Local SEO helps brick-and-mortar businesses increase their visibility in local search results. It is similar to organic SEO, but it is focused on local businesses and can help them outrank competitors. While it shares similarities with traditional SEO, it also comes with differences and unique challenges. Consulting with a professional is a good idea if you are unsure about the best approach.
Why Local SEO Matters
Google has maps that show the top local business listings, and these listings are usually displayed near the top of the SERP. Organic search results, often called the “10 blue links,” typically appear below the map pack results. For this reason, a good local SEO strategy helps ensure a business is found in these searches.
Use Customer Reviews to Signal Relevance
Consumer reviews are an important factor in local SEO. The more reviews a business receives, the more likely Google is to consider it relevant to the search. Encourage customers to write reviews and respond to them. Doing so shows Google that you value customer feedback and run a responsible business. If possible, offer a cash reward to customers who write positive reviews.
Publish Local Content and Optimize for Mobile
In addition to writing articles, local businesses can post information about industry gatherings, local events, news, and employees. These types of content can be optimized for local SEO. Local content must include relevant on-page local signals and be mobile-friendly, since 61 percent of all searches are performed on mobile devices. Optimizing your site for mobile use helps Google recognize that your website is relevant to the searcher’s location.
Target the Right Local Keywords
When optimizing for local SEO, understanding local search terms is essential. For example, “Hotel in Los Angeles” is likely to rank well in Google Maps, while “Hotel in Denver” may rank well in local search results. A good keyword tool for this is KeywordsFX, which generates a list of related keywords that can be used for SEO. An event planner in Los Angeles, for instance, might find that searchers look for “event planners in Los Angeles,” and the tool helps identify the right keywords for that website.
Local SEO also helps local businesses get found by local customers. Local businesses should be aware of these opportunities and make sure they take advantage of them.
FAQ
How do customer reviews affect local SEO?
Consumer reviews are an important factor in local SEO. The more reviews a business receives, the more likely Google is to consider it relevant to the search. Responding to reviews shows Google that the business values customer feedback, and offering a cash reward for positive reviews can help generate more of them.
Why is mobile optimization important for local SEO?
Mobile optimization matters because 61 percent of all searches are performed on mobile devices. Local content must include relevant on-page local signals and be mobile-friendly so Google recognizes the website as relevant to the searcher’s location.
What tool can help find local keywords?
KeywordsFX is a keyword tool that generates a list of related keywords useful for SEO, helping local businesses match the search terms customers actually use, such as “event planners in Los Angeles.”
Related coverage
- Local Search Engine Optimization – How to Optimize Your Website for Local Searches
- Local SEO Explained: How Nearby Customers Find Your Business