Local SEO is the strategy businesses use to appear in location-based search results, attract nearby customers, and grow web traffic. Effective local SEO combines keyword research, on-page optimization, local citations, and social media activity.
How does local SEO help your business?
Local SEO expands your presence in search results tied to a specific area, which brings in highly targeted traffic and potential customers. A strong local SEO foundation also enhances your online reputation, regardless of business type.
Keyword research
Local SEO keyword research should be part of every small business’s online marketing strategy. Choosing relevant keywords drives targeted local traffic and brings new customers.
Start by understanding your target audience and their goals. Ask what they search for and whether seasonality affects their search patterns.
With that picture in mind, build a list of keywords or phrases tied to your business. This list becomes the basis of your main keyword research project.
Run the list through a keyword research tool to assess search volume and difficulty, filter by location, and track how volume changes over time. Doing so keeps you current on active keywords and ahead of emerging trends before competitors reach them.
On-page optimization
Local search is a reliable way to bring in more customers and grow your business. General Google searches may include local results, but local searches center on one location and are usually done on mobile devices.
On-page optimization is the practice of improving your website to rank higher in search engines and increase organic traffic. It covers content, headlines, HTML tags, and meta descriptions on the page itself.
On-page signals have grown more important over time. According to BrightLocal’s most recent survey, 34% of SEOs believe on-page signals are the primary factor driving organic local search rankings.
Link building has also become a more important on-page signal. Linking out to relevant, authoritative sites is a proven way to earn high-quality backlinks that raise local search visibility.
Another piece of local SEO is building complete profiles on all major directories. That means listing your NAP (Name, Address, and Phone Number) along with business hours and any applicable rules.
Local citations
Citations are an integral part of local search engine optimization. They show Google that your business is legitimate and trustworthy, which can improve your rank in local results.
Citations appear on business directories, industry-specific sites, blogs, and social media reviews.
You can build citations manually or through services. Some services are free, others charge.
Consistent NAP information across citations is critical and will lift your ranking on Google Local search. Keep every citation source accurate.
If your business information changes, such as a new name or address, update every citation to match. Inconsistent listings can hurt your rankings and keep customers from finding you.
Social media
Social media plays a central role in local SEO by giving businesses a way to connect with target audiences. It also lets businesses collect customer feedback and respond to complaints in real time.
Social channels provide market intelligence on what trends interest your audience, which helps shape content that resonates and supports search rankings.
Instagram can support local SEO for bars, restaurants, and small theaters. Its geotagging features give Google a way to verify your location during local searches, and user-generated content such as customer photos raises brand and website visibility in local results.
Related coverage
- Maximizing Your Online Presence: A Guide to SEO for Business Owners
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024