How Local Search Engine Optimization Can Benefit Your Business

July 17, 2022

Local search engine optimization helps your business get noticed by customers in your area, increases exposure on Google and other directories, and drives calls, visits, and purchases from people who are ready to act. The core moves covered below: choosing the right keywords, setting up your Google Business Profile, generating reviews, and optimizing your site for local search.

Why does local SEO matter for your business?

Local searchers are usually in “find and purchase” or “contact” mode and tend to pick from the first page of results. If your business isn’t showing up for nearby searches, you’re missing customers who are ready to buy. Knowing what your target audience is searching for, then optimizing your site accordingly, is what gets your business noticed.

How do you start with local SEO?

Begin with a beginner’s guide to learn the basic principles, then set up a Google Business Profile (GBP). Without a GBP, your listing won’t appear in Google Maps, Local Finder, or Google Maps results.

Once your GBP is live:

Add accurate business information, including the city or town, so you show up in local SERPs and local algorithms.
Use the right category and add descriptive, branded keywords.
Include photos to draw more customers to your business.
Write an optimized business description.
Display the same information across all of your websites and social media pages.

BrightLocal Academy’s GBP course covers Google Business Profile management with a step-by-step guide if you want more detail.

How do keywords and geotagging help?

Choose relevant keywords for your business and add your city or town to your listing to boost your presence in local SERPs. You can also geotag social media posts so local customers find you, and add your location to targeted keywords to attract localized customers. When someone in your area searches for a service you offer, this work helps your business land on the first page.

How do reviews affect local rankings?

Reviews are a quality-of-experience indicator for Google, and they directly affect how your business ranks. Both the quantity and location of reviews, and the diversity of review sites, play a significant role in local search ranking. Gather as many reviews as possible across multiple sites.

What does a local-friendly website need?

Your site must be mobile-friendly and easy for search engine spiders to crawl, and it should be optimized for both desktop and mobile devices. Add an SSL certificate to keep your site safe and secure, and consider adding a video marketing campaign to strengthen your presence in your local area. Keep an eye on local search ranking factors and watch what competitors are doing so you can apply what works for your local market.

FAQ

What is local SEO and why does it matter?

Local SEO is the process of optimizing your online presence so your business shows up when people nearby search for your products or services. Local searchers are usually in “find and purchase” or “contact” mode, so ranking on the first page directly drives calls, visits, and sales.

What is a Google Business Profile and why do I need one?

A Google Business Profile (GBP) is the free Google listing that controls whether your business appears in Google Maps, Local Finder, and Google Maps results. Without a GBP, your listing won’t appear in those places. A complete GBP includes accurate business information, the right category, descriptive keywords, photos, and an optimized description.

Do online reviews really affect local SEO?

Yes. Google uses reviews as a quality-of-experience indicator and ranks your business based on them. The quantity, location, and diversity of review sites all play a significant role in local search ranking, so it’s worth gathering as many reviews as possible across multiple sites.