Local SEO

Overview

Local SEO, or Local Search Engine Optimization, is a branch of digital marketing that concentrates on optimizing a website to be found in local search results. Essentially, Local SEO is a strategic process that focuses on emphasizing the optimization efforts of local brick-and-mortar businesses. This is in contrast to non-geographically bound SEO which concentrates on ranking for search terms that are not specific to any location. While national SEO focuses more on ranking in searches across the country, local SEO prioritizes appearing on SERPs (Search Engine Results Pages) in a specific location. This strategy relies on marketing your brand, products, and services to local leads and customers.

Usage Types

Optimization for Google My Business

One of the primary ways local businesses should be using to optimize their local SEO is by creating and verifying a Google My Business (GMB) listing. Google My Business is a free tool that allows small businesses to promote their business profile and website on Google Search and Maps.

Enhancing Internal Linking Structure

Even though external links pointing to your site are ideal (there’s a correlation between the number of links and SERPs), adjusting the internal linking structure will boost SEO rankings.

Mobile-Friendly Website

Ensure the website is mobile-friendly. A significant number of searches are done via mobile devices, and Google prefers mobile-friendly websites.

Localized Content

Creating content that’s unique and relevant to the local audience can boost local SEO. It should be targeted to the local market, discussing local issues or how the products or services can solve their problem.

Reviews and Ratings

Encourage customers to leave a review on popular review platforms. Responding to reviews illustrates that the business values its customers and their feedback, which can increase the business's visibility in local search results.

Local Citations

Local citations, either manually or through a service like Yext or Moz, also improve local search engine rankings. A local citation is any online mention of the name, address, and phone number for a local business.

Conclusion

Local SEO plays a critical role in a business's ability to attract local customers and grow. It provides potential customers the information that they want when they want it. For businesses that are not online, it's a good way of competing with large brands and winning local customers.