How is local SEO done?

Date Posted: May 2, 2024

In today’s digital age, customers increasingly rely on search engines to find local businesses. If your business has a physical location or serves a specific geographic area, local SEO (Search Engine Optimisation) is crucial for attracting new customers and driving growth. Local SEO ensures your business appears prominently in local search results, putting you directly in front of potential customers searching for the products or services you offer.

This comprehensive guide dives deep into the world of local SEO, explaining what it is, how it works, and the essential steps to take to optimise your online presence for local search.

Understanding Local SEO

Local SEO differs from traditional SEO in its focus on local search queries. When someone searches for “best pizza near me” or “plumber in Australia,” local SEO ensures your business shows up in the search results, often displayed as a map pack with top local listings.

Google, the dominant search engine, priorities various factors when ranking local businesses. Here’s a breakdown of key local SEO ranking factors:

• Google My Business Profile: Having a claimed, verified, and optimised Google My Business (GMB) profile is the single most important factor in local SEO. Your GMB profile acts as your digital storefront, displaying vital information like NAP, website, category, operating hours, customer reviews, and high-quality photos.
• NAP Consistency: NAP stands for Name, Address, and Phone Number. Consistent NAP citations across the web are crucial. Ensure your NAP information is accurate and identical on your website, online directories, social media profiles, and anywhere else your business is listed online. Inconsistencies can confuse search engines and negatively impact your ranking.
• Local Keyword Optimisation: Including relevant local keywords in your website content, GMB profile description, and online listings helps search engines understand your business’s geographic location and services offered. Research and target keywords that local customers would use to find businesses like yours.
• Proximity to Searcher: Google priorities businesses closest to the searcher’s physical location. This emphasises the importance of accurate NAP information and local keyword optimisation.
• Mobile-Friendliness: With a significant portion of local searches conducted on mobile devices, having a mobile-friendly website is essential. Ensure your website displays well on all devices and provides a seamless user experience for mobile users.

Beyond these factors, user intent also plays a crucial role in local SEO. Understanding why someone is searching for a local business allows you to tailor your online presence accordingly.

Optimising Your Google My Business Profile

As mentioned earlier, your Google My Business profile is the cornerstone of local SEO success. Here are some key steps to optimise your GMB profile:

• Claim and Verify Your GMB Profile: The first step is to claim your GMB profile if it exists or create a new one if it doesn’t. Google will send a verification code to confirm your business ownership.
• Complete Your Business Information: Accurately fill out all GMB profile sections, including business name, address, phone number, website URL, category (choose the most relevant category that describes your business), and operating hours.
• Upload High-Quality Photos: Showcase your business with compelling photos, including your storefront, staff, products, and services.
• Encourage Customer Reviews: Positive reviews significantly boost your ranking and build trust with potential customers. Actively request reviews from satisfied customers and respond to both positive and negative reviews professionally.
• Regularly Update Your GMB Profile: Keep your GMB profile updated with any changes in business information, special offers, or events.

Building Local Citations and Online Presence

Local citations refer to mentions of your business name, address, and phone number across the web. These citations act as digital votes of confidence for your business, influencing local search ranking. Here’s how to build a strong local citation presence:

• Claim Listings on Local Directories: Numerous online directories list local businesses. Search for relevant directories in your area and claim your business listings. Ensure your NAP information is consistent across all directories.
• Industry-Specific Directories: Look for industry-specific directories relevant to your business and claim your listings there as well.
• Local Business Associations: Join local business associations and chambers of commerce. These organisations often have online directories listing member businesses.
• Online Review Platforms: Customer reviews significantly influence local search rankings. Positive reviews not only build trust and credibility but also signal to search engines that your business is relevant and trustworthy. Encourage satisfied customers to leave positive reviews on your GMB profile and other reputable platforms.

Content Marketing and Building Local Authority

While citations and GMB optimisation are crucial, local SEO goes beyond technical aspects. Creating high-quality, locally relevant content establishes your business as a trusted authority in your community. Here’s how content marketing fuels local SEO:

• Local Blog Content: Create informative blog posts targeting local keywords and addressing topics relevant to your target audience. For example, a bakery could write blog posts about “best birthday cakes in Australia” or “tips for baking delicious cookies at home.”
• Local Events and News: Showcase your involvement in local events, community initiatives, or sponsor local sports teams. Create blog posts or GMB posts highlighting such participation, demonstrating your commitment to the community.
• Customer Testimonials and Case Studies: Publish success stories featuring satisfied customers. Testimonials build trust and showcase the value you offer.
• Optimise Existing Website Content: Integrate local keywords naturally throughout your website content, particularly on service pages and location pages.

Engaging on Social Media

Social media plays a significant role in local SEO. Here are some effective strategies:

• Create Engaging Social Media Profiles: Establish business profiles on major social media platforms like Facebook, Instagram, and Nextdoor.
• Local Content and Promotions: Share local content, special offers, and updates relevant to your community.
• Run Local Social Media Ads: Consider targeted social media advertising campaigns to reach potential customers in your local area.
• Interact with Your Audience: Respond to comments and messages promptly, fostering a sense of community and customer engagement.

Measuring Your Local SEO Success

Tracking your progress is crucial to evaluate the effectiveness of your local SEO efforts. Here are some key metrics to monitor:

• Google My Business Insights: GMB Insights provide valuable data on how customers interact with your profile, including views, clicks, calls, and website visits.
• Local Search Ranking: Track your ranking for relevant local keywords using keyword research tools.
• Website Traffic: Monitor website traffic from local sources to gauge the impact of your local SEO efforts.
• Customer Reviews: The quantity and quality of customer reviews significantly impact your ranking and customer perception.
• Lead Generation and Sales: Ultimately, the success of your local SEO strategy translates into increased leads and sales from local customers.

By consistently monitoring these metrics, you can identify areas for improvement and refine your local SEO strategy for optimal results.

The Ongoing Journey of Local SEO

Local SEO is an ongoing process that requires consistent effort and adaptation. By implementing the strategies outlined in this guide, you can significantly improve your local search ranking, attract more local customers, and drive business growth. Remember, local SEO is a journey, not a destination. Stay updated with the latest trends and best practices to maintain a strong local online presence and stay ahead of the competition.