Showing up in local search results is essential for attracting nearby customers. Local SEO (Search Engine Optimisation) is the practice of optimising your online presence to increase visibility in local searches, helping potential customers discover businesses near them. With the latest updates in search engine algorithms and the growing reliance on local search, it’s important for small businesses to refine their strategies to stay competitive. In this article, we’ll cover actionable local SEO tactics that can help your business show up in front of the right audience.
Optimise Your Google Business Profile
Google Business Profile (GBP) is a powerful free tool for local SEO. It allows businesses to appear in local search results and on Google Maps, where most local customers are searching. Here’s how to make the most of your profile:
- Claim and Complete Your Profile: Start by claiming your Google Business Profile if you haven’t already. Complete all fields, including business hours, contact information, and website URL. Make sure your address and other details are consistent with your website and other directories.
- Select Relevant Categories: Choose the primary category that best represents your business. This helps Google understand what you offer and show your profile in relevant searches. You can also add secondary categories to capture additional services.
- Encourage and Manage Reviews: Positive reviews not only boost credibility but also impact your local ranking. Encourage satisfied customers to leave reviews, respond to them promptly, and address any negative feedback professionally to demonstrate excellent customer service.
- Add High-Quality Photos and Updates: Use clear, professional images that represent your business. Photos help your profile stand out and create a strong first impression. Additionally, post regular updates to keep customers informed about special offers, events, or changes in hours.
Optimise for “Near Me” and Local Keywords
Local customers often use phrases like “near me” or location-specific keywords when searching for businesses. Targeting these keywords can help attract customers in your area.
- Include Location-Specific Keywords: Add location-based keywords naturally within your website copy, especially on key pages like your homepage, service pages, and contact page. For example, if you’re a bakery in Portland, terms like “Portland bakery” or “best bakery near me” can improve relevance.
- Use “Near Me” Phrases in Titles and Meta Descriptions: If you operate in a specific locality, add phrases like “near me” in your meta titles and descriptions. This can help your site appear in searches from users in your proximity looking for your products or services.
- Create Localised Content: Consider adding a blog to your website where you write about local events, community news, or even tips relevant to your area. This can help you build authority in your local market and make your site more attractive to local searchers.
Ensure Consistency in NAP (Name, Address, Phone Number) Information
NAP consistency across the web is crucial for local SEO. When search engines see consistent information, they are more likely to trust your business and show it to searchers.
- Audit and Update Directory Listings: Check your business information across local directories like Yelp, Yellow Pages, and industry-specific sites. Ensure that your name, address, and phone number are consistent everywhere.
- Use a Tool to Track NAP Consistency: You can use SEO tools to audit and manage your NAP information. These tools help you track where your business is listed and alert you to any inconsistencies.
- Add Structured Data Markup (Schema): Structured data helps search engines understand and display your information accurately in search results. Use local business schema markup on your site to provide clear data for your business location, contact details, and services.
Focus on Building Local Citations and Backlinks
Citations (mentions of your business name, address, and phone number) and backlinks (links to your website from other sites) can significantly enhance your local SEO presence.
- Build Citations on Reputable Local Sites: Submit your business to reputable local directories, chamber of commerce websites, or industry associations. These citations strengthen your online presence and help search engines verify your location and legitimacy.
- Seek Backlinks from Local Blogs and News Outlets: A backlink from a local blog or news site not only drives traffic but also boosts your credibility with search engines. Reach out to local bloggers or journalists who might be interested in covering your business or sharing your expertise.
- Partner with Nearby Businesses: Collaborate with nearby businesses for events or promotions and ask them to feature your business on their website. These partnerships can help generate mutual backlinks and extend your reach in the local community.
Optimise for Mobile and Local Search Intent
Most local searches are performed on mobile devices, making it essential for small businesses to have a mobile-friendly website. Optimising for mobile also caters to local search intent, which focuses on providing quick, relevant information for users on the go.
- Ensure Mobile Usability: A responsive, mobile-friendly website design ensures that users have a smooth experience regardless of the device they’re using. Make sure buttons are easy to tap, and navigation is clear and accessible.
- Optimise Loading Speed: Mobile users are likely to abandon slow-loading pages. Tools like Google’s PageSpeed Insights can help identify and address areas to improve loading speed. Reducing image sizes, minimising code, and using caching can enhance performance.
- Include Location Information in Page Headers and Footers: Adding your business address and contact information to your website’s header or footer makes it easily accessible. This is especially helpful for mobile users who need quick access to your location and phone number.
Leverage Online Reviews and Social Proof
Reviews and ratings not only influence potential customers but also impact your local SEO. Google considers reviews as a factor in ranking, so accumulating positive reviews can improve your local visibility.
- Ask for Reviews: Politely request reviews from satisfied customers, either through email follow-ups or after a successful transaction. Make the process easy by providing a direct link to your Google Business Profile.
- Respond to Reviews: Show that you value customer feedback by responding to reviews, whether positive or negative. Thank positive reviewers and address any concerns raised in negative reviews to demonstrate your commitment to customer satisfaction.
- Feature Positive Reviews on Your Website and Social Media: Showcase positive testimonials on your website and social channels. This not only enhances credibility but also reinforces positive social proof for potential customers.
Create Local Landing Pages for Multiple Locations
If your business serves multiple locations, creating dedicated landing pages for each area can improve your visibility in local searches.
- Optimise Each Page for Location-Specific Keywords: Use keywords and location references relevant to each area. For example, if you have a coffee shop in both Seattle and Portland, create separate pages optimised for terms like “Seattle coffee shop” and “Portland coffee shop.”
- Include Relevant Local Content: Local landing pages should highlight location-specific services, products, or events. Add unique content about each location, such as local customer testimonials or partnerships with community organisations, to avoid duplicate content issues.
- Use Location-Specific Calls-to-Action (CTAs): Tailor your CTAs to each location by encouraging visitors to visit their local store, schedule a consultation, or contact the nearest location. This makes it easy for customers to connect with you directly in their area.
Conclusion
Local SEO is a powerful way for small businesses to attract nearby customers and build a loyal community around their brand. By optimising your Google Business Profile, targeting local keywords, ensuring NAP consistency, building local citations and backlinks, and leveraging online reviews, you can improve your business’s visibility and credibility in local search results. With a strong local SEO strategy, your business can stand out to customers who are actively searching for the services and products you provide—right in their neighborhood.
Image source: Freepik
