Local search is one of the hardest SEO areas to master, and small businesses with limited budgets and internal resources need a practical way to scale. David McLaughlin shares tips and tools for scaling local SEO, with a focus on reputation management and meta information that helps your online presence hold up over time.

Why local SEO matters

Most people do not search beyond the first page of results. Local searchers are often in a “find and buy” mode and want results now. If your business is not on the first page of local searches, you are missing out on potential customers who are ready to take action. About 30% of searches on mobile devices are location-related and result in a phone call, which you can use to your advantage.

Win the three-pack

The three-pack is the collection of top three results in Google local searches. It used to be seven, but it has been shortened to three. To compete for those spots, make sure your phone numbers are clickable on mobile. Your website should include a map, customer testimonials, and schema. Claim your Google My Business profile, which will help your ranking in local search. Build citations on local search engines, including YP.com.

Target the right keywords for your market

People searching for a local business are looking for more detailed information than the typical searcher. Google will rank your business higher when you make use of NAPU, which is the name of your business. When a person enters the area of interest, they are looking for businesses in that area, so your content should match that intent.

Build a mobile-friendly site with consistent NAP

As the number of mobile users continues to rise, your website needs to be built responsively to fit smaller screens. The site must be optimized for mobile and should also be adapted for tablet and smartphone devices. Your website should have a consistent NAP information for all of your content pages. Your site can also target niche or general sites. If you have a general website, you should have a local SEO strategy that includes local NAP.

Use citations to boost visibility

Citations are a core part of any local SEO strategy because citation sites serve as directories for potential customers. These sites show your NAP information and also list your reviews. Focusing on citations improves local search engine rankings. While the number of searches performed on Google daily is staggering, a solid citation strategy helps you get the most visibility in a competitive local market.

Add structured data and keep the focus local

Structured data markup is an effective way to enhance local search and convey important information about your business, including location. You can include information on your product or service by using the corresponding keywords and categories. Another strategy is to add local citations to your content. The more citations you have on your site, the more likely a potential customer is to visit your site. Local search engine optimization matters for national search too, but the results should be relevant to a customer’s location, so build a site that contains the key information local customers need.

FAQ

What is the three-pack in local search?

The three-pack is the collection of top three results in Google local searches. It used to be seven results, but it has been shortened to three. To rank in it, make phone numbers clickable on mobile, include a map, customer testimonials, and schema on your site, claim your Google My Business profile, and build citations on local search engines like YP.com.

What is NAPU and why does it matter?

NAPU is the name of your business and is part of Google’s local ranking factors. Google will rank your business higher when you use consistent NAPU information across your website’s content pages, and matching your site to the geographic area your customers are searching in helps capture local intent.

Why are citations important for local SEO?

Citations serve as directories for potential customers. The sites that list your NAP information and reviews improve local search engine rankings, and adding more local citations to your content increases the chances that a potential customer will visit your site.

Related coverage

• Local Search Engine Optimization – How to Optimize Your Website for Local Searches
• Local Search Engine Optimization for Small Businesses