Local search engine optimization (SEO) helps businesses get found by potential customers searching for products and services in their area. With 46% of searches having local intent, optimizing for local SEO is critical for driving nearby sales. This article outlines key local SEO tactics to implement in order to boost your visibility and attract consumers searching for businesses like yours.
Optimize Your Google My Business Listing
Google My Business (GMB) listings appear prominently in local search results, maps and voice answers. Optimizing your GMB listing is essential:
- Create a complete GMB profile with your business name, address and contact details. Verify your business.
- Encourage happy customers to leave detailed reviews about their experience. This builds trust and social proof.
- Keep your business information updated, especially operating hours and inventory.
- Post updates regularly – events, offers or community news. This signals your business is active.
As an example, a bakery could post about new seasonal pie recipes and encourage reviews from customers who tried them.
Specify Your Location Pages
If your business has multiple locations, create a separate website page optimized for each one. Ensure you include:
- Full business name, address and contact details
- Opening times, parking details and transportation options
- At least 500 words of unique, keyword-rich content
- Links to your social media profiles
- Reviews and testimonials from customers
This specifies the relevant information to search engines for each location. A law firm could have different pages for their central London office and Canary Wharf branch, outlining the corporate specialists in each team.
Do Keyword Research
Find the specific search terms potential customers are using to find businesses like yours in your location. Tools like Semrush identify:
- Popular keywords related to your business type
- Search volume – the demand for that term
- Keyword difficulty – how hard it will be to rank
Using these insights, select 5–10 keywords to focus your local SEO efforts around.
A guitar shop in Glasgow could research terms like “guitar shop Glasgow” and “Glasgow guitar lessons”.
Create Locally-Optimized Content
With your target keywords identified, use them throughout location-specific content that appeals to customers in your area.
- Blog articles about local events, news or seasonal trends
- Detailed ‘About’ section for each location page
- Page titles, headers, meta descriptions
- Image file names and alt text
For example, an Italian restaurant published a blog post called “The Best Pizza Places in Brighton” to appeal to nearby foodies.
Ensure this content aligns to keywords potential diners are searching for.
Get Local Citations
Citations are directory or review listings that display your business name, address and phone number (NAP). Getting citations in key local directories helps affirm your NAP details and business category.
- Register properly formatted citations on Yelp, Facebook and industry directories
- Keep NAP information completely consistent across citations
For a gym, key citations would be on health and wellness directories, EVENTBRITE listings and the local newspaper website.
Encourage Local Links & Referrals
Earn links and referrals from other local sites to signal your business merits endorsement in the community.
“We gained valuable local links by guest posting on a popular Manchester culture website about the revival of Northern Soul and Mod culture inspiring our clothes designs.”
Peter Mason, Director, Mason’s Clothing Ltd
- Offer guest posts to local publishers connecting your business to the area
- Ask happy partners and vendors to link to your website
- Sponsor local charities, events or awards
The goal is to build authentic engagement and give back to ultimately earn authoritative local links.
Conclusion
Implementing local SEO best practices signals relevance to search engines and helps consumers find your business when searching for products or services in your area.
Focus on optimizing your Google My Business listing, location pages, and locally-optimized content around target keywords. Building citations and local links further establish your business as a trusted, active local member.
With more local searches happening on smartphones, ensure your website is mobile-friendly. Then track performance in Google Analytics – monitor organic traffic from local keywords as well as calls and in-store visits.
Refine your local SEO strategy based on these insights to continue increasing your local visibility and customer base.
FAQs
What is local SEO?
Local SEO helps optimize online visibility, so potential customers can find your business’ locations, products and services via search engines and listings.
Why is local SEO important?
46% of Google searches have local intent. Local SEO presents opportunities for nearby prospects ready to visit your store or hire your services to discover you more easily.
How can I optimize my website for local SEO?
Key aspects are optimizing Google My Business, creating location pages, writing locally-focused keyword content, getting citations, encouraging customer reviews and leveraging links from local sites.
What kind of content works for local SEO?
Blog posts about local news and events can attract nearby prospects. Also ‘best of’ lists around your products/services in your city. Share via social media to extend reach.
How can I track my local SEO results?
Tools like Google Analytics reveal organic traffic from local keywords. You can also track calls, in-store visits and conversions to see if local SEO is increasing customer acquisition.