Local SEO helps your business appear when nearby customers search for the products or services you offer. Search engines like Google deliver results that match search intent, and local SEO can increase conversions by as much as 80%. The tactics below cover the ranking factors that matter most: reviews, citations, backlinks, and map pack optimization.
Why local SEO matters for small businesses
Local SEO is especially effective for businesses with a physical location. Almost half of searchers visit a business within 24 hours of making a local search, and 80% of local searches result in actual sales. Showing up at the top of those results puts your business in front of buyers who are ready to act.
Track your rankings and competitors
BrightLocal is a free tool that lets you monitor your competition. Google frequently changes its algorithm, which can shift your rankings overnight, so watching search result volatility alerts you when an update lands. Link building also matters because Google treats links as a ranking factor. Adding links to your site helps Google understand your local relevance and see the value of your content.
Collect reviews and keep listings accurate
Review sites like Yelp and Google Business Review give potential customers useful information before they visit. Your website and profiles should list accurate hours, including any special hours. Reviews are vital: according to Moz, online reviews and Google Business Profile make up 40% of local pack ranking factors. Ask your target audience for reviews of your products and services.
Build local citations and backlinks
Local citations are online mentions of your business on websites, social media pages, and local business directories. Google treats these mentions as local signals, and the more citations you have, the better your local rankings. Local business directories list businesses in specific geographical regions, and listings there get highly indexed by Google. Backlinks from relevant websites raise your domain authority and send additional traffic your way. Claiming your business page on local listing directories also gives you a backlink to your site.
Win the map pack with local keyword research
Google uses the map pack (also called the local pack) as a ranking factor in local SEO. The map pack is a special section of the SERP that often appears above the regular organic results, and distance influences which businesses show up. Local keyword research improves your map pack rankings and your organic SEO rankings at the same time. Stay consistent with your NAP (name, address, phone) data and use specific local keywords without stuffing your content with irrelevant terms.
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