Local SEO marketing targets customers in your geographic area. Google returns search results based on the searcher’s location, showing a mix of traditional SERPs and Google My Business profiles, so a complete local strategy helps your company rank in both.
Keyword Research
Keyword research is the starting point of local SEO marketing. You compile a list of words relevant to your business and products, then check which ones have local intent. Search volume, competition, and relevancy determine which keyword(s) to target.
Google Keyword Planner and Semrush can help find local intent keywords. These tools give you a list of terms tied to your products or services along with data such as average monthly search volume.
Use the same tools to watch which keywords your competitors rank for, since those terms may also fit your website and PPC ads.
On-Page Optimization
Optimizing web pages with local terms and keywords drives organic search traffic and can lift your rank in local pack results. Done well, it helps your company stand out and capture more potential customers.
Use Semrush to find geo-specific keywords people search for in your region, then place those terms in your content, including meta titles, meta descriptions, headers, and body text.
Link quality and relevance matter for local SEO, and your NAP (name, address, and phone number) must stay consistent across citation sites. Moz recommends prioritizing local sources such as regional business associations, Chamber of Commerce websites, and .edu sites to build a local presence.
Ask customers to leave reviews on Google My Business and directories such as Yelp and TripAdvisor. Responding to reviews on a regular basis signals credibility to future customers.
Local Listing Management
On-page SEO is only part of the picture. Local listing management covers claiming and optimizing business listings such as Google Business Profiles, then monitoring them for accuracy.
The core task is keeping directory listings consistent: every listing of your NAP should match. Collecting reviews on a regular basis also shows that customers are satisfied.
Listing management tools make the upkeep easier. Moz Local, for example, lets you monitor and edit all of your listings in one place so you don’t have to sign in to each directory to make changes. Moz Local also alerts you when reviews appear on major platforms so you can respond quickly.
Link Building
Local link building follows the same idea as general backlink building, but with a focus on links relevant to your local market. Sources include online directories, niche websites, and authoritative sites in your community.
Useful targets are local bloggers who mention your business in area articles, local news websites, and third-party review sites that reach your target market.
These sources support local SEO by producing reviews and raising brand visibility. The marketing “Rule of 7” says consumers need about seven brand impressions before taking action, so more local visibility helps nurture leads. Putting these steps together gets your business talked about in the local community, leading to customer acquisition and growth as people share word of mouth and content written for that market.
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