Local SEO combines traditional search optimisation with geographic targeting so nearby customers find your business before your rivals. The three bottom tiers of the SEO pyramid cover the core tasks of any local campaign, and getting the basics right is what separates top-ranking local businesses from the rest. The steps below show where to focus next.
Why local SEO matters for businesses of every size
Search engines rank local results using information from multiple sources, which is why your Facebook or Twitter profile may appear near the top of organic results. People looking for local businesses often go directly to those profiles instead of clicking through to a business’s website. Search engines, however, do not rely on social profiles alone: they pull from four main sources to decide local rankings.
Google leads the way in using local business information as a ranking signal. When a consumer searches, Google displays local business results, including a list of businesses in that location. As mobile users become more prevalent, more businesses are realising they need websites that work on mobile. The result is more visibility and growth for local products and services.
How do search engines build local rankings?
A local business website may target keywords tied to its products and services while also including terms that name the city where it operates. With local SEO in place, the site can rank for nearby customers on Google and other search engines. Almost 80% of internet users rely on mobile devices, so local pages typically outrank national ones for on-the-go searches.
What makes a local SEO campaign actually work?
Local SEO is largely shaped by how customers and the public perceive a business. A local plumber does not need the slickest website on the web to attract local customers; he needs a site that clearly represents his service area and stays locally relevant. When a user runs a local search, they are more likely to pick the business that offers the best service in that area.
The most important thing to remember about local search is that you have to target specific terms to get better local SEO results. Skip the generic “near me” phrasing and use specific local terms such as “near me” or “near by”. As of 2016, nearly 20% of mobile searches are voice searches, and those typically use more natural language. Local SEO strategies that match that language can bring in additional revenue.
Where reviews, content, and your Google Business Profile fit in
Managing reviews can feel like a daunting task, but it pays off when done right. Reviews are the backbone of brand reputation and influence on a business’s online presence. Social media and email marketing efforts feed that reputation, so keep the brand and message consistent and use a professional tone when communicating with the online community. Local SEO is not complete without quality content.
The website and Google Business Profile both need to be optimised for the local niche. Local keywords attract more customers in the surrounding area, and long-tail keywords that describe the business are more likely to drive local foot traffic. Targeting long-tail keywords and keeping a comprehensive online presence brings in more leads.
Your GMB listing will direct visitors to your website. Even when the GMB listing is not prominent, the audience can still find the business in organic search results. Keep the website optimised for local SEO and avoid letting it grow outdated. An up-to-date, optimised website helps target the keywords that matter and increases visibility among middle and top search users.