How to Do SEO Local

May 22, 2022

To rank for local searches, your site needs to be visible to people in the area you serve. Search engines pull data from across the web, so an active, well-maintained website directly improves local rankings. Here’s how to make your website more local.

What is local SEO and why does it matter?

Local SEO targets consumers searching for products or services in a specific area. Ninety-seven percent of people use search engines to find local businesses, and over 95 percent of those searchers don’t go past page one. Eighty percent of local searches result in a purchase. For example, hotel owners want to appear at the top of local search results because local visitors convert at high rates.

How does Google’s local algorithm work?

Google’s algorithm decides what people see when they search. If someone searches for “baristas in Santa Monica, CA,” Google shows a local pack with three results. A user can stop at any of the recommended businesses or continue by clicking the “VIEW ALL” button. If there are errors or omissions on your listing, Google may skip your site and display a generic listing instead.

Why build a dedicated location page?

Google recently introduced a new generic listing format. A dedicated location page gives your business a way to stand out and signals that you’re a local business rather than getting lost in the flooded results. Fill the page out with detailed information about your business so Google can understand it and match your listing to relevant local searches.

What should a local SEO campaign accomplish?

A good local SEO campaign raises your ranking and generates quality leads. It puts your business in front of searchers whose intent is local, which drives more visitors and more revenue.

FAQ

What is the first step to rank for local searches?

Create a dedicated location page for your business and fill it out with detailed information so Google can match your listing to relevant local searches.

How does Google’s local pack display results?

For a query like “baristas in Santa Monica, CA,” Google shows a local pack with three results, with a “VIEW ALL” button to expand the list. Errors or omissions on your listing can cause Google to skip your site and show a generic listing.

How much do local searches convert?

Eighty percent of local searches result in a purchase, and over 95 percent of searchers don’t go past the first page of results.