Local SEO is a subset of search engine optimization that focuses on optimizing websites and content to rank higher in local search results. This type of SEO is important for small businesses because it can help them monopolize on searches that are relevant to their area and drive traffic to their business. This can be done by researching and targeting local keywords, optimizing website and ongoing content, managing a Google Business Profile, and getting involved with your community for high-quality backlinks.
In addition to being an essential part of any SEO strategy, local SEO can also be a great way for businesses that service a specific geographic area to increase brand awareness. By improving local signals like NAP (name, address, phone number), citations, reviews and ratings, and having a mobile-friendly site, you can rank highly in local search and improve your business’s visibility to potential customers in the area.
Google’s Local Pack is a group of three local search results that appear in the top right of a Google search results page. The companies that show up in the Local Pack are often considered to have “claimed” their spot, meaning they’ve optimized their Google My Business profiles, have a well-optimized website and content, and have a strong presence in other local listings, such as Yelp and Yellow Pages. The best way to make sure you’re showing up in the Local Pack is to ensure your NAP (name, address, phone number) is consistent across all platforms and directories. This can be accomplished by using a tool like Semrush’s Listing Management, which allows you to easily create and distribute your NAP to dozens of directories, monitor their accuracy and consistency, and keep track of customer reviews.
Whether you’re in the process of building a new website or revamping your existing one, ensuring that it’s mobile-friendly is essential to your Local SEO efforts. According to Google, 85% of searches performed on mobile devices result in a purchase, so having a website that is easy to navigate and read on a smartphone or tablet is critical. Having a mobile-friendly website also helps boost your rank in local search, since Google prioritizes websites that are easy for people to use on mobile devices.
A Google Business Profile is a free, central hub for all your business information. It includes a description, photos, hours of operation, contact info, and other important details that can be used to rank your business in local search. Creating a Google Business Profile is easy, and it’s something every local business should do.
One of the easiest ways to build links for your Local SEO is by getting involved with your local Chamber of Commerce or other trade organizations. Joining the chamber can be a great way to get your name out in the local community and attract new customers. Once you’re a member, look for opportunities to contribute content or speak at events that can help promote your business. It can also be a good idea to build relationships with other members, as they may refer you to customers.