Local SEO improves how your business shows up when nearby customers search on Google. The search engines factor in content, citations, reviews, and local business listings when deciding which sites appear at the top, so optimizing each of these areas can push you higher in local results and bring in more customers.
Why local SEO matters
People search the internet every 10 to 15 seconds, and 70% of the population uses a search engine to find local businesses such as restaurants and stores. Local SEO is an ongoing process that takes time to build and requires constant attention to maintain. Losing a spot in the rankings can have serious consequences, so it pays to review your marketing strategy regularly to stay ahead of competitors.
Focus on customer reviews
Customer reviews carry serious weight in local SEO. 73% of consumers check online reviews for local businesses, and they pay close attention to reviews written within the past month. Businesses rated below 4 stars lose business as a result. Search engines factor these consumer reviews into organic search results, so building a positive Yelp presence helps you collect more of them.
Make your site mobile-friendly
Local SEO works especially well on mobile, where an estimated 80% of searches for a service convert into sales. A mobile-friendly website that loads quickly is the first requirement of any local SEO campaign, and the more mobile-ready your site is, the better your chances of reaching the right consumers.
Earn high-quality links and mentions
Links and mentions from high-quality sources move the needle on local rankings. Some businesses attract them naturally, while others lean on low-quality sources and schemes that inflate link counts without adding value. PR and other marketing tactics help, but the quality of your links is what counts. A link from a local museum is far more valuable to your search engine ranking than a link from a pet sitting website.
Optimize for mobile searchers
Mobile searchers tend to be more action-oriented, so your site needs to be ready for them. New websites are usually built with mobile in mind, but optimizing an existing site takes more work. A mobile website should load fast, offer simple navigation, and avoid annoying elements that slow visitors down.
Consider paid ads for extra visibility
Local SEO strategies focus on organic visibility, but paid ads can boost your presence in the local pack and help get your foot in the door when you are just starting out.
Keep your NAP consistent
NAP stands for name, address, and phone number. Keeping this information consistent across the web helps local customers find your business. Update your NAP on major platforms such as Google and Yelp, and build links from trusted websites. Relevant links matter far more than irrelevant ones.
Use structured data mark-up
Structured data mark-up lets you relay important business information to customers directly on Google SERPs. You can use Google’s tool to analyze your page’s code, check whether it contains structured data, and improve the schema for your product. Doing so helps build your reputation and increase conversions. Visit Google’s website for more on this tool.
FAQ
How important are customer reviews for local SEO?
Very important. 73% of consumers check online reviews for local businesses, and they focus on reviews written within the past month. Businesses rated below 4 stars lose customers, and search engines factor these reviews into organic results.
What is NAP and why does it matter?
NAP stands for name, address, and phone number. Keeping your NAP consistent across the web, especially on major platforms such as Google and Yelp, helps local customers find your business and supports your local search ranking.
Does mobile optimization affect local search rankings?
Yes. An estimated 80% of mobile searches for a service convert into sales, so a mobile-friendly website that loads quickly is a core part of any local SEO campaign.
Related coverage
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads
- The Ultimate Guide to SEO for Business Owners: Boost Your Online Presence