What is local SEO ranking?

Date Posted: April 17, 2024

When people in your area search for businesses online, the listings that appear at the top are getting the most clicks and customers. So, how can your business climb to those coveted high-visibility spots? The answer lies in local SEO ranking.

Understanding Local SEO

Local Search Engine Optimisation (SEO) is the process of making your business more visible in search results when people near you are looking for products or services you offer. Google and other search engines tailor local results based on factors like:

• Searcher’s Location: Where the person is searching from.
• Relevance: How well your business matches the search query.
• Prominence: How well-known or reputable your business appears online.

Local SEO ranking involves strategies to boost your visibility in geographically-related searches, driving more foot traffic or online leads from your area.

Why Local SEO Ranking is Essential

1. Increased Online Visibility: Strong local SEO rankings make your business more prominent in local searches, attracting customers seeking your products or services.
2. Targeted Traffic: Local SEO brings in highly relevant traffic. People searching in your area are often ready to buy or visit.
3. Improved Business Reputation: Appearing high in local results builds trust and authority with potential customers.
4. Zero Cost (Mostly): Optimising your online presence for local search is mostly a matter of best practices rather than paid advertising, making it accessible for small businesses.
5. Advantage in Mobile Searches: With more people searching on mobile devices, local SEO ensures they find you when searching “near me.”
6. Competitive Advantage: Many businesses still haven’t optimised for local search, gain an edge in your local market.
7. Cost-Effective Marketing: Local SEO often yields a higher return on investment (ROI) compared to traditional advertising due to its targeted nature.

Key Factors Influencing Local SEO Ranking

Understanding how search engines rank businesses locally is key to success. Here are the major players:

1. Google Business Profile (GBP)

Your GBP is a free business listing on Google. Claiming and optimising this profile is a cornerstone of local SEO success. Here’s how it impacts your ranking:

• Proximity: How close your business is to the searcher’s location.
• Relevance: How well your GBP categories and description match the search query.
• Completeness: Making sure your profile is filled out with accurate hours, photos, and contact information.
• Reviews: The number and positivity of reviews on your GBP matter significantly.

2. On-Page Signals

The content on your website also tells search engines where you’re located and what you offer. Optimize the following elements:

• NAP Citations: Ensure your business’s Name, Address, and Phone Number (NAP) are consistent and accurate across your website and other listings.
• Location-Specific Keywords: Naturally include your city and neighbourhood in titles, descriptions, and your website’s content.
• Content: Create blog posts or pages focused on local events, area guides, or topics with local appeal.

3. Backlinks

Backlinks (links to your website from other reputable sites) signal authority to search engines. Here’s how to boost your backlink profile for local SEO:

• Local Business Directories: Get listed in relevant directories specific to your industry and location.
• Partners and Suppliers: Reach out to other businesses in your area for potential link exchange opportunities.
• Community Sponsorships and Local News: Supporting local events or getting press coverage can earn you valuable local backlinks.

4. Online Reviews

Customer reviews are powerful ranking drivers. They show search engines that your business is active, trusted, and provides a positive experience.

• Encourage Reviews: Proactively ask satisfied customers for reviews on your GBP and other relevant sites.
• Respond to Reviews: Address both positive and negative reviews promptly and professionally.
• Quality over Quantity: A few genuine, detailed reviews are better than many short, generic ones.

5. Behavioural Signals

How people interact with your search results also influences your rankings:

• Click-Through Rate (CTR): The percentage of people who click on your website in the search results. Compelling titles and descriptions increase CTR.
• Dwell Time: How long visitors stay on your website once they click. This signals to search engines about the relevance and value of your site.
• Check-Ins: Encourage customers to “check in” to your location on social media, which can affect your map ranking.

Additional Tips for Boosting Local SEO Ranking

• Social Media: Regularly post updates, and engage with followers in your local community.
• Behavioural Signals: Click-through-rate (how often people click on your listing), time spent on your website and similar interactions matter.
• Images and Videos: Optimize your GBP profile with high-quality, local images and videos of your business to enhance your listing.

Remember, Local SEO is an Ongoing Process

Local SEO ranking isn’t a one-time fix. It requires continuous monitoring and adjustments. Stay ahead of the curve by tracking your rankings, updating your GBP with any changes, and consistently seeking ways to improve your online presence in your community.