Local SEO helps brick-and-mortar stores, franchises, and service-area businesses show up in Google when nearby customers search for what they offer. It covers your Google My Business profile, reviews, citations, on-site signals, and social presence. The tactics below are drawn from current local search best practices and can be applied one at a time.
What is local SEO and why does it matter?
Local SEO is the process of optimizing your online presence so your business appears in location-based search results. Nearly ninety percent of internet users have searched for local businesses online, and 46% of Google searches are done by people looking for local information. If your business does not show up on local search results, you are losing valuable traffic.
Search behavior is increasingly shifting away from desktop to mobile devices, and Google has responded by focusing on mobile versions of its websites. Those who take advantage of local SEO will reach the largest number of potential consumers. Google is dedicated to improving the mobile experience and location-based search results.
How do you optimize your Google My Business listing?
For effective local SEO, it is important to have the correct information for your business listed on Google My Business. You can manage your listing with this tool and respond to reviews. Google uses this information to determine your rank. If your GMB profile is optimized, your business will show up in search results more often.
To get started, create a business listing on Google My Business, then keep the details accurate and respond to new reviews as they come in.
What on-site tactics support local rankings?
Local SEO is an ongoing process that must be maintained to see positive results. It takes time to build a ranking, and you must constantly fight for it to stay at the top. You must constantly optimize your site to maintain its position in search results or risk losing your ranking.
Structured data markup relays important business information on Google SERPS. You can use it for a local business, organization, product, or service. Use Google’s Structured Data Testing Tool to see if your site has this type of information in its content. If your website doesn’t have it, use this tool to optimize your code for SEO.
Be sure to keep your NAP (name, address, phone) consistent across your websites and platforms. Then write articles addressing the issues that your local customers face. When people see your articles, they’ll be more likely to contact you.
How do reviews affect local SEO?
Consumer reviews are an important part of the decision-making process for many consumers. If you’re unsure how to handle negative reviews, you can consult a review management tool, like Podium, which boasts that its clients double their Google reviews in 60 days. You can also try using video to get your customers to leave reviews for you. Respond to reviews as soon as possible.
How does social media fit into local SEO?
Start following local businesses in your area, and you’ll soon be reaping the benefits of local SEO. It’s important to make the most of your social media accounts, which is a powerful tool to use for your website’s online presence. This can help you rank higher on Google if your social presence is strong.
How do you report progress to clients or stakeholders?
Creating reports is another way to demonstrate value. You can include key metrics that show how much traffic your website is getting from local SEO and help convince potential clients that your efforts are paying off. Make sure you know how to write engaging and relevant reports that will keep them interested and motivated.
Where does local SEO show up in Google?
While the Google map pack has a higher ranking than organic blue link results, local search results are more likely to be clicked on and converted. Word-of-mouth and local advertisements are great ways to reach local customers, but online search can be equally impactful.
FAQ
What is local SEO?
Local SEO is the process of optimizing your online presence so your business appears in location-based search results on Google. It covers your Google My Business profile, online reviews, NAP citations, structured data, and local social signals.
Why is Google My Business important for local SEO?
Google uses your Google My Business listing to determine your rank in local search. A complete, accurate profile that is actively managed and used to respond to reviews helps your business show up in search results more often.
How do online reviews influence local rankings?
Consumer reviews are a key part of the decision-making process for many shoppers and feed into Google’s local ranking signals. Tools like Podium claim clients can double their Google reviews in 60 days, and responding quickly to reviews keeps engagement high.
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