Local SEO and Off-Page SEO
June 11, 2023
Local SEO helps nearby customers find your business in search engines and decide whether to visit in person. It combines on-page optimization (titles, meta descriptions, alt tags, NAP consistency) with off-page work like directory listings, citations, customer reviews, and link building. Done together, these signals help you rank for searches like “best portland dentist” and show up in Google’s Snack Pack results.
What is on-page optimization for local SEO?
The first step in local SEO is optimizing on-page content for relevant keywords, including page titles, meta descriptions, and image alt tags. Local SEO also requires creating engaging and useful content that meets audience needs or solves their problems.
Google’s algorithms shift constantly, so staying informed on best practices requires monitoring search engine results with tools like LocalRank Flux.
Keep your NAP (name, address, phone number) consistent across all online platforms and listings, including your website, Google My Business profile, social media pages, and directory listings.
Customer reviews are essential to maintaining your reputation online and increasing search rankings. Encourage satisfied clients to leave reviews by providing in-store signage or email follow-ups.
What is off-page optimization for local SEO?
Off-page SEO refers to any activities conducted outside your website that help improve local search engine rankings, such as link-building or local citations.
Off-page optimization aims to list your business on trusted online directories and social media, in addition to creating consistent citations (mentions of name, address, and phone number) throughout the Internet.
An important off-page SEO tactic is generating customer reviews on platforms like Google, Yelp, and industry-specific review sites like Glassdoor and RateLab. More and better customer reviews can increase visibility in search results while building trust and brand image. You can encourage customers to submit reviews by using in-store signage, email follow-ups, or other methods. These reviews also have the added benefit of strengthening local organic search rankings when used strategically. Forbes Agency Council provides an exclusive community for leaders within public relations, strategy, creative, and advertising agencies.
How do you research local keywords?
Like regular SEO, local SEO starts with understanding which keywords people use to discover your products or services. Google Keyword Planner or a similar tool can make this step simple.
Building a list of these queries helps your business determine what kind of content to produce to rank higher in local search results. Consider modifiers, terms that add specific services or features, which add context and increase results in local searches.
Ubersuggest is a useful tool to identify search terms people type into the search bar on a local search engine, such as Portland. Understanding how many searches a term generates and its potential worth for optimization matters; for example, “best portland dentist” has an impressive search volume and would make an ideal focus for an offer page or squeeze page on your site.
How does link building support local SEO?
Local SEO efforts can make all the difference for small, regional businesses. Learn from Moz’s SEO expert Kavi Kardos how to develop an effective link building strategy that yields tangible results.
Local search SEO factors in various ways, from Google Snack Pack and organic results to optimizing websites and building citations in major review platforms (Yelp, TripAdvisor, and Facebook, among others) for optimal local rankings. To avoid ranking issues, keep all citations consistent with the same NAP (name, address, and phone number).
Event participation can provide strong contextual links, such as speaking at the Chamber of Commerce or sponsoring an event. Make sure these links come from relevant domains rather than spammy directories or websites. Such opportunities often prove worth your while and can significantly boost local SEO.
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