Local SEO helps businesses appear higher in searches made by customers in their geographic area. Businesses that serve a specific region, such as plumbers serving one service area, benefit most because Google’s local search algorithm rewards geographic relevance over general-market reach. Optimizing for these local queries puts your site closer to the top of map listings and in front of more nearby customers.

Why Local SEO Matters

Local SEO is a form of search engine optimization that helps businesses rank higher in local searches. By optimizing a business website for local search queries, a business will appear higher in map listings on search engines, which means more local customers are more likely to see the business’s website. Local SEO involves incorporating the business address and city name into the website. Once local search results appear, local SEO has a significant impact on local business success.

According to Google’s statistics, 72% of local searchers made a purchase within five miles. Almost two thirds of them will return to your store if they find you on local search results. Local SEO is vital for brick and mortar businesses, which serve a local customer base, helping consumers find local businesses in their area through phrases such as “near me” or a city name or zip code.

Add a Map to Your Site

In addition to content created for localized search, a business should also include a map on its website. A map will make your business stand out among a sea of competitors and increase traffic to your site. A map will also help local businesses be recognized on Google. A map that shows the exact location of your business is also an important component of local SEO. You can embed this feature within your website or embed it into your social media posts to promote your business in the local area.

Improve Website Speed

Website speed is a vital aspect of local SEO. Users do not like to wait for pages to load. Using tools such as Google PageSpeed Insights and page speed optimization services will help you identify any issues with your website’s performance. Navigation on your website should be easy and clear. Use broad categories and well organized subcategories to make it easier for visitors to find what they need. Improving your website’s speed is a vital part of local SEO.

Collect and Respond to Reviews

Adding reviews to your business’ listing helps search engines rank you more highly in local search results. Not only does Google favor business pages that have reviews, but it also includes the number of these reviews when ranking local businesses. Whether positive or negative, you should acknowledge reviews and respond professionally. These reviews can help your audience understand your brand and the level of service you offer. If your business gets many positive reviews, it has a better chance of ranking high in local search results.

Build Local Links and Directory Listings

Besides Google’s algorithm, another crucial element of local SEO is local link building. By using online directories to get your business listed on more platforms, you increase your chances of showing up in local searches. In fact, some tools, such as Yext, can help your business get listed on a variety of platforms at once. This can save you time and effort on completing the task of listing your business on many platforms manually. You can spend that time on other important tasks.

FAQ

What is local SEO and who needs it most?

Local SEO is a form of search engine optimization that helps businesses rank higher in local searches by incorporating the business address and city name into the website. Businesses that cater to a specific geographical area, such as plumbers serving one service area, typically see more favorable results than those targeting a general market.

How do reviews affect local search rankings?

Google favors business pages that have reviews and includes the number of those reviews when ranking local businesses. Acknowledging and responding to reviews professionally, whether positive or negative, helps your audience understand your brand and increases your chance of ranking high in local search results.

Why does website speed matter for local SEO?

Users do not like to wait for pages to load, so website speed is a vital aspect of local SEO. Tools such as Google PageSpeed Insights and page speed optimization services can identify performance issues, and clear navigation with broad categories and well organized subcategories helps visitors find what they need.

Related coverage

• Local SEO Marketing for Bricks-and-Mortar Locations
• Local SEO Explained: How Nearby Customers Find Your Business