Local SEO helps a business show up when nearby customers search online. It puts your business in front of local consumers, makes sure Google correctly indexes your information, and builds citations (mentions of your name, address, phone number, and website on other sites) that verify your listing and provide backlinks.
Why local SEO matters for your website
Local SEO targets specific neighborhoods and regions, which boosts your rankings on Google and builds brand awareness in the areas where your customers live. More consumers rely on location-based search, so appearing in those results helps your business grow where it matters most.
Build a Google-friendly site
Creating a website that ranks well takes time and know-how, and it is often worth hiring a digital marketing agency. Update your site pages regularly, since Google favors fresh content. Pair those updates with a local content marketing plan that includes internal linking.
Get your NAP information right
NAP stands for your business name, address, and phone number. Put NAP information in your website’s footer so consumers can find it during a local search, and make sure the format is consistent across the web so search engines can read it cleanly. You should also claim and manage a Google Business Manager profile (formerly Google My Business), which controls your Google Business Profile.
Pay attention to online reviews
Google reviews are a significant factor in local SEO, and customers often trust reviews that contain relevant information. According to a recent study, 87% of consumers check online reviews before making a decision. 73% of them only pay attention to reviews published in the past month, and 48% of consumers won’t use a business with a rating lower than four stars.
Optimize title tags and headers for local search
Adding your location to the title tag of your web pages sends a strong signal to search engines about where your business is located. If someone searches “coffee shops in Harrisburg,” that signal helps your listing appear. Use similar keywords in your headers, and avoid repeating the same keyword over and over.
Earn links from local sources
Beyond on-page content, local SEO involves building links from local businesses, local newspapers, and universities. Pitch your website to those outlets to establish authority in the area. The work can be time-consuming and usually benefits from professional help.
Optimize for mobile shoppers
Local SEO is especially effective when mobile users search for nearby products and services, since the majority of searches on mobile devices are local and result in a purchase. Local businesses need a mobile-friendly site, and listing the business in local directories puts it on search results pages and local maps.
How Google ranks local results
Google uses a variety of ranking signals to decide whether a local business is relevant to a search. When a user looks for a local business, Google shows the most relevant results based on the user’s location and past browsing habits. Complete listings help Google understand your business and rank it higher for local searches.
The payoff of local SEO services
Local SEO services promote your brand in your local area and boost your online visibility there. Targeting your audience with a local SEO strategy increases the number of customers you get in your area, which makes local SEO especially important for businesses that depend on local customers for their success.
FAQ
What is NAP and why does it matter for local SEO?
NAP stands for your business name, address, and phone number. Putting NAP information in your website’s footer and keeping it in the correct format for search engines helps consumers find you during local searches and helps Google verify your business.
How much do online reviews affect local SEO?
Reviews are a significant factor. 87% of consumers check online reviews before making a decision, 73% only pay attention to reviews published in the past month, and 48% won’t use a business with a rating lower than four stars.
Why is mobile optimization important for local SEO?
The majority of searches on mobile devices are local and result in a purchase. A mobile-friendly site, combined with listings in local directories, helps your business appear in those local search results and on local maps.