SEO Expert Interview

Local Search Engine Optimization (SEO) Best Practices

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by

Jeanette Staten
in

Local Search Engine Optimization

Local Search Engine Optimization (SEO) Best Practices

Local Search Engine Optimization (SEO) increases the visibility of a web page or website in the unpaid search results often called natural, organic, or earned. Results appear below sponsored ads and include techniques like link building, content optimization, and on-page optimisation.

Across the US, 46% of Google searches are local information-based queries, and Google receives roughly nine billion "near me" searches. The top three organic results on Google capture 47.6% of all clicks on desktop and mobile. Those numbers explain why local SEO is a priority for any business serving a specific area.

Why consistent NAP matters

NAP stands for name, address, and phone number. Keeping NAP consistent across your website, directories, and services is the foundation of local SEO. If a customer sees the wrong phone number or address, they may dial an old line, drive to a closed location, or give up and choose a competitor, which translates into lost sales and conversions.

To use NAP well:

  • List your business name, address, and location in your website content.
  • Use the same NAP on your site and in every directory listing.
  • Make sure your phone number is placed where customers expect to find it.

Domain authority and on-page signals

A higher domain authority helps your site rank well in local searches. Pair that authority with the right keywords and meta descriptions to lift local rankings and your overall online presence. A business with no website at all is likely missing a large share of potential customers searching in its area.

Local relevance signals

Adding the city or town name to your content and metadata makes it clear the business is local. For example, a London restaurant should reference London on its pages so searchers looking for a restaurant in London can find it. Pages that miss these signals can fall below the first page of local results and get skipped by customers.

Checklist of local SEO best practices

  • Keep NAP identical on your website and in every directory or service listing.
  • Include business name and location in your on-page content.
  • Maintain a high domain authority through quality links and content.
  • Write keyword and location-aware meta descriptions.
  • Confirm your phone number and address are accurate and easy to find.

For more information, see our SEO guide.

FAQ

What does NAP stand for in local SEO?

NAP stands for name, address, and phone number. It must be identical across your website and every directory or service listing so customers can find and contact your business.

How much of Google search is local?

In the US, 46% of Google searches are local information-based queries, and Google records roughly nine billion "near me" searches overall.

Why are the top three Google results so important?

The top three organic results on Google receive 47.6% of all clicks on desktop and mobile combined, so ranking on the first page drives most of the traffic from local searches.

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