Do you want to learn how to take your local SEO strategy to the next level? If so, you're in the right place!
Believe it or not, Google sees around 105,191 searches every second. If your site isn't ranking in the search engine results pages (SERPs) for your keywords, there's a good chance you're missing out on opportunities to boost engagement and brand awareness.
Before we go any further, let's answer the big question: What is local SEO?
Local SEO is the process of optimizing your online presence on Google Search, Google Maps, and relevant search engines to attract people who are near your business or searching in specific areas.
Once you consider that 46% of all searches are local, it's not hard to imagine why this SEO strategy is relevant for business leaders across all industries.
Today, we'll share actionable strategies and best practices for improving your local SEO presence and driving more traffic to your site.
Let's dive in!
Table of contents
- Why local SEO matters
- Optimize your Google Business Profile listing
- Local SEO content strategy
- Local social media strategy
- Performance tracking and analysis
Why Local SEO Matters
Consumer habits are changing. The rise in "near me" searches, more often than not coupled with queries such as "open now" or "best," indicates a strong predisposition for immediate, localized businesses.
This pattern is strongly tied to smartphone users, who make up 60% of people in the world. It makes sense when you consider these devices are essentially designed to be used "locally" and on the go.
With local SEO, you have a much better chance of reaching people around you. On the other hand, if your business is not among the top results for local searches relevant to your industry, you risk losing potential customers to other competitive local services appearing in top Google SERPs.
Real-World Impact on Revenue
The potential revenue impact of local SEO is huge. Research shows that 76% of mobile local searches result in users visiting the physical store, often within a day. This research goes on to show that 28% of these visitors end up making a purchase.
If you're interested in improving brand awareness and sales, local SEO is a great starting point.
Google's Local Search Algorithm
Understanding how Google's local search algorithm works is important for achieving the top spot in the local organic results.
The three main factors it considers include proximity, relevance, and prominence. Proximity is how close the searcher is to your business; relevance is how well your business matches the search query; and prominence reflects your reputation, reviews, and online authority.
Optimizing for these factors is key to securing a top spot in local results.
Optimize Your Google Business Profile Listing
Your Google Business Profile is often one of the very first interactions customers have with your business online. A well-optimized Google Business Profile ensures you appear prominently in search results, complete with essential details about your offerings.
What to Include on Your Google Business Profile Listing
A complete and accurate profile is crucial. Sign up for a Google Business Manager account, and ensure your business name, address, phone number, and email address are correct and match across all platforms.
You'll also want to add your business hours and keep them updated to reflect holiday or seasonal changes. Select categories that closely match your services so Google can better understand you and your business.
The more context the algorithm has, the more likely it is that they'll suggest your business to people who are genuinely interested in what you're selling.
We also suggest using attributes to provide helpful details about your business. For example, if you run a restaurant, features like "vegetarian options" or "outdoor seating" can make your profile stand out.
Share Plenty of Photos
You'll want to make sure you have photos of your business so people know what to look for when they visit. With that in mind, it's a good idea to upload high-quality images of your products and services as well.
You may also want to include pictures of your team, events, or customer interactions to create a personal connection with your audience and create a welcoming environment before they ever set foot through the door.
Check for Google Reviews
There's no question that reviews play a significant role in building trust and authority. For context, 88% of people claim to trust customer reviews over marketing.
So, encourage people to leave reviews and be sure to respond to every review—positive or negative. Positive reviews help attract new customers, while thoughtful responses to negative feedback demonstrate your commitment to improvement.
Free tool: Analyze your target audience, brand voice, content pillars and competitors. Try it now.
Local SEO Content Strategy
It's very important to create tailored, localized content to connect with your audience and rank for the right keywords.
Location-Specific Content
We've found that the best local content speaks directly to the needs and pain points of your audience.
With that in mind, start by creating blog posts, guides, and resources that address common questions or highlight what makes your brand unique or interesting.
For example, a real estate agency could publish a "Moving to [City]" guide, while a restaurant might list "Top 5 Dishes to Try in [city]." Posting this type of content not only drives traffic from locals but also from people who are thinking of visiting your neighborhood.
Tools for Content Gap Analysis
StoryChief's Content Gap Analysis tool is one of the best ways to make sure you're using location-based keywords. In just a few clicks, you can find keyword gaps based on your competitors, location, and real-time search data. What this means for you is finding the right location-based keywords for your site has never been easier.
Location-Based Keyword Research
Effective content begins with the right keywords. Tools like Google Keyword Planner can help you identify search terms that matter to your audience.
We suggest focusing on long-tail keywords with location modifiers since this will help you connect with people as soon as they search for relevant queries.
Competitor Analysis
Analyzing competitors can reveal valuable insights. You can examine their top-performing content, backlink profiles, and user experience strategies to see what they're doing well and where you can improve on their plan.
