Local search optimization puts your business in front of nearby customers who are ready to buy. To rank in those results, build geo-targeted service pages, claim and optimize a Google My Business profile, earn reviews, add local business schema, and keep your name, address, and phone number consistent across the web.
Why local SEO matters for small businesses
Local companies depend more on public perception and reviews than national brands do, which makes Google My Business a core channel. A plumber does not need the most aesthetically pleasing website in the world; the site has to be relevant to the service area and useful to customers searching nearby.
Build location-relevant pages and links
Create local pages that include the brand name and location, and use a keyword-rich title tag to draw attention. Build links from domains that are relevant to your business and accessible on any device. Google indexes links based on their domain authority and quantity, and links from relevant local domains help you rank for local search queries. Make sure your site is listed on local review sites as well.
Target customers who are ready to buy
People searching locally are usually looking for a product or service on an immediate basis and are more likely to make a purchase. If they cannot find what they need, they turn to another business. By optimizing for local search, you reach more of these nearby customers and lift sales.
Use reviews, on-site content, and local schema
Reviews, on-site content, and geo-targeted service pages are essential for local SEO. Local business schema gives search engines a clearer picture of your location. This type of optimization is more involved than general SEO, but it can produce a meaningful bump in revenue. The best strategy keeps the focus on the location of your business, since a poorly optimized site will not capture the attention of nearby customers.
Know your audience and your area
Without a clear picture of who your customers are and where they live, a site will struggle to climb SERPs. A local presence attracts customers and improves visibility, makes it easier to reach your target market, and strengthens your online presence. Many businesses are already on the map and simply need to sharpen that signal.
Fill the site with locally relevant content
Content is the most important part of local SEO. Add articles, videos, and infographics that appeal to the local audience. Make your phone number clickable and tied to the region you serve so visitors can call your business. When the caller is already local, converting that visitor into a customer is much easier.
Spread a consistent NAP across the web
As your site ages, your NAP (name, address, phone number) will spread across the Internet. Building citations on niche directories increases both your visibility and your NAP consistency, which has a positive impact on local search rankings. More mentions of your business push rankings higher because Google uses a streamlined algorithm for local searches.
Should you hire a local SEO company?
Some industries need a more concentrated approach than others, and local SEO can require hiring a third party. Choose a company certified by Google with a strong reputation among local customers, and read client testimonials and case studies to confirm the services match the claims.
Related coverage
- How to Use Local SEO to Increase Your Website’s Visibility on Search Engines
- SEO for Business Owners: Boost Your Online Presence and Drive Traffic to Your Website