Local SEO helps small businesses attract nearby customers by making their websites, listings, and maps visible in location-based search results. The techniques below cover keywords, domain choices, commerce features, website maps, physical location cues, and directory submissions you can use to rank higher in Google and Yahoo local results.
What is local SEO and why does it matter for small businesses?
Local SEO, also called Local Search Engine Optimization (LSEO), is the practice of optimizing your online presence so people in your community can find your business, products, and services. Search engines reward websites that feature relevant, well-optimized content, and local businesses that apply these tactics can rank higher in Google, Yahoo, and other search engines.
Which local SEO techniques should small businesses use?
Use the right keywords
Keywords improve your rankings for the searches your customers actually type. Use a tool like Google Analytics to research terms, study which words your competitors rank for, and weave those words into your content so you appear at the top of search results for relevant queries.
Include your location in your domain name
Most businesses default to a dot-com, but search marketing experts often recommend registering your domain with a clear, common title that matches your company name. A domain that mirrors your business name makes your site easier to identify in search results.
Add commerce features with free shipping
Local SEO strategies make it simple to add a shopping cart to your site. Offering free shipping to local customers is an easy way to show you value their business, an option most brick-and-mortar stores do not normally have.
Build a website map
A website map helps search engine robots identify and read your content, which supports your search ranking factors. Pair the map with meta descriptions, the short entries that appear at the end of a page and describe a specific item.
Show your physical location
Most brick-and-mortar businesses let customers visit their site just a step from the storefront and include a map so visitors can find the location. If you use a physical address in your design, make sure the site loads easily from every corner of your street.
Leverage Google Places and Yahoo local results
These two search engines supply relevant inbound links to your website. Google Places is mainly useful for optimizing local results, while Yahoo local results help with yellow pages rankings, and Yahoo offers several options to optimize those yellow pages listings.
How do Google Places and Yahoo local results work for local SEO?
Google Places helps your site appear in local search results because you include a place name in your URL, letting Google determine the location of your website. Optimize by using keywords such as “wapax” or “waparts” in your URL and by tuning your website map pack through your website map.
Yellow Pages SEO helps your business listing rank well in yellow pages for a specific address. Perform keyword research, then submit your website URL to reputable free directories. Free Index is recommended because it provides keyword research and submits your site to hundreds of online directories.
Why does a physical location matter for small business search marketing?
Many online users only look for a physical location when searching for a local business, so this search marketing strategy is important for small businesses. If your business is in a town, use keywords like “town,” “location,” or “neighborhood” to rank highly in Google.
Should small businesses prefer organic listings over paid results?
Organic listings are preferred by most businesses because they give the best results for business listings. Users can search for businesses without paying a fee, and search engines favor these sites over paid search results. Improving your local SEO and map pack rankings with organic listings gives you better chances of being noticed by online users.
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