Local SEO strategy for businesses
Updated: Aug 13
In the digital age, the saying "location, location, location" has moved beyond just real estate and become a key principle in online marketing.
For businesses aiming to capture local clientele, a robust local SEO strategy isn’t just beneficial—it’s essential.
In this guide, we’ll dive into the fundamentals of local SEO, why it matters, and actionable strategies you can implement to boost your local search visibility:
1. What is Local SEO?
Local SEO (Search Engine Optimization) is the practice of optimizing your online presence to attract more targeted customers from relevant local searches with your location listings. These searches occur on Google and other search engines, often by users looking for specific services or products within their geographic area.
A search for “coffee shops near me” or “best Italian restaurant in Rome” are typical local search queries.
2. Why Local SEO matters
Local SEO is crucial for businesses because of 4 reasons.
Rising importance of local search
The significance of local search is rapidly ascending. Recent statistics reveal that a substantial 46% of all searches are location-specific, underscoring the growing relevance of local SEO strategies.
Pre-store-visit online searches
Today’s consumers heavily rely on online research before making physical visits to stores. In fact, a staggering 72% of consumers engaging in local searches end up visiting a store within a mere 7,5 km radius of their current location, emphasizing the critical role of local SEO in driving foot traffic
Enhanced online visibility in Google
By optimizing for local search, your business can secure a prime position on Google search results and Google Maps. This heightened visibility allows your business to stand out above competitors, making it easier for potential customers to discover you when they search for your products or services in your area.
Targeted traffic
Local SEO attracts customers primed for action. By honing in on local search optimization, you draw in a stream of highly relevant and motivated visitors who are more likely to convert into actual customers.
3. Creating a successful local SEO strategy for Google
86% of people look up the location of a business on Google Maps. So, one of the most important things you can do for your business is to claim or create your Google Business Page. Your business page accounts for 14% of your ranking power, so it’s important that you claim your business and get your information up to date. Keeping these listings up-to-date will enhance your ranking.
What to do in Google?
Claim, verify or create your Google Business Profile (GBP) listing.
Keep your profile updated
Encourage reviews
What to do on your website?
Create specific shop pages. Do not just use overview pages. Use these links in your business listings.
User-friendly features like "Get directions" will guide your visitor to your doorstep.
Use local keywords in your content, meta descriptions and tags.
Create local content if useful and relevant.
Make sure your website is responsive: Google cares!
Fast loading times. Google cares about that one too.
What to do on social media?
Create local social profiles. They highlight your online presence, but make sure you can maintain them.
Engage locally. Participate in local discussions, use local hashtags, and collaborate with other local businesses on social media.
What to do with location citations and directory listings?
Ensure consistent Name, Address, Phone Number (NAP) across all online platforms. Inconsistent information can confuse customers and harm your local SEO efforts.
List on major directories. Apart from GBP, list your Business on Bing places, Apple maps and other industry-specific directories like TripAdvisor or Yelp.
Keep an overview on which platforms you are listed, to make sure you keep these directories accurate.
4. Measuring your local SEO Success
To ensure your local SEO efforts are paying off, track the following metrics:
Local pack rankings: Track your rankings in the local pack (the map section of Google’s search results).
Organic traffic: Use Google Analytics and Google Search Console to monitor changes in organic traffic from local searches.
Customer reviews: Keep an eye on the number and quality of customer reviews.
Conversion rates: Measure the conversion rates from local search traffic to understand its impact on your business.
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