Effective Strategies For Local SEO Marketing
June 25, 2022
Local SEO marketing helps small businesses rank in the map pack and local results, where roughly 46% of all searches land. Google reports that people who search for a nearby store online visit that store within a day, and nearly half of local mobile searches end in a purchase or visit. The tactics below cover citations, NAP consistency, reviews, on-site content, and geo-targeted pages.
What is a local SEO citation and why does it matter?
A local SEO citation is any mention of your business name online, whether in local directories, on your own website, on blogs, or on social media sites. Citations are external links pointing to your site from other local businesses or sites. They boost the domain authority of your website, and the more quality local links you have, the more valuable your site is to search engines. Use local keywords throughout your website, in content, and in citations so your pages stay relevant to the audience you want to reach.
How does NAP consistency affect local rankings?
Make sure every piece of information about your company is accurate and consistent. If your NAP (name, address, phone) is inconsistent across the web, Google may not trust your site as a legitimate business. Correct NAP signals, relevant keywords, proper business categories, and the geographic distance from the searcher all feed into how well you rank in local results.
Do customer reviews really impact local SEO?
Yes. Reviews from satisfied consumers are considered credible and raise the credibility of a business. More reviews mean higher search engine rankings and consumer trust, so putting reviews on your site helps your rankings and helps potential customers recognize your business. Social mentions and customer feedback also support your visibility, and a site with no reviews or feedback puts you at a disadvantage.
What on-site changes improve local search visibility?
Adapt your website content for local search. Build on-site content that is localized so it shows up in local search results more frequently. Geo-targeted service pages should include schema markup so search engines can read the local information cleanly. These changes are harder to execute for a multi-location business, but when done correctly they give a substantial boost to revenue.
Why is local SEO worth the effort for small businesses?
Because the audience is already there: 70% of consumers who search for local businesses online visit a store within five miles, and 75% of smartphone searches are local. A local SEO-oriented strategy puts your business in front of potential customers at the exact moment they are searching for what you offer. Local SEO is proven to boost sales and improve customer satisfaction, and it works for the business and the customer at the same time.
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