Local SEO Marketing – How to Boost Your Rankings in Local Searches
July 29, 2022
A Local SEO marketing strategy helps your business rank higher in searches made by nearby customers. Local SEO differs from general SEO because the Google algorithm prioritizes businesses tied to a specific area, and most Google users are looking for local businesses. According to a comScore study, 46% of all online searches are local, so a brick-and-mortar business that ignores local SEO misses a large share of both online and offline sales.
What Is Local SEO and Why Does It Matter?
Local SEO focuses on showing your business to searchers in your service area. The search results reflect businesses near the searcher, so a car dealership might mention the town it serves on its “About Us” page, while a blog post on the best Honda deals in Northwestern Montana would feature local content. Even a great product or service will not sell if no one sees it in the local search results.
When a person searches for a local business, they usually click on one of the top three results, known as “local packs.” These listings use local information to present users with the best nearby options.
How Do You Build Links for Local SEO?
Link building is one of the main ways to rank high in local searches. It involves obtaining links from other websites. Those links should provide some value to the reader, relate to the content, and flow naturally in the context of the copy. Getting links from local businesses requires good content and outreach to other businesses.
Avoid spammy tactics like keyword stuffing in your business name, posting inaccurate location information, and creating fake accounts to boost your local search visibility. If spammy businesses outrank you, report those spammers and push your profile up the ranks.
What Role Do NAP and Listings Play?
NAP stands for Name, Address, and Phone Number. Make sure your NAP is 100% accurate and consistent across all directories. Inaccurate directory data hurts customers: 93% of consumers frustrated with inaccurate information in online directories have a negative experience with a local business.
You can also swap links with local businesses to boost your rankings, and monitoring social mentions and feedback on your website helps establish your business’s relevance for search queries.
How Do Maps and Schema Help Local Rankings?
Adding a map to your website helps you achieve higher rankings in local search. Embed Google Maps on your site and add schema markup to maps of business locations. This is tricky to implement but can produce a large boost in revenue.
Use Google’s autocomplete feature to research the key terms people use to find your business, and publish content that focuses on local areas, such as customer testimonials and news stories about local functions and events.
How Do Reviews and On-Page Optimization Fit In?
Reviews are a key part of local SEO. Localized content is more likely to show up in search results, so include reviews for your local business. Geo-targeted service pages must include location-specific information. Use relevant keywords in your meta description and title tag so Google’s search algorithm recognizes the content as relevant. Compensate customers for their reviews, since Google takes good reviews into account. Meta tags can also increase visibility on Google and lift your rankings.
Watch: Local SEO Marketing Overview
Related coverage
- Local SEO Marketing – How to Boost Your Rankings in Local Searches
- Local SEO Marketing Boosts Your Search Ranking