Local SEO Marketing – How to Get Your Business Noticed in Local Search Results

October 16, 2022

Local SEO marketing is the process of making your business visible to nearby customers searching online. The core moves are claiming a Google My Business account, building accurate local citations, gathering reviews, and optimizing your website’s metadata and pages for location-specific queries. Done right, these steps push your listing into Google’s local results and map packs.

Why Local SEO Matters

Google has treated local search as a priority for years. In 2007, Google began displaying local business information directly in the SERP. The company has since ramped up local optimization parameters in its algorithms, and in 2012 rolled out its first update focused on local results and NAP citations. If your NAP (name, address, phone) is inconsistent across the web, the search engine will likely skip your listing. Local SEO is a critical part of any small business marketing strategy.

How do you set up a Google My Business listing?

The first step is to create a Google My Business account. This account lets you customize how Google shows your business and write your own content for the listing. Pair your GMB profile with a steady stream of local reviews; positive reviews help you rank higher in local searches.

What location information should you give Google?

Google uses location data to determine relevance when ranking local businesses. Provide detailed and complete information so the algorithm understands your business and matches it to relevant searches. Build a dedicated page with a map showing where your business is located, and add schema markup for business locations on those maps. If your business has more than one location, optimize each location separately.

How should you write title tags and meta descriptions for local search?

Include relevant local keywords in your title tag and meta description, along with your business name, specific services, and domain. Meta tags are not visible on the page itself, but search engine algorithms use them to gather extra context about your site. The meta description summarizes the page’s content, so write it naturally and persuasively.

Which local directories should your business be listed in?

Adding your business to local directories is another way to boost local SEO. Make sure your website and your GMB listing match exactly. Use meta descriptions on your website to describe your products and services so customers and search engines can find you more easily.

How do you build local backlinks?

A local SEO strategy also involves building a base of backlinks. When you create your website, work relevant local keywords into a reference page that points back to your business. The purpose is to build trust with local searchers; once this foundation is set, your site can rank for local searches and bring in more business.

Can guest blogging and local influencers help?

Guest bloggers are often influential in the community and can be a valuable resource. In exchange for a link or feature on their website, local influencers can promote your business to their audience. Combine this with a presence in directories like Google My Business, and keep posting SEO-optimized content on your site on a regular schedule.

How do you optimize for map listings?

Optimizing your website for map listings helps you get found by local customers and tourists. Include your business address and city name on your site so it shows up on maps when customers search for nearby products or services. A breakfast restaurant, for example, can surface on the map when travelers look for a place to eat in the area, which promotes the restaurant to tourists passing through.

FAQ

What is local SEO marketing?

Local SEO marketing is the practice of optimizing your online presence so your business shows up when nearby customers search on Google. It centers on a Google My Business listing, accurate NAP citations, local reviews, location-specific website content, and backlinks from local sources.

Why are NAP citations important for local SEO?

NAP stands for name, address, and phone number. Google rolled out its first local-focused update in 2012 and now treats NAP consistency as a core local ranking signal. If your NAP is inconsistent or inaccurate across directories, the search engine will probably skip your listing.

How do I optimize my website for local map results?

Create a dedicated page with a map showing your business location, add schema markup for business locations, and include your business address and city name in your on-site content. Pair this with a claimed Google My Business profile and consistent directory listings so Google can confidently match your site to local map queries.