What is a local SEO strategy

What is a local SEO strategy?

Local SEO is a digital marketing approach focused on optimizing your business’s online presence to attract more customers from relevant local searches. According to Google, 46% of all searches have a local intent, and businesses that invest in local SEO strategies can significantly increase their foot traffic, leads, and conversions.

What is Local SEO?

Local SEO (Search Engine Optimization) involves enhancing your online visibility in local search results. This includes optimizing your website, Google Business Profile, and other online assets to ensure your business is easily discoverable by people searching for products or services in a specific geographic area.

Why is Local SEO Important for Businesses?

Local SEO is essential because most people turn to Google to find local businesses. If your website or Google Business Profile appears in the top three results, the likelihood of a potential customer clicking on it increases dramatically. Conversely, businesses that don’t rank within the first five results often miss out on local customers entirely.

Google Business Profile Screenshot

Paid ads can drive traffic but are not a sustainable long-term strategy. Local SEO provides a consistent flow of customers by establishing your business as a trusted and visible option in your community.

Building a Local SEO Strategy: Key Components and Goals

A strong local SEO strategy involves optimizing your Google Business Profile, performing local keyword research, creating localized content, building citations, and continuously tracking and improving your rankings. 

The ultimate goal is to rank higher in local search results and attract more customers to your business.

1. Creating a Google Business Profile 

Your Google Business Profile (GBP) is the cornerstone of local SEO. A fully optimized GBP increases your visibility on Google Maps and in local search results.

Steps to Create and Optimize Your GBP:

  1. Claim your profile at Google Business Profile.
  2. Fill in every detail, including:
    • Business name, address, phone number (NAP)
    • Business hours
    • High-quality images
    • Services and products
  3. Add a compelling business description with relevant keywords.
  4. Regularly post updates, offers, or news to engage potential customers.
  5. Respond promptly to customer reviews to demonstrate engagement and build trust. Address both positive and negative reviews professionally to show that you value customer feedback.

Tip: List your business on Bing Places for Business and Apple Maps to cover additional search platforms.

2. Effective Keyword Research for Local SEO

Effective keyword research is fundamental for local SEO because it helps identify the terms your potential customers are actively searching for. Start by using tools like Google Keyword Planner, Ubersuggest, Keywords Everywhere, or SEMrush to find keywords with local intent. 

Focus on understanding user behavior by analyzing search volumes, competition levels, and related phrases. 

For instance, if you’re a florist in Dallas, identify terms like “flower delivery in Dallas” or “wedding bouquets near me.” These insights will guide your content and website optimization efforts, ensuring you target the most relevant audiences effectively.

Focus Areas:

City-specific keywords: Combine services or products with your city name and then search for them in these tools. You can also include nearby locations and research them. Also, there might be certain places in your area that are popular like the downtown area so that you can research keywords based on them. 

I have done an in-depth blog on keyword research by giving an example of a moving company, so you can read about it.  

Make sure you note down keyword volume and competition on that keyword while doing research. Here, I am not saying ignore highly competitive keywords; instead, include every keyword you might think a person will use while searching your website. 

Here is a generalized format that you can use – 

[service] in [city name]

product + city name

Profession + City name

You can add Modifiers in your keywords and research them like – best dentist in Atlanta. 

Service-location combinations: Highlight niche services, e.g., “Residential moving services in Houston.”

Long-tail keywords: Research keywords on which you can create and optimize blog content based on queries like “Where to buy organic groceries in Houston.”

You can also use tools like Also Asked to uncover informative keywords 

3. Create Local Landing Pages 

Local landing pages are pivotal in enhancing your website’s visibility in local search results. 

They boost your rankings by targeting location-specific keywords, improving user experience by providing highly relevant information, and establishing trust by clearly understanding the local community’s needs.

If your business operates in multiple locations, creating separate local landing pages for each location is crucial. Google’s algorithm prefers localized content, and having unique pages tailored to each location can significantly improve your chances of ranking well in local searches.

