Search engine optimization (SEO) has become an indispensable component of any successful digital marketing strategy. With more and more people using search engines like Google to find local businesses and services, optimizing your website and online presence specifically for local searches can give your business a significant competitive advantage.
Local SEO will only grow more crucial for businesses looking to attract customers in their area. Local searches are expected to make up over half of all mobile searches this year. If your business doesn’t show up prominently in those local searches, you’ll be missing out on huge opportunities to connect with potential local customers.
Fortunately, with the right local SEO strategies, any business can improve its visibility and rankings in local search results. Here’s a closer look at some of the key benefits of local SEO and tips for optimizing your online presence.
Why Local SEO Matters for Driving Local Traffic
There are a few key reasons why optimizing for local search needs to be a priority:
Increased Local Customer Discovery
Over 95% of smartphone users have searched for local businesses and services on their devices. Local SEO helps you connect with this massive audience of nearby customers looking for what your business offers.
Higher Click-Through Rates
Listings for local businesses tend to get significantly higher click-through rates in local search results than general search listings. This means properly optimizing for local SEO can directly translate to more clicks and traffic to your website.
Improved Rankings and Visibility
Optimizing your on-page content and schema markup for location-based keywords can improve your rankings for searches like “pizza places in San Diego” or “auto repair Los Angeles.” The higher up you rank for these critical local searches, the more visible your business becomes.
More Opportunities to Stand Out
Local customer discovery often starts on Google. But it doesn’t end there. Local SEO best practices enhance your business listings on other important sites like Facebook and Yelp. A consistent NAP (name, address, phone number) strategy helps customers find your business everywhere they look online.
Key Local SEO Strategies and Tips
Optimizing for local search success takes a multi-pronged approach. Here are some of the most impactful local SEO tips and strategies to focus on:
Optimize Google My Business Listing
A complete and optimized Google My Business listing should be the foundation of your local SEO efforts. This gives Google all the necessary information about your business to prominently display it for relevant local searches. Fill out your business info completely, add photos, encourage customer reviews, and keep your listing updated.
Localize On-Page SEO Elements
When optimizing pages and content for local SEO, focus on optimizing for local intent keywords, integrating your business name, address, and phone number, emphasizing your area served, and using locally optimized title tags and meta descriptions. This helps search engines understand your local relevance.
Encourage Customer Reviews
Customer reviews on platforms like Google, Facebook, and Yelp go a long way in local SEO. People trust reviews when evaluating local businesses. Prompt customers to leave detailed and positive reviews that mention your location wherever possible.
Optimize Citations and Schema
Citations are listings of your business name, address, and phone number across key directories, maps, and websites. Consistent NAP citations improve local rankings. They also enable you to markup your site with schema (structural data) that further boosts local SEO.
Produce Locally-Focused Content
Create blog posts and long-form content optimized for keywords that include your region, city, or neighborhood. This content will connect your brand with terms and topics that matter to local customers. Be sure to integrate relevant keywords into headings, text, URLs, alt text, and more.
Promote Your Local Presence
Once you’ve built a strong foundation of local SEO signals, actively promote your optimized Google My Business listing and website through local PR, partnerships, sponsorships, events, and participation in local organizations. This boosts awareness and establishes your brand locally.
Why You Need an Expert Local SEO Agency
While many local SEO best practices, like optimizing your Google My Business page, you can handle in-house, an expert digital marketing agency brings invaluable expertise. An experienced local SEO company like this Carlsbad SEO company understands the shifting algorithms and nuances of local search.
They bring an objective outside perspective on your current local search visibility, uncover new opportunities, and handle technical optimization work like citation building and schema markup. Their insights and skills can take your local SEO to the next level, driving more high-intent customers to your business.
In 2023, the brands that thrive will be the ones that embrace a data-driven local SEO strategy tailored to their business. By partnering with a trusted local SEO company, any business can better understand its ideal local audience, connect with those potential customers, and drive more sales and revenue. Local SEO is one digital marketing channel that continues to deliver a high ROI — when implemented strategically.
Key Local SEO Factors to Track
To ensure your local SEO strategies are delivering results, here are some of the key metrics and KPIs to monitor:
- Local search ranking progress: Track where your target keywords rank in local pack and map listings for your target locations. Compare against top competitors.
- Organic traffic from local keywords: See how many site visits are driven by ranked local keywords using Google Analytics. Is traffic from local terms increasing over time?
- Engagement on GMB listing: Analyze how many views, calls, and requests for driving directions your GMB listing gets monthly. Aim for steady growth.
- Customer review volume: Review count and quality are local SEO ranking factors. Track how many new positive reviews you’re getting monthly.
- Mobile friendliness: At least half of local searches happen on smartphones. Use Google PageSpeed Insights and other tools to improve mobile site speed and UX.
- Click-through rates: Click-through rates on local pack listings vary widely by niche and industry. Use analytics to uncover yours and work to improve it.
Adjust and Refine Your Approach
Local SEO is an ongoing process. The strategies and factors that prove most effective will vary by your business type, location, and local market conditions.
By continually tracking key local SEO metrics, you can identify issues and opportunities to improve visibility. Refine keyword targets, create new locally-optimized content, improve GMB optimization, and expand citations in areas that need a boost.
With regular analysis and adjustment, local SEO produces consistently exceptional results, connecting your business with your ideal nearby customers. By making local SEO a top priority in 2023, your business can thrive as a favorite brand in your community.