How to Use Local Search Engine Optimization to Increase Your Visibility
August 26, 2022
Local Search Engine Optimization is a form of SEO that focuses on increasing the visibility of your business in organic and unpaid search results. These unpaid results are commonly referred to as “natural”, “organic” or “earned”. Local SEO helps you attract nearby customers and generate leads from people who are actively searching for products and services in your area.
More than half of local mobile searches result in a visit to a business, and 78% of mobile searches result in a purchase. By optimizing your listing for mobile search, you can capture more of that traffic. The content on your listing should load quickly, be easy to navigate, and be free of frustrating elements. If your business depends on local customers, this opportunity is hard to afford to miss.
How do you connect your website to search engines?
You need to connect your website to search engines so they can crawl your site and return results. Use Google Webmaster Tools or Bing Webmaster Tools to get helpful information about your website and help it appear higher in SERPs. Adding a location to Google Maps will also help increase your visibility.
What content attracts local customers?
To rank well in local search, you must understand how to attract and retain local customers. Start by creating customer personas based on your target audience, then build content around them. For example, you could create a blog post highlighting events happening in your town, build a directory of local businesses, or provide general information about your city. The content on your website should be unique and include your main business keyword along with your location.
Why create a unique page for each location?
Try to create a unique page for each location and link it to specific contact pages on your website. That way crawlers can find your site and identify where it is. Another important local SEO tip is to register your business with Google My Business, which allows you to manage your company profile online.
How does local SEO differ from general SEO?
Local SEO focuses on the geographical components of search queries, so it brings in traffic from people searching near your business. Local search result pages return more accurate and qualified results than high-value keywords that target online purchasing intent. Competition in local search results is lower than for those broader high-value keywords, which helps you stand out in a competitive local market.
What role do NAP data and backlinks play?
Include your name, address, and phone number in your NAP information. Consistent NAP data is vital for establishing credibility with search engines. Nearly 50% of search engine users click on the top three search results on mobile and desktop, so getting those basics right matters.
Natural backlinks also help Google recognize your website as a trustworthy source of information and encourage a higher ranking in local search algorithms. These links can increase your website’s domain authority in Google. Using local directories and blogs will also help increase your visibility.
FAQ
What is local SEO?
Local SEO is a form of SEO that focuses on increasing the visibility of your business in organic and unpaid search results, also called “natural”, “organic”, or “earned” results.
Why is local SEO important for businesses with a physical location?
Local SEO lets people find your business in their neighborhood and improves local visibility. More than half of local mobile searches result in a visit to a business, and 78% of mobile searches result in a purchase, so local optimization can drive both website traffic and foot traffic.
What are the first steps to improve local SEO?
Connect your site with Google Webmaster Tools or Bing Webmaster Tools, add your location to Google Maps, register with Google My Business, ensure your NAP (name, address, phone number) data is consistent, and build natural backlinks through local directories and blogs.
Related coverage
- How to Use Local Search Engine Optimization to Increase Your Visibility
- How to Use Local Search Marketing to Increase Your Search Engine Ranking