Local SEO Marketing – How to Get Your Business Noticed by Local Customers

June 25, 2023

Local SEO helps businesses rank higher in search engine results for searches with local intent, increasing visibility for nearby customers. Core signals include NAPW (Name, Address, Phone Number) consistency, citations from other sites, and reviews on consumer directories.

What is local keyword research and why does it matter?

Keyword research is a key part of SEO strategy, and local keyword research is especially vital for service businesses operating in specific locations. Searchers looking for plumbers in "Greater London" may have different intentions than those searching for them in Portland. Local keyword research helps marketers understand searcher intent and develop content that meets those needs.

When conducting local keyword research, include both implicit and explicit local keywords. Implicit local keywords are terms that do not specifically mention a location but can be implied through search context, such as "event planner." Tools like Ubersuggest can help by analyzing competitor terms or using Google’s autocomplete feature to surface relevant suggestions.

What does on-page local SEO involve?

On-page local SEO is the process of optimizing a website and its content to rank higher in search results for searches with local intent. This includes adding relevant keywords to content that is informative and engaging, and completing on-page SEO work such as title tags and crawlable text.

The local SEO algorithm weighs traditional factors like site content and link building, along with location-related signals such as Google My Business and citations. A crawlable HTML text version of your NAP (name, address, phone number) on your website is essential, and the details must remain consistent across citation sources.

Claiming and managing your Google My Business (GMB) profile is another key piece of local SEO, giving you control over the information and reviews that appear in search results such as local packs and map results.

How does off-page optimization support local SEO?

Off-page optimization covers signals beyond your own website. Title elements for pages appear prominently in search engine results pages (SERPs), and a good title element should be unique and describe the page content accurately.

NAP citations are mentions of your name, address, and phone number online. Google counts them as ranking factors, so it is important that they remain accurate and consistent across business directories, social media profiles, and review sites.

What role do backlinks play in local search?

Backlinks have long been a core factor in traditional SEO, and they now play a central part in local search. Links from relevant websites can boost the visibility of your site in results pages, leading to more customer inquiries and sales leads.

Some local link-building strategies include online business directories and sponsoring local events. These links may not have the strongest domain authority, but they are an efficient way to build up local presence.

Another way to expand your local link profile is creating a blog and writing articles featuring local topics. This approach can take more time than focusing on local citations alone.

How does social media fit into local SEO?

Keeping local listings, reviews, and citations up to date is part of any local SEO strategy. Search engines use these details to verify a business and the quality of its products and services.

Businesses looking to rank highly in local searches and snack pack results need to show they are the preferred service provider in their service area. That means regularly gathering customer reviews and providing original, relevant website content that highlights the services and expertise offered.

Rankings can be tracked using tools like BrightLocal’s Position Tracking feature, which monitors local keyword rankings at both the ZIP code level and snack pack level, so you can keep an eye on competitors and your own performance.

FAQ

What is NAPW and why is it important for local SEO?

NAPW stands for Name, Address, Phone Number (and Website). Keeping this information consistent across your website, business directories, social profiles, and review sites helps search engines verify your business and is one of the key signals used in local rankings.

Why is Google My Business important for local rankings?

Google My Business gives you control over the business information and reviews that appear in local pack and map results. Claiming and managing the profile is a key part of local SEO.

What are some quick ways to build local links?

Listing your business in online directories and sponsoring local events are fast ways to build local links. Writing blog articles about local topics is another option, though it typically takes more time than directory citations.