Google My Business is a free tool that lets business owners list important information about their company and show up in local searches. With nearly half of all Google searches being local, having a complete Google profile is a core part of local SEO. The sections below cover the main tactics and Google tools that improve local rankings.
What does local SEO do for a business?
Local SEO improves how a business appears in Google’s local listings and helps it rank higher for searches tied to a specific area. Unlike organic SEO, local SEO uses its own strategy and optimization tactics aimed at local queries. When done correctly, it can boost visibility, reach more nearby customers, and help service-area businesses succeed in local search results.
Which Google features matter for local search?
Google Search and Google Maps are the two main entry points. There are 8.5 billion searches made on Google each day, and a large share of them are local. Showing up in the local listings and on Google Maps puts a business in front of customers when they are looking for a product or service. Using these Google tools effectively can raise local SEO rankings by a significant margin.
How does content support local SEO?
Local SEO involves writing content that features the relevant keywords for the area people search in. This content can live in pillar pages, blog posts, and social posts. For example, a restaurant in Montana might mention that it serves the local community and include details about its services on its About Us page. A dealership may blog about the best deals on Honda in Northwestern Montana. Relevant local content helps Google give the site a higher placement in local search results.
What role do directories and citations play?
Local business directories are a valuable tool for local SEO, and domain-specific directories can add extra benefit. Citations, which are online references of a business name including its NAP (name, address, phone number), are also an essential part of local SEO strategy. When a website is listed in multiple directories, Google is more likely to index it in local search results, which increases the chances of appearing in the local listings.
How does local link building help?
Local SEO involves building links from local businesses and organizations to a website. These links help search engines understand the business’s local relevance and help users identify the products and services offered. They also signal to search engines that the content is valuable and relevant to the location. A good starting point is checking competitors’ links and reaching out to local businesses. Building local citations is another useful starting point, and local businesses may link back when a site publishes interesting content.
Why are Google My Business signals so important?
Using Google My Business is a key part of local SEO. Google analyzes at least a dozen focal points on a local landing page, along with metrics such as reviews and spam. Strong signals on these attributes make a site more likely to appear higher in Google’s results. A Google Business Profile can also earn a listing in the Local Pack. Local SERPs work differently from standard results: for example, a search for “hotels” returns only local hotels, and Google may not show hotels that are near the searcher if the searcher was looking for several hotels in one area.
Do reviews affect local SEO?
Yes. Consumers are more likely to trust a local business with a positive review. Getting reviews from people who have used the business is a strong way to build local SEO relevance, since people performing local searches look for businesses with positive reviews. On-page SEO, the optimization of individual pages, also helps a business establish relevance to its local niche and to local search queries.
What tools can track local ranking changes?
LocalRank Flux is a tool that analyzes the volatility in SERPs over time. It is useful for tracking how local rankings shift as Google My Business, citations, content, and link building are updated.
FAQ
What is Google My Business and why does it matter for local SEO?
Google My Business is a free account that allows business owners to list important information about their business. Having a proper profile on Google is vital for local SEO best practices and helps the business appear in local listings and on Google Maps.
How do citations and local directories affect local search rankings?
Citations are online references of a business name, including its NAP. Listings across multiple local and domain-specific directories give Google more information to index the site in local search results, which increases the chances of appearing in the local listings.
Why are positive reviews important for local SEO?
Consumers are more likely to trust a local business with positive reviews. Gathering reviews from past customers builds local SEO relevance because people performing local searches tend to choose businesses with positive feedback.
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