Local SEO helps your business appear in Google’s local pack results, attract nearby customers, and outrank close competitors. The core tactics come down to keyword research, on-page optimization, off-page signals, and link building.
Keyword research
Keyword research is an integral component of local SEO. It allows you to select relevant, location-related keywords that drive targeted traffic to your business. Many businesses make the mistake of choosing general terms with high search volumes that don’t relate to their company; instead, focus on local keywords with higher conversion potential.
KWFinder is a useful tool for researching keywords with local intent, such as “plumber Seattle” or “auto repair Vancouver.” Google Autocomplete can also offer suggestions tailored to your business.
Once you’ve identified the right keywords, optimize your website accordingly. Use them on service pages, in your Google Business Profile description, in meta tags, and in your site URL. Also incorporate the terms into social media content that is engaging and informative.
On-page optimization
Local SEO is essential for any business that depends on local customers. Consumers trust businesses appearing in local pack search results, and that visibility can make a substantial difference to sales. Many companies, however, don’t know how to optimize their websites for local search.
One way to do this is through on-page optimization. Start by adding schema markup to your website, an add-on code that relays key details like physical address and location to Google SERPs and helps search engines understand your content. Use a tool such as Hall Analysis to create your schema, then test it with the Google Structured Data Testing Tool.
Make sure your NAP (name, address, and phone number) stays consistent across all platforms and websites, including social media and local business directories. A good strategy is to list your business in directories that cater to your industry, such as “greater London plumbers” or “local gas boiler repair.” NAP consistency also helps you rank in voice searches.
Off-page optimization
Off-page optimization matters for local SEO because it helps search engines understand the context of a page. That context influences whether the algorithm considers a page relevant to a search query and illustrates the value of your content to other websites.
Off-page SEO can also improve your website’s speed. Google treats speed as a ranking factor, and slow pages can hurt rankings and reduce conversions. A slow site also increases bounce rate, which negatively affects conversions.
Off-page optimization techniques include adding your business to local listings like Google My Business, building accurate NAP citations, and encouraging customers to leave reviews online. These tactics are often overlooked but can have a meaningful effect on visibility in local searches, and they support on-page efforts by signaling to search engines that other sites consider your content valuable.
Link building
Link building is an essential element of local SEO, and several strategies work well. One effective tactic is creating a page on your website that lists local businesses who will link back to you; this provides a straightforward method of local link building.
You can also write a local blog post or article and get it published on a local site, then focus on getting your Google My Business name, address, and phone number mentioned across online directories and local business listings. When doing this, keep the information consistent with what Google My Business shows.
Referring domains play a significant role in local search rankings. Aim to earn as many links as possible from relevant local websites, targeting industry-specific sites located near you for the best results in both regular local searches and snack pack results.
Related coverage
- How to Optimize Your Website for Local SEO
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads