To rank highly in Google local search, your content has to target the local keywords your customers actually search. Run keyword research with a standard keyword tool to find the terms most relevant in your geographic area, then build pages that answer those queries with mentions of city, county, and town. Embedding Google Maps on your site is another on-page signal, but use it sparingly because Google has been cracking down on sites that overuse Maps.
What local SEO fundamentals should you get in place first?
Local SEO is free in terms of ad spend, but it takes work. You need citations, which help you rank higher in local results, and your content has to be optimized for your specific location. That means local keywords, schema markup, and consistent NAP information across every listing. The number of physical locations you operate from also changes the scope of the work.
How do local directories and sponsorships help?
Local directories are a direct way to earn local signals. If you sponsor a local baseball team, for example, create a page for the team on your site, post pictures and updates, and the team’s site will link back to yours in return for the support. The same approach works for local event sponsorships, where you can pick up links from influential community sites.
What kind of content ranks in local search?
Quality and relevance, not volume. Content has to be tailored to your audience and your community, or your local SEO effort will stall. Copying Wikipedia-style content is a common shortcut, but it puts your local ranking at risk. Original local content, customer testimonials, and newsy local stories all give Google stronger signals to associate your site with the area you serve.
How does Google decide which local results to show?
Google uses a geo-localization tool to figure out where the searcher is and pulls the nearest results accordingly. Prominence plays a role too, which is shaped by reviews, links, and mentions on other external sites. A local business in a city can surface in results across several nearby cities within a few miles.
Why does local SEO matter for your business?
Most consumers make a purchase after seeing a high-ranking listing, and a local presence is both more convenient and more trustworthy for buyers. It also triggers memory, since people are more likely to recall a nearby option. The top five organic results on Google receive 67.6% of clicks, and the paid ads above them are a separate channel. Without local SEO, customers won’t know you exist.
What ongoing work keeps your local rankings up?
You have to stay proactive. Encourage positive reviews, ask for them online, and use the review tools Google provides, since positive reviews motivate your target audience to visit. A local SEO consultant can help you build a strategy once you know what your audience is searching for. SterlingSky research on local citation sources gives a clearer picture of which directories actually move rankings, and tools like Alexa can round out the work alongside your keyword research.
How important are consumer reviews to local SEO?
Reviews are a huge factor. Google now pulls them from social media and consumer directories, not just from your own site. Focus on the review sites that are relevant to your area. Moz lists links as one of the top ranking factors for local SEO, and strong local rankings translate directly into better visibility and more customers.
Related coverage
- Local Search Engine Optimization – How to Optimize Your Website for Local Searches
- How to Use Local Search Marketing to Boost Traffic to Your Website