If you’re a business owner looking to improve your visibility in your region, then local SEO is your new best friend. Local SEO is all about making sure that your business appears in local search results when potential customers are looking for your products or services nearby. Whether you run a cafe, plumbing business or a boutique clothing shop, getting local SEO right can mean the difference between being invisible online and becoming the go-to choice for clients in your area.
Without further ado, let’s dive into how local SEO works, why it’s essential to your campaign and how you can use it to your advantage.
What is Local SEO & How Does It Work?
Local SEO is the process of optimising your online presence to attract more business from local searches on Google and other search engines. When someone types in “best coffee shop near me” or “electrician in Bristol”, Google uses SEO signals to determine which businesses to display on their search results pages (SERPs).
Some of the biggest factors that influence local SEO include:
- Google My Business (GMB) Profile: Checking that your GMB listing is accurate and up to date is essential for ranking better in local SERPs.
- Local Citations: These refer to mentions of your business name, address and phone number across different websites.
- Online Reviews: Google values customer reviews, so the more positive ones you have, the better.
- Local Keywords: Including location-specific keywords in your content helps Google understand your local relevance.
- Backlinks from Local Websites: Getting links from reputable local sites helps boost your credibility in local search rankings.
Why is Local SEO Important for My Business?
If you rely on customers in a specific area, implementing local SEO tactics is non-negotiable. There are a few reasons for this:
Greater Visibility
Local SEO helps your business appear in the Google Local Pack – otherwise known as the map section at the top of search results – making it easier for local customers to find you.
Higher Conversion Rates
A recent report by Safari Digital found that not only do 46% of all Google searches involve local intent, but 28% of these searches with local intent result in a purchase. This demonstrates that a good amount of users who search for local businesses will convert, which will boost your rates.
Better Mobile Experience
With 57% of local searches being conducted from mobile devices and tablets, if your business ranks well in local search results, you’re more likely to attract mobile users looking for quick solutions. Make sure your site is optimised for mobile useability, too!
Competitive Edge
The reality is that many businesses don’t fully optimise for local SEO, meaning that in doing so, you create a competitive advantage over your competitors.
How to Perform Local SEO: Best Practices
So, want to rank higher in local SERPs? Follow these key best practices.
Optimise Your GMB Profile
As we mentioned earlier, your Google My Business profile is a fundamental part of local SEO. There are a few ways you can optimise it for success:
- Claim and verify your GMB listing.
- Fill out details accurately – business name, address, phone number, website and hours.
- Choose the right categories for your business.
- Add high-quality images and videos.
- Encourage happy customers to leave reviews.
- Post regular updates about promotions, events or news related to your business.
To give you an example of what this should look like, here’s our GMB profile!
Maintain NAP Consistency
Your company name, address and phone number (NAP) must be consistent across all online platforms, including your website, directories and social media. Google cross-references these details, and any discrepancies can harm your rankings.
Use Local Keywords
Much like any SEO strategy, keyword research is a key aspect of local SEO. Local keywords – for example, “digital marketing agency in Bristol”, rather than just “digital marketing agency” – should be incorporated into your website content, meta titles and descriptions, blog posts and image alt texts.
Create Location-Specific Content
Regularly updating your website with localised content can help to boost your rankings. You can do this by writing blogs about local industry trends, events or case studies; creating location-based landing pages if you serve multiple areas or even featuring customer testimonials that highlight your services in a specific location.
Get Listed in Local Directories
You can also submit your business details to high-authority local directories, such as Yell, Yelp, Thomson Local and local Chamber of Commerce sites. This not only improves your visibility, but also builds strong backlinks to your website.
Build Local Backlinks
Speaking of backlinks, Google sees backlinks from reputable local sites as a vote of confidence. You can earn them by:
- Partnering with local businesses and linking to each other.
- Getting featured in local news articles.
- Sponsoring local events or charities.
Use Social Media for Local Engagement
Social signals may not be a direct ranking factor, but they do help you with brand awareness and engagement. Post regularly about local events, tag locations and interact with your customers to boost visibility.
How to Monitor Local SEO Results
Once you’ve implemented these best practices, you’ll want to track your progress. There are a few ways that you can do this.
Use Google My Business Insights
GMB provides valuable data on how customers find you, what actions they take and how often they interact with your listing. Check out the ‘Performance’ section of your profile for key insights!
Track Rankings with SEO Tools
Use tools like Moz Local, SEMrush, or Ahrefs to track keyword rankings and local search performance.
Monitor Website Traffic
Google Analytics can help you monitor how much traffic is coming from local searches, which pages are performing well and the behaviour of visitors on your site.
Check Online Reviews & Engagement
Routinely review customer feedback and engagement on your social media accounts and review sites. Address any concerns and keep interactions positive.
Audit Local Citations
Use tools like BrightLocal or Whitespark to check if your business details are consistent across directories and fix any discrepancies.
Work With Us
If you need more help with getting your local SEO strategy off the ground, Bigg is here to help! As a digital marketing agency based in Bristol, we specialise in getting businesses like yours noticed online through data-driven insights and an innovative approach to B2B marketing services. Get in touch with our expert team, and let’s put your business on the local map!