Local SEO is a strategy used to optimize a website so it ranks high in search results for searches conducted near the business’ location, increasing the chance of attracting more business from local searchers. It matters most for brick-and-mortar businesses with multiple locations and works by incorporating your business name, address, and other location signals into your website.
Why Local SEO Matters
Local SEO may not be as effective as a national SEO strategy, but it pays off for businesses with physical locations. Google has shown that users searching in local areas are more likely to choose a business located close to them, and its algorithm ranks businesses based on proximity, prominence, and relevance. By optimizing for local searches, your business can rank higher than competitors.
More people are now searching for local businesses on their phones, and an estimated 80% of searches conducted by mobile users result in a purchase. With fewer competitors than national search, local SEO is a reliable way to appear near the top of SERPs and get in front of customers at the moment they are ready to buy.
Optimize Your Google My Business Profile
Beyond on-page basics, your Google My Business (GMB) profile is a key ranking tool. Google pulls from this profile when ranking local listings, so make sure it has complete information. Also, work to collect as many reviews as possible, since reviews help your business stand out and raise the chances of converting searchers into customers.
Keep Your NAP Consistent Across Platforms
Google uses distance, relevance, and other factors to determine which local listings appear at the top. To improve your odds of a top-three listing, your business’s NAP (name, address, phone number) should match exactly across your website, GMB profile, and every other platform. Google values consistency, and clean citations help introduce your brand to local consumers who can turn into customers.
Add Local Signals to Your Website
Your site should include the location of your main business, structured data markup, and local citations that match your GMB listing. The search location itself is the least controlled factor, since users search from many places, so keep your website updated with current, accurate local information.
The Payoff
Local SEO creates a physical presence for your business without the cost of a separate location-specific website. According to Google research, more than half of all searches on Google are for local results, so a local SEO strategy puts your business in front of customers at the time they are most likely to make a purchase.
FAQ
What is Local SEO and who is it for?
Local SEO is a strategy that optimizes a website to rank higher in search results for queries conducted near the business’s location. It is most useful for brick-and-mortar businesses, including those with multiple locations, that want to attract local searchers.
How does Google rank local businesses?
Google ranks local businesses based on proximity, prominence, and relevance. Distance, relevance, and consistency of business information (such as NAP details on your website and Google My Business profile) all influence where your listing appears in local results.
What are the most important Local SEO steps?
Complete and optimize your Google My Business profile, collect customer reviews, keep your NAP consistent across all platforms, and add local signals to your website through location content, structured data markup, and local citations.
Related coverage
- How to Optimize Your Website for Local SEO
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads