SEO Local is a form of search engine optimization which focuses on increasing your site’s rankings in local search results, to attract more customers and expand your business.
No matter if your business provides physical or mobile services, customers are searching for local businesses near them. In order to maximize revenue and expand customer reach, optimizing for local search is vitally important.
Keyword research
Keyword research is one of the key aspects of local SEO. By identifying relevant terms that reflect people’s search intent, keyword research allows businesses to create content that resonates with potential customers while improving their chances of ranking higher on SERPs.
Use of keyword research tools can be the easiest and fastest way to effectively hone in on keywords for content production, including Google Keyword Planner and KWFinder. Some are free while others have more advanced features; the KWFinder website features an impressively intuitive user experience on both desktop and mobile versions of its website.
Considerations should also be given to the geographical areas you serve when conducting keyword research, since Google provides results most relevant to their searcher’s location – for instance if someone searches “coffee shop” in London they’ll only see listings within that location; taking this into account can increase traffic significantly.
On-page optimization
On-page optimization is an integral component of SEO Local. This practice involves tailoring individual pages of a website so they rank higher in search engine results pages for specific searches, through optimizing page titles, metatags, URLs, content strategies and internal linking strategies. Furthermore, local audiences should include relevant keywords.
Optimizing websites for local search requires also considering user experience, including making sure the business name and URL are clearly displayed, using geographical terms in business descriptions, and including reviews of your business.
Review management is an excellent way to encourage customers to leave positive reviews and help increase searches for a specific location. By showing that your customers are valued and trusted, review management shows your appreciation. Generally, more positive reviews mean better local rankings because Google strives to deliver relevant search results to its users.
Local citations
Citations is an integral component of local SEO. Citations refers to any mention of a business’s name, address and phone number online that leads Google to trust your business more. Consistent citations also help strengthen this belief.
Structured and unstructured citations exist; structured ones being found on directories such as Yelp or Yellowpages that can be highly beneficial to local SEO strategies; unstructured ones might appear elsewhere such as articles or blogs and may help your site rank higher in search engines.
However, it is essential to remember that not all citations are created equal. Some can be more powerful when coming from websites with higher domain authority and trustworthier sources, which is why prioritizing your citations according to category relevance and source credibility can help your ranking efforts.
Reviews
Reviews are one of the top local search ranking factors, and Google considers them an indicator that customers are happy with a business. Responding to reviews demonstrates your concern for customer experiences while seeking ways to enhance service delivery.
Reviews appear on both your Google Business Profile and local searches, influencing its position in Google Maps 3-pack searches as well as organic results pages. A healthy balance between positive and negative reviews helps potential customers perceive your business as genuine.
BrightLocal conducted a study that revealed 88% of consumers read online reviews before making purchases, making reviews an integral component of local marketing strategies. Therefore, prioritizing review acquisition should be part of your local marketing plan.