Local SEO helps businesses rank for searches from nearby customers, and it is especially important for local service businesses competing against national brands. The core idea is simple: build local content, keep your business information consistent, earn links and reviews from local sources, and make it easy for searchers to contact you.
Write Content for Local Customers
Local SEO starts with content aimed at people in your area. Incorporate the names of nearby towns, unofficial local terms, and local news into your pages so your site ranks for the searches your community actually runs. Cover events that are popular in your region and write from the viewpoint of a local business owner. Interviewing local experts gives you material that national sites cannot replicate.
Focus on Local Services and Topics
A website that focuses on local services is more relevant to web users, and they are likely to pick a local business over a national brand. Google’s local search ranking algorithm is constantly evolving, so staying on top of these changes matters. Link building is an important part of any SEO strategy, but it is especially important for local businesses. In fact, link signals are among the most important factors for local search results, according to Moz.
What Drives the Local SERP?
The most important factors for a local SERP are:
- The distance between the business location and the location of the searcher.
- The mention of relevant keywords and business categories.
- A correct NAP (name, address, phone number) for the business.
- The number and diversity of reviews.
- Links from social media channels, which send a signal to Google that the business has a social presence.
Creating and linking to domains that relate to your target location is an essential part of local SEO.
Earn Reviews and Social Signals
Google collects consumer reviews and social media to determine where businesses should be listed. To boost your ranking, focus on relevant review sites and social media accounts. Studies show that 71% of people looking for local businesses use the internet, and 46% of those use search engines to find a local business, so an active review and social presence directly affects visibility.
Make Your Phone Number Clickable
Adding a phone number to your website and making it clickable on mobile devices is a proven way to increase the chances of a local customer contacting your business. If the phone number is clickable, people are more likely to call. A phone number on a website can also be paired with social media links so visitors can follow or message you directly.
Why Local SEO Pays Off
By using local SEO, a business can reach local customers who need the services and products of a local business. Six out of every 10 local searchers looking for a restaurant in Northern Virginia will convert immediately, so showing up in those search results is a direct revenue opportunity. In addition to increasing online presence, local SEO improves local revenue.
Build a Local SEO Strategy
Developing a strategy is the first step in local SEO. By implementing local SEO, you can improve the visibility of your business and attract new customers. You can even create a playbook based on the results of the annual survey from Moz. Keep your NAP consistent across the web so search engines can easily identify your business, and start optimizing your site for local search.
FAQ
What is the most important factor in local SEO rankings?
According to Moz, link signals are among the most important factors for local search results. Other key factors include the distance between the business and the searcher, the mention of relevant keywords and business categories, a correct NAP, and the number and diversity of reviews.
Why is NAP consistency important for local SEO?
A business’s NAP (name, address, and phone number) must be correct and consistent across the web so that search engines can easily identify the business. Inconsistent NAP information hurts local rankings.
How can a local business get more customer calls from search?
Add a phone number to your website and make it clickable on mobile devices. Clickable phone numbers make it easier for local searchers to contact the business, and pairing the number with social media links gives visitors more ways to reach you.