Local SEO helps businesses reach the local market by increasing their presence on the internet. When a customer searches for a nearby service or product, an optimized site shows up in Google search results. Improving local SEO ranking comes down to a handful of concrete steps: correcting business information, using on-page signals, targeting the right keywords, and building quality backlinks.
Why Local SEO Matters
Local SEO is low-hanging fruit. There are fewer competitors for local listings, which means a better shot at a top spot on the SERPs. Local searches also convert: roughly 80% of local searchers make a purchase, and over 50% of local search engine users visit a business the same day they make the search. Almost 46% of all searches on Google are related to local products and services, so appearing on the first page of those results directly affects traffic and sales.
Optimize for Mobile Devices
Many people search for local businesses on their phones, so the site needs to work well on mobile. Make sure the business address and ZIP code appear on the site, that pages load quickly, and that the design is free of annoying elements. Mobile site optimization is standard for new sites, but older sites may need a redesign or targeted tweaks.
Target Relevant Keywords
When creating content, target keywords relevant to the industry. Use Google autocomplete to find popular search terms, or run a keyword research tool to identify relevant keyword phrases. Add customer testimonials and newsworthy stories about local functions to the content. Embedding Google Maps is a useful way to target local search terms, but do not overdo it. Google has cracked down on sites that overuse Google Maps.
Build Quality Backlinks
Backlinks from other high-quality websites raise domain authority with Google and attract more local traffic. Learning how to create effective reports for local SEO makes it easier to prove the value of these efforts. Backlinks boost the site’s overall ranking, not just local visibility.
Use Social Media to Support Local SEO
Social media activity increases the authority of the business and builds trust among local consumers. Combined with on-page optimization, social signals reinforce the work being done on the site itself.
FAQ
What is local SEO and why does it matter?
Local SEO is the practice of optimizing a site so it appears in Google search results for nearby customers. It matters because local searches convert: roughly 80% of local searchers make a purchase, over 50% visit a business the same day, and almost 46% of all Google searches relate to local products and services.
How do I make my site mobile-friendly for local search?
Include the business address and ZIP code on the site, make sure pages load quickly, and remove annoying elements. New sites should be built mobile-first; older sites may need a redesign or targeted tweaks to rank well on mobile devices where users are more action-oriented.
Should I embed Google Maps on my local SEO pages?
Embedding Google Maps can help target local search terms, but use it sparingly. Google has cracked down on sites that overuse Google Maps, so keep the embed focused rather than stacking it across every page.
Related coverage
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads
- How to Optimize Your Website for Local SEO