Local SEO is a method of optimizing your online content to help customers find your business in a specific geographical area, such as your city, State, or service area. This is especially helpful for small business owners looking to attract local customers.
Why is local SEO important?
Well, according to recent studies, 76% of people who search for a local business will visit their location on the same day. That’s why it’s crucial to make sure your business appears in local search results.
Now, let’s dive into the Ultimate Local SEO Guide. There are three pillars of local SEO: your Google Business Profile, your website, and your online citations. By optimizing these three pillars, you can improve your local search ranking and attract more customers to your business.
Your Google Business Profile
When someone searches for your business on Google or Google Maps, they will see local results organized by proximity, relevance, and popularity. Relevance is determined by the details Google finds about your business online, while prominence is based on how often people search for your business or visit your website links. Proximity is based on the distance between the searcher and your business location.
To improve your local ranking, it’s essential to optimize your Google Business Profile by providing accurate and up-to-date information about your business. This includes your business name, address, phone number, website, hours of operation, and services or products offered. You should also add photos and videos to showcase your business and respond to customer reviews to improve engagement.
Local SEO is crucial for small businesses looking to attract local customers. By optimizing your Google Business Profile, website, and online citations, you can improve your local search ranking and drive more traffic to your business. Stay on top of changing trends with the amazing tools available in local SEO to continue to improve your results.
Local Search Ranking Factors for Better SEO
When it comes to local SEO, there are several factors that Google considers when ranking your business. These factors are categorized into relevance, prominence, and proximity, and understanding them is key to optimizing your online presence. In addition, there are other factors that affect your ranking, including links, on-page optimization, citations, search engine behavior, personalization, and reviews. To ensure you’re not missing out on any important factors, you can refer to a comprehensive local SEO checklist.
Local Search Conversion Factors
Conversion factors are the elements of your online presence that can turn online searchers into customers. These factors are similar to what search engines use to determine rankings but are interpreted differently. Some key factors include relevance, proximity, NAP (name, address, phone number), consistency, and reviews. By making sure your business information is clear, consistent, and readily available, you can increase your chances of converting online searchers into loyal customers.
Your Google Business Profile is an essential tool for attracting potential customers to your business. With millions of local customers relying on Google to provide accurate and relevant information about businesses, optimizing your profile is crucial. Here are some guidelines to follow for optimizing your Google Business Profile:
Name
Use your business’s real name, which is a significant ranking factor in Google search results. Keep it unique and memorable, and avoid keyword stuffing, which can result in a suspended profile.
Address
If you offer services in a general area, leave the address blank. Otherwise, add your store location and keep it updated if you move or expand. Consistent information increases your chances of appearing in the top three map results.
Phone
Use a local phone number and set up call tracking to determine how potential customers find your business. CallRail is a great resource for this.
Website
Having your own website is crucial for good SEO, as social media pages won’t have the same effect on your credibility and search engine standing. Use Google Analytics to track how searchers reach your business page and measure the success of different marketing campaigns.
Hours
Keep your hours consistent across the web and update them as needed to enhance your site’s credibility and avoid confusion.
Media
Use high-quality photos and videos on your website and citation pages. Try to use your own photos instead of stock photos.
Posts
Regularly update your profile with special events, offers, and new product launches to show search engines that your business is active.
Services
Use pre-set service keywords whenever possible, as they are more likely to positively impact your search ranking.
Products
Add products and/or services to your profile and use relevant keywords for your industry, services, and products.
If you want to learn more about optimizing your Google Business Profile and website, get our free Local SEO Report.
Website SEO
Local SEO can make a significant difference in maximizing your website’s potential, just like SEO can optimize your business directory pages. Local SEO uses specific ranking factors to determine your placement on the SERP, and it can help your business stand out from competitors in your area. Customers are more likely to choose from the top three results on the page (aka. the 3-pack), especially if they’re looking for a local business to visit right away.
Landing Page
On-Page Factors
To optimize your website for local SEO, start with a basic landing page if you operate from a single location, and create separate landing pages for each location if you have multiple locations. On-page factors, such as page title, URL structure, meta description, internal linking, anchor texts, and Hx headings, all play a role in how your pages appear to the search engine. Prioritize important search keywords in these areas to help the search engine find your site.
Backlinks
Backlinks from other websites to yours can improve your search engine visibility, especially if they come from sites that end in “.edu” or “.gov,” local businesses, or local and global directories.
Location Pages
Location pages that target specific services or products in relation to an area can expand your ranking area, especially in regions with heavy competition.
