Local SEO helps internet marketers get found by nearby customers and convert those searches into leads, calls, and visits. The main levers are local keywords, consistent business information across the web, localized content, structured data markup, and community-driven backlinks. Below are the methods the post covers, in the order it covers them.
Why local SEO matters for internet marketing
Local SEO is about being found locally. Keywords tied to your city and location are still essential, and technology has changed how people run local searches. More people now use smartphones and smart speakers like Google Home and Amazon Echo to run local queries, so visibility on those devices matters.
What sources search engines use to rank local businesses
The information you put on multiple websites affects your local search ranking. Facebook and Twitter pages often sit near the top of organic results, and many users head straight to those profiles instead of your website. Search engines do not only read what you provide. They pull from four main sources: your website, social profiles, Yelp profiles, and reviews. These sources help search engines decide whether your business is legitimate.
Create localized content beyond a blog
Localized content does not have to be a blog. It can be a resource guide, presentation, or technical specification sheet. The more content you publish, the higher your SEO rankings tend to be. A professional SEO consultant can help build the strategy. You can also publish a location-relevant blog and a localized version of the company website.
Earn backlinks by sponsoring local teams and events
Sponsoring a local baseball team is one way to build local content. Create a page on your site and share photos and updates. The team’s site will link to your page to show their support, which gives you backlinks. Sponsoring events relevant to your industry works the same way. You can also pay employees to attend events and take pictures or videos, showing your community involvement. Writing about newsworthy events in your community adds more local content.
Use structured data markup so Google shows the right details
Structured data markups relay key business information in Google SERPs. The technique fits local businesses well, and you can use it for product or service schema too. The Google Structured Data Testing Tool helps analyze your pages’ code and fold in the markup. The Barrio Restaurant is a good example: it makes its phone number clickable on mobile phones.
Get cited on reputable sites and embed maps carefully
Common citations on reputable websites help your business rank higher and pull in more local attention when people search for products or services. If you sell cars, include how many locations you operate. Customers can find your service by searching your city or state in Google Maps. Embedding Google Maps into your website can help, but Google has recently cracked down on sites that overuse Google Maps, so keep it reasonable.
Local SEO is still essential for brick-and-mortar businesses
Even with a physical location, being on the first page is not enough. The first page of results for “pizza place” in New York can include more than 20 million other listings. Local SEO is what gets a pizza shop in New York (or any storefront) seen, chosen, and visited.
FAQ
What sources do search engines use to rank local businesses?
Search engines pull from four main sources: your website, social profiles, Yelp profiles, and reviews. Consistent information across these sources helps them decide whether your business is legitimate.
What kinds of content count as localized content?
Localized content includes resource guides, presentations, technical specification sheets, location-relevant blog posts, and localized versions of the company website, not just blog articles.
How can structured data markup help local SEO?
Structured data markup relays key business information in Google SERPs, such as a clickable phone number on mobile. The Google Structured Data Testing Tool can be used to analyze pages and add the markup.