Local SEO is the process of optimizing your website to rank higher in local search engine results pages (SERPs). It’s a subset of organic search engine optimization, and it includes geographically relevant factors such as Google My Business listings, citations, and review signals. It’s also important to have a mobile-friendly website since more than 89 percent of local searches are conducted on smartphones.
Local searchers are looking for specific products and services within a geographic area, so your marketing strategy must include targeting keywords that your target audience is searching. For example, if you’re a locksmith in Los Angeles, then you should aim to be the first result for “locksmith LA.” You can do this by incorporating your target keywords into your title tags and meta descriptions.
You can use the Google Keyword Planner to find popular keywords that are being searched in your local market. Then, integrate those keywords into your content and optimize your landing page. It’s also important to ensure your content is written for your target audience, so think about what questions they’re asking when creating your web pages.
Make sure to add your company’s location information to your Google My Business profile, and verify your listing. Also, don’t forget to include your URL in your profile so that users can click through to your website from your GMB listing. Your business should also be listed on local directories like Yelp, Angie’s List, Thumbtack, and Foursquare. It’s important to focus on directories that are edited by humans, as these are less susceptible to spam and are more trusted by local search engines.
Citations are one of the top ranking factors for local pack and snack pack results, making it vital that your NAP+W (name, address, phone number, and website) is consistent across all online listings. However, it can be challenging to get your NAP+W to appear consistently and accurately across the web. This is where using a tool like Semrush comes in handy, as it makes it easy to manage your NAP+W across hundreds of local search engines and directories, while removing duplicate listings.
Aside from your NAP+W, on-page signals are also becoming increasingly important for local search. This is especially true for businesses that serve a niche industry, where it’s helpful to provide answers to common questions people are asking. For instance, if your business sells solar panels, you should create helpful blog posts on the benefits of solar power and tips for installing solar panels at home.
All businesses can benefit from local SEO, but some industries may need it more than others. For example, if you’re running an automotive repair shop, then it would be beneficial to implement local SEO tactics so that customers can find your services easily. Likewise, restaurants and retailers should invest in local SEO because it will help drive more traffic to their websites and locations. With the right approach, your local SEO strategy will help you stand out from the competition and boost your brand awareness.