Local SEO is the process of optimizing your business’s online listings and website to rank higher in search engine results pages (SERPs) when searching for products or services offered in a specific geographic area. It’s an essential part of any marketing campaign that targets customers in a specific region, as Google uses geographic signals to deliver more relevant search results to users.
In order to achieve top local search rankings, businesses must take into account several factors that influence SERP placement and performance. These include:
Keyword Research
To optimize their content and online listings for local searches, marketers need to understand how people are searching for the services they offer. This involves conducting keyword research to identify the most popular search terms and understanding how those terms relate to the business’s location, products and services.
Performing this research can help you understand the keywords that your target market is using to find your business and its competitors’ websites and listings. It can also inform the creation of unique title tags, meta descriptions and URLs that will improve ranking potential.
Listings
One of the most important aspects of local SEO is ensuring that your online listings are accurate, complete and consistent across all platforms. The more consistent your NAP (name, address, phone number) is on online directories and social media sites, the more likely it is that Google will consider your business to be authoritative in its search results. Mismatched NAPs account for 41 percent of local pack-ranking issues, so it’s crucial that you check and resolve any errors as soon as they arise.
Prominence
Google places prominence on a business’s website and listings based on its relevance, prominence and consistency. Relevance is determined by comparing the business’s offering to the search query, such as ‘pizza place New York City.’ Prominence is influenced by user feedback and reviews, as well as how often the business has been reviewed. Consistency is determined by the frequency of updates, as well as whether the business is claiming its listing on multiple platforms and sites.
Mobile Optimization
As more and more consumers turn to mobile devices to perform local searches, it becomes increasingly important for brands to ensure their websites are optimized for mobile use. This means that they must be responsive and provide a smooth, seamless experience for users. Otherwise, they risk losing valuable traffic and potentially driving away customers who are ready to spend money with the business. Mobile optimization can be achieved through web design, page structure, website speed and mobile-friendly coding.