Local SEO is an integral part of online marketing for any business serving a specific geographical region, such as plastic surgeons, dentists, and chiropractors. Building a steady stream of reviews is one of the most effective local SEO plays, since reviews raise local search rankings and help manage a business’s reputation.
What is the role of keyword research in local SEO?
Keyword research is a cornerstone of local SEO, and several tools help you find the right terms and track how your campaigns perform.
Google’s Keyword Planner is one of the premier tools for discovering local search terms, surfacing keyword suggestions with high purchase intent and low competition. Moz’s Keyword Explorer offers additional analysis and insight into those keywords.
To get the most from keyword research, focus on terms specific to your business that include a location. These are more targeted toward prospective customers, and you should prioritize phrases that produce map pack results, since that signals local intent.
Why run a local SEO audit?
An SEO audit is a key part of any successful local marketing strategy. It identifies opportunities and challenges in the local search landscape and helps businesses get the most return from their resources. An audit can also flag issues that could hold rankings back on search engines like Google.
Rejoice notes that Google is constantly altering its algorithm, and an audit helps businesses keep up with these changes. Part of the audit is tracking citations and mentions, which are references to your business without direct links, such as media coverage.
The audit also reviews your Google Business Profile (formerly Google My Business). It checks that your NAP data is consistent across online directories and citation sites, and it analyzes reviews to confirm they are genuine.
How does on-page optimization improve local rankings?
On-page optimization improves local SEO by raising your chances of ranking highly on Google Search results pages and expanding your customer reach and business growth online.
On-page optimization is the process of tuning website content and HTML code to improve search engine results pages (SERPs). It covers elements such as title tags, meta descriptions, and internal linking strategies.
Tools like Semrush let you monitor competitors’ on-page optimization and Map Pack rankings, and studying their citations and reviews can surface new keyword opportunities. Prioritize critical issues first, since they have the most direct effect on page quality and rankings.
What counts as off-page optimization?
Off-page SEO refers to activities outside of your website that aim to raise its ranking with search engines, such as backlinking and brand mentions, in order to boost performance in search. Off-page SEO also covers creating high-quality content that reaches and influences your target audience.
Title tags are an essential element of off-page SEO. They appear as the clickable titles on SERPs and should be unique, descriptive of your page’s content, and optimized with keywords, ideally under 60 characters.
You can strengthen off-page SEO by participating in local listings and directories such as Google My Business, Yelp, and Yellow Pages. Keep your business information up to date on these platforms and encourage customers to leave reviews.
How does link building support local SEO?
Link building is a critical element of local SEO. To build links effectively, local firms should target relevant sources such as law-related websites in their area, consumer directories, and social media.
Collect reviews on your own site as well as Yelp, Thumbtack, Foursquare, or Angie’s List to increase local search results and snack pack listings on Google.
Local link building involves securing backlinks from local business websites and news publications that serve your area. Universities often host alumni business pages, which offer a strong way to pick up local links.
FAQ
Which local businesses benefit most from local SEO?
Businesses serving a specific geographical region benefit most from local SEO, including plastic surgeons, dentists, and chiropractors, along with any local firm that relies on customers in a defined service area.
What tools help with local keyword research?
Google’s Keyword Planner helps discover local search terms with high purchase intent and low competition, while Moz’s Keyword Explorer provides additional analysis and insight into keyword performance.
Why are reviews important for local SEO?
Regular reviews increase local search rankings and help manage business reputation. Collecting reviews on your own site and on platforms like Yelp, Thumbtack, Foursquare, and Angie’s List can also boost local search results and snack pack listings on Google.