Local SEO, or local search engine optimization, is the work a business does online to reach customers in its own area, the people most likely to walk through its doors, call, or buy. It improves visibility in local search results and drives traffic from people who are already nearby.
Why local SEO matters for small businesses
Many local business owners treat local SEO as a core part of their marketing because it lets them compete on searches for the keywords and phrases their customers actually use. At the same time, plenty of small businesses underestimate how much of their audience never sees them through search at all. They reach people who cannot be reached by email or even web searches, and those people get their information from television, newspapers, magazines, and other local print sources, as the input post notes in its definition of face-to-face communication.
Social media as a link source, not a traffic driver
One of the easiest ways for businesses to earn inbound links from local websites is through social media platforms. Social media is one of the fastest-growing sources of inbound links, but the post warns that it is also one of the least effective channels for sending traffic to a website. Users tend to leave feedback on posts and blogs, and most of that feedback is not positive, so it does little to expand a business’s reach.
Why rankings come down to keywords and links
Another reason social media marketing falls short is that search engine rankings are based on keywords. A user may be interested in a product, but search engines rank pages with a specific formula. To rank higher, a site needs one of the strongest link-building strategies available, which the post identifies as SEO news, described as the hottest trend in search marketing and one that major players are adopting.
Targeting customers in multiple locations
Local SEO companies are using SEO news in several ways to bring in more traffic and attract customers from multiple locations. Many are optimizing webpages for users in different places, for example by targeting businesses in rural areas. To do that, they optimize pages that match the search engine algorithms built for multi-location optimization, which helps those pages appear in search results for the relevant keywords.
Building credibility through internal links
Beyond search rankings, local SEO also gives a site a stronger internal linking structure. Internal linking is what allows a website to gain credibility and trust within its community. By creating multiple internal pages for businesses in the local area, a site builds credibility by connecting with those businesses. Those businesses, in turn, connect back through social media and through the site’s internal linking structure, which adds even more trust.
Citations and where to submit them
Business owners can also use local SEO by adding citations to their website. Citations are sections of a site that let users insert additional information about the business. To rank for key search terms in those areas, owners should submit articles and press releases about their company to relevant websites, social media outlets, and online forums. The post recommends submitting to online article directories, which search engines crawl regularly, and to local citation submission websites.
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