Local SEO is the process of optimizing a website so it appears in search results for specific geographic regions, helping businesses attract nearby customers and grow. Start by running local keyword research, tightening on-page content, building local links, and collecting customer reviews.
How do you find local keywords?
Local keyword research identifies the search terms potential customers use when looking for nearby businesses. Targeting these terms can increase rankings in local searches and bring in more traffic and sales.
Google Keyword Planner and SEMRush show which words and phrases are most relevant to a business, along with their search volumes and keyword difficulty levels. Google autocomplete is another quick way to surface related local queries, while competitor analysis in Keyword Planner reveals terms other businesses are already targeting.
Pick keywords with local intent. A useful check: if a keyword returns an accompanying map or list of nearby businesses, the audience is searching locally. If it does not, consider a different term.
What does on-page optimization look like for local SEO?
On-page optimization for local SEO means shaping website content so it speaks to a local audience and uses natural, locally relevant keywords. The content should be engaging, informative, and easy to read. Local SEO also cuts advertising costs tied to pamphlets, banners, hoardings, and newspaper ads by replacing them with organic search visibility.
Track Map Pack rankings with local SEO tools to see how the site is performing.
Reviews matter. According to a survey by Reviewtrackers, 92% of local searches are influenced by online reviews. Display reviews on a Google Business Profile and put a system in place to collect more of them.
How do you build local links?
Link building signals to search engines that a business is credible and trustworthy, which leads to more website visits and higher sales. It needs to be done correctly, since poor methods can hurt results.
Create a local SEO landing page aimed at a specific market. These pages typically include targeted keywords, meta descriptions, and on-site content, and they can be optimized to rank on Google.
Submit the business to local directories, which rank prominently for topic-related queries and send extra traffic to the site. Directory listings also create local citations, mentions of the business name, address, and phone number across third-party review platforms and business listings.
Where does social media fit in?
Social media is a key part of local SEO because it builds brand recognition and can earn more links, which support SEO rankings.
Google pays close attention to customer reviews and social signals, especially for businesses with multiple locations. Ask customers to leave reviews on the Google Business Profile and on third-party review sites.
Social media posts can be picked up by journalists or bloggers, which may improve local search rankings. Social media activity does not directly affect ranking, but it raises the chance that the brand gets discussed across the web.
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