Local SEO helps your business show up in search results for customers in your area. A focused strategy covers on-page optimization, local landing pages, customer personas, backlinks, and social listening, all aimed at converting nearby searchers into customers.
Build local landing pages
Local landing pages are built to speak directly to a searcher in your area and give them the specific information they expect from a nearby business. A well-optimized page lifts your rankings, increases traffic, and pushes visitors toward a conversion.
Your local landing page should include the right content, a mobile-friendly and responsive design, and a clear call-to-action. Add a click-to-call button, business hours, a contact form, and a phone number to move customers down the sales funnel.
Put a target keyword in the h1 tag, write a meta description that focuses on the target location, and add a unique JPG image. Include a Google My Business logo on each local page.
Optimize your website content
Optimizing your website content improves local search visibility and your overall SEO strategy, especially for businesses in geographically diverse areas. Targeting local customers increases conversions and drives more traffic to your site.
Start by researching the most popular keywords. Tools like Semrush help you find geo-specific keywords and search volume, which you can then use to optimize your website content.
Make sure your site is mobile-friendly. Google’s Mobile-Friendly Test tool tells you whether your site passes, and a mobile-friendly site reaches more customers on the go.
Create customer personas
Customer personas are a core part of any marketing strategy. They help companies target the ideal customer and create marketing materials that resonate, which increases conversions and sales.
Before you build personas, understand your target audience. Your persona should include demographic and psychographic data: age, gender, income, location, occupation, and lifestyle.
Add motivation, goals, and challenges to the persona, including pain points, common challenges, and purchasing behavior.
Then identify the type of content your customers look for. Research their social media accounts, online profiles, industry publications, and in-person interviews to gather this information.
Get backlinks
Backlinks boost your online reach and help your site perform better in search engines, which draws in serious buyers. A link building strategy is the most effective way to get there.
The best way to get local backlinks is to build relationships with the local press. Submit to local websites and directories, and consider joining the local chamber of commerce. Chamber membership is a cost effective way to get backlinks and get your business known in your community.
Social listen to your customers
Social listening helps you understand your customers and build a positive reputation. It surfaces mentions of your brand and industry topics, and it shows what your competition is doing.
Listening tools monitor blogs, forums, news websites, and other online media. Many of these tools include social selling add-ons to help you locate potential customers.
Social listening also reveals gaps in your industry. For example, a shoe store owner can check whether the area needs a better shoe store. You can also use it to respond to customer complaints by suggesting a new product or sharing tips.
FAQ
What should a local landing page include?
A local landing page should have a target keyword in the h1 tag, a meta description focused on the target location, a unique JPG image, a Google My Business logo, business hours, a contact form, and a click-to-call button with a phone number.
How do you find geo-specific keywords for local SEO?
Use a keyword research tool like Semrush to discover geo-specific keywords and search volume, then use those keywords to optimize your website content.
Why is social listening useful for local SEO?
Social listening helps you find mentions of your brand and industry topics, spot gaps in your local market, and respond to customer complaints, which supports a positive reputation in your community.