Local SEO (Search Engine Optimisation) is the process of optimising your website and online presence to rank higher in local searches.
It can help local businesses rank higher for relevant searches about their products or services.
For example, local SEO could boost your Google Business Profile so that it ranks in the local map pack like this:
But that’s not all…
If the business has a website, it could also rank higher in the organic search results like this:
Almost every search that someone makes on Google is personalised for their country or region. But local SEO takes this a step further to show results for specific locations like a city.
The truth is that anyone with a physical business will benefit from local SEO.
It’s a great way to grow your presence online and generate more leads and sales for your business.
Note: Local SEO is different from regular SEO because Google uses different algorithms and systems for localised results.
What Will I Learn?
Local SEO is important because it helps physical businesses reach more customers online and increase conversions.
Who doesn’t want that, right?
It connects users with quality, trusted local businesses that offer the products and services they want. That’s why investing in local SEO is so valuable for physical businesses.
These are the main benefits of local SEO:
If you want to tap into your local market effectively, investing in local SEO is a must.
It offers physical businesses a ton of benefits and will help you grow your business long-term.
Local SEO works by helping Google better understand your business and its location. It also helps Google measure your business’s popularity and quality so they know you are trustworthy.
These are all factors that Google considers when deciding which business to rank in the local SERPs and map packs.
Let me explain:
Google only wants to rank websites and businesses that have proven themselves to be credible, trustworthy, and offer quality services. That’s why they have ranking factors to help determine which businesses deserve to be shown.
If you show Google that you run a trustworthy business, they will reward you with more visibility.
Google uses three core criteria to help choose:
If you can satisfy each of these criteria, you will rank higher. It’s as simple as that!
Follow these six local SEO steps to improve your local search rankings:
Start by claiming your Google Business Profile and ensure all the details are filled out correctly.
This includes:
Every core element of your business must be filled out completely and accurately.
Remember to add high-quality photos and respond to reviews (both positive and negative). Google wants to see that you are active and engage with the local community.
The more complete and optimised your profile, the higher your profile will rank in SERP map packs and Google Maps.
Think of local citations as mentions of your business’s name, address, and phone number (NAP) across the web.
Citations can include online directories like:
Consistent and accurate citations help Google confirm your business’s legitimacy and improve your local search rankings.
This will give you more credibility and visibility in the search results.
Important: Your name, address and phone number must be EXACTLY the same in every citation.
Even a small discrepancy can negatively impact your SEO. Make sure it’s correct on every site and directory where your business is mentioned.
How does Google know if you run a great business?
Short answer: Reviews.
Positive reviews are a powerful ranking factor for local SEO. They also build credibility with potential customers and your local market.
Make sure you have a strategy in place to get more positive reviews.
This can be as simple as having a QR code for happy customers to scan that takes them directly to your Google Business Profile to leave a review.
You can even leverage this strategy to get reviews on other popular platforms like Yelp and TripAdvisor.
Make it a habit to respond to all reviews. This will show your potential customers and Google that you value feedback.
If your business serves multiple local areas, create dedicated landing pages for each location.
These pages should include localised content like:
This will help you rank better for location-specific searches, improve visibility, and provide a better user experience.
It’s also a great way to boost conversion rates!
Do keyword research to find high-value local keywords that include your city or neighbourhood and combine them with relevant terms.
For example, “plumber in [your city]”.
Use these local keywords in core areas of your website:
This will help optimise your on-page SEO and emphasise your website’s relevance to local searches.
To learn more, check out our complete on-page SEO checklist.
Backlinks from local and industry-specific websites boost your authority and signal relevance to search engines.
The truth is that backlinks are an essential part of local SEO.
Most local business owners aren’t willing to build them, so it’s often an opportunity to gain an edge over your competitors.
Use proven local link building strategies to build quality backlinks that boost your website domain authority.
It’s like adding fuel to the fire!
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