Local search engine optimization (SEO) is crucial for businesses looking to drive in-person sales and capture local customers. With over 50% of all mobile searches having local intent, ranking high in local search results can make a huge difference in lead generation and revenue.
But optimizing a website for local SEO can seem intimidating, especially for those without much technical expertise. The good news is that with some key strategies, you can dramatically improve your local SEO and get your business found by more nearby customers.
Google My Business is the foundation of local SEO. This free tool allows you to create a business listing that displays prominently in Google search and maps. Before diving into website optimization, make sure your Google My Business profile is completely filled out and optimized.
This includes:
Google will pull key information from your GMB listing to display in the knowledge panel and local pack alongside search results. So you want to provide as much useful info here as possible.
Also, monitor your GMB insights regularly. Google provides data on how many views your listing received and from where. Use this to inform your local SEO strategies.
Beyond just GMB, your website needs optimized on-page elements to rank well for local searches. Some key elements include:
Adding schema markup to your site helps Google understand your business information. Structured data uses code to label business name, address, hours, etc. Implementing proper local business schema can enhance local SEO.
Make your contact info like phone number and address easy to find on every page. This signals relevance for local searches.
For businesses with multiple locations, create unique pages targeting each location’s city or neighborhood. This improves geo-ranking potential.
Include on-site CTAs like “Call now”, “Get directions” or “Stop by today”. This shows Google your site caters to local customers.
The content you create and share also impacts local SEO. Optimize your site content with a local-first approach.
This shows search engines your business operates locally and builds authority around your location.
Citations are listings on directories, review sites and other industry pages that include your business name, address and phone number. These act like votes to verify your local existence. Some top citation sites include:
Earning links from local sites like city government pages, sports team rosters, local organizations and event calendars also lend credibility. Pursue high-quality local links when possible.
Pro tip: Check that all citations and links point to the same accurate business info to strengthen consistency signals.
Positive online reviews are social proof that you offer a valued service in the local area. Make review generation part of your strategy:
Higher star ratings and more abundant reviews improve local pack placement. But ensure they come across as authentic.
Pay-per-click ads can complement your organic local SEO efforts. With PPC campaigns through Google Ads, you can target users by location when they search for relevant keywords.
Geo-modified PPC ads only show for users within your target region. Combining these tightly focused ads with your organic strategies can help increase overall visibility.
Improving local SEO requires an integrated, ongoing approach across multiple factors. But the payoff for enhanced visibility, lead generation and local customer engagement makes it well worth the effort.
By optimizing your Google My Business profile, on-page website elements, local content, citations and reviews, you can outrank competitors and become the go-to search result for customers in your geographic region. Just remember that relevance and reputation are big ranking signals for local SEO. Offer an amazing customer experience, and your website will reap the local SEO rewards.
Have more questions on how to improve your local search strategy? As a local digital marketing agency, we're happy to discuss an approach tailored to your unique business needs.
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