Local SEO (search engine optimization) is the practice of optimizing your business to rank higher on Google search results pages in its geographic region. It can be an excellent way of expanding business by connecting with local residents.
An essential element of any SEO strategy, keyword research is particularly vital when it comes to local SEO.
Local Keywords
Locating relevant keywords to target is central to local SEO; without them, your site could miss out on appearing in search results that take into account a user’s physical location.
Keywords can be identified using free tools such as Google AdWords, Moz’s Keyword Planner and Ubersuggest. They should also be included in your metadata as they help Google determine whether or not your listing or site are relevant for specific queries.
When selecting local keywords, it’s best to target industry-relevant terms that people search for when looking for specific services or information. Too many professionals try to rank for unsuitable keywords which ultimately results in lower rankings and less qualified traffic. Google Autocomplete can be an effective way of testing how effective keywords are; simply enter in your primary target keyword and observe which suggestions appear as results.
Local Backlinks
Local backlinks, or links from external websites that link back to your business’s website, play an essential part of local SEO as they signal to Google that your service area is relevant. Furthermore, local backlinks help boost your search engine ranking.
One way of building local backlinks is by being featured on niche blogs or news websites. To do this, create content that’s engaging for their target audience, or offer to trade product/service exchange for being featured – this practice is known as influencer marketing.
As well as getting listed in local directories, listing your business online in directories is another effective way of increasing citations (indications that people have spoken about your name, address, and phone number online). Whitespark provides an advanced tool suite designed to manage citations effectively as well as analyze competitors listings while offering insight into the effectiveness of local search marketing efforts – complete with citation grader.
Local Content
Local SEO tactics such as optimizing on-page elements and building citations can increase online visibility and draw in qualified traffic to your website, leading to more conversions – whether they be purchases, service appointments or subscription sign ups.
Content optimization for local SEO entails creating content tailored specifically for the needs of your target audience, which means focusing on keywords they search for while simultaneously optimizing titles and meta descriptions, then seamlessly weaving these keywords into the website’s content.
As part of building local citations for your business, listing it in online directories and review sites is also crucial. Doing this helps build brand credibility while also establishing you as an authority within your industry. Furthermore, regularly monitoring and updating citations helps improve Google search results and consequently your rankings.
Local Reviews
People rely on reviews before choosing a restaurant, bar or other local business. Thanks to numerous review sites and social media platforms that feature reviews, this type of word-of-mouth marketing plays a pivotal role in local SEO strategies.
Google ranks local businesses according to its own algorithm, with review data playing an influential role. Moz research revealed that review signals (review quantity, diversity and velocity) account for 15% of local pack search rank.
As an agency, your role is to communicate to your clients the significance of reputation management for local SEO. This includes encouraging them to request reviews from customers and offering advice on handling both positive and negative comments from reviews. Doing this well increases their chance of appearing in Google 3-pack results which is especially crucial for businesses in regulated industries like law, healthcare, and financial services.