SEO for Beginners, Part 6: Local SEO
If your business has a physical location or serves a specific geographic area, then lokale SEO is essential for attracting nearby customers. Local SEO is all about optimising your online presence to show up in local search results, whether that’s someone searching for a product or service in your city or a “near me” query on Google.
In this chapter, we’ll explore what local SEO is, why it’s important, and how you can implement it to help your business show up in front of local customers.
What is Local SEO?
Local SEO focuses on increasing the visibility of your business in local search results. Unlike traditional SEO, which can target a global or national audience, local SEO helps you attract customers in a specific geographic area.
When someone searches for a service or product in their area, search engines like Google prioritize local businesses that match their query. For example, if someone searches for “coffee shop near me,” Google will display a list of nearby coffee shops, often with a map and reviews.
Local SEO helps ensure that your business appears in those results, particularly in the Google Map Pack—the box at the top of search results that highlights local businesses.
Why is Local SEO Important?
Local SEO is crucial because:
- 46% of all Google searches are looking for local information.
- 76% of people who search for something nearby on their smartphone visit a business within a day.
- 28% of local searches result in a purchase.
For small and medium-sized businesses, local SEO is a game-changer. It helps you compete against larger, national brands by focusing on your local market, where you have a distinct advantage.
How to Optimise for Local SEO
Let’s dive into the key elements of local SEO and how you can optimise them to increase your business’s visibility.
1. Set Up and Optimise Your Google My Business Profile
Google My Business (GMB) is the foundation of local SEO. It’s a free tool that lets you manage how your business appears on Google Search and Maps. A well-optimised GMB profile can help you show up in local search results and the Map Pack.
To optimise your Google My Business profile:
- Claim your listing: If you haven’t already, claim your business on Google My Business and verify it.
- Complete all the details: Fill out your business name, address, phone number, website, business hours, and category. Be accurate and consistent.
- Write a detailed description: Use relevant keywords in your business description, but keep it natural and user-friendly.
- Upload high-quality photos: Include photos of your storefront, products, services, and anything that showcases your business. Photos make your listing more attractive and credible.
- Encourage customer reviews: Positive reviews improve your credibility and influence rankings. Respond to reviews (positive and negative) to show that you value customer feedback.
A well-maintained Google My Business profile increases your chances of appearing in local search results and can even provide direct calls, clicks, or directions from potential customers.
2. Ensure Consistent NAP Information
NAP stands for Name, Address, and Phone number. Consistency in your NAP information across the web is critical for local SEO. Search engines cross-reference your business information across various online platforms, and any discrepancies can hurt your rankings.
Here’s how to ensure NAP consistency:
- Use the same format for your business name, address, and phone number across your website, Google My Business, social media, and directory listings.
- Avoid using multiple phone numbers or variations of your address.
- Keep your NAP updated: If you move locations or change phone numbers, update your NAP everywhere online, including your website, GMB, and third-party directories.
Consistency helps build trust with both search engines and potential customers.
3. Optimise for Local Keywords
Just like traditional SEO, Keyword-Recherche is important for local SEO. However, local SEO focuses on geographic-specific keywords that target users searching for services in a particular area.
Here’s how to find and use local keywords:
- Think about what your customers would search for: For example, if you own a bakery in Portland, you’d want to target keywords like “best bakery in Portland” or “Portland cake shop.”
- Use keyword tools like Google Keyword Planner or Ubersuggest to find local keyword variations.
- Incorporate these keywords into your website content, meta tags, headings, and URLs. Just make sure it feels natural and relevant.
Local keywords help search engines connect your business with specific geographic searches, making it easier for nearby customers to find you.
4. Create Location-Specific Pages
If your business has multiple locations or serves different geographic areas, it’s a good idea to create location-specific landing pages on your website. Each page should be optimised for local SEO and provide useful information for customers in that area.
What to include on location-specific pages:
- Location-specific keywords in the title tag, headings, and content.
- NAP details for that particular location.
- Directions or a map to help users find you.
- Customer testimonials or reviews specific to that location.
- Local events or promotions.
This strategy allows you to rank for multiple geographic areas and provide a personalized experience for each location.
5. Get Listed in Online Directories and Citations
Apart from Google My Business, there are many online directories and citation sites where you should list your business. These listings help improve your local SEO by increasing your business’s visibility and credibility.
Some popular citation sites include:
- Yelp
- TripAdvisor
- Yellow Pages
- Bing Places for Business
When setting up these listings, ensure that your NAP information is consistent across all platforms. The more high-quality listings you have, the more trust search engines will place in your business.
6. Encourage Online Reviews
Online reviews play a huge role in local SEO rankings and customer trust. Google and other search engines consider reviews as a ranking factor, and businesses with positive reviews are more likely to rank higher in local search results.
Here’s how to encourage more reviews:
- Ask satisfied customers to leave a review, either in person or through follow-up emails.
- Make it easy to leave reviews by providing direct links to your Google My Business or Yelp pages.
- Respond to reviews (both positive and negative) to show that you care about customer feedback.
High-quality reviews help boost your business’s credibility and can even influence a potential customer’s decision to choose your business.
7. Local Link Building
Just like with traditional SEO, Backlinks are a crucial part of local SEO. However, local SEO focuses on getting backlinks from local websites, such as nearby businesses, news outlets, or community organizations.
Strategies for building local backlinks:
- Partner with local businesses for cross-promotion or collaboration.
- Sponsor local events or charities to get a mention on their websites.
- Submit press releases to local news sites.
- Join local business directories and chambers of commerce.
Local backlinks signal to search engines that your business is an integral part of the community, which can help improve your local search rankings.
Schlussfolgerung
Local SEO is an essential strategy for any business that serves a specific geographic area. By optimising your Google My Business profile, focusing on local keywords, and building your online presence through reviews and local backlinks, you can improve your visibility in local search results and attract more customers from your area.
In the next chapter, we’ll cover measuring and tracking your SEO efforts to ensure that all your hard work is paying off and helping your business grow online.
