A Roadmap To Dominating Local SEO
Sep 13, 2024
A large piece of the SEO world is local SEO.
In fact, 46% of all google searches have “local intent”.
And what’s even more interesting is that 76% of consumers that search for something local on their phone visit a store that day (Google).
Not only is local SEO important for businesses, it’s converting leads into clients faster than kids rush out of school at the final bell.
Navigating the digital marketplace is similar to walking down a busy main street: every business screams for attention. This is where local SEO acts as your storefront, your signage, and your first handshake with potential customers.
In this local SEO guide, we will make sure you’ll learn how to use SEO to turn the digital foot traffic directly to your doorsteps.
From claiming your Google My Business listing to exploiting the power of local keywords, we’ll dive into powerful strategies for any business aiming to thrive in its local marketplace.
Ready to claim your spot on the local leaderboard? Let’s get started.
What Separates Local SEO From “Just” SEO
Let’s say you’re standing in one of the Barcelonian streets and you are searching for an organic shop.
The first thing Google will check, when you type in the search bar “organic shop”, is your location.
Then it will show you the so-called Map Pack, which are the first three results of organic shops, shown on the map near you.
And it’s very possible that where you stand, will completely change the results on the Map Pack.
Now, how does an organic shop get to be one of the top three you see?
What makes Local SEO unique is that Google uses a different set of ranking factors to rank the local search results.
While many ranking factors are useful for both, local and traditional organic results, there are some specific for local searches. More so for the Map Pack.
The most important ranking signals Google uses to decide which organic shop will be amongst the first three on the Map Pack:
Searcher’s location compared to your business’s location
NAP citations (name, address, phone number)
Presence of Google Business Profile listing
Keywords used in Google Business Profile profile
Sentiment of online reviews
Keywords used in online reviews
Number of “check-ins” at that location
Shares on social media
Google Maps star rating for that business
Play To Win: Uplevel Your Local SEO Game Following These Steps
Here’s a little eureka moment: unlike the Map Pack, local search engine results page (SERP) ranking works the same as the traditional SERP.
Whilst Map Pack ranking criteria is a combination of these three:
Distance (exact location of the searcher compared to your business)
Relevance (how well your google business profile matches with what the user is searching)
Prominence (how well-known are you, do users love you much, aka reviews)
The traditional search results will rank you based on:
Relevance (how well your website matches with what the user is searching for)
Quality (your website content quality must be helpful and trustworthy)
Usability (loading speed, mobile friendliness)
That being said, we don’t recommend you to focus only on Map Pack to kick off your local SEO game.
There’s a lot of commercial value in ranking high up on the SERP and getting your website shown below the Map Pack, better yet, the first blue linked option.
STEP 1: Your Local SEO Ace Card
Understanding Google My Business (GMB)
Google My Business (GMB) isn't just an option for local businesses—it's a cornerstone of local SEO strategy. The difference between traditional search engine results pages (SERPs) and the local SEO landscape primarily lies in visibility. Traditional SERPs focus broadly, showing users the most relevant websites from across the web. In contrast, local SERPs prioritize proximity and relevance, heavily influenced by GMB listings to present what's near and noteworthy. But how does Google decides what’s noteworthy?
Significance of GMB in Local SEO Compared to Traditional SERPs
GMB plays a pivotal role in how local businesses are displayed in searches, setting the stage for "Map Pack" or "Local Pack." As you now know, this is the box at the top of a local Google search result, showcasing three local businesses that match the quarry. It’s prime real estate on Google’s first page, and being featured here means you are only a click away from getting a customer's attention and a potential visit.
Google uses proximity as a key ranking factor in local searches, making your GMB listing a critical factor in attracting nearby customers.
As mentioned previously, your GMB will determine how relevant, distant and prominent your business is. In other words, GMB directly pushes forward (or down) your position on Map Pack.
By effectively managing your GMB profile, you not only boost your visibility but also enhance your chances of securing a hot spot in the Map Pack, driving foot traffic and sales.
Fill out every part of your GMB profile like it’s a matter of life and death (because it is: your business's vitality depends on it). Utilize new features. GMB messaging, Q&A, and the ability to post articles and updates directly on your profile. These interactions improve customer engagement and boost your profile's attractiveness… making it noteworthy.
STEP 2 - Keyword Research for Local SEO
The good part of local SEO keyword research is that it doesn’t demand you being attuned to trends, like you would in traditional SEO. The list is usually a short collection of words people type in the search bar, when looking for what you offer.
You do it once and you’re good to go.
You can start by using Google suggest or any other platforms people might use to find what they need at the moment.
Going back to organic shops, when you’re standing in Barcelonian streets, you might type in the search bar “organic shops near me” or “organic shops cosmetics”... so if you were to own an organic shop, typing that in google search and seeing what are the suggestions, will help you create a bundle of keywords. Or even bring new ideas for expanding your businesses, based on what people search most.
