To rank for the right keywords in your area, your website has to be visible to your targeted local market. Local rankings depend on more signals than global rankings, so investing in local SEO lets you compete with nearby rivals. For example, a pizza place in Pittsburgh can outrank other nearby pizza joints by optimizing for those local searches.
Why local SEO matters for your business
Local SEO helps your business get noticed by people who are ready to buy. Most customers prefer to do business with local companies, so improving your SEO signals in your area helps your bottom line and lets you grow faster.
How do you tailor your site to a specific area?
To rank high on local search results, you need to tailor your website for specific geographic areas. A digital marketing agency in Boise, for example, should target customers in the Boise region, while a restaurant in Boise should make sure its site is optimized for local searches. Write your content in a way that pulls customers to your location.
What local signals should you add to your website?
Optimizing for local search means incorporating local searches into your overall strategy. Add more local signals to your site, and read online reviews of your competitors for actionable insights you can apply.
How do you rank well on local search?
Consistency is essential in local search engine optimization. Keep your business’s NAP (name, address, phone number) consistent across your website and every directory you’ve joined, and Google is more likely to rank you highly. Beyond your site, optimize your presence on Facebook, Twitter, and LinkedIn so you can reach more people and bring in more customers.
Optimize your listings beyond Google
Local SEO also gives your business maximum exposure on other local search engines. Optimize your Apple Maps listing so customers can find you easily. For mobile users, NAP is the main way they find businesses. If your business isn’t on Google, customers have no way to contact you. Make sure your mobile listings include a working phone number for your business.
Put NAP in your titles and meta descriptions
Your website’s NAP is an important factor in local search engine optimization. Put your business’s name, address, and phone number in the title and meta description so geo-targeted pages show up with more relevance and authority. Include your location in the meta description, and put your location in your site title for a better chance at ranking well in local results.
Keep NAP consistent everywhere
Maintain NAP consistency from your website through every directory and service you use. A consistent NAP makes it easier for potential customers to find you in the results. Incorrect NAP entries lead to lost conversions and sales, and they can hurt your brand reputation. Keeping NAP consistent is crucial for local search engine optimization.
Make sure your NAP is consistent across all of your marketing efforts so customers can easily identify you and make a purchase. The majority of consumers searching for a business in a local area are actively looking for services and are likely to make a purchase. A local website optimized for local search is essential for attracting these customers, who are more likely to buy from a business they can trust.
FAQ
What is NAP and why does it matter for local SEO?
NAP stands for your business’s name, address, and phone number. It matters because Google and other search engines use it to verify your business across directories, and inconsistent NAP entries can hurt your rankings, conversions, and brand reputation.
Where should I put my NAP on my website?
Put your business’s name, address, and phone number in your site title, meta description, and any geo-targeted pages. Include your location in the meta description so local searches see your business as more relevant and authoritative.
Do I need to optimize listings outside of Google for local SEO?
Yes. You should also optimize your Apple Maps listing and your profiles on Facebook, Twitter, and LinkedIn, and make sure mobile listings include a working phone number. Mobile users often find businesses through NAP on non-Google services.
Related coverage