Local Keywords
Conduct local keyword research to determine which keywords are most relevant to your business. You can use Google, Yelp, and Bing to see what comes up in automatic suggestions, and tools like Answer the Public, Semrush, and Google Ads can analyze search results from around the web to provide you with a list of relevant keywords. Find out more about Keywords here.
Citations
Consistency
A citation, also known as a business listing, is an online reference to your company on a business directory. These citations can direct people to your website or encourage them to contact or visit your business. They are also a vital component of local SEO, as search engines use citations to determine the legitimacy of your business. To make the most out of citations, you’ll want to ensure that the information you provide is consistent across all directories.
Business Directories
The best directories to list your business on are the ones with the highest authority, which are referenced most often by search engines and used most frequently by searchers. Some of the top directories include Yelp, Apple Business Connect, Bing Local Places, Facebook, and Instagram.
Data Aggregators
Data aggregators are also important tools to consider for local SEO. These sites compile data from various sources on the internet and consolidate it for easy review. Popular data aggregators include Foursquare, Data Axel, and Localeze.
To ensure that your citations are consistent and correct, it’s important to conduct a citation audit using tools such as Brightlocal. With this tool, you can easily analyze your citations and make sure they are accurate and up-to-date.
As a business owner, you want to make sure that you are doing everything you can to help your business rank highly in local search results. Luckily, there are many online tools available that can help you gather, analyze, and optimize data to improve your local SEO efforts. Here are some of the top local SEO tools you can use:
PlePer Chrome Extension
PlePer is a simple and efficient software that helps you find incomplete, inconsistent, and duplicate listings on Google, Facebook, and other directories. By fixing these issues, you can ensure that your business information is consistent and accurate across all platforms.
Semrush
This site offers great functionality for keyword research and local listing management. With backlink audits and other helpful services, local SEO becomes a breeze.
Brightlocal
Brightlocal is an all-in-one tool that can help you with local SEO, citation creation, and review management. It also has a local rank checker to keep you on track.
Frase.io
This content optimization tool and AI writer is great for creating outlines, briefings, and other straightforward content to help you do local SEO faster.
Review Management
Why Review Management Matters
In today’s digital age, online reviews can make or break a business. That’s why review management is crucial for companies looking to increase their credibility with online searchers and attract more customers.
Negative reviews can seriously impact a business. Studies show that it takes around 30 5-star reviews to make up for just one 1-star review. This is due to negativity bias, which causes people to remember negative information for longer and take it more seriously. However, by responding professionally to negative reviews and managing your reviews effectively, you can minimize the impact of negative reviews and encourage more positive ones.
How to Get Reviews
Timing is key when it comes to getting reviews. Requesting reviews at strategic moments in the customer journey, such as after they receive their product or service, can increase the likelihood of them leaving a review. Asking in person can also play on the human factor and increase the chance of a positive review. Look out for moments of customer happiness, and use them as an opportunity to request a review. Read our blog about increasing your Google Star Rating.
Get Reviews Regularly
It’s important to stay on top of your reviews and encourage them regularly. Google considers a business less active if it hasn’t received a review in a while. So, whether you use email campaigns, in-store signage, or other methods, make sure you are consistently generating new reviews.
How to Respond to Reviews
Responding to both positive and negative reviews is important for maintaining your credibility. Use polite and professional language and show empathy in your responses. For negative reviews, acknowledge the customer’s concerns and offer a solution or an invitation to further discuss the issue. This can demonstrate to potential customers that you value their feedback and are committed to providing excellent customer service.
Check out our review automation platform here.
Frequently Asked Questions about Local SEO
What businesses need Local SEO?
Any business that serves local customers or has a physical location can benefit from Local SEO. As 46% of all Google searches have local intent, customers are often searching for businesses in their area before looking elsewhere.
How can Local SEO help businesses?
Local SEO can improve a business’s visibility on search engines, including their Google Business Profile and website, which can help draw in more customers and improve website traffic. Business owners should familiarize themselves with local SEO best practices to take full advantage of its benefits.
How much should I pay for Local SEO?
The cost of Local SEO services depends on various factors, including the service provider’s experience, project scope, and whether you’re looking for ongoing help. One-time projects for analysis and optimization typically range from $400 to $5000, with an average cost of around $900.
Summary
Local SEO is a crucial tool for growing your business. By optimizing your Google Business Profile, website, online citations, and review sites, you can make it easier for customers to find you. By managing your reviews and other SEO factors, you can ensure your business stays among the top results. Check out our services on Local SEO Management.