Local SEO is a form of search engine optimization that focuses on businesses that serve a specific geographic area. It involves optimizing Google My Business listings, adding local keywords to content, and encouraging customers to leave positive reviews on review sites. It also involves making sure that website design and development is optimized for local search.
To make the most of local SEO, your marketing team needs to understand the local customer journey and how to optimize for it. This will help them drive traffic and conversions from local searches. Here are some tips to get started:
1. Ensure that your website is mobile-friendly. This is especially important for small and medium-sized businesses that don’t have a large budget to compete with the larger competitors in their niche. Google’s algorithms prioritize websites that are mobile-friendly, as they’re more likely to provide a good user experience and boost mobile rankings.
2. Use local keywords in your website’s meta tags and title tags. This is an easy way to include local keywords without sacrificing the overall quality of your content. Remember to include local city and neighborhood names, as well as unofficial terms like “near me” or “close to home.”
3. Embed a map on your contact or directions page. 86 percent of local searchers look up the location of a business on Google Maps. Including a map on your contact or directions page will increase your visibility in local searches and encourage people to click through to your website. To do this, simply find your business on Google Maps and select the option to share or embed the map.
4. Write local-focused blog posts and video content. Writing local content is a great way to build trust and credibility with your audience. It also helps you rank higher in local searches, as Google rewards businesses that provide useful information to their users. For example, an article about local industry events or a blog post that highlights the company’s employees could both help you rank in local searches for your product or service.
5. Monitor customer reviews and ratings. It’s important to monitor customer reviews and ratings on Google My Business, Yelp, and TripAdvisor, as these can have a significant impact on your local search ranking. It’s also important to respond to all feedback, whether it’s positive or negative, to demonstrate that you value your customers’ input.
6. Use SEO tools to manage your local SEO. To help you improve your local SEO, try using tools that will allow you to create and edit local listings, monitor your local ranking, and track your performance. For example, the open-source local SEO tool Semrush allows you to easily update your business NAP (name, address, phone number), submit your listing to dozens of directories, and keep track of your online reputation.
The bottom line is that local SEO requires more work than other forms of SEO, but it’s also a great opportunity to connect with your target audience and drive more business. Taking the time to optimize your website, create valuable local content, and monitor customer feedback will all pay off in the long run.