Three Elements of Local Search Engine Optimization
June 17, 2022
Local SEO helps small businesses compete against large brands by getting listed near the top of search engine results pages. The strategy rests on a few core elements: consistent business listings, a well-built Google My Business profile, and content tied to your local area. Read on for what each piece looks like in practice. Home Depot, for example, ranks high for millions of searches because its widespread brand has earned the homedepot.com domain many links.
How Google ranks local results
Google keeps track of five things when determining the ranking of a website: the device of the searcher, the location where they are located, and the phrase they used. A website dashboard shows what apps and links bring visitors to the site. Performing an SEO audit can help you determine what the most relevant search terms are for your business and inform your local SEO strategies. In addition, you can learn what words and phrases are most valuable to your target audience.
Keep your business listings accurate and consistent
Make sure that all business listings have the most up-to-date information, and stay consistent across platforms. Inconsistent business hours, for example, can decrease your ranking in search results. Also, check whether the business is listed in all relevant directories. If a site has inaccurate information, it may not be the best choice for your business. For local SEO, pick directories that list local businesses and their services.
Use NAP and your website URL everywhere
When optimizing for local search, include your NAP (name, address, phone number) and website URL in every aspect of your SEO campaign. This is how your business appears in the search results of local customers. Roughly 80% of local searches on mobile devices result in purchases. Building NAP consistency into your campaign can push your business into stronger local rankings and raise the likelihood that customers buy from you.
Build a Google My Business profile and local content
Creating a Google My Business profile lets you optimize your site for local searches. The content you write for this page should be relevant to the searchers’ localities. Local SEO strategies include content that relates to your business and reflects the local culture, which helps you stand out among the many results. The information you create for local SEO can drive more traffic, and visibility across different search engines matters as much as visibility on Google.
Putting it together
Local SEO strategies can be complex to implement, but the results will be worth it. The approach helps a brick-and-mortar business connect with local customers, and for businesses with multiple stores, it supports growth across each location. Getting started means auditing your current listings, building out your Google My Business profile, and writing content that reflects the neighborhoods you serve.
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