Optimizing your website for local search helps your business show up when nearby customers search for your products or services. Over 80% of internet users now search on a mobile device, which makes local SEO a practical priority for any small business. The steps below walk through what to do on your site, your listings, and your content.
Why local SEO matters
Local SEO focuses on making your business visible in search results tied to your location. That includes the map pack, local directories, and organic results that include a city or region. A solid local strategy can drive traffic to your site, increase bookings or sales, and raise your visibility compared to competitors who only target broad, national keywords.
What goes into a local SEO strategy?
Successful local SEO programs rest on a few core elements: keywords, content, links, and listings. Most competitors focus on these areas, so a good local plan goes a step further by exploring untapped opportunities in local search. For example, a home improvement brand like Home Depot ranks highly in global search for millions of queries and has a .com domain with many links backing that up. Small businesses can apply the same logic at a regional level.
How do you optimize your site content for local search?
The basic formula for local SEO focuses on location and service. Including those keywords in your content increases your visibility in local searches. For instance, a Northwestern Montana car dealership could use terms like “best deals on Honda in Northwestern Montana” in blog posts and mention local landmarks or neighborhoods. If your target audience is shopping for a new car, make sure the site features reviews and local references.
If writing is not your strength, hiring a freelance writer is an affordable option to keep your site updated with relevant, locally focused content.
How does Google My Business fit in?
Create a Google My Business listing for your business, such as a plumbing company. This increases your presence on the search engine and provides actionable insights for your local campaign. Make sure your listing contains information relevant to your local area. For example, the page should be able to answer customer queries tied to the type of service or product they are searching for. Using the correct information raises your chances of appearing in local search results.
What about local business listings and citations?
Adding a local business listing is especially important for mobile users. They often type in their location, and Google pulls up the nearest listings to them. By adding a local business listing, users are more likely to find your services or products in local results, and you also improve your chances of ranking well in organic search. Use structured citations on niche directories to help your business gain local rankings, and build unstructured citations in the form of reviews on other websites. Spreading your NAP (name, address, phone number) across the web makes your business easier for local searchers to find.
Should you optimize for one location or many?
You can start by optimizing your website for one location, then expand. Maximizing local optimization for multiple locations can generate a substantial bump in revenue. If your service area is smaller, focus your efforts on building online visibility in that specific area rather than chasing a wide national footprint.
FAQ
What is local SEO and why does it matter?
Local SEO is the practice of optimizing your website and online listings so your business appears in search results tied to a specific location. It matters because over 80% of internet users now search on mobile devices, and local searches connect you with nearby customers who are ready to buy.
How does Google My Business help local SEO?
A Google My Business listing increases your presence on Google and provides actionable insights for your local campaign. Filling it out with accurate, locally relevant information improves your chances of showing up when customers search for your services in your area.
What are citations and NAP in local SEO?
Structured citations are listings of your business on niche directories, and unstructured citations are mentions such as reviews on other websites. NAP stands for your business’s name, address, and phone number, and spreading consistent NAP information across the web helps your business gain local rankings.
Related coverage
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- How SEO Can Benefit Your Business