By doing this you can rank your website on the near me keyword

Optimization Tips:

  1. Include keywords + location in the meta title tag, meta description, and URL.
  2. Naturally, use keywords + location in headings and content.
  3. Add local details such as famous landmarks or tourist attractions.
  4. Embed a Google Map with your business address.
  5. Include your address in the page footer.

4. Building Local Citations

Local citations are mentions of your business’s NAP details on online directories. They are a key ranking factor in local SEO because search engines like Google use them to verify the legitimacy and consistency of your business information. 

Submit your business to reputable local directories to improve visibility and acquire valuable backlinks. 

Key Steps:

  1. Maintain consistency in NAP details across all platforms.
  2. List your business on niche directories (e.g., HomeStars for moving companies).
  3. Use tools like NAP Hunter Chrome Extension to find competitor citations.

5. Build Backlinks with Local Publications

Backlinks from local publications strengthen your SEO by signaling to search engines that your business is trusted and relevant within the local community. These links act as endorsements, helping improve your domain authority and search rankings. 

Moreover, the anchor text used for backlinks is crucial. For instance, using location-specific or service-related keywords like “best plumber in New York” as anchor text can further optimize your local SEO strategy by aligning with user search queries.

To get backlinks – 

  • Identify local news outlets, blogs, or websites and pitch your business story or an event.
  • Use tools like SEMrush to analyze competitors’ backlinks and replicate their strategies.
  • Do Guest Post Outreach 

Caution – Many third-party vendors reach out to you with bad websites and charge you hundreds of dollars for that. Avoid them. 

Always build links with good websites. 

6. Creating Content with Local Focus

Content with a local focus helps engage your target audience by addressing their specific needs, interests, and concerns within the community. It demonstrates your business’s understanding of the local market and builds a sense of trust and connection. 

For instance, creating blogs about local events, guides, or solutions to common regional problems can enhance engagement and establish your business as a go-to resource in the area.

Ideas:

  • Write about local costs and pricing, e.g., “Plumbing costs in Houston.”
  • Cover local events, news, or festivals.
  • Highlight customer success stories or case studies within the community.
  • Create “Best of” lists, e.g., “Best Cafés in Downtown Houston.”
  • Answer frequently asked questions specific to your services in the area.

7. Track Your Rankings

Tracking your rankings ensures your strategy is effective by allowing you to monitor your progress and make informed adjustments. 

Use tools like BrightLocal to analyze local search performance, including detailed map grid rankings, which show how your business appears across different parts of a city. BrightLocal also provides competitor analysis and local pack performance insights.

Brightlocal Screenshot

For manual tracking, regularly check your rankings on Google by searching relevant local keywords in incognito mode to avoid personalized results.

Record your rankings for core keywords bi-weekly or monthly to identify trends and areas needing improvement.

Tools for tracking your rankings – 

  • BrightLocal: Analyze your local search performance, including map grid rankings.
  • Google Search Console: Monitor keyword performance.
  • SEMrush: Keep track of your competitors or your own website.
  • Keyword.com – Affordable Tool to Track Rankings

8. Implement Local Business Schema

Adding local structured data (Schema Markup) to your website helps search engines understand your business details better and enhances your visibility in local search results. Below is an example of JSON-LD structured data for a local business:

Local Schema Screenshot

9. Optimize for Mobile Users

Ensure your website is SEO-friendly and loads quickly on mobile devices, as many local searches are conducted on smartphones. Simplify navigation, and above-the-fold content and ensure that contact information is easily accessible on mobile platforms. 

Read More – What are Core Web Vitals?

Conclusion

Local SEO is an essential strategy for businesses looking to attract customers in their geographic area. By optimizing your Google Business Profile, conducting effective keyword research, building local citations, and creating location-specific content, you can significantly improve your online visibility and increase foot traffic, leads, and conversions.