Furthermore, tools such as Google’s Keyword Planner allow you to filter keyword searches based on location, providing a list of locally relevant terms. Which of course… is a goldmine.
Looking at the keywords your local competitors are targeting is also strategically important.
Using Keywords Effectively
Optimize Your Google My Business Profile: Use local keywords in your GMB title, description, and even in your responses to reviews and posts, to enhance relevance in local search queries.
Integrate into Website Content: Place local keywords strategically throughout your site, particularly in title tags, meta descriptions, headers, and body content to improve local search visibility.
Localize Your Blog Posts: Create content that speaks directly to local issues, events, or interests, incorporating local keywords naturally.
Long-Tail Keywords (especially relevant for voice searches)
Focus on specificity: Long-tail keywords are, well, longer. These are the more specific phrases that visitors are likely to use when they are closer to a point-of-purchase. For example, "best organic bakery in North Austin" targets a more defined audience than "bakery Austin".
It’s worthwhile paying attention to those for two reasons: because you can win at the time when it’s very profitable to win (high-intent searches) and due to voice searches (more of that in a second).
There is less competition and higher conversion rates with the long-tail keywords for local SEO.
The Impact of Voice Search on Local SEO
With voice search gaining traction, it’s important to understand how to integrate voice search keywords into your keyword optimization.
We are already seeing 20% of all Google searches being done via voice search. (According to Google)
And we all know how voice searches go… much more organic and spontaneous and thus longer than typed searches.
Sadly there are no tools to do research on the voice search keywords (at the moment). It’s up to pay attention to the trend, whilst you do traditional keyword research and try to adapt keyword strategies to fit natural speech patterns.
These three tips will help you leverage the keywords for voice searches.
Firstly, voice searches tend to be more conversational and longer than text-based searches. This trend means that phrases like "what’s the best Italian restaurant near me" are becoming common.
Secondly, many voice searches are phrased as questions. Ensuring your content addresses these queries can improve your chances of appearing in voice search results.
And finally, as voice search is often used on the go and with a high intent to complete an action like visiting a store or making a purchase, it makes sense to integrate voice search insights into the keywords tactics.
STEP 4 - Get Your Web to Dominate the Local SERP
On-Page SEO Strategies for Local Rankings
This ensures that your website appears in front of the right local audience, just on top of the local search engine results page.
Here’s how to optimize your on-page elements.
Local Landing Pages
If your business operates in multiple locations, create a unique landing page for each site.
These pages should include location-specific information such as the address, phone number, and business hours, and, if possible, testimonials from local customers. Kinda like the GMB profile, but on your web.
Ensure the content on each page is tailored to the local audience. By mentioning local landmarks, local news, or community activities, you will increase relevance for local searches (and engagement).
Last but not least: SEO elements.
Optimize each local landing page with local keywords in the title tag, meta description, H1 tag, and throughout the body content to enhance local search engine visibility.
Content Localization
This could be covering relevant local charity events your business supports, or discussing local issues where your business offers solutions.
To put it simply, content localization is about fostering connections with local customers, by incorporating aspects of local culture, events, or timely news into your content.
If it makes sense for your brand/business, using local dialects or slang can help resonate more authentically with your target audience. Similarity breeds likeness. Likeness brings purchases.
Implement schema markup on your website to provide search engines with specific information about your local business, such as the type of business, operating hours, and geographic location.
Again, a sort of GMB profile.
But why is it relevant?
Using schema will enable rich snippets in search results, such as star ratings, prices, or business category, which can make your listing more attractive and informative to potential customers.
For businesses hosting events or offering special promotions, using event or offer schema can highlight these activities directly in search results, capturing immediate attention and interest from the local audience.
STEP 4 - Embedding Your Business in the Heart of Community
Building Local Backlinks
Backlinks, especially those from reputable local sources, are a critical component of local SEO. They signal to search engines that other local entities trust your business, which can significantly boost your visibility and credibility in local search results.
Let’s review how to effectively build local backlinks.
Why Backlinks Matter
Backlinks from credible sources enhance your site's authority, which is a major ranking factor for search engines. Local backlinks are particularly effective as they also highlight the local relevance of your business.
Aside from SEO benefits, backlinks generate direct traffic from other websites. A link from a popular local blog or news site can lead their audience directly to you. To which, I imagine, you will not complain.
3 Easy Tactics to Acquire Local Backlinks and Drive in More Traffic
Local Business Partnerships: Collaborate with other local businesses to exchange links where relevant. For instance, if you run a coffee shop, you might link to a local bakery that supplies your pastries, and they might link back to you.
Sponsor Local Events or Charities: Sponsoring events not only boosts your visibility in the community but also typically results in a backlink from the event's promotion page or press releases.
Guest Posts on Local Blogs: Contributing content to popular local blogs can yield backlinks to your site. Choose blogs that align with your business niche to ensure the backlinks are relevant and valuable.
