Local SEO marketing comes down to a handful of repeatable moves: build citations on relevant sites, earn positive reviews, keep your NAP (Name, Address, Phone) consistent across the web, claim your Google My Business profile, and optimize your site for the area you serve. Done on an ongoing basis, these steps put your business in front of the people searching for it in your area.
What does local SEO actually involve?
Local SEO work includes optimizing your website for the specific area you serve, claiming your Google My Business profile, earning positive reviews, and grabbing quality citations and backlinks. Your social media presence is just as important as the content on your website. Writing for people is more valuable than writing for search engines. Local SEO matters because nearly half of Google searches are focused on local content, which opens up related markets for products or services.
How do online reviews help local rankings?
Online reviews are a key factor in local search rankings. Consumers read reviews before buying, and 92% of consumers read online reviews before making a purchase. Encouraging positive reviews helps your business climb the local search rankings, and the more positive reviews a business has, the more likely it is to earn consumer trust.
How do you build citations the right way?
Building citations is one of the most effective ways to grow your presence on Google’s local search results. Citations are fairly easy to build, but they should be built on an ongoing basis. Aim to earn citations on the most relevant websites and clean them up regularly. You also need to keep your business listings current, clean up your online presence, and update your website regularly to stay in step with changes in Google’s algorithm.
Why does your broader online presence matter?
Google pulls information from across the internet, including your website and social media accounts. If you’re located near your customers, you stand a better chance of appearing on the local SERPs. Building an online presence improves your odds of landing in the top three for local search results.
How should you do keyword research for local search?
Keyword research is the foundation of local SEO marketing. Without it, your website will struggle to rank in search results and generate leads. Keyword research also powers landing pages and a clear picture of your target audience. Knowing which keywords your audience uses lets you focus marketing efforts and maximize conversions. Keyword research should reflect intent. Mobile search is growing quickly, and people on mobile often look for places to eat, shop, or visit. Google continues to focus on mobile user experience and location-based search results, so your site needs to be mobile-compatible. The most successful local SEO marketing strategies use locally relevant keywords and mentions.
Do local sponsorships help local SEO?
Sponsoring local sports teams is another way to boost local SEO. Sponsorship links signal your location to Google and show trust from local institutions. You can earn backlinks from these pages by promoting your business, and the links can drive relevant traffic. For example, a local sports shop can sponsor youth teams and offer team-specific discounts. Pair this with a page for news and updates.
Why does NAP consistency matter so much?
Put your NAP (Name, Address, Phone Number) on every page of your website. NAP consistency is a core factor in being found on Google’s local search results, and the more local a business is, the more likely it is to increase sales. 80% of local searches end up in sales, so keep NAP updated across all platforms to reach the most important customers.
How do you fix listing inconsistencies?
Listing inconsistencies are a common problem because there are hundreds of directories online. MARION is a Certified Partner of Yext, which makes it easier to keep correct and complete business information across these directories and improve local SEO and sales.
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