Local Search Engine Optimization

June 12, 2022

Local search engine optimization helps your business appear when nearby customers search for your products or services. A strong location page, local keywords in your copy and meta content, and regular high-quality publishing are the foundations of a local SEO strategy.

Why Local SEO Matters for Your Business

Many customers search for local information before making a purchase, and businesses that do not optimize for local searches lose potential customers. Competition for local search terms is lower than for high-value keywords tied to online buying intent, making it easier for a local business to gain visibility.

What Should a Location Page Include?

The location page of your website plays a central role in local SEO. Include your business hours, a Google Maps attachment, and relevant local keywords, and weave those keywords throughout your website’s copy, meta content, and URLs.

How Often Should You Publish New Content?

Search engines reward websites that publish fresh content. Use local SEO tactics to lift your site’s ranking in local search results, and pair content with supporting methods like PPC ads, contests, and video marketing.

Install an SSL certificate so customers’ information stays safe on your site.
Host a contest or giveaway to draw repeat visits.
Use video marketing to attract more customers.

Build a Recognizable Local Presence

Create a recognizable local presence for your website. Customers searching locally expect to find clear business details, and a polished presence sets you apart from competitors who ignore local signals.

Why Place Names Add Weight to Your SEO

Search engines use custom algorithms to deliver results based on the words and phrases customers enter. Place names in your content add authority to your SEO efforts, and content that includes place names is more likely to appear on the first page of search results. Build content around your brand name paired with local location names.

Cover the Essentials: Content, Keywords, and Local Information

To optimize your website for local search, include relevant content, targeted keywords, and local information. Local SEO can increase visibility and traffic on your website and can drive foot traffic to a brick-and-mortar business. Local search results face less competition than broad high-value keywords, so a local business can stand out more easily.

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FAQ

What is local search engine optimization?

Local search engine optimization is the practice of optimizing your website so it ranks for searches with local intent. It focuses on signals like your location page, local keywords, and place names in your content.

How does local SEO help a brick-and-mortar business?

Local SEO increases visibility and traffic on your website and can generate foot traffic to a brick-and-mortar business. Because local search competition is lower than for high-value keywords with online purchasing intent, a local business can stand out more easily.

What are the most important local SEO tactics?

The most important tactics include optimizing your location page with business hours, a Google Maps attachment, and local keywords; publishing fresh, high-quality content regularly; adding place names to your copy for added weight; and supporting your efforts with SSL, contests, and video marketing.