Local SEO refers to optimizing your online presence in order to be seen as relevant by search engines in a specific geographic location. It involves various strategies which can help your company gain recognition among potential customers and expand.
Make sure your business is listed accurately on local review sites such as Google Business Profile, Yelp, TripAdvisor and Facebook to expand reach of its local presence.
Keyword Research
Keyword research involves discovering keywords searchers are using to locate businesses like yours online. When performing local SEO, keyword research involves adding a location modifier so your services appear when someone searches in your locality.
Understanding your target audience’s search intent is the key to conducting successful local keyword research. Put yourself in their shoes and imagine which queries they would use to describe your products or services; then utilize keyword tools (Autosuggest, related search or Google’s own search bar) to discover more appropriate terms that describe them.
Make sure to include these keywords in your website content, business profile, social media posts and image captions where relevant keywords may appear. Also remember to incorporate them in blog titles, image captions and any other locations they might fit in!
Competitor Analysis
Local SEO depends heavily on keywords and content creation; both elements play a part in making an impressionful presentation to potential customers in your local community and showing relevance for search queries. This means writing high quality posts about local events, landmarks, and businesses in addition to writing SEO friendly keywords for keywords.
Reviews play an integral part in local search ranking factors. ReviewTrackers has conducted extensive review tracking research and analysis that revealed 88% of consumers reported relying on business information sites like Google, Facebook, Yelp and Tripadvisor as sources for reviews and recommendations for businesses they were researching online.
While general SEO principles still apply, finding competitors in local search is more complex due to campaigns being limited by location. Discover more about local competitive analysis by downloading our free ebook compiled by SEOs from all around the globe that contains an incredible list of local ranking factors.
On-Page Optimization
Local SEO strategies are an excellent way for your business or service-area company to outshout competing businesses on Google in its geographic region. Similar strategies apply as with traditional SEO; however, some key considerations need to be kept in mind for success.
As an example, you must ensure your NAP (name, address and phone number) information is consistent across all online platforms and directories. Furthermore, longtail keywords targeted specifically to your products or services must also be targeted in your online advertising strategy.
Build reviews on Google and consumer sites such as Yelp to help the search engines better understand who and what your business are; ultimately helping search engines rank you in local packs and maps results. Our Position Tracking tool makes sure that you remain on top of local keyword rankings all the way down to ZIP code level.
Off-Page Optimization
Local SEO (search engine optimization) has become an increasingly important strategy for businesses that serve a specific geographical area, like hair salons, air conditioning companies and restaurants. It involves optimizing an online presence by ranking higher in search engine results pages (SERPs) through various on-page and off-page optimization techniques.
Off-page optimization refers to any activities outside your website that impact its rank, such as Google My Business profiles or NAP citations. It may also involve claiming listings on review websites and encouraging customers to leave positive reviews.
Engaging on social media is another effective off-page strategy, helping search engines recognize that your content is valuable and also providing more links back to your site. But be wary of unorthodox link building techniques! It is essential that link building follows best practices.
Link Building
Local SEO involves finding opportunities that resonate with local markets – this is especially applicable to small businesses.
There are various options available to businesses to increase their search presence online. One effective strategy is claiming your Google Business Profile – doing this gives your business a backlink from Google, as well as increasing the possibility that it appears in their three-pack search results.
Customer reviews and testimonials can also help boost local visibility, which will be great for search rankings as well as the “Rule of 7” (where it takes seven brand impressions before someone decides to take action).
Finally, look out for opportunities in local press. For instance, search out websites that cover restaurants in your area and ask to be included as one.