Search engines such as Google display results based on your customers’ locations; Local SEO takes this a step further by targeting keywords specific to the region in which your customers reside.
Conduct research on your local market by polling customers, auditing conversations like phone calls and texts, conducting keyword research, as well as making use of local business directories and social media to assist with ranking.
Keywords
Local SEO allows businesses to target consumers within their local geographic area. Instead of competing against large national brands, small business owners can utilize this strategy to attract targeted traffic that converts into new customers. The key is understanding which keywords your target audience searches for and then including those words into marketing efforts.
Begin by identifying keywords that best describe your products or services, followed by modifiers searchers might use to narrow their results. For instance, if you operate a florist shop consider including wedding bouquets, exotic flowers, and best florists among your keywords.
Once you have your list of keyword ideas, take a moment to evaluate your competition. Searching a relevant term on Google and inspecting its SERPs will give you an idea of which terms your competitors are using, how difficult it would be for them to rank for them, and any possible potential keyword Manager additions. Once complete, save any relevant terms you find and add them as soon as possible to your keyword manager for later consideration.
On-page optimization
On-page optimization is key to the success of any business, whether local or multi-locational. This practice optimizes website content and HTML code to increase search engine visibility and ranking while simultaneously connecting with target audiences more effectively.
Content is the cornerstone of on-page SEO. It conveys to both Google and your site visitors what your brand stands for, while providing value. Engaging, relevant copy that addresses buyer personas should also be included within it, along with long-tail keyword phrases related to its niche market.
Your “NAP,” or name, address, phone number is another critical on-page SEO element. Be sure to include this data in each crawlable HTML text of each website page–especially your homepage–as well as title tags and meta descriptions so search engine users recognize you as an authoritative source.
Local business directories
Local business directories can be an excellent way to introduce your company and attract potential customers. They provide a list of businesses and their contact details that is then often indexed by search engines, while at the same time increasing brand recognition by associating you with trusted brands. It is important to remember, though, that not all local business directories offer equal services; you should prioritize those with high domain authority.
Local business directories not only offer an outlet for customer reviews online, but can also enhance your SEO by creating new citations – an indicator to search engines that your business is relevant to their search query of a prospective customer.
Monitor and Maintain Listings in Local Business Directories It can be challenging to keep up with listings in various local directories, which is where Semrush Listing Management comes into its own – it allows you to manage all your listings in one dashboard while updating NAP data across directories automatically.
Social media
Social media and local SEO are intertwined in ways that can impact how a business is seen both online and in its local environment. Understanding this connection is crucial for optimizing both strategies to their maximum effectivity.
Traditional SEO factors such as website content, Google My Business listings and citations are still vital components of local SEO; however, for maximum effectiveness they must also be combined with social media signals and review signals in order to boost rankings in local search results and snack pack listings.
Small businesses could take advantage of Snapchat geofilters to promote their services in specific neighborhoods, host an Instagram contest to increase brand recognition and customer retention, or use Quora to answer industry-relevant questions that build authority and boost SEO ranking.
These micro-strategies can make an enormous difference to a local business’s online visibility and search rankings, especially those who rely on foot traffic or referrals from third parties.