Local SEO Tactics to Optimize Your Website For Local Searches

August 14, 2022

Local SEO tactics help a business with a physical service area show up in searches from nearby customers. Traditional SEO basics like title tags and meta descriptions still apply, and pairing them with local signals such as citations, reviews, and a Google My Business profile is what drives Map Pack rankings, store visits, and calls.

Why does local search matter for traffic and revenue?

Local search now drives the majority of how people find nearby businesses. 71% of people use the internet to find local businesses, and nearly four in five searches return local results. Of the people who search for a local business online, 50% visit the store within a day. On mobile devices, 18% of local searches lead to a sale within a day.

Over the past two years, more than 90% of searches for nearby businesses have resulted in a visit or call. A higher organic ranking translates into better placement in the Map Pack, which is why local SEO has a direct effect on foot traffic and revenue.

What is the local Map Pack and how does it work?

Local search results are based on the searcher’s location. The Map Pack is the block that shows up for those queries: three local business listings alongside a map. When users search on Google mobile, Google pulls up nearby businesses based on the device’s location, which makes local SEO especially important for mobile users.

How do reviews and traditional ranking signals affect local SEO?

Review response is a direct factor in search ranking. Positive reviews signal that customers trust the business, which is one of the main factors in Google’s algorithm. Replying to negative reviews can also increase the likelihood that people trust the business. Traditional Google ranking factors still apply on top of that, and a higher organic ranking translates into better rankings in the Map Pack.

How do citations, content, and link building support local SEO?

Business citations are not necessarily links to your website, but they support a local SEO strategy. Citations include business mentions on other websites, chambers of commerce, and trade associations. Publishing relevant content, such as how-to guides and buyer’s guides, also boosts local SEO.

Effective local link building includes directory submissions and blog comments. Local blogs are well-indexed by Google and are often associated with a specific location, sometimes including the region in the domain. Other local directories are human-edited and carry high domain authority. Backlinks from high-quality websites lift local SEO efforts and bring more people to the site through those links.

What role do structured data and on-page signals play?

Structured data mark-up relays important business information to Google SERPs and can be used for a local business, organization, or product. The Google Structured Data Testing Tool can be used to analyze a site’s code and surface local SEO improvements. The site itself should contain information related to the products and services offered.

How do social media and Google My Business fit into local SEO?

Creating a social media presence can increase traffic and improve a website’s ranking in search engines. Sugarfire St. Louis uses social media channels to interact with its customers. Local SEO marketing works best on social media sites that have location-based tools, which also add authority and trust to the site. Google pays attention to social signals when determining rankings, so activity on these platforms can lift visibility.

Google My Business (GMB) is Google’s online directory for businesses and includes essential information and pictures. A well-optimized GMB profile increases the chances of showing up in local search results, and the first results that show up for a local search are usually the ones users click.

How can you stay current with local search changes?

Keeping up with the latest trends and changes in local search is essential for holding position. Advice from an SEO expert can help predict what changes to expect in local search and which strategies to implement. Local SEO focuses on getting found by local people, so improving these areas of a website can lead to faster growth for any site targeting a local audience.

FAQ

What is the difference between local SEO and traditional SEO?

Local SEO focuses on ranking for searches tied to a specific area, such as queries that trigger the Map Pack, while traditional SEO covers broader ranking factors like title tags and meta descriptions. Traditional SEO still applies, and a higher organic ranking translates into better rankings in the Map Pack.

Why are Google My Business and reviews so important for local SEO?

Google My Business is Google’s online directory for businesses and shows essential information and pictures in local results. A well-optimized GMB profile increases the chances of being found in local search, and reviews signal trust, which is one of the main factors in Google’s algorithm. Responding to negative reviews can also increase the likelihood that people trust the business.

What on-site and off-site steps improve local rankings?

Key steps include adding structured data mark-up for the business, organization, or product and validating it with the Google Structured Data Testing Tool. Off-site, building citations through business mentions, chambers of commerce, and trade associations, earning backlinks from high-quality local directories and blogs, and maintaining an active social media presence on platforms with location-based tools all support local rankings.