Optimizing your images, citations, and site structure is the foundation of a local SEO strategy that ranks well in Google’s local results. Local SEO relies on different metrics than national search, so keyword focus alone won’t get you there.
Why keywords aren’t the most important local SEO metric
During an SEO campaign, focusing on a single metric isn’t the best approach. Multiple metrics should inform your strategy.
Start by deciding which local keywords you want to target, then research what people in your area are actually searching for. This shows you which local businesses get the most attention.
Once you have your local keywords, use a keyword research tool to expand the list. Pick a tool compatible with the search engines you want to optimize. SEMrush is one option: it shows which keywords are being used, how many searches occur, and what competitors are doing.
How does Google rank local search results differently?
Google hasn’t officially released its local ranking algorithms, but evidence suggests it uses a different set of factors for local queries than for global ones. Rankings for a local search can be more pronounced than those for a global search.
Although the search engine keeps the specifics private, the algorithm appears to use machine learning. Google has also made changes to its local business index, adding new categories, reordering the old ones block by block, and occasionally releasing a major update that reorders the search results.
Can Google Suggest and Yelp help with local SEO?
A Yelp page and Google Suggest can both help your local SEO. They put your business in front of customers, help you build reputation, and give you a way to interact with your customer base and other local businesses. The result is more content, press coverage, and inbound links.
Several factors influence local rankings. The most popular business in an area usually has more reviews than a lesser known one, and a business with more reviews shows up more prominently in local search results.
How do you optimize images for local SEO?
Images matter for engaging users and making content accessible, and well-optimized images can increase traffic and conversions. Before you start, account for a few variables.
Use the best quality image in the right format and size, then compress it. Tools like TinyPNG and Optimizilla reduce file size without losing quality.
Write descriptive alt text for every image. Alt text helps search engines understand the image content and can improve your rankings in Google’s image searches.
Why are citations important for local SEO?
Building citations is a key step in getting your website found online. Search engines like Google check your listings in the Yellow Pages, the Brown Book, and other key directories before deciding how to rank your business.
Citations build trust with search engines by confirming your identity and what you offer. They also drive real traffic to your site.
Whether you run a brick-and-mortar store or an online business, citations matter. When people look for your business online, Google is usually the first place they check.
How do you optimize your website for local SEO?
Optimizing your website for local SEO gives your business a competitive edge, improves your reputation, and increases traffic. Several practical steps get you there.
Start by making your site easier to navigate and mobile friendly. Make sure it includes a contact phone number and address.
Use highly searched keywords to boost rankings, and create content relevant to the local market to increase traffic and revenue.