Search engine optimization (SEO) has long been one of the most vital parts of online visibility, and that is still the case in the modern digital space. A business can have the most beautifully crafted website, but without SEO, it will be hard for anyone to find it. However, SEO goes deeper than just bringing people to the website, as it can be locally optimized as well.
This is critical for businesses with a brick-and-mortar location or local customer base. Whether it be a service business, fitness studio, or restaurant, local search engine optimization is key to reaching the local target audience. So, let’s take a look at some actionable local SEO strategies to boost your business in the local search results.
The Difference Between Traditional SEO Search Engine Optimization and Local SEO
It is important to note that local SEO varies from traditional search engine optimization in that it focuses purely on boosting local search results. Traditional broad SEO targets a much wider national or global audience and focuses more on the keywords for specific products, services, and more.
Local SEO, on the other hand, deals with optimizing for location-specific keywords, local backlinks, online business listings, and customer reviews. The idea is to laser-focus on targeting local potential customers within traveling distance. Google uses three factors to determine local ranking, which are broken down below:
- Relevance: Google defines relevance as how well a local Business Profile matches what users are looking for.
- Distance: How far the search result is from the location term entered by the user.
- Prominence: How well a business is known. This has to do with certain locations having more prominence in the area but also is related to backlinks and reviews.
Effective Strategies for Improving Local SEO
Now, let’s take a look at some actionable strategies businesses can use to vastly improve their local SEO ranking.
Google Business Profile Optimization
One of the first and most vital steps in improving local SEO is to fill out and optimize your Google Business Profile page. When a user searches for something “near me,” it populates a list of local businesses with their locations on the map.
These listings are all generated from the Google Business Profile. Here are some tips for improving your Google Business Profile:
- Complete Every Section: Every single field available should be filled out completely, including name, address, phone number, website, hours of operation, and a description of the business. Use localized keywords within the description for further visibility. However, use these keywords naturally, rather than simply keyword stuffing.
- Select the Right Categories: Choosing the correct primary business category is vital for visibility and showing up in the right places. Secondary categories can also be entered to broaden visibility.
- High-Quality Photos: Photos can make or break a business listing. High-quality, appealing photos can make customers more likely to click on or visit a business over poor-resolution photos.
Use Localized Keywords
Local SEO may differ from traditional SEO, but keywords are still a vital part of it. The primary difference is the use of localized keywords, which mostly come down to scope. Instead of targeting broad keywords like “fitness center” or “HVAC business,” we narrow it down to “fitness center in Chicago” or “HVAC business in Grand Rapids, Michigan.”
When users are shopping locally, they will typically include these more location-specific terms or “near me.” Implementing these will make the business more visible to those searching for nearby results.
Consistent NAP Citations
NAP stands for Name, Address, and Phone Number. In other words, the contact data that is available for the business across the web. While this tends to be less of an impactful factor, it is vital to keep contact data consistent to ensure customers can reach the business. This includes sites like Yelp, Facebook, YellowPages, and more.
Maintain Good Review Management
Reviews play into the prominence factor of Google mentioned above. In fact, reviews play a massive role in local and broad visibility. Not only do good reviews offer credibility to those looking at the business listing, but they also help search engines trust the business more.
In turn, this can lead to a higher ranking than other local businesses. Here are some tips for better review management.
- Respond to All Reviews: No matter whether a review is good or bad, the business should always respond. For good reviews, offer thanks and show appreciation that they had a good experience. For bad reviews, respond empathetically and see if there is a way to resolve the issue or displeasure.
- Encourage Reviews: Accumulating more reviews is a never-ending subject. The business should try to keep a regular funnel of reviews coming in. This can be done by asking after each transaction for the customer to leave a review, sending follow-up texts or emails, and using in-store signage. Some businesses even offer a discount on the next visit if the customer shows they left a review.
Location Specific Content
Creating location-specific content, like blog posts or FAQs, can help to link the business to the local area and rank it higher. Mentioning the city, neighborhood, or service area makes it easier for the search engine to associate the business with that area. This can also help it rank higher in the search results.
Local Backlinks
One of the most powerful ranking factors for local businesses is backlinks from other sites. This simply means links from other websites that point or direct back to yours.
Well-known and relevant local websites that link to the business can be a huge endorsement for the search engine and local community. This also strengthens the business’s association with the local area, making it rank higher in the search results. Here are some tips for obtaining local backlinks:
- Collaborate with Local Influencers or Other Well-Known Businesses: These influencers and other businesses can create guest posts or features for your business.
- Local Directories: Submitting the business to local directories, tourist websites, or city-specific sites can help to provide several backlinks.
- Sponsor Local Events: Sites that cover local events or charities will often backlink to the business when they are a sponsor or affiliated.
Should You Use a Search Engine Optimization Agency?
If your team is unfamiliar with local SEO techniques or effective optimization, then it may be a good idea to work with an SEO agency. This way, the business can be confident that its local SEO is being handled properly. Inefficient local optimization may have some positive effects, but not near the capabilities it can have when done correctly.
Graphem Solutions to Elevate Your Website
If you are looking to significantly improve your website for better local and general visibility, we’re here to help. Our team at Graphem Solutions consists of experienced web developers and designers to ensure your website is in tip-top shape. We work with you to determine the needs of your business and create the perfect website.
To learn more about our services or get started with a consultation, reach out to us through our online form or call us at 1-800-590-0175. We look forward to helping you improve your online presence both locally and across the web!
