Local search engine optimization helps your business show up when nearby customers search online. With nearly 60% of online searches happening on mobile devices and consumers now adding location terms to their queries, optimizing for local search is a core part of website marketing. Below are the local SEO basics every business owner should put in place.
Why local SEO matters for website marketing
Consumers now include their location when searching for products and services. While most people use big search engines, they also use location-based sites to find local businesses. Local SEO is what gets your business into those local results, whether you do the work yourself or hire a local search marketing agency. Because most searches happen on mobile, a mobile-optimized site also ranks better in Google’s local algorithm, which looks at a dozen focal points on a local landing page. Google Maps is another solid way to boost local SEO.
Create content that targets a local audience
You don’t have to write blog posts to create your own content. Resource guides, presentations, and technical specification sheets all work well. The point is to use local search terms in pillar content, blogs, and social posts. If you own a car dealership, mention how the business serves the town on your About Us page. A blog post like “How to Get the Best Deals on Hondas in Northwestern Montana” is a good example of a locally focused post. Relevant content is critical for local SEO, and it can take many forms, including blog posts, social media posts, and videos.
Build citations and list your business everywhere
Citations are mentions of your business name, phone number, and website. The most common way to build them is by claiming your listing in online business directories. These are called structured citations, and the more industry-specific they are, the more value they have for SEO. They provide backlinks and give Google a higher level of trust for your website. It’s not uncommon for a business to be listed in more than one city; the more cities you list in, the better. Trade associations, chambers of commerce, and other sources are also good places to make business mentions. Business citations are not necessarily links, but they can increase your website’s prominence online.
Set up and maintain your Google My Business listing
Make sure to list important information about your business on your website. Google uses this information to help potential customers find you. Having a good Google My Business listing is critical for local SEO best practices, and the best place to list it is on the first page of search results. Use Google My Business to keep up with the latest news and updates. When people search locally, local SERPs show organic and GMB listings, so optimizing for both is key. Google also has to determine the intent of the searcher; for example, if a user searches for a hotel, Google might not return the hotel’s website if it decides the user wants to book multiple hotels.
Use structured data and on-page NAP details
Structured data mark-up is a good way to relay important business information to Google SERPs. Use the Google Structured Data Testing Tool to analyze the code on your website and see which pages are using structured data mark-up. The more structured data you use, the more likely your website will rank higher for relevant search queries. On-page, include your phone number, address, and NAP so you reinforce your location and give customers the details they need. Add a link to your website or GBP, and optimize your meta information as well.
Manage reviews as part of your local SEO
Review management is important for local SEO. While it may seem like a daunting task, managing reviews online can pay off. Along with social media and email marketing activity, online reviews form the foundation of your brand’s reputation. Keep your brand and message at the front of your communication with your online community by posting relevant, high-quality content.
FAQ
What is local SEO and why does it matter?
Local SEO is the practice of optimizing your website so it appears in searches that include a location. It matters because consumers now include their location when searching online, nearly 60% of searches happen on mobile devices, and Google uses separate local results to match searcher intent to nearby businesses.
What are citations and how do they help local SEO?
Citations are online mentions of your business name, phone number, and website, most often built by claiming listings in online business directories. These structured citations, especially industry-specific ones, provide backlinks and give Google a higher level of trust for your website, which can boost your local rankings.
Why is Google My Business important for local SEO?
Google My Business lets you list your business information so Google can show it to potential customers in local results. A complete GMB listing helps your business appear on the first page of local search results alongside organic listings, and it’s a critical piece of local SEO best practices.