Local Content
Creating local-focused content is key for demonstrating your local expertise and relevance to local customers and search engines. Publish blog posts, videos, or other content that addresses common questions and concerns of local customers.
Some local content ideas include:
– Locally-relevant tips and advice
– Highlights of local landmarks, events or news
– Case studies or portfolios featuring local clients
– Customer success stories and interviews
Mobile-Friendly and Fast
With the majority of local searches now occurring on mobile devices, having a mobile-friendly website is non-negotiable for local businesses. Implement a responsive design that adapts to various screen sizes and make sure your site loads quickly.
Use Google’s mobile-friendly test tool to see how your site performs on mobile and get recommendations for improvement. Compress images, minify code and upgrade your hosting to optimize your site speed.
Off-Page Local SEO
Now that your website is optimized for local search, it’s time to focus on off-page local SEO signals. These include strategies to build your site’s authority and prominence in the local search ecosystem beyond your own website.
Google Business Profile Optimization
Claiming and optimizing your Google Business Profile (formerly Google My Business) should be the top priority for off-page local SEO. Your GBP is a huge local ranking factor and the key to showing up in Google’s Local Pack results and Google Maps.
Fill out your profile completely with your business name, address, phone number, website URL, hours, business category, description, products/services, and images. Be meticulous with your information and make sure it is consistent with the NAP info on your website and other listings.
Citation Building
Local citations are online mentions of your business name, address and phone number (NAP) on other websites, even if there is no link. Citations act as trust signals to search engines and help customers discover your business on sites they visit frequently.
Build local citations by submitting your business to reputable online directories like Yelp, Yellow Pages, Foursquare, Better Business Bureau, and industry-specific directories. Perform searches for your competitors and target citations on the sites where they are listed.
Local Business Reviews
Reviews are one of the most influential factors for local SEO and customer decision making. Proactively ask satisfied customers to leave reviews for your business, focusing on your Google Business Profile and other high-impact third-party sites.
Respond professionally to all reviews, positive and negative. Thank customers for positive feedback and try to address issues raised in negative reviews. This shows customers and search engines that you value feedback and actively manage your reputation.
Local Link Building
Links from other reputable local websites can substantially boost your local search rankings and visibility. Identify opportunities to earn links from local news sites, community organizations, charities you support, business associations, and other local influencers.
Some effective local link building tactics include:
– Sponsoring local events or sports teams
– Offering scholarships
– Hosting community workshops or seminars
– Partnering with other complementary local businesses
– Getting featured in local media publications
Social Media for Local SEO
Having an active presence on social media platforms popular with your local customers can improve your local SEO and attract more local business. Create profiles on Facebook, Twitter, Instagram, and others and be sure to fill out the profiles completely with your business info and links back to your website.
Post regularly with a mix of your own content, curated local-interest content, and engagement with your local community. Encourage your social followers to leave reviews, check in at your business, and share your content to further amplify your local reach.
Conclusion
Local search engine optimization is a multi-faceted endeavor with myriad factors that influence your local search visibility and rankings. By understanding the key components of local SEO and implementing a comprehensive strategy that addresses both on-page and off-page elements, you can greatly improve your ability to reach potential local customers and grow your business.
Remember that local SEO is an ongoing process that requires consistency, effort and patience to see results. Stay diligent with publishing local content, building local citations, earning reviews, and engaging with your local community both online and off. Closely monitor your local search rankings, organic traffic, and conversions from local searches to measure your progress over time.
By following the principles and tactics outlined in this guide to local SEO for beginners, you’ll be well on your way to dominating the local search results and attracting a steady stream of new local customers to your business. Invest the time and resources into local SEO now and you’ll reap the rewards of increased visibility, credibility, and growth for years to come.