What is the most important factor in local SEO marketing?

Relevance is the key to ranking well in local search results. NAP (Name, Address, Phone) consistency accounts for 13% of the overall ranking factor, and reviews are critical because Google uses them to determine the popularity of your business.

How does Google My Business help local SEO?

Google My Business lets businesses create a free listing on Google with vital information such as address, phone number, and website link. It also allows you to add a photo so users can view your business in local search results, which is why listings must be kept accurate.

What kind of content works best for local SEO?

Content built around a location and service formula helps boost your SERP location. This includes pillar content, social posts, blogs, an "About Us" page that mentions the town you serve, and a dedicated location page rather than a generic Google listing.

Getting the Most Out of Local SEO Marketing

May 30, 2022

Local SEO marketing helps businesses rank in searches tied to a specific area, where relevance drives visibility. The goal is to put your business in front of nearby customers who are actively searching for the products or services you offer. The core tactics below cover content, keywords, Google My Business, NAP consistency, reviews, structured data, and local backlinks.

Why does relevance matter in local search?

In local search results, relevance is the key to ranking well. Google’s standard algorithm includes relevance, and this is particularly important for local businesses. Target relevant topics and keywords in your marketing efforts so your pages match what local searchers are actually asking for.

How do you get started with local SEO?

The basic tasks of a typical local SEO campaign sit at the bottom of the pyramid. Your competition is likely already covering these basics, so you have to look beyond them to differentiate your business. That means exploring opportunities your rivals have not explored. Once the basics are mastered, the next step is to focus on increasing the volume of quality local content on your website.

What should your local content include?

A simple local SEO formula includes location and service. Content that includes these search terms will help boost your SERP location. This content can be part of pillar content, social posts, or blogs. Your "About Us" page, for instance, might mention the town you serve. Blog posts about the best Honda deals in Northwestern Montana, for instance, might mention your service. Your business should also have a dedicated location page, rather than a generic listing on Google.

How does keyword research fit in?

A comprehensive keyword analysis is essential before you begin optimizing your website and implementing ranking tactics. Keyword research helps you understand your target audience and how people search for similar products and services. It also helps you identify related markets. When done correctly, keyword research can help you refine your product and market, and increase the number of potential customers by optimizing content for these keywords.

How do you keep up with Google’s algorithm changes?

Google’s algorithms change frequently, and SEO agencies keep up with these changes. Regularly update your website with fresh and relevant content. Using structured data mark-up, for example, can help establish relevance to local search queries and improve your business’s ranking. A structured data mark-up is a useful tool to boost local SEO and help with product schema. If your website is not mobile-compatible, structured data mark-up will still help your content show up in search results for those terms.

How important are reviews?

Reviews are critical to local search rankings. Google uses reviews to determine the popularity of your business, so a high rating matters. Local reviews are a rich source of valuable customer feedback. Monitoring reviews regularly can help you identify trends and troubleshoot problems, and address them quickly. Negative reviews mean you are not getting the reviews you need to compete for new customers.

How can local backlinks help?

Creating a page on your website that features information about your business is another way to earn backlinks. Local baseball teams often have sponsors that make regular posts on social media and their website. If you support them, you can encourage them to link back to your page and help them promote their team. Take the time to create a page that reflects your local focus and industry.

What is Google My Business and why set it up?

Google My Business lets businesses create a free listing on Google. The listing helps local users find your business and provides vital information such as address, phone number, and website link. You can also add a photo of your business so users can view it in their local search results. Make sure your listings are accurate.

Why does NAP consistency matter?

Your local SEO strategy should include your NAP (Name, Address, Phone). NAP is crucial to local search optimization, accounting for 13% of the overall ranking factor. Incorrect NAP information will cause your business to rank low on Google, and could damage your credibility. Consumers tend to feel frustrated when they find inaccurate local business information online, so your NAP should be consistent across all platforms.