Local Search Engine Optimization (SEO) is a set of tactics aimed at increasing a business’s visibility in geographically labeled search results. It works by creating relevant, localized content for audiences such as events or news items, building profiles on popular review sites, and increasing brand recognition online.
Google also uses prominence to rank local businesses, which refers to how well-known a company is based on directory listings and online reviews.
What is keyword research for local SEO?
Keyword research is a core part of local SEO because it reveals what words and phrases people search for in a given locality, along with the intent behind those searches. For example, a search for “Best restaurants in my city” suggests an informational intent, while a search for “Best pizza in my neighborhood” suggests a purchase intent.
Local keyword research differs from traditional keyword research because it focuses on products and services available locally rather than globally, although many of the same on-site optimization factors apply, such as keeping NAP (name, address and phone number) consistent across your website and Google Business profile.
How does on-page optimization support local rankings?
On-page optimization ensures a website appears when people perform geographically labeled online searches in its region, helping drive more customers to the storefront.
Local SEO differs from regular SEO in that it focuses on optimizing a site for geo-specific keywords, which reduce competition and make ranking easier. These keywords typically appear alongside business names in organic results and in local pack results on search engine result pages (SERPs), and they may also appear in online directories, social media platforms, and map apps.
What does off-page optimization include?
Off-page optimization covers activities that take place outside a business website, including local content marketing, participation in community events or sponsorships, and building relationships with other businesses.
It also covers optimizing a company’s Google My Business page by adding relevant products and services information, keeping information current, and encouraging customers to leave reviews.
Keyword stuffing should be avoided because it can be flagged as spammy and lead to demoted listings. Keywords should instead be incorporated naturally into content, title tags, meta descriptions, and image alt tags.
How does link building fit into local SEO?
Local search visibility puts a business in front of highly targeted audiences. According to research conducted by Google and Ipsos, four out of five consumers who conduct local searches visit the business within 24 hours.
Many of the same link-building techniques used in organic SEO apply to local SEO, including targeting influential figures and guest posting on their websites, as well as targeting local publications like newspapers, forums, and online communities.
Links from websites with low domain authority and trust flow are generally avoided. High-quality local links from relevant sites and resources are preferred.
Why does social media matter for local SEO?
Local SEO is a form of search engine optimization designed to increase a business’s chances of ranking higher in local search results, and it is particularly effective for serving specific geographical areas such as restaurants, hotels, and shops.
Social media supports local SEO by promoting events, driving traffic, building brand recognition, and sending visitors directly to a business’s website.
Moz, a marketing analytics software company, found that review signals are the number one determinant of local search and snack pack rankings. Businesses should prioritize gathering authentic reviews from customers across platforms like Google, Facebook, Yelp, Thumbtack, and Foursquare, and websites should include click-to-call buttons for ease of customer contact.
Related coverage
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads
- How to Optimize Your Website for Local SEO