Local SEO
What is Local SEO?
Local SEO is a specialized branch of search engine optimization that focuses on enhancing a website’s visibility in local search results. Local search results are generated for specific “local” keywords, taking into account the geographic location of the searcher. This means that the search results for the same query, such as “plumbing services,” can vary across different cities or even different regions within the same city.
A prominent feature of local search results is the “map pack” or “local pack,” which displays relevant businesses on a map in your vicinity, along with a listing of the top businesses or locations.
With the increasing use of mobile devices and location-based searches, local SEO has become more crucial than ever.
Examples of Local Search Results
Local search results consist of two parts:
- Traditional Results: These are the “10 blue links” adjusted to the searcher’s location.
- Map Pack Results: This is a special feature that displays businesses on a map along with their basic details like address, phone number, and reviews.
Why is Local SEO Important?
Local SEO is crucial as it enhances search visibility for brick-and-mortar businesses operating within a specific town, city, region, or state. If your customer base is localized, local SEO can help those searchers find your business. A lack of local SEO can result in your business being overlooked by potential customers who are actively searching online for local businesses like yours.
Effective local SEO helps searchers discover local service providers or businesses and obtain more information about them. If you’re a local business, local SEO is key in attracting more customers and boosting overall sales.
The Basics of Local SEO
1. Fill Out Your Google Business Profile
Google Business Profile is a free tool for business owners to create, manage, and optimize their company’s profile on Google. Filling out your Google Business Profile can significantly enhance your chances of appearing in the map pack results in Google search.
Steps:
- Visit Google My Business.
- Click on the “Manage now” button.
- Enter your business name and address, then verify your business.
- Fill out all information accurately, including contact details, working hours, and photos.
2. Ask for Reviews
Reviews are a crucial factor for ranking in local search. Accumulating more reviews and more highly-rated reviews reflects well on your business in the search results.
Tips:
- Encourage satisfied customers to leave reviews.
- Respond to reviews promptly, addressing any concerns and thanking customers for positive feedback.
3. Optimize Your Website for Local Search
Think of this as the “on-page optimization” piece of the local SEO puzzle. It involves creating local content and pages for each business location, and it all starts with local SEO keyword research.
Steps:
- Brainstorm potential search terms customers might use.
- Use keyword research tools like Keywords Explorer to identify popular local keywords.
- Create and optimize content around these keywords.
4. Build Local Citations and Directory Listings
Local citations are online mentions of your business name, address, and phone number (NAP) on core sites, industry-specific sites, or local websites.
Benefits:
- Ensures users see up-to-date contact information.
- Validates the legitimacy of your business, boosting SEO.
Steps:
- Submit your business information to major data aggregators like Data Axle, Localeze, and Foursquare.
- List your business on major citation sources like Yelp, Yellow Pages, Facebook, and Apple Maps.
- Look for local and industry-specific directories relevant to your business.
FAQs
What are local keywords?
Local keywords are terms that include phrases specific to a location. They generate search results related to that location. Example: “restaurants near me” or “plumber in [city name].”
How can you track your organic local search rankings?
Use a rank tracking tool like Rank Tracker to monitor your keyword rankings by country, state, city, and zip code.
Is “Local Pack” and “Local SEO 3-Pack” the same?
Yes, since 2015, the Local SEO Pack has been referred to as the “Local 3-Pack” because it displays three business listings. The previous version showed seven listings.
By following these best practices, you can enhance your local business's visibility online, attract more customers, and increase your chances of turning searches into sales.