A strong local SEO strategy is critical to getting your business found online. The steps below cover building citations, on-site optimization, keyword research, mobile-friendly contact details, and how to measure what is working.
How do local citations help your rankings?
Local citations are online mentions of your business and one of the best ways to promote consumer discovery and gain online visibility. Search engines use them to identify your business, and consistent citations help you rank higher in their index.
Accuracy matters. Your NAP (name, address, and phone number) must be consistent across the web. Discrepancies will hurt your local SEO campaign, and this is especially true if your company has multiple locations.
To get started, understand how citations work. Google, Bing, and other search engines regularly analyze information on the Internet. They evaluate the validity of your data in their indexes and check for consistency across listings.
How should you optimize your website for local SEO?
Whether you run a local business, a service provider, or a brick-and-mortar store, a website tuned for local SEO can attract new customers and generate more conversions. Search engine algorithms favor websites that directly respond to consumers’ needs.
Useful content attracts links and moves your site closer to local search rankings. Write about local events, community-specific landmarks, and store updates. Infographics can also include highly-searched keywords.
A mobile-friendly website is a critical factor in SEO. Fast-loading pages increase the likelihood of user conversions.
For businesses offering multiple services, create location pages for each location. Each page should be targeted and specific, with your address, phone number, and hours included.
What are location-based keywords and how do you find them?
Location-based keywords help your business increase traffic and attract customers. Searchers looking for local businesses use them often, so you need to be prepared to compete with other businesses in your area.
You can research keywords by scouring the web for potential search terms or by using tools that identify them for you.
KeywordsFX will generate a list of possible keywords for your site. Tools like Ubersuggest can help you analyze the competition.
Match keywords to your business, industry, and location. A pet sitting business may look for keywords related to pet grooming, while an event planning business may consider targeting Venice Beach.
Why should your phone number be clickable?
A clickable phone number increases conversions and gives your site a higher ranking. This matters most on a mobile-friendly website, which you can test with Google’s Mobile-Friendly Test tool.
Beyond the phone number, include your address, a map, and an email address on your contact page so visitors can find what they need.
NAP data is a very important factor in local SEO. Your name, address, and phone number should be consistent throughout your website and across all platforms. If your business has multiple locations, a separate page for each location is a good idea.
How do you measure the effectiveness of your local SEO?
Tracking the effectiveness of your local SEO strategy helps you refine and adjust your efforts and confirm that you are reaching your target local audiences.
Organic traffic is one of the best metrics for measuring the influence of your local SEO work. It is more reliable than other traffic types and creates longer-lasting results.
Referral traffic is another way to measure effectiveness, tracked through Google Analytics. The free tool lets you filter visits by location, and the Channel Grouping report shows which channels are driving traffic to your site.
FAQ
What is a local citation?
A local citation is an online mention of your business’s name, address, and phone number (NAP). Search engines like Google and Bing use these mentions to identify your business and rank it in local results.
Why is a mobile-friendly website important for local SEO?
Mobile-friendly websites load quickly, which increases the likelihood of user conversions. Since many local searches happen on phones, a site that passes Google’s Mobile-Friendly Test supports higher local rankings.
How can you track whether your local SEO is working?
Use Google Analytics to monitor organic traffic, which is more reliable and longer-lasting than other traffic types. The Channel Grouping report shows which channels drive visits, and you can filter visits by location to confirm you are reaching local audiences.