Gaining top rankings on local search engine results pages can give your business regular exposure without paying for additional advertising. The core of local SEO comes down to using local keywords naturally in your website content and keeping your business information accurate everywhere it appears online.
Moz has published a well-known resource on local ranking factors. The main areas to focus on are keyword research, on-page optimization, link building, and social media.
What keyword research should you do for local SEO?
One of the first steps in a local SEO strategy is researching which keywords your customers are searching for online and working them into your website content and listings. Search engines do not reward businesses that try to keyword-stuff their way to the top of results pages.
To understand what customers are searching for on Google Maps, look at the content ranking highly for competitors’ stores, especially the information they share such as opening hours, parking or transit details, and unique store descriptions.
If you have multiple physical locations, build a location page for each one on your website. That helps search engines understand each location’s offering and match them up with relevant searches. Keep your NAP (name, address, and phone number) consistent across your own site and review sites.
How does on-page optimization help local SEO?
Local SEO is more than adding local-style words to your content. Ranking well locally also depends on the quality of your business listings.
Claiming and optimizing your Google My Business (GMB) profile with complete and accurate company information and images is a core part of local SEO. GMB is Google’s main platform for communicating your business to people using its search engines and map apps.
Keep your NAP (name, address, and phone number) consistent across social media, local business directories, and your own website so Google understands that all of these profiles are talking about the same business. Track fluctuations in search engine rankings over time to spot changes that could affect local SEO.
Why does link building matter for local SEO?
Collecting links from local websites that relate to your business is a critical part of local SEO. Those links signal to Google that other local businesses see you as a useful resource.
Using location-specific keywords in your website content is one way to show that you are a local business. Put them in the header, footer, and contact page for maximum effect.
Keep your business information (name, address, and phone number) consistent across major directories including Google My Business.
Some businesses try to game the system by creating fake listings or writing reviews without authorization. Watch for these profiles and take action against them. You can report an offending account directly to Google if it violates their guidelines.
How does social media support local SEO?
Social media can support local SEO when you share posts that are relevant to your local audience and target specific demographics through hashtags.
Putting the location of your business into website and blog content is another way to optimize for local search. Include it in the header or footer links and on the contact page.
Google My Business (GMB) profiles are a key part of any local SEO strategy. Business owners can claim ownership of their information and update it with opening times, product offerings, photos, and more, which gives more accurate results in the Google Local Pack. Regularly collecting reviews also increases business visibility in GMB results.
FAQ
What is the first step in a local SEO strategy?
Research the keywords your customers are searching for online and work them into your website content and listings, without keyword-stuffing.
Why is Google My Business important for local SEO?
GMB is Google’s main platform for communicating your business to searchers across its search engines and map apps. Claiming and optimizing it with complete and accurate information and images helps your business appear in Google Local Pack and GMB results.
Should NAP information be the same across every platform?
Yes. Keeping your name, address, and phone number consistent across your own website, social media, local business directories, and Google My Business helps Google understand that all of these profiles refer to the same business.