Developing a local SEO strategy is crucial in today’s digital landscape. Did you know that 60% of internet users contact businesses directly based on local search results? About 76% of them visit a business within a day of searching, according to Semrush. These statistics show the importance of local SEO. SEO or search engine optimization is the key to getting high-ranking slots in organic searches.
Optimizing for local SEO means those looking for a service or product in your area can find you. It allows your business to remain relevant with some of your most critical target customers.
While the basic idea behind local SEO isn’t difficult to understand, finding success in this critical marketing tool can be tricky. This guide will help you better understand how to develop winning strategies for regional success with effective SEO practices.
Laying the Foundation: Key Elements of Local SEO
First, you need a practical understanding of local SEO and how it differs from what you might already do. Local SEO refers to optimizing your business’s visibility in local search results. And, Local can mean different things to different industries, but generally, it relates to reaching out to people in your city, neighborhood, or state.
Local SEO works like standardized SEO, but Google maintains separate rankings for local searches. Some of the unique elements that go into those rankings include:
- Location of the searcher
- Name, address, and phone number (NAP) citations or mentions
- Google profile listing
- Online reviews
- Keywords in reviews
- Location “check-ins”
- Social media shares
- Star rating on Google Maps
Google may prioritize local businesses that meet the intent of the searcher. You must have these unique local SEO elements for your business to top that list.
On-Page Optimization: Crafting Content for Local Relevance
Successful SEO starts on your web pages with NAP.
Establish NAP citations
To make it easy for the search engines to find you, ensure each web page references the business name, address, and phone number. These are often at the top or bottom of every page, so they are easy to find if users look for them. Be consistent so each page has the same header or footer. No matter where the viewer is on your site, they should have a NAP reference, which can increase the number of citations for Google.
Include a contact page on your website. It is a separate page with your NAP information and other important details like operating hours, directions, and parking. The contact page gives you something to point customers to on social media and for internal linking.
Optimize your tags
Whenever you create a page for the internet, whether part of your website, a marketing landing page, or a blog article, it is a potential indexed page for Google. Search engines like Google index pages using a crawler. The crawler analyzes the content and stores it in the index.
Businesses can use indexed pages to help improve their local SEO. Each page should contain high-volume keywords in the URL, meta description, body, and title. You can add to the potential of these keywords with geo-targeting. For example, “best pizza in [city]” is a geo-targeted keyword that can draw in local searches.
Develop local content
For local SEO, you want to create content that targets local users. For example, you could write a blog about the country fair or choose a local group to highlight. You might write about the city’s history or pinpoint local treasures. The point is to write about the place and the community to show that you are actively involved while giving Google geo-targeting keywords.
Make sure all pages are mobile-friendly
Semrush also reports that 63% of searches are done on a mobile device. Think about the user sitting in their car looking for a pizza shop or reading reviews on the one they are considering.
If your pages appear wonky on their smartphones, they will pass you by. Additionally, Google considers mobile optimization for ranking on search engine results pages (SERPs).
Off-Page Tactics: Building Authority with Local Backlinks
Spotlight local “partner” businesses in promotions or blogs. For instance, the pizza shop might write a blog about the best ice cream in the neighborhood, which just happens to be next door. The ice cream shop can return the favor, allowing your business to develop a network of local inbound links that boost your SEO.
At the same time, join local business associations and list your company in their directories. Start with the Chamber of Commerce and trade associations to get more inbound links.
You can also sponsor events for local organizations and nonprofits. For example, maybe you would host a CPR class for the local hospitals or dedicate a wall in your shop as a gallery for regional artists. They would include inbound links in their marketing materials.
Leverage social media
Use social media to maximize your local SEO. Put your address on your business’s social media pages and link to a Google map if possible. Also, mention many local things happening in your city in your posts.
Measuring Success: Tracking Your Local SEO Performance
Be sure to establish a way to measure your local SEO performance. Some tools can help you monitor local SEO, such as Local Falcon. Input your location and keywords, and this AI-driven tool will help you maximize your local SEO to get the best results.
Another popular metric app for local SEO is Places Scout. It can help you track citations and audit your pages to improve your SEO practices.
Also, consider bringing experts to help develop content that drives local traffic to your website and improves your local SEO rankings. WriterAccess works with some of the best talent in the world to help businesses like yours find SEO success.
WriterAccess can also help you scale down your content production. You can get a 14-day Writer access trial and see the difference we can make in your content marketing strategy.
