How to Optimize Your Website for Local Search

Local SEO matters more as Google changes its search layout. Small businesses can lift their rankings for local queries by tightening their Google My Business listing, building reviews on local sites, creating unique pages for each targeted area, and keeping the site mobile-friendly.

Why local SEO matters now

Local SEO is more important than ever because of the changes Google is making to its search layout. With more searches resolving into local packs and map results, businesses that are not present in those listings lose clicks to competitors that are.

How do you optimize a website for local search queries?

Start with these steps:

• List on a multi-domain site. Using a platform such as Porch to list more than one website increases your presence on search engines, though the impact on overall ranking is smaller than other tactics.
• Build unique pages for each target area. Create different, unique pages for each geographic area you target so Google can match each page to nearby searches.
• Optimize your Google My Business listing. Provide detailed business information and include every location if you operate more than one.
• Focus on local review sites. Consumers searching for a local restaurant are likely to click through to the site, and 64% of local searches result in a conversion within an hour, so concentrate review-building on a local review site.
• Earn relevant links. Moz lists link signals as one of the top ranking factors for local search. These signals include domain authority and quantity, so build links on relevant websites.
• Go mobile-friendly. If a visitor cannot access your site the right way on mobile, they will not find you. A mobile-friendly version helps your site reach more people in a short time.
• Match NAP across every listing. If you have three locations, make sure all of them have the same NAP citation.

What makes a local business outrank local competitors?

Local customers care about presence in their area more than having the best website in the world. To outrank nearby competitors you need to be prominent and visible locally, maintain a good reputation, and stay consistent across social and local search engines. Responding quickly to customer feedback also improves your ranking in local search results.

How long does local SEO take to work?

Local SEO is like any SEO campaign: it takes time and resources. Depending on your industry, you may need to hire a dedicated SEO company to manage local marketing campaigns. Doing so gives you the best results in your local market, raises your visibility in the search engines, and increases the chance of getting local traffic.

FAQ

What is the single biggest local SEO ranking factor?

Link signals. Moz lists link signals as one of the top ranking factors for local search, and those signals include domain authority and the quantity of links pointing to your site from relevant websites.

How fast do local searches convert?

64% of local searches result in a conversion within an hour, which is why concentrating reviews and listings on a local review site pays off quickly.

What should a Google My Business listing include?

Provide detailed information about your business. If you have multiple locations, include all of them so Google can match your listing to relevant searches in each area.

Related coverage

• Local SEO Marketing – How to Optimize Your Website for Local Search
• Local Search Engine Optimization – How to Optimize Your Content For Local Search Results