The internet has changed how people find local businesses. These days, when someone needs a plumber, wants to try a new restaurant, or is looking for a nearby gym, they often turn to their phone or computer first. This means it's really important for local businesses to show up when people search online. In this guide, we'll walk you through how to improve your local search rankings and get more customers through your door.
What's local SEO all about?
Local SEO is just a fancy term for making sure your business pops up when people in your area search for what you offer. It's about being visible on Google Search, Google Maps, and other search engines when someone nearby is looking for a business like yours.
Think about it this way: if you own a pizza place in Chicago, you want to show up when someone searches "best pizza in Chicago" or "pizza delivery near me." It's all about connecting with folks who are looking for what you've got, right in your neighborhood.
Why should you care about local SEO?
Local searches are super common. Just think about how often you've used your phone to find a nearby business. When someone types "hair salon near me" or "best coffee shop in [your city]," you want your business to be right there at the top of the list.
Being one of the first businesses people see in search results is like having a shop on the busiest street in town, but online. Plus, people doing local searches are often ready to buy. If someone's looking for a "24-hour locksmith near me," chances are they need one right now. Showing up for these searches can bring in customers who are ready to use your services immediately.
How does local SEO actually work?
Local SEO helps search engines understand three main things about your business:
- Where you're located
- What you sell or what services you provide
- What people think about your business
Google uses this info to decide which businesses to show in local search results. It looks at:
- How well your business matches what the person is searching for
- How close your business is to the searcher
- What customers say about your business in reviews
Google wants to show searchers the most relevant, nearby, and well-liked businesses. Your job is to make sure Google has all the info it needs to see that your business fits the bill.
Steps to boost your local SEO:
1. Figure out your keywords
Start by thinking about what words people might use when they're looking for a business like yours. These are your target keywords. Here are a few ways to find them:
- See what words your competitors rank for using tools like Semrush
- Look at Google's suggestions when you start typing a search
- Try Google's Keyword Planner to find related search terms
For local businesses, your keywords will often include your location or phrases like "near me." If you run a bakery in Boston, you might target keywords like "best bakery in Boston" or "custom cakes Boston."
2. Set up your Google business profile
Your Google Business Profile is like a free online listing for your business. It's what shows up in those map results you often see at the top of local searches.
To make the most of your profile:
- Double-check that all your business info is correct and complete
- Add some good photos and videos of your business
- Choose the right business categories
- Share updates and offers regularly
- Ask happy customers to leave reviews, and make sure to respond to all reviews
Having an active, complete profile tells Google that your business is legit and relevant.
3. Get listed in online directories
Having your business name, address, and phone number listed consistently across the internet helps Google trust that your business is real. People in the SEO world call this info your NAP (Name, Address, Phone number).
You can use tools to:
- Check where your business is already listed
- Fix any wrong listings
- Add your business to new directories
Start with big, well-known directories like Yelp, Yellow Pages, and BBB. Then look for directories specific to your industry or location.
Remember, consistency is key. Make sure your business name, address, and phone number are exactly the same everywhere they appear online.
4. Get more reviews (and respond to them)
Good reviews can help your business rank higher and attract more customers. People trust what other customers say, and so does Google.
To get more reviews:
- Just ask your happy customers to leave a review
- Make it easy by giving them direct links to your Google Business Profile or other review sites
- Think about following up with customers after their visit to ask for feedback
How you handle reviews is just as important:
- Respond to all reviews, good and bad
- Thank people for positive reviews
- Address concerns professionally in negative reviews
- Show that you're actively engaged with your customers
5. Make your website local-friendly
Your website plays a big role in local SEO. Here are some ways to make it more local-friendly:
- Include your city and region in your website's title tags, headers, and content where it makes sense
- Create a clear "Contact Us" page with your address, phone number, and hours
- Add a Google Map showing your location
- If you serve multiple areas, think about creating separate pages for each location
- Make sure your website works well on mobile devices - lots of local searches happen on phones
Also, make sure your NAP info on your website matches what's in your Google Business Profile and other online listings.
6. Create content about your local area
Writing content relevant to your local area can help boost your local SEO. This could include:
- Blog posts about local events or news related to your industry
- Guides to local attractions or activities related to your business
- Stories about local customers or employees
- Info about how your business contributes to the local community
This kind of content shows Google that you're an active part of your local community.
7. Get links from other local websites
Links from other websites to yours are important for SEO in general, and local links can give your local SEO a boost. Here are some ways to get them:
- Team up with other local businesses and link to each other's websites
- Sponsor local events and get a link from the event website
- Join local business organizations or chambers of commerce
- Reach out to local bloggers or news websites to see if they'd be interested in featuring your business
Remember, it's about quality, not just quantity. A few links from respected local websites can be more valuable than many links from unknown sites.
8. Use schema markup
Schema markup is a type of code you can add to your website to help search engines understand your content better. For local businesses, there's specific schema markup you can use to highlight things like:
- Your business name, address, and phone number
- Your hours of operation
- The types of payments you accept
- Your price range
While visitors won't see this code, it helps search engines display more informative results about your business.
9. Keep an eye on your competitors
Pay attention to what other local businesses in your industry are doing online. Look at:
- Where they're listed in online directories
- What kind of content they're creating
- How they're engaging with customers on social media
- What their customers are saying in reviews
This can give you ideas for improving your own local SEO strategy.
10. Track your progress
Finally, it's important to keep track of how your local SEO efforts are paying off. You can:
- Use Google Analytics to see how much traffic your website is getting from local searches
- Track your rankings for important local keywords
- Monitor how often your Google Business Profile appears in searches and how many people contact you through it
- Keep an eye on your review ratings and the number of reviews you're getting
Helpful tools for local SEO
There are several tools that can make your local SEO efforts easier:
- Google Search Console: A free tool from Google that helps you understand how your site appears in search results
- Semrush or Moz Local: Paid tools that can help with keyword research, rank tracking, and managing your online listings
- BrightLocal: Offers tools specifically for local SEO, including citation building and review management
- Google Analytics: Helps you understand your website traffic, including how many visitors you're getting from local searches
Conclusion
Improving your local SEO takes some time and effort, but it's definitely worth it. By following these steps and keeping track of your progress, you can help more local customers find your business online.
Remember, local SEO isn't something you do once and forget about. Search engines are always updating how they work, and your competitors are working on their SEO too. Make it a habit to regularly review and update your local SEO strategy.
With some patience and consistent work, you can make your local business stand out in online searches. This means more visibility, more foot traffic, and ultimately, more customers for your business.
It doesn't matter if you're running a cozy café, managing a dental practice, or operating a local repair shop - a well-planned local SEO strategy can connect you with nearby folks who need exactly what you're offering. Every local business can benefit from showing up when people in the neighborhood are searching for their products or services.
The key is to take it step by step. Maybe start by setting up or improving your Google Business Profile. Once that's done, you could focus on sprucing up your website. After that, you might work on getting more customer reviews. Before you know it, you'll be well on your way to improving your local search visibility and building a stronger online presence for your business.
Remember, the goal is to make it easy for people in your community to find and choose your business. With these local SEO strategies, you're not just improving your search rankings - you're opening your digital door to more local customers.
