Local SEO boosts a website’s visibility in a specific area by increasing its relevance in unpaid search results, often called natural, organic, or earned results. Unlike general SEO, local SEO focuses on localized keywords, so understanding the basics is essential to getting noticed in local search.
Below are the core steps to building a local SEO strategy that brings in nearby customers.
How do you prepare your site for local SEO?
Before launching a local SEO strategy, make sure your site is properly optimized for the location you are targeting. A slow-loading website will drive away your audience, and a responsive design is needed to attract your target demographic. Local SEO starts with a fast, mobile-friendly foundation, which is especially important if your business has multiple locations. Google PageSpeed Insights is a helpful resource for identifying and fixing site-speed issues.
What role do local keywords play?
Focusing on local keywords is a key step in local SEO. To rank for these terms, your website should include content related to local areas. You can use the Google Keyword Planner to find popular keywords in a particular region, then weave them into your site’s content and URL. Relevant local landmarks or hotspots should also be incorporated where appropriate.
Why build a local social media presence?
Creating a local social media page highlights your brand and engages your followers. Facebook, Twitter, LinkedIn, and YouTube are common platforms for this purpose. Building a local community supports successful local SEO, because the right content helps your site rank well and attract new customers.
How does local SEO affect visibility and credibility?
A locally optimized website is more likely to reach nearby customers than a purely online one. The prime spot in the top three search results matters most, since it increases visibility and credibility in the local area. Tools such as the Sprout Social Index let you monitor the popularity of your website, and a local presence makes it easier for potential customers to find you.
What is schema markup and why does it matter?
Adding schema markup to your website can lift local rankings. Using the corresponding codes helps your site rank higher for local search queries, and the proper code makes your site easier for Google to recognize. A citation of your site will also enhance your SEO. These two touchpoints are among the most important parts of a local SEO campaign, helping you stand out and stay memorable.
How important are customer reviews and voice search?
Customer reviews are an effective way to optimize your Google My Business presence and lift local sales. In the 2017 Local Consumer Review Survey, 85% of consumers said they trust online reviews more than personal recommendations. With voice searches growing quickly, optimizing your website for voice queries is also vital. If your business has multiple locations, optimizing for both local and global search engines is necessary, or competitors will.
What kind of content works best for local SEO?
Content with a local focus is crucial for local SEO and should be unique, comprehensive, and relevant. Long-form content can attract visitors from around the world but has limited value locally, so writing content with a local focus gets the most from your efforts. Include the location of your business in the title and H tags, because your customers’ location is a key factor in the success of the campaign.
Why are local search results so important for small businesses?
Local search results are crucial for local businesses. Standing out and being found online by potential customers keeps your business at the top of search results and helps build a reputation for excellence. Taking advantage of local SEO increases sales and puts your business in front of more local customers, which keeps them coming back.
The video below walks through these concepts in more detail: