Local SEOSEO Tips and Tricks
Local SEO is more important than ever for businesses looking to drive local search traffic and increase visibility to local customers. This definitive guide covers everything you need to know about optimizing for local search in 2024.
We’ll explain what local SEO is, why it’s crucial for businesses, and provide tips, best practices, and actionable steps you can take right now to improve your local search rankings. Whether you run a local brick and mortar business or service-area based business, this guide will help you boost findability and drive more conversions from local searchers.
What is Local SEO?
Local SEO is the practice of optimizing a website and online listings so a local business surfaces in search engine results for location-based queries. For example, when someone searches for “coffee shop San Francisco,” local SEO helps a San Fran coffee shop appear as a top result.
Why Local SEO Matters to Businesses
Over 50% of searches on Google have local intent. People increasingly search for things like “auto mechanic near me” or “plumber in Portland.” Local SEO allows you to tap into this demand and drive visitors who are actively looking for businesses like yours in your geographic area.
And with features like the Local Pack and map results, there is significant real estate to claim in the SERPs. Ranking here leads to more impressions, clicks and conversions vs generic organic rankings.
10 Local Ranking Factors You Need to Optimize
In order to rank for localized search queries and take advantage of features like the Local Pack, you need to nail key local SEO optimization factors. Here are the 10 most important ones to focus your efforts on:
1. Google My Business Listing
A complete and optimized Google business profile is vital for Local SEO. This listing displays your business info and location in Local Pack and map listings.
Make sure your GMB profile has accurate business info, high-quality photos showing your location, responsive customer service via GMB messages, and recent posts to engage visitors. Customer reviews on your GMB listing also carry weight.
2. On-Page Local SEO Optimizations
Your website needs to include on-page local SEO signals. Mention your business name, full address and phone number prominently on your home page and contact page. Include your city for keyword targeting and write localized content about serving customers in your area.
3. Local Citations & Directory Listings
Citations refer to instances when your business name, address and phone number appear on trusted websites and directories. The more (accurate and consistent) citations you have, the stronger your local SEO foundation.
Common citation sources include Yelp, Apple Maps,Better Business Bureau (BBB), YellowPages, Foursquare and many more. There are dozens of impactful citations to build locally.
4. Local Content Generation
Creating locally-optimized website content directly informs search engines you deserve to rank for local intent queries. Infuse your site and GMB listing with locally-flavored images, videos and written content about your city.
5. External Local Signals
In addition to citations, external signals like having a Wikipedia page, classified ads, local article links and social media pages associated with your address all strengthen trust in search.
6. Google Analytics Setup
Properly configure Google Analytics for your website. Closely monitor organic traffic from local keywords and geo-based traffic segments in GA. Let the hard search data guide your efforts.
7. Google Search Console Setup
Connect GSC to monitor search engine visibility for your important locally-optimized website pages and content. Use GSC data to identify unseen SEO issues impacting local rankings.
8. Positive Local Reviews
Ratings, reviews, check-ins and increased engagement across key sites (especially your GMB listing) serve as social validation signals. More positive local sentiment leads to better local search standings.
9. Link Building
Earn links from venue sites, city portal sites, local business directories, news sites and niche sites related to your industry. Landing authoritative, geo-targeted links signals relevance for ranking locally.
10. Site Speed Enhancements
Site speed directly impacts local SEO in Google’s mobile-first index. Optimizing page load speed and site performance encourages higher local search visibility.
Local SEO Tips to Boost Your Strategy
Beyond focusing on key local ranking factors, smart SEOs apply these local SEO pro tips to maximize search visibility:
- Track ranking progress in Local Pack and organic results for your top local keywords. Measure existing presence and aim to outperform competitors.
- Expand your local keyword targeting to also bid on long-tail, geo-modified keywords in paid search campaigns. Target low competition terms that send highly qualified traffic.
- Set up tracking phone numbers with call recording enabled. Monitor phone call lead quality and volume by traffic source. Attribute conversions to SEO.
- Leverage tools like Moz Local and BrightLocal to audit citations and find new citation opportunities to strengthen your local signals SEO footprint.
- Publish optimized Google Posts over time to keep your GMB listing fresh and engaged. Embed location name, address and geo-focused messaging.
- Update your GMB and website NAP details if you open new locations. Closely monitor accuracy of business details everywhere online.
- Build localized links pointing to optimized location pages and service pages relevant for your audience. Create geo-targeted landing pages for link building.
- Sponsor local events, contests and activities to get customers engaging with your brand. Increase awareness, engagement and loyalty.
Key Takeaways – Why You Need Solid Local SEO
Local SEO is a crucial piece of any modern digital marketing strategy. To drive more locally-targeted website visitors, leads and customers via search, you need to:
* Optimize on-page signals like business info and location pages
* Build dozens of trusted local citations
* Earn local links and community engagement
* Monitor analytics and search data
* Outperform competing local businesses
Focus on providing an amazing customer experience – both online and offline. With consistent, high-quality local optimization efforts, your conversions, reviews and bottom line results will dramatically improve over time.