Local SEO targets local consumers on desktops and mobile devices, and the numbers make it worth the effort. Google says 76% of smartphone users perform local searches, and 28% of those searchers go on to make a purchase. For brick-and-mortar businesses, that means optimizing for local search is one of the most direct ways to be found by nearby customers.
Why local SEO matters for brick-and-mortar businesses
Optimizing your site for local queries helps you rank higher on search engines and attract more customers. Local SEO marketing is fundamentally about link building, so an SEO-optimized site paired with regularly posted optimized content will earn backlinks over time.
Use city and zip code signals on your site
Add the relevant cities you service to your website to strengthen local SEO rankings. Consumers want to know which cities your company covers, and adding zip codes helps as well. Google penalizes sites for irrelevant zip codes, but zip codes that match your content are useful. When searchers type a zip code into the search bar for their area, Google picks up that information and raises your local visibility.
Build links with quality content and citations
Good content and engagement with local businesses are essential to improving local search visibility. To build links, write informative content and submit citations on popular directories, but watch out for spam. Some local businesses try to game the system with keyword stuffing in the business name, inaccurate location information, and fake accounts. Fighting spam takes time, but pushing your profile higher in the rankings is worth the effort.
Try guest blogging and local directories
Guest blogging is another useful local SEO strategy. Local influencers and guest bloggers will often write articles or offer discounts in exchange for links and features. List your business in local directories such as YellowPages and use other tools to pull in local traffic.
What role do customer reviews play in local SEO?
Customer reviews are a key local SEO tactic. Google has stated that 72% of online users trust reviews, and positive reviews raise a business’s credibility. More positive reviews translate into higher placement in search results. Local SEO marketing campaigns should be integrated with social media marketing, and your online presence should match the reality of your business.
Add video and expand your FAQ content
Video content is another local SEO tactic. Posting videos on YouTube or on blogs raises your online visibility. You can also turn FAQ pages into longer content pieces. Videos work well to expand on customer case studies and show proof of success, and they can be used to build backlinks. This approach is also useful for businesses that don’t have much time for their own marketing.
Optimize meta tags with geo-specific keywords
Adding geo-specific keywords to your meta description and title tag will boost local SEO. Meta tags aren’t visible on the rendered page, but search engine algorithms read them to judge relevance to a local audience. General subjects can be profitable in some cases, but local content is what gets you noticed most of the time.
