Local SEO (Search Engine Optimization) is the process of improving search engine visibility for local businesses, primarily those with brick-and-mortar locations. By following local SEO best practices, businesses can improve organic traffic from searches performed by customers in nearby areas.
1. Optimize for Google My Business
Google My Business has become the crème de la crème of local search. To ensure you're optimized:
- Create and verify a Google My Business page
- Use Google Posts within your account
- Encourage your customers to share reviews online
- Respond authentically to reviews, specifying location
If Google can verify your business as authentic, the search engine could potentially reward your business with a coveted sidebar space in Google local search.
2. Engage on Social Media and Add Posts to Google My Business
Google considers content shared on social media more important now than ever before. Share your beautiful Google My Business page on social media, further aligning social and search.
3. Ensure Your Name, Address, and Phone Number Are Consistent Online
Set up your NAP (name, address, and phone number) as crawlable HTML text on your site. Avoid the common mistake of only including the NAP within an image — images can't be crawled like HTML text.
4. Optimize Online Directories and Citations
Consistency is key. Verify that your citations are consistent and complete across major data aggregators. Discrepancies like misspellings, abbreviations, or wrong phone numbers can be problematic.
5. Perform a Local SEO Audit
A comprehensive audit may include:
- Google My Business Audit – Is the information accurate?
- Google Search Console Audit – Is your site crawlable?
- On-Page SEO Audit – Does your site have all on-page SEO elements?
- Citation Audit – Are all citations correct?
- Competitor Analysis – How does your site compare?
6. Improve Your Internal Linking Structure
Internal linking supports website navigation, assists with information architecture, and distributes page authority and ranking power among pages.
7. Optimize URL, Title Tags, Headers, Meta Description, and Content
Every new blog post is a new indexed page for your site, a new page on which to target a geographic search phrase. Use high-volume keywords in the URL, title, header, meta description, and body.
8. Add Location Pages to Your Website
If you have more than one brick-and-mortar location, create location pages with your name, address, phone number, store hours, unique descriptions, and testimonials.
9. Create Local Content
Be the local authority for your industry by promoting local industry gatherings, news, employees, and other educational content on your blog. Think of top-of-the-funnel content that goes beyond what your business sells.
10. Ensure Your Website is Mobile-Friendly
Local search and mobile search go hand in hand — 61% of all Google searches are performed on mobile. "Near me" searches on mobile have increased 250% since 2017.
11. Get Inbound Links with Relevance and Authority
Every inbound link tells Google you're a legitimate company. Ways to get inbound links include sponsorships or partnerships, guest blog posting, and scholarships.
12. Participate in Your Local Community
The more you participate in the local community, the more digital PR you'll receive. Partnering with a nonprofit, sponsoring an event, or appearing in local media are all ways to earn press, brand awareness, and inbound links.
