Local SEO is the practice of optimizing local search listings to increase business and reduce marketing costs. It mirrors global SEO by targeting the unpaid listings on major search engines, and it has grown as webmasters and businesses cater to more specific local customers and buyers. Localized search tools and applications have since expanded to support that focus.
How did early local SEO tactics fall short?
One of the first local SEO tactics came from real estate websites that used “no-follow” tags to push up rankings. The rankings did rise, but the sites were not truly localized, so many businesses saw little to no benefit. Some competitors even posted fake negative reviews against businesses with poor reviews to make money, which further damaged trust.
The lack of original content gave local business pages a negative reputation. Major search engines eventually banned the no-follow tag, though critics argued that did not fully solve the problem. Submitting content to directories was another tactic, but it created duplicate content issues, led to removal by search engines, and cost websites their rankings.
What new methods replaced those tactics?
To address the issues with original content and backlinks, Google introduced two ranking methods: Local Pagerank and local pack ranking.
Local Pagerank
Local Pagerank is Google’s main way of ranking local SEO results. It is calculated by counting the number of links a page has from other web pages within its own category, so more links from other pages in that category signal better local use. A marketing strategy built around local searches should therefore focus on earning backlinks from high quality websites and on local use tactics that use local search engines to build those links.
Social media marketing
Social media marketing covers online activities designed to promote a brand or service. Connecting with customers on social media sites is one of the most common approaches. Accounts on Twitter, Facebook, and LinkedIn can be used to submit articles, press releases, videos, images, and other content tied to products or services, which helps push a local business directory higher in the search engine results page.
Meta description tags
Meta description tags also matter for Google local SEO because they tell Google what the page is about and how it can be found by a potential customer. A good example is a tag stating the webpage is for “Announcements from XYZ.” Meta descriptions can be viewed on any webpage by double-clicking the page in Google Chrome, selecting “Tools,” and choosing “Metatags.”
Is local SEO still worth the effort?
Higher rankings through local SEO techniques remain a focus for many online businesses. The process can be time-consuming and difficult to master, but it has the potential to bring significant benefits. Online search engines are constantly changing and growing, and the way people and businesses are getting found is changing with them, keeping competition for the top positions on the search results pages high.
FAQ
What is local SEO?
Local SEO is the optimization of local search listings to increase business and reduce marketing costs. Like global SEO, it targets unpaid listings on major search engines, but it focuses on specific local customers and buyers through localized search tools.
What ranking methods does Google use for local SEO?
Google uses two main methods: Local Pagerank and local pack ranking. Local Pagerank is calculated by the number of links a page receives from other web pages within its own category, with more links indicating better local use.
How do meta description tags and social media help local SEO?
Meta description tags tell Google what a page is about and how it can be found by potential customers, and they can be viewed by double-clicking the page in Google Chrome, selecting “Tools,” and choosing “Metatags.” Social media accounts on Twitter, Facebook, and LinkedIn allow businesses to share articles, press releases, videos, and images to help push a local business directory higher in the search results page.
Related coverage
- Maximizing Your Online Presence: A Comprehensive Guide to SEO for Business Owners
- Maximizing Your Online Presence: A Guide to SEO for Business Owners
