Marketing can get complicated in a hurry and local SEO is no different. There are many moving parts and components to an effective marketing strategy and so much to learn. If you are a business that serves clients locally, you'll want to implement a local SEO strategy.
Here are 6 basic ways to get started with building a local SEO strategy.
Keyword Research
Keyword research is a fundamental aspect of local SEO that involves identifying the terms and phrases potential customers use when searching for products or services in a specific geographic area. It's important to understand how keyword relates to local SEO. Here are 4 things to consider when starting your keyword research journey.
- Local intent - local keyword research involves identifying search terms that include location qualifiers such as city names, neighborhoods, landmarks, or phrases like "near me". Think about the last time you were searching for something locally. "Near me" would be one example of intent.
- Competitor analysis - analyze the keywords your local competitors are targeting. Tools like SEMrush and Ahrefs can help you identify the keywords driving traffic to your competitors' websites. Look for gaps in their keyword strategy that you can capitalize on.
- Content ideas - use keyword research to generate content ideas for your website or blog. Create informative, location-specific content that addresses common questions or concerns of local customers. This can help attract organic traffic and establish your business as a local authority in your industry.
- Related searches - use Google's autocomplete feature and related searches to discover local keywords. Start by typing a relevant search term in Google's search bar, and it will suggest related queries that people commonly search for in your area.
Business Profile Listings
Business profile listings, also known as local citations, are online directories or platforms where businesses can create profiles to provide information about their products or services. These listings play a crucial role in local SEO by improving a business's online visibility and helping it rank higher in local search results. Here's how business profile listings relate to local SEO and techniques you can use:
- Local ranking signals - business profile listings are considered one of the most important local ranking signals by search engines like Google. Having consistent and accurate information across multiple listings validates the legitimacy and relevance of a business to its location.
- Consistent data - consistency is vital for local SEO. Ensure that your business's name, address, and phone number information is consistent across all business profile listings, as well as your website and Google My Business listing. Any discrepancies can confuse search engines and potentially harm your local search rankings.
- Relevant directories - identify and list your business on relevant and authoritative directories specific to your industry and location. Examples include Google My Business, Yelp, Bing Places, Yellow Pages, TripAdvisor, and industry-specific directories. Consider local chambers of commerce, local business associations, and regional directories as well.
- Optimize profiles for keywords - incorporate relevant keywords into your business descriptions, titles, and categories within your profile listings. Use location-specific keywords to help your business appear in local search results for relevant queries.
Website Optimization
Website optimization plays a role in local SEO by ensuring that your website is easily discoverable and relevant to users searching for local products or services. Here's how website optimization relates to local SEO and techniques you can use:
- Optimized title tags and meta descriptions- Write descriptive and keyword-rich title tags and meta descriptions for each page of your website. Include relevant local keywords to improve your chances of appearing in local search results and attract clicks from users.
- Optimized landing pages - Create separate landing pages optimized for specific locations or service areas. Each landing page should target relevant local keywords and provide tailored information to users in those areas. Include location-specific content, testimonials, and images to enhance relevance.
- Mobile-friendly design - Ensure that your website is mobile-friendly and responsive across various devices. Mobile optimization is crucial for local SEO, as many users perform local searches on mobile devices while on the go. A mobile-friendly website improves user experience and can positively impact your local search rankings.
- Structured Data Markup - Implement structured data markup, such as Schema.org markup, to provide search engines with additional context about your business, products, and services. Include local markup to specify your business's name, address, phone number, and operating hours, making it easier for search engines to understand and display relevant information in local search results.
Localized Content
Localized content plays a crucial role in local SEO by helping businesses target specific geographic areas and attract local customers. Here's how localized content relates to local SEO and techniques you can use:
- Be relevant to your local audience - localized content is specific to the interests, needs, and preferences of your geographic area. By addressing local topics, events, and concerns, businesses can establish themselves as relevant and trustworthy sources of information within their communities.
- Target local keywords - be sure to use local keywords into your content to improve visibility in local search results. Include city names, neighborhood names, landmarks, and other location-specific terms relevant to your target audience. For example, instead of "best coffee shops", target "best coffee shops in [city]".
- Geotagging content - geotagging your content with location-specific metadata can help search engines understand the geographic relevance of your content. Include location tags in your images, videos, and social media posts to improve visibility in local search results.
- Engage with local influencers - Collaborate with local influencers, bloggers, and community leaders to amplify your localized content and reach a wider audience. Partnering with influential individuals in your area can help increase brand awareness and drive traffic to your website.
Reviews
Reviews can be a great way to build a reputation and good rapport with your community. Online reviews play a significant role in local SEO as they influence consumer perceptions, trust, and ultimately, search engine rankings. Here's how reviews relate to local SEO and techniques you can use to encourage and manage them effectively:
- Impact - reviews are a key ranking factor for local search results. Businesses with a higher number of positive reviews tend to rank higher in local search engine results pages (SERPs), making them more visible to potential customers.
- Builds trust and credibility - Positive reviews act as social proof, reassuring potential customers about the quality and reliability of your products or services. They help build trust and credibility, making it more likely for users to choose your business over competitors.
- Higher CTR - businesses with positive reviews often attract more clicks from search engine users. A high number of positive reviews displayed prominently in search results can entice users to click through to your website or business listing.
- Local pack visibility - Google often highlights businesses with high ratings and a significant number of reviews in the local pack, the prominent map-based section displayed at the top of local search results. Having positive reviews can improve your chances of appearing in this coveted position.
Social Media
Social media can significantly impact local SEO by increasing brand visibility, driving website traffic, and enhancing engagement with local audiences. Here's how social media relates to local SEO and techniques you can use to grow your social media followers:
- Engagement and reviews - Encourage local customers to engage with your business on social media by sharing their experiences, tagging your location, and leaving reviews or comments. Respond promptly to customer inquiries, feedback, and reviews to demonstrate your commitment to customer service and satisfaction.
- Hashtags and Geotags - Use local hashtags and geotags in your social media posts to increase visibility among local audiences. Research popular hashtags related to your location or industry and incorporate them into your posts to reach users who are actively searching for content in your area.
- Sharing local content and events - share content that is relevant to your local audience, such as upcoming events, community news, or local partnerships. By providing valuable and engaging content, you can attract local followers who are interested in staying informed about what's happening in their area.
- Post consistently and engage - maintain a consistent posting schedule and actively engage with your audience to foster relationships and build trust. Respond to comments, messages, and mentions promptly, and regularly share valuable content that resonates with your local followers.
Mastering local SEO is crucial for businesses seeking to thrive in their respective communities. By implementing the six fundamental strategies outlined in this article—keyword research, business profile listings, website optimization, localized content, reviews, and social media engagement—you can significantly improve your online visibility, attract more local customers, and establish your brand as a trusted authority in your area. Remember, consistency and relevance are key in local SEO efforts. By staying committed to these practices and continually refining your strategy, you can unlock the full potential of local search and propel your business to new heights of success.
