Local SEO puts your business in front of the 46% of Google searches that are local and the one in four mobile searchers who buy within a day. The basics come down to consistent business information across the web, a steady flow of customer reviews, and on-page content that uses the same local keywords your customers type into Google. This guide walks through each step.

Why local search rankings matter

Research shows that 46 percent of searches on Google are local. One in four people who conduct local searches on their mobile device will purchase a product or service within a day. Local searches are also crucial because many first-time customers conduct local searches online. Even if you’re not the only local business on the web, it’s still important to optimize for local SEO to make sure that your website is visible.

What local SEO actually includes

Local citations are mentions of your business name, address, phone number and website on other websites. These are beneficial backlinks and help Google verify your details. A local citation can help you get more exposure in local searches and attract more customers.

The best way to increase your local SEO is to be listed in the local directory and on other local directories. Make sure to search for local keywords and encourage satisfied customers to leave a review. Allocating a single page for each product and service is another great way to build local authority. If you’re in a competitive area, a local SEO strategy will give you a boost in traffic.

How do you rank in local SERPs?

Local SERPs are based on a number of factors, including proximity to the geo-location of the search. A site must mention relevant keywords and categories, have a correct NAP (name, address, phone number), and have plenty of reviews. In addition, the number, content and diversity of reviews is important. Google’s bots follow everything on the internet, including local SEO. Having social media links will give Google proof that you’re a social presence.

On-page local keyword targeting

Besides creating a content-rich website, it’s important to optimize your website for local searches. This includes using relevant high-volume keywords on your site’s page title, header, meta description, and body. Also, use local keywords on social media posts, blog posts and pillar content. An example would be “Best Honda Dealership in Northwestern Montana,” or “Best Honda Service in Montana.”

Build citations on local directories

In addition to local business directories, local SEO efforts should also include citations, or online references of your business’s name. Having a website in a citation-rich directory will enhance your ranking in local search results. Citations also serve as useful information for potential customers. In case of citations, they will include your exact NAP. A local business’s website should be found first on Google’s results page.

Do customer reviews affect local rankings?

Customer reviews play a huge role in a local business’s search rating. Asking your customers to write reviews is a simple way to increase the number of reviews your business gets, and it will help your local SEO, too. Automated email sequences after a transaction ask for reviews. This will generate a huge flow of positive reviews that will positively affect your ranking in local search.

Start with local keyword research

If a customer searches for Pizza Place in New York, it would compete with 20 million other pages to get a spot on the first page. Then, it would have to compete against another Pizza Place in New York, which has 20 million competitors. When you know what people are searching for and what type of content they’re looking for, you can optimize your website accordingly.

FAQ

What percentage of Google searches are local?

46 percent of searches on Google are local, and one in four mobile local searchers purchase a product or service within a day.

What are local citations?

Local citations are mentions of your business name, address, phone number, and website on other websites. They act as beneficial backlinks and help Google verify your business details.

How do customer reviews affect local SEO?

Reviews play a huge role in a local business’s search rating. Asking customers for reviews and using automated post-purchase email sequences builds a steady flow of positive reviews that can lift local rankings.

Related coverage

• How to Use Local Search Marketing to Boost Traffic to Your Website
• Local Search Engine Optimization – How to Optimize Your Website for Local Searches