Local SEO is the online work done to promote a physical business that relies on face-to-face interaction with its customers, sometimes called local search engine marketing. The case for focusing on a local audience is straightforward: you reach consumers who already know and trust nearby brands, and you compete only against other businesses in your area rather than the entire internet. Many internet marketing campaigns aim at global visitors instead, which raises costs and complicates execution. Because local SEO relies on the same search engine and social media principles as broader campaigns, it can produce a comparable return on investment, though it requires its own set of tactics.
What does local SEO actually cover?
There are two basic strategies for reaching your audience: organic search results and local search engine marketing. Organic results show up for any keyword entered into the search engine, which brings traffic but not always the audience you want. To get the most from local search engine marketing and reach the audience you care about, you will need to use organic results.
Organic search and on-page optimization
Organic search engine optimization is a good way to achieve local results, and it also helps boost off-page optimization. Off-page optimization is a more complex process that includes both on-page and off-page elements. The first step is creating well-written, properly optimized web pages. Keyword research is an essential part of this process and should be done in order to reach your audience.
Search engine optimization is about finding highly relevant keywords so your site ranks higher in the results. Keyword research is a core part of on-page optimization, which includes both on-page and off-page elements. It shows you what your audience is searching for and lets you create content around those terms, content likely to appear in organic results. That content will also contain links to landing pages with high-quality material that supports a high degree of success with organic results.
On-site and off-site factors
To receive organic search results you will also want to use on-site optimization. This covers a wide range of strategies including off-page factors such as title tags and h1 tags, on-page factors such as meta tags and image tags, and directory listings. Off-page factors also include link building, keyword research, and getting links publicized on other websites. On-page factors include meta description and meta keywords. Directory listings include optimizing your website to rank higher in the natural or organic results and including it in the search engines.
How does local SEO differ from a global approach?
Local SEO requires several different optimization techniques. The key components that help a website rank higher for organic results are on-page and off-page optimization strategies, used together. Local SEO weighs how well your site performs in organic results and makes sure it is listed in the proper directories. Beyond directory listings, on-page optimization includes NAP consistency, search engine compatibility, and meta tags.
Where else can a local business show up in search?
As an internet marketing business owner, it is imperative that you work to get as much exposure for your company as possible, and one way is placing your site in as many local searches as you can. Many people know that Google Places leads local search results, but there are a number of other places where your business may appear in local results. It is important to use all available tactics to keep your company’s advertisements in front of those searches. If you do not have an internet presence in a particular area, there are a number of different advertising options you can use.
FAQ
What is local SEO?
Local SEO is anything you do online to promote a particular physical company that creates face-to-face interaction with its prospective clients, sometimes called local search engine marketing or local SEM.
What are the main parts of local SEO optimization?
The key components are on-page optimization (title tags, h1 tags, meta tags, image tags, meta description, meta keywords, NAP consistency, search engine compatibility) and off-page optimization (link building, keyword research, getting links publicized on other websites, and directory listings).
How is local SEO different from global SEO?
Global campaigns target visitors worldwide and can cost more and be harder to outsource, while local SEO targets consumers in a specific area, uses the same search engine and social media principles, and competes only against nearby businesses. Local SEO also depends heavily on directory listings and local search placements such as Google Places.