Local SEO helps retailers rank higher in local search results by optimizing their online presence. For retailers with physical locations, the strategy drives nearby foot traffic: 28% of consumers who run a local search on a mobile device visit that business within 24 hours. Google’s local search algorithm ranks local results based on three factors: relevance, prominence, and proximity.
What role does keyword research play in local SEO?
Keyword research is a cornerstone of local SEO. Search terms reflect what users intend to find, and the right keywords bring in targeted traffic that converts into customers. When choosing keywords, focus on terms that relate to your business and carry enough search volume to matter.
Tools such as Ahrefs, SEMrush, and Keywords Everywhere surface relevant keyword ideas and show competition levels so you can decide which terms are worth targeting.
How does on-page optimization support local SEO?
Page content is a core on-page SEO element. Write content that weaves in short-tail and long-tail keywords naturally and speaks to a specific buyer persona, and pair it with visuals that help search engines index the page.
Internal linking is another on-page best practice. Link between articles on your site using descriptive anchor text so readers understand what comes next and click through more often. Linking related pages that share keyword phrases also strengthens local SEO signals.
For retailers with storefronts, local search builds loyal nearby customer bases, sets the business apart from competitors, and increases referrals from directories and social platforms.
Why do local citations matter?
Citations are any online mention of your business name, address, and phone number (NAP data) that appears in search engines, and they are one of five factors in Google’s local SEO rankings. Actively building and managing citations tells search engines the business is legitimate and popular, and helps Google validate NAP data for stronger rankings.
Citations come in two forms. Structured citations are listings on business directories or trusted third-party sites that display NAP data alongside a link back to your website, also known as NAPW citations. Unstructured citations are mentions of the business in news articles or blogs without a link back, sometimes called unlinked NAP citations.
How does social media fit into local SEO?
Social media works alongside keyword research and on-page optimization to boost local SEO. Profiles on platforms such as Facebook, Yelp, Foursquare, and Google My Business help the business rank higher in search results while creating links and citations back to the website.
Tracking local SEO rankings over time surfaces changes tied to Google algorithm updates so you can adjust your strategy. LocalRank Flux is one tool built for this purpose.
Related coverage
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads
- How to Optimize Your Website for Local SEO