Local search engine optimization (LSEO) is a strategy for businesses that operate in a defined geographic area. It helps your company show up on Google’s search results when potential customers search near your location for products or services.
A local SEO plan combines several techniques, including keyword research, on-page optimization, link building, and social media management.
Keyword research
Keyword research is a core part of any local SEO strategy. It helps search engines understand what your target audience is looking for and match them with relevant content.
Start your campaign with seed keywords broad enough to appeal to a wide range of potential customers. These can include specific products or services you offer, or the name of a city, neighborhood, or region (for example, “supper clubs in Wisconsin Dells”).
Once you have your seed list, narrow your focus to local keywords. These phrases are more specific and target customers in your market, which raises the chance that someone ready to buy will click through.
Google Keyword Planner and Answer the Public are useful free tools for finding keywords that fit your business. Both require a free account and some basic personal information to use.
On-page optimization
On-page optimization is the part of local SEO that involves changing elements on your website itself, such as URLs, title tags, and meta descriptions. Done well, it can lift your search rankings and bring in more organic traffic from Google.
On-page SEO looks different on every site, but a few basics apply to all of them.
First, make sure your website works well on mobile devices. Google has a guide that walks you through how to test and fix mobile usability issues.
Second, add a map to your site so visitors can find your business location quickly. A visible map can boost your presence in Google’s local pack and lead to more clicks.
Third, keep an eye on changes in search engine behavior. Tracking shifts in your rankings helps you spot algorithm updates that could affect your traffic.
Link building
Many small business owners overlook link building, but it is a core part of any SEO strategy. Links signal your website’s authority, and Google weighs authority when deciding how to rank sites.
Links from local sources can improve your rankings in Google Maps and Bing, and they help build your reputation within the local community.
To get the most out of local links, aim for authoritative sites in your area. Useful targets include licensing bureaus, Chambers of Commerce, and trade associations.
Being featured in local content, such as community forums or local newspapers, can also grow your link profile.
Partnering with other local businesses is another way to earn links. Trading links with a complementary business increases both sites’ visibility.
Social media
Social media is a central channel for marketing any small business. A consistent online presence matters for companies of every size.
More than half of consumers use social platforms to research products and services. Pairing local SEO with social media lets you reach those shoppers, generate leads, and turn them into paying customers.
Social activity also raises brand awareness, builds a community around your business, and can lift search rankings. The more people share your content across platforms, the more signal Google gets that your site is relevant.
Geotagging is another social feature that supports local SEO. Tagging your photos with your business’s exact location helps Google associate those images with your business and surface them in relevant local searches.
Related coverage
- SEO Demystified: A Step-by-Step Roadmap for Small Business Growth in 2024
- SEO Demystified: A Step-by-Step Roadmap for Small Business Growth