When consumers search for a local business on the internet, they’re likely to choose the results that are closest to their location. Local SEO puts your business in front of those nearby searchers at the moment they’re looking, raising your chances of capturing a new lead. The steps below cover the key factors that drive a stronger local SEO campaign.
What is local SEO and how does it differ from traditional SEO?
Local SEO is a form of traditional SEO that adds geography to the mix. Instead of targeting only product- and service-related keywords, local business websites include keywords specific to their city, neighborhood, or service area. These location-specific searches help your business reach the top of Google’s results for nearby queries. Local SEO works well for both brick-and-mortar local businesses and service-area businesses, though it carries a few differences worth knowing about before you start.
How does local content affect your rankings?
Use the name of the city you’re targeting, plus the names of nearby towns. Include unofficial terms where you can. Write about the community and local events from the point of view of a local business owner or expert. Publish articles on specialized websites, or host events in your community. Writing about your city’s famous landmarks can also attract local sponsorships.
Local landing pages should include your business name, address, phone number, and other core details. Relevant, localized content is an important factor in traditional search results as well, so visitors who land on your page are more likely to find exactly what you offer.
Why do reviews and online reputation matter?
Managing reviews online can feel daunting, but it pays off. Google now weighs the number of reviews for companies in your industry, and positive reviews can boost your local ranking. Your social media and email marketing activities shape your brand’s reputation, so keep your brand and message front and center in every interaction with the online community.
Beyond rankings, content also affects customer satisfaction, helps you collect more reviews, builds a social media presence, and reaches new markets.
How do Google and other search engines rank local results?
Google’s local ranking factors depend on proximity, relevance, and prominence. Local SEO enables local businesses to appear on search results and differs from broader organic SEO, which also weighs distance and relevance. About 80% of local searches result in a sale, so showing up in those results matters.
Local SEO can also filter out non-contact searchers. Search engines prioritize results relevant to the location of the searcher. If you’re 50 miles away from your customers, you won’t rank high for your business. If the searcher is just five miles away, you’ll see local results.
What can local SEO do for your business?
A local SEO campaign is essential for any business that wants to increase its visibility in search results. Using local SEO tactics can boost your website’s ranking on search engines and give you an edge over competitors. Listed-near-your-location visibility is crucial for local businesses, because Google and other search engines prioritize local search signals.
Local SEO is a strong way to increase website traffic and bring in new customers in your area. It keeps your business at the top of customers’ minds by capturing qualified leads, and it can drive website traffic and sales without competing directly with national brands. Combined with a strong online marketing strategy, local SEO helps your business grow.
FAQ
What is local SEO?
Local SEO is a form of traditional SEO that targets location-specific searches. Instead of focusing only on product- and service-related keywords, local business websites include keywords specific to their city, neighborhood, or service area, helping them appear in nearby search results on Google and other search engines.
How do Google and other search engines rank local results?
Google’s local ranking factors depend on proximity, relevance, and prominence. Search engines prioritize results relevant to the location of the searcher, so a business 50 miles away from the searcher won’t rank high, while one five miles away is much more likely to appear in local results.
Why are reviews and online reputation important for local SEO?
Google now weighs the number of reviews for companies in your industry, and positive reviews can boost your local ranking. Reviews, social media activity, and email marketing all shape your brand’s reputation, which is why keeping your brand and message consistent in every online interaction helps local SEO.
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- How to Use Local Search Marketing to Boost Traffic to Your Website
- Local Search Engine Optimization – How to Optimize Your Website for Local Searches