Local SEO optimizes your business website and online listings for search queries that include a local component. If you sell your services or products to people in a specific geographical area, or you provide services that can only be performed on site, local SEO is important for you. Local SEO is also helpful for attracting customers from nearby neighborhoods who might otherwise be unfamiliar with your brand.
Many local searches are conducted on mobile devices, which is another reason why local SEO is so important. People on the go want to know what’s close by, so they can easily find and visit a business or purchase something from them. Local SEO can help you rank higher in search engine results pages (SERPs), which will attract and convert more local customers.
The goal of local SEO is to show up in Google SERPs under both “map pack” and regular organic search results. The map pack is a group of local business listings that appear at the top of SERPs, and the regular organic search results are the blue link results that follow it.
In order to rank on both types of SERPs, you need to optimize your content, listings, and website for local searches. This includes using the keywords people use to search for local businesses like yours, and making sure that your business name, address, phone number, and other NAP information is consistent across platforms and directories.
One of the most important things you can do to improve your rankings is to use longtail keywords, which are keyword phrases that contain three or more words that are highly relevant to what you’re selling. For example, if you’re a plumber in Seattle, you might target the phrase “plumber in Seattle.” This will give you more chances to show up in local search results because there will be less competition for those keywords.
You should also optimize your contact page for local searchers, including adding a map of your location and providing a way to schedule an appointment. You should also make sure that your NAP information is correct and consistent on every platform where it appears, since Google places a lot of weight on consistency.
Another key aspect of local SEO is to get backlinks from authoritative websites in your area. This could mean local chambers of commerce, trade associations, or other local organizations that might be willing to promote your business. It can also be done by writing guest posts on popular blogs in your area.
Finally, it’s crucial to use marketing technology to track and analyze your performance for local searches. This will allow you to see how your ranking changes over time, and it will help you identify opportunities to improve your performance. The 2022 MarTech Breakthrough Awards winner Rio SEO offers a local SEO management solution, which allows clients to monitor their ranking and traffic on Google, and manage their online listing data and reputation. They also offer agency services that can help with getting reviews and ratings, creating listings, and managing local SEO campaigns.