For instance, if a competitor’s guides to local hiking trails have higher rankings, you could create a more comprehensive version or add unique visuals to attract more readers.
Creative Content Opportunities
You may want to consider expanding your content strategy by covering local events, interviewing community leaders, or featuring customer success stories.
Partnering with local influencers to create content can also amplify your reach. These efforts not only boost SEO but also deepen your connection with the community, which means there's a pretty good chance people will learn about your brand who otherwise wouldn't know you exist.
Technical Local SEO Elements
While content and profiles are important, you'll also want to focus on technical SEO since it's another major local ranking factor that will determine your success.
Here's what to know:
Local Schema Markup
Adding schema markup on your business website helps Google understand who you are and what kind of shoppers would appreciate your brand. This means the algorithm can more accurately serve your site to the right people, which means enhanced targeted traffic and more business.
Adding structured data, like your address, hours, prices, and service areas, helps improve the chances of appearing in rich snippets or other enhanced Google search results.
NAP Consistency
Consistency across all online platforms is critical. Your NAP information should be identical on your website, social media profiles, and online directories. Even minor discrepancies, such as abbreviating "Street" to "St.," can confuse search engines and damage your Google rankings.
Mobile Search Optimization
Since most local searches happen on smartphones, it makes sense that having web pages optimized for mobile is non-negotiable.
You'll want to make sure your site is responsive, loads quickly, and features smooth navigation, regardless of how people want to visit. When you consider that Google uses mobile-first indexing, it's clear that your mobile site experience can have a direct impact on local traffic.
Local Landing Pages
If your business serves multiple physical locations, or you simply want to reach people in different areas, consider creating dedicated landing pages for each one.
For each page, include keywords that serve local intent, testimonials, and specific contact information so that everyone can see what your brand has to offer.
For example, a cleaning service operating in three cities should have individual pages optimized for each city, so they can improve traffic and sales across all three locations.
Building Local Authority
Building local authority is a great way to establish trust with your community and search engines. Here are a couple of strategies we've found helpful:
Local Link Building
Building backlinks from local websites signals to Google that your business is a trusted resource in the community. So, look for opportunities to collaborate with local digital newspapers, blogs, or event organizers to earn these valuable links back to your site.
You may also want to consider hosting a local event and getting other businesses and the media involved to increase mentions and backlinks.
Local Directories
Next, don't forget to list your business on directories like Yelp and Trip Advisor. These directories often rank well in local searches and provide an additional avenue for customers to discover your business.
Local Social Media Strategy
Social media complements your local SEO efforts by giving you an opportunity to engage directly with your community. These simple strategies can help you connect with people who otherwise might not know your brand exists!
Geo-Targeted Posts
Tagging your posts with your location increases their online visibility to local audiences. Platforms like Instagram and Facebook allow you to geo-tag posts, which then become discoverable to users searching for businesses or events in your local area.
Use Local Hashtags
Local hashtags are another way to be visible. Include city-specific hashtags that follow this format - #[City][Keyword]. For instance, a restaurant might post #LosAngelesSteakDinner.
This will make your brand more visible to people who are already looking at steak dinners in their city and wondering where they should go for dinner.
While this example is pretty specific, the principle remains the same, regardless of your industry.
Community Engagement
Interact with your local followers by responding to comments, answering questions, and sharing user-generated content. You can do this by addressing their comments on your page or by using social listening to find relevant conversations.
Engaging with other local businesses and influencers can also create a sense of community while increasing your reach, and is something we believe every business should pursue.
Optimize Social Proof
Social proof, such as testimonials, Google reviews, and photos of happy customers, builds trust. Be sure to share these on your profile to show potential buyers the positive experiences others have had with your business. This is a great way to increase local traffic.
Performance Tracking and Analysis
Tracking your performance helps you refine your strategy and maximize results. It's a good idea to regularly review your analytics so you can see what's helping your local strategy and what may be hurting it.
Key Metrics to Monitor Local SEO Strategy
We suggest using your Google Analytics to track metrics like local search rankings, website traffic, local CTA click-throughs, and review scores.
These indicators reveal how people see your business, and you can also determine if local keywords are driving traffic to your site.
You can also set up location-specific goals in Google Analytics to track conversions from local searches. For instance, you could measure how many users click on your phone number or request driving directions.
Use what you learn to adjust your strategy over time and you can expect to gradually see better results.
Conclusion
Improving your local SEO is one of the best ways to expand your audience and take your business to the next level.
By optimizing your Google Business Profile, crafting location-specific content, focusing on technical SEO, building authority, leveraging social media, and using a tool like StoryChief, you can drastically improve sales and engagement.
Ready to get started? Use StoryChief's tools to identify content gaps, monitor performance, and refine your strategy. The local market is yours to conquer; all you have to do is get started!
