Optimizing your website for local searches means making it easy for nearby customers to find you on Google. Research shows that 87.3 percent of US consumers use the internet to look for local businesses, so appearing on the first page of Google can put your business in front of the people most likely to buy. The steps below walk through the core pieces of local SEO and how to apply them to your site.
What Is Local SEO?
Local SEO is the process of optimizing your website so it shows up when people search for businesses in your area. It involves using Google My Business and tailoring your website for nearby customers. One thing to keep in mind: the first page of results may not always return your business, even if you target the same area you serve. Google decides based on the searcher’s intent, so a search for a hotel might surface multiple hotels rather than your site.
Why Google My Business Matters
Local SEO focuses on a local business’s public perception and customer reviews, which makes a fully optimized Google My Business profile essential. You don’t need the most impressive website on the internet. If you’re a plumber, the competition in your area is intense, and a complete profile helps potential customers in your neighborhood notice you.
Make Your Phone Number Clickable
One of the best practices for local SEO is to make your phone number clickable. When a mobile user is on the go, a tap on the phone number is more likely to turn into a call. Adding a map to your site and putting your phone number on the page also increases your visibility on Google Maps and makes your business easier to find on maps.
Add Schema Markup
If you want to be found locally on Google, use schema markup. It tells Google that you are a local business, which is an important step for improving your local ranking. You can use the tool from Hall Analysis to create a schema markup on your own, copy the code, and paste it into the head section of your website. Test it with Google’s structured data testing tool to confirm it works.
Localize Your Content and Contact Info
Your website should be optimized for local search, which means it should rank well for searches tied to your area. Your content should be localized to boost the chances of being found by nearby customers. Include your phone number on the page. If Google can’t see your phone number, it won’t use it to connect you with searchers. The first step of local SEO is building a page that is clearly tied to your business and your location.
Track Results and Stay Current
Beyond creating and publishing content for your target audience, you also need to monitor and analyze data to confirm your strategy is working. Watch click-through rates, website design, and reputation management. All of this information feeds into a targeted Local SEO strategy for your website. Keep an eye on competitors as well, since your success depends on your analytics and reputation management plan.
Local search is a shifting part of the digital world. Google is constantly changing its algorithms, and its local search formula keeps evolving, so staying on top of updates is part of the job. Being proactive about optimizing your website for local searches helps you stay ahead of the competition.
Using Local SEO
Local search ranking pulls information from a number of different sources. Social media and Yelp profiles often appear near the top of organic search results, so being present on those platforms matters. Around 20 percent of mobile searches are voice searches, which tend to use natural language and longer keywords. That makes your online presence need to be more relevant to local searches.
Related coverage
