Google ranks local websites using signals such as website content, Google My Business listings, reviews and citations. Review signals are a key local SEO component, so continually earning new online reviews is critical for local search optimization.
Searchers who discover a business through Google are 16% more likely to visit within 24 hours, which translates into additional potential revenue.
Keyword Research
Increasing local search visibility encourages more people to visit a website or business in person and generates more leads. Searchers tend to click on results that meet their needs before visiting or calling.
Semrush can provide insights into which phrases are being searched in a local area. Use its search volume estimates to find words with high relevance and include them in content.
Include the business name, address and phone number (NAP) across all listings, including Google My Business, Google+, and external directories like Yelp, Angie’s List, Manta and Foursquare. Keep NAP consistent on the website and across citation sites.
On-Page Optimization
Local SEO is an essential marketing strategy for businesses with multiple physical locations. Raising visibility in local search results increases brand recognition among consumers who will visit or call for more information.
As with traditional SEO, local SEO requires keyword research and on-page factors specific to local search, such as NAP and business description optimization. Local SEO does not rely on keyword stuffing; it requires clear, consistent display of NAP information throughout the website.
Off-Page Optimization
Like national SEO, local search largely relies on off-page factors such as business listings, reviews and social media presence.
Companies that operate multiple brick-and-mortar locations should create dedicated pages for each location, including store hours, descriptions, parking and transit options, promotions and customer testimonials.
Build and optimize the Google My Business page by ensuring all online listings for the business (Yelp, Angie’s List, Manta and Foursquare) display consistent NAP information. Track local rank with tools like LocalRank Flux to monitor progress.
Link Building
Standard SEO improves overall website ranking, while local search engine optimization focuses on improving Google My Business profiles and local citations. It includes strategies that optimize listings based on where businesses operate, such as ensuring addresses, phone numbers and websites are listed with crawlable HTML text on third-party review platforms and directories.
People search for nearby businesses to avoid long commutes or expensive parking, which is why Google uses an algorithm that factors proximity into local-intent searches. Bing and Yahoo use similar algorithms.
Local Citations
Citations are a key component of local SEO. They help verify that a business exists on Google and boost search engine rankings, and they can also increase sales.
Citations should appear on trusted websites such as online directories, social media accounts and review sites. Aim to acquire citations from authority sites within the industry, including chambers of commerce and professional associations.
Consistency is critical for local citations. If NAP information varies across online directories and platforms, Google can become confused and rankings can suffer. Keep information consistent across all local listings.
