How to Use Local Search to Boost Your Website Marketing
May 20, 2022
Local SEO helps your business show up when nearby customers search for what you offer. It raises visibility in Google, drives customer reviews, and builds your social media presence, and it works especially well for small local businesses. The single most important tip: make sure your site is mobile-friendly.
How does Google determine local rankings?
Google figures out the location of local businesses using a variety of signals. Your IP address, GPS information, and Google My Business profile all feed into where you rank. That means an inconsistent NAP (name, address, phone number) can cause your listing to get passed up by the search engine. Keep your NAP accurate and updated so you have a better chance of appearing on the SERPs.
What tactics move the needle for local SEO?
Three tactics consistently help. First, add reviews and common citations from reputable sources. Second, build geo-targeted service pages that specify your service areas and use schema markup on maps. Third, claim and optimize your free Google My Business (GMB) listing so you can manage it, respond to reviews, and feed Google accurate business data. The more complete the information, the higher your chances of showing up on local searches.
How do you handle local SEO for multiple locations?
Multi-location local SEO is tricky but pays off. Build out dedicated pages for each location, keep NAP consistent across every listing, and target the specific service areas each location covers. Done right, this can lead to a significant revenue boost.
Why does mobile matter for local search?
Mobile search behavior is increasing dramatically. 81% of smartphone and tablet users perform local searches, up from 78% a few years ago. A mobile-friendly site captures that traffic and converts it into local sales.
Where do local listings actually appear?
Local search rankings pull from information on multiple websites. Social media profiles for local businesses often appear at the top of organic results, and consumers frequently go straight to Yelp or Facebook pages instead of the business website. Search engines use this information to sort good listings from bad ones, so businesses with many positive reviews have a better chance of being found. Searchmetrics found that 72% of local searchers converted to purchases.
What should you do next?
Target phrases like “near me” and your city name so consumers can find local businesses easily. Build a local SEO strategy that reflects your business’s offerings, fill out your GMB profile completely, and keep your NAP consistent across every listing. Investing in local SEO is what gets your business found by nearby buyers.
FAQ
What is the most important thing to get right for local SEO?
Keep your NAP (name, address, phone number) consistent and accurate across every listing, and make sure your site is mobile-friendly. Google uses NAP signals, IP address, GPS, and your Google My Business profile to rank local businesses.
Why is Google My Business worth setting up?
GMB is a free Google tool that lets you manage your listing and respond to reviews. When your profile is optimized with complete, accurate information, Google is more likely to surface your business in local search results.
How effective is local SEO at driving sales?
Local SEO reaches high-intent buyers. According to a Searchmetrics study cited in the article, 72% of local searchers converted to purchases, and 81% of smartphone and tablet users perform local searches, up from 78% a few years ago.
Related coverage
- How to Use Local Search Marketing to Increase Your Search Engine Ranking
- Local SEO Marketing – How to Optimize Your Website for Local Search