Local search engine optimization, also called local SEO, is a set of optimization techniques used to gain a higher placement in Google search results for specific keywords. It follows the same basics as organic SEO: on-page work such as keyword-rich meta tags and well-written content, and off-page work such as article submissions, directory submissions, social bookmarking, and blog commenting.
What is the first step in local SEO?
Identify your physical location first, including city, state, county, and neighborhood. Once the location is set, the next step is to identify the most searched keywords related to that location. Keywords are the words used in an individual or business’s online marketing campaigns, and the right starting point is to determine which keywords match the intent of your site. Keyword research tools from the major search engines provide data on the relative frequency, search volume, and average price per click for the most commonly searched keywords.
How do you position a site for local customers?
Position your site or page as user-friendly for local customers by presenting it as an accessible, convenient destination for people looking for your type of products or services. Many brick-and-mortar businesses struggle with their online presence because they do not know how to position their site for local customers. Online tools are available to help with this positioning.
What strategies improve visibility in local search?
Develop a strategy to improve the visibility and reputation of your site in local search results. One common approach is to partner with other businesses in the same industry. The goal of partnering is to receive free marketing while gaining greater exposure in search results and raising customer awareness of your business.
Use social media to support local SEO
Many local businesses also engage in social media marketing, which lets you create content that helps customers connect with you, such as stories about your region. Building strong social media relationships with businesses in similar markets is a key tactic, and a Facebook page is a good place to start.
Reach customers with email marketing
Email marketing is another way small businesses attract new customers. Existing customers may also help promote your small business through email marketing, so it is best to begin by targeting customers who have shown interest in your company in the past. Offering a small token of appreciation to every new customer who signs up using their email address helps the campaign succeed.
Add social media ads and pay-per-click
Social media ads are a practical way to promote your company and increase your visibility in local SEO. Options include pay per click, content advertising, and social media advertisements such as YouTube video ads, podcasts, tweets, Facebook mentions, and image ads. Pay per click campaigns can be a good choice for small businesses that are not expecting steady website traffic, while content advertising will likely require a larger budget to generate significant results. With some research and steady effort, you can maximize your local intent and increase your visibility in local search.
FAQ
What is local SEO?
Local SEO, also called local search engine optimization, is a set of optimization techniques used to gain a higher placement in Google search results for specific keywords tied to a physical location such as city, state, county, or neighborhood.
What is the difference between on-page and off-page local SEO?
On-page optimization includes techniques such as placing keyword-rich meta tags on each page of a site and creating well-written content. Off-page optimization includes writing proper meta tags, article submissions, directory submissions, social bookmarking, and blog commenting.
How can small businesses boost local SEO?
Small businesses can boost local SEO by partnering with other businesses in their industry, building social media relationships on platforms such as Facebook, running email marketing campaigns aimed at past customers, and using social media ads or pay-per-click campaigns to reach new local customers.
Related coverage
- Unlock the Power of Search Engine Optimization for Your Business: A Comprehensive Guide
- Local Search Marketing Is Essential For Any Business That Interacts With Customers Face-To-Face