Local SEO helps your business show up when nearby customers search on Google. Google publishes dedicated guidelines for local ranking, and the algorithm changes often, so following those guidelines closely is the fastest path to consistent visibility. The steps below cover NAP consistency, local keyword research, reviews, listings, and the three result types Google shows for local queries.
Keep Your NAP Data Consistent Across Every Platform
Your NAP (name, address, phone number) should be consistent across all platforms. NAP+W variants can mislead customers, and inconsistent data can make search engines lose trust in your company. Audit every place your business is listed and correct any inconsistencies or variants. 97% of people learn about local businesses online, so accurate NAP data is essential for any local SEO campaign.
Assess Your Local Market Before You Spend
Start by assessing the needs of your local market. This tells you whether a local business is worth the extra effort of optimization. Being found locally leads to new customers, reviews, and ratings. Local SEO also raises your visibility and click-through rates, so a customer-centric strategy is a wise move for any local business.
Use Free Tactics: Reviews, Listings, and On-Page Optimization
The process of local SEO is largely free. It involves boosting your website’s visibility by requesting reviews, adding listings to directories, and incorporating other strategies to improve your business’s local online presence. Optimizing your site for local results brings in more visitors who live in the same city or town as your business. Almost 30% of Google searches result in local information, so a high ranking in the first few pages can make a difference for your bottom line.
Run Keyword Research and Competitor Analysis
There are no exact formulas for optimizing a local website, but a few basic tasks are the essential ingredients of a successful campaign. Conduct keyword research and competitor analysis, then analyze the results of your campaigns to determine what will drive more traffic. If your SEO strategy is working, local customers will flock to your business.
Get Listed on Local Review Sites and Directories
Getting your business listed on local review sites is an excellent way to boost your visibility. Local search results are more likely to convert visitors into paying customers when they feature a map. Local SEO helps both brick-and-mortar businesses and service area businesses.
Traditional local media companies are also getting into local search by adding local search functionality to their websites. They either develop their own technology or license private or white-label solutions based on local business listings databases, and they all require the incorporation of business listings on their websites. If your local business has a local store, you want it included on as many relevant sites as possible.
Understand the Three Types of Local Search Results
When people search for local information, Google returns three main types of results: organic, paid, and the local pack. Local organic results are based on local directories, information sources, and business listings. The local pack shows businesses with a Google My Business listing. Organic results include information from other sources and are filtered by Google’s algorithms. Local SEO is essential to making sure your business appears in the top listings and increasing your overall visibility.
Why Local SEO Matters Most for Brick-and-Mortar Stores
Local search engine optimization is particularly important for brick-and-mortar businesses, since a large portion of your local customers are located in your area. Local SEO can boost your visibility and drive foot traffic to your location. Competition is also much lower than it is for high-value keywords with online purchasing intent, which makes it easier for a local business to stand out from competitors.
FAQ
What is NAP and why does it matter for local SEO?
NAP stands for name, address, and phone number. Keeping your NAP consistent across every platform prevents misleading customers and losing search engine trust. Auditing all listings and fixing variants is essential, especially since 97% of people learn about local businesses online.
How much does local SEO cost?
Local SEO is largely free. It relies on tactics like requesting reviews, adding listings to directories, and optimizing your site to improve your business’s local online presence. These efforts pay off in the long run, and almost 30% of Google searches return local information.
What are the three types of local search results?
Google shows three main result types for local queries: local organic results (from local directories, information sources, and business listings), the local pack (businesses with a Google My Business listing), and paid results. Appearing in the local pack and local organic results is the main goal of a local SEO campaign.
