Local SEO helps businesses connect with customers in their service area, boost online visibility, and drive more targeted traffic, which can lead to more leads, subscriptions, and sales. Google decides which businesses show up in local search results using a number of factors, and one of the most important is a business’s Google Business Profile.
How does keyword research support local SEO?
Keyword research is a critical part of any local SEO strategy. It helps a local business reach its target market and lift conversion rates.
The goal of keyword research is to find the most relevant search terms that potential customers use to find products or services. Using those terms improves a website’s rankings on Google.
Along with finding relevant keywords, it’s worth checking for negative signals that suggest a keyword isn’t worth pursuing, anything from high link velocity to spammy content.
For local keywords, focus on terms with purchase intent, the ones a potential customer uses when looking for a service or product right now.
What does on-page optimization include?
On-page optimization is the process of improving a website to rank higher in search engines and attract more traffic. It covers content, HTML tags, internal links, and meta data.
Local SEO targets local consumers and builds brand awareness through a website, custom landing pages, blogs, FAQ pages, and other content that mentions the business’s location or serves its geographic area.
A high Google ranking matters for any business that wants to grow its customer base and increase sales. Many signals feed Google’s local rankings, and one of the most important is page load speed. If a site loads slower than a competitor’s, it can lose potential searchers.
Why does link building matter for local SEO?
Link building is one of the most important pieces of local SEO. Links aren’t the only ranking factor, but they have a large impact and can move a site ahead of competitors.
A link-building strategy works best when the focus is on the kind of links earned, not just the number. Local links tend to outperform nationwide or industry-wide links for this purpose.
As Greg Gifford, director of search and social at DealerOn, explained, local links come down to relationships with businesses in the market and finding opportunities relevant to the business and its audience.
Useful opportunities include city guides, local business directories, and blog posts written by locals. These links may not match the domain authority of a national magazine, but they improve local search rankings and visibility in the area.
How does social media fit into local SEO?
Social media is a way to reach potential customers, build a community, and humanize a brand.
As part of local SEO, business information should stay consistent across every platform, including the NAP (name, address, and phone number).
Social channels also work well for soliciting customer reviews, which can improve search rankings and send more traffic to the website.
Whether a business runs one Facebook page or several, consistency and regular engaging posts matter.
Google doesn’t currently use social media as a direct factor in local search rankings, but staying active on social media and following SEO best practices still pays off, especially for local searches.
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