Local search engine optimization (SEO) is the practice of tailoring a website for a local audience. Whether you have an establishment such as a store, restaurant or agency, optimizing your site for local searches will enable people in your vicinity to easily find you online.
Local SEO best practices include claiming your business page on Google My Business and other directories, building citations, and crafting content about local topics. All these can help boost your local rankings and make you stand out in search results.
Keyword Research
Keyword research is an integral component of local SEO. Not only can it identify keywords your target audience uses, but it provides valuable insight into their online searches as well.
Keyword research can be accomplished with a range of tools. Some are free, while others require payment.
The initial step in starting a business venture is to brainstorm and compile a list of keywords relevant to your industry. These could range from general terms such as “restaurant,” to more specific ones like “catering.”
Next, identify modifiers people will use when searching for your product or service. These could include words that describe an event, quality, or type of item such as “funeral wreaths,” “wedding bouquets,” or “exotic flowers.”
Once you’ve identified your seed keywords and their related modifiers, plug them into a keyword research tool. This will give you the data necessary to decide if these phrases are worth targeting, how much search volume they have, and other vital metrics.
On-Page Optimization
Optimizing an SEO-friendly website and crafting a compelling content strategy are the two most critical on-page SEO factors. But they’re only part of what makes up an effective, holistic strategy.
The primary goal of on-page optimization is to make your website crawlable, indexed and understandable by search engines. This involves optimizing everything from keywords used on a page to HTML tags (title, meta and header) that inform search engines what the page is about.
Another important on-page SEO factor is making your website mobile-friendly with high quality images, content and fast load times. With over 60% of all Google searches now conducted on mobile devices, if your site isn’t optimized for mobile users you could be missing out on potential customers searching for local businesses.
Other on-page SEO elements include URL structure and ensuring your site has structured data that Google can understand. This could include product pricing/availability information, reviews/ratings, etc.
Link Building
Local SEO can be an effective tool to promote your business and generate more traffic, leads, and sales. It also presents you with a chance to compete against larger brands that may have more resources and expertise in SEO than you possess.
Building backlinks is an integral component of local SEO. These links can increase your website’s domain authority, which in turn boosts its search engine rankings.
One of the simplest ways to build backlinks is by setting up social media profiles and sharing content with followers. Doing this will attract more visitors to your website and cultivate a loyal following.
Another strategy is to entice consumers to write reviews about your business. These reviews can be posted on other websites and blogs, which increases consumer trust and motivates them to purchase from your brand.
Finally, you can build local links by seeking sponsorship opportunities that are pertinent to your business. Sponsoring a local event or nonprofit is an effective way to gain exposure in the community and earn backlinks from websites with high domain authorities.
Social Media
One of the best ways to increase your local search visibility is by investing in social media marketing. This channel can increase website traffic, generate leads, close sales, view video clips or download apps.
Social media is an effective way to share quality content that your target audience finds beneficial. Furthermore, it generates social signals which Google and other search engines use when ranking websites.
As a local business, you want your social media presence to be as consistent and polished as possible. This includes posting regularly and engaging with followers.
Furthermore, it’s essential to manage your business listings. This includes updating contact information, hours of operation and any modifications made to products or services offered.
It’s essential to ensure you receive positive reviews on your social media accounts. These endorsements can appear in a Google search and may encourage potential clients to contact you.