How SEO Local Can Help You Stand Out From the Crowd

Q: What should a Google Business Profile listing include?

A listing can include store details, reviews, photos, and operating hours, and verified businesses are eligible for guaranteed listings.

September 10, 2023

Local SEO helps your business reach nearby shoppers who are ready to buy. Whether you run a dental practice, plumbing company, real estate agency, or another local business, optimizing for local search sets you apart from competitors and drives more foot traffic to your store or office.

Proximity is the single most significant local search ranking factor. Here is how to optimize for it across keyword research, on-page work, listings, and reviews.

What is local keyword research and why does it matter?

Keyword research is a cornerstone of SEO, and local keyword research adds unique value. Local keyword research targets queries with local intent, connecting you more closely with nearby searchers and increasing organic visibility.

Third-party tools built for local keyword research include KWFinder and Moz Local Market Analytics. Google Keyword Planner also lets you filter for keywords with local intent and high volume.

After identifying potential keywords, assess the competition. If a term is dominated by industry heavyweights with marketing budgets that dwarf your annual revenue, competing will likely prove challenging. Competitor analysis tools such as Ahrefs or SEMrush show which terms your competitors rank for, so you can start optimizing your website for the terms you can actually win.

How does on-page optimization work for local SEO?

Traditional SEO emphasizes link building. Local SEO differs by ranking businesses based on physical location and optimizing websites to increase visibility in local search results.

This means making sure every page contains relevant keywords and follows SEO best practices, while shaping content to match user intent.

On-page optimization helps Google understand what your page is about. Include keywords in title tags, meta descriptions, and headings, but avoid stuffing, since excessive use can hurt rankings.

A maintained Google My Business (GMB) listing is also key. Claim and update the listing with accurate company information, monitor it for new reviews, and respond using tools like Semrush’s Listing Management tool.

Why are local business listings important?

Local business listings are vital components of an SEO strategy. Search engines use them to assess whether your website meets the needs of local searchers based on keywords in your content and your physical location data.

A Google Business Profile (created through Google My Business, previously Google Places) lets brick-and-mortar businesses manage their company data and appear in Google Maps and the Local 3-pack SERP results. Listings can include store details, reviews, photos, and operating hours. Google offers guaranteed listings for businesses that complete its verification process.

Listing your business in popular directories such as Yelp, TripAdvisor, and BBB improves SEO performance and increases visibility in search results. Tracking these listings through one dashboard lets you monitor customer reviews quickly.

How do reviews affect local SEO?

Local SEO gives businesses an efficient way to target prospective customers in specific geographic regions, and it tends to be more cost-effective than broad campaigns while building trust among customers.

Reviews play a vital part in local SEO. Google and other search engines consider the quantity, quality, and recency of reviews when ranking businesses, since reviews signal whether a business can be trusted and valued by its target customers.

Reviews also show customers that you value them. Businesses that respond to both positive and negative feedback are more likely to attract repeat business and referrals. By listening to and acting on customer input, reviews demonstrate to your audience that you care, which increases customer loyalty and grows sales.

FAQ

What is the most important local search ranking factor?

Proximity is the single most significant local search ranking factor.

Which tools help with local keyword research?

KWFinder, Moz Local Market Analytics, and Google Keyword Planner are recommended for finding local-intent keywords with high volume.

What should a Google Business Profile listing include?

A Google Business Profile listing can include store details, reviews, photos, and operating hours, and businesses that complete Google’s verification process are eligible for guaranteed listings.