Partnerships and Sponsorships
Engaging with local influencers or thought leaders for interviews, collaborations, or endorsements can lead to valuable backlinks from their platforms or social media profiles. It is equally beneficial to participate or better yet, initiate community projects. This can help get your business name out in local media mentions, which usually includes backlinks to your website.
Joining your local Chamber of Commerce or other business groups often results in a profile on their site, which includes a backlink. These are highly credible backlinks that are very beneficial for local SEO.
STEP 5 - How To Leverage Social Media For A Local SEO
Similar to backlinks, partnering with local figures, collaborating with influencers and organising local events will leverage your social media to boost your local SEO.
Developing campaigns that are then carried forward by influencers is also an option. Such as discounts for their followers or special previews of new products…
Make sure these campaigns are tailored to reflect the local culture or trends, which increases relevance, engagement and aids your local SEO strategy.
Content Strategies that Increase Local Engagement
Utilize the keywords identified in your local SEO keyword research to create content that resonates with local search trends. For example, if "organic coffee shop in Venice" is a targeted keyword, you might post about your latest organic coffee offerings in Venice, using the exact long-tail keyword to improve search relevance.
Share content that mentions local events, news, or activities.
For example, if there's a popular annual festival in your town, post content related to your business’s involvement, such as special offers or hours. This not only engages local customers but also increases the likelihood that your content will appear in local search results.
Whenever you post, make sure to use geo-tags to mark your location and include local hashtags that are popular in your area.
This increases the visibility of your posts to those browsing local content and can drive foot traffic to your store.
STEP 6 - Spread the Good Word
Bring in the reviews.
By actively encouraging customers to leave reviews you will step up your Map Pack game heavily. What clients think of your business is a key factor for Map Pack ranking.
Besides focusing on delivering exceptional service, there are other factors contributing to motivating customers to leave a review.
Simple gestures of added value can be very helpful in giving clients just that extra nudge to leave a good word. This could include offering a free beverage while customers wait, providing complimentary Wi-Fi, or even just engaging with them through friendly conversation.
Display testimonials on your site. Remember, not only do customers like to read them and rely on them heavily, but Google also uses them to verify your credibility.
Regularly engage with all reviews, positive or negative, to show that your business cares about customer’s feedback and is committed to continuous improvement.
Handling Negative Reviews
It happens to the best of us.
Here’s how to tackle those:
Address negative reviews quickly and professionally. Apologize for any shortcomings and offer to resolve the issue offline if needed. Show you’re willing to learn by using negative feedback as means to improve your business.
This proves not only to the reviewer but also to potential customers that you are proactive about customer satisfaction.
Lastly, identifying recurring issues in reviews and addressing them can prevent future complaints, by improving your overall service quality.
STEP 7 - Underrated Local SEO Tactic: Local Citations
Almost like backlinks, but not really, local citations are mentions of your business's name, address, and phone number on other webpages—regardless of whether there is a direct link to your website. These are super useful for improving local search engine rankings and helping potential customers find your business.
Citations can appear on local business directories, websites, apps, social platforms, and more.
Consistent citations across these platforms reinforce your business's local presence.
To effectively manage and optimize your local citations follow the below guidelines.
Citation Consistency
Make sure your business name, address, and phone number (NAP) are exactly the same on all platforms. Inconsistencies can confuse both search engines and potential customers, damaging your local SEO and customer trust. Remember that one of the best marketing strategies is clarity and consistency.
Conduct regular audits of your citations to check for accuracy and consistency.
Nightwatch’s tool can help streamline this process by identifying where your business is listed and highlighting any discrepancies.
Best Platforms for Local Citations
Google My Business: The most critical platform for local SEO. Ensure your GMB profile is accurate and fully optimized.
Yelp and TripAdvisor: Especially important for businesses in the hospitality industry, such as restaurants, hotels, and entertainment.
Industry-Specific Platforms: For example, lawyers should look at Avvo, while contractors might focus on HomeAdvisor or Angie’s List.
Local Directories: Don't overlook local chambers of commerce or regional business directories that are well-regarded in your area.
Actionable Tips for Utilizing Local Citations
Start with High-Impact Citations: Prioritize getting listed on platforms that will have the most significant impact based on your industry and location. For instance, a local restaurant would benefit immensely from citations on Yelp, Google My Business, and local food blogs or directories.
Engage with Community Sites: Engage with local online communities and forums. These can be excellent sources for getting cited in discussions, Q&A sessions, and community resource pages.
Monitor and Respond: Regularly monitor your citations not just for consistency, but also for opportunities to engage with customers. Responding to reviews and comments on platforms like Yelp or TripAdvisor can improve your citation’s effectiveness.
STEP 8 - The Same Old Same Old
Mobile Optimization
It probably goes without saying but still…
Optimising your webpage for mobiles is a must.
Users often look for business information on-the-go.
Since 55% (a study by Statcounter) of users are searching via mobile phone, this is an important ranking factor in Google’s algorithm.
Websites optimized for mobile are more likely to rank higher in search results and are more likely to get repetitive visits (according to Semrush study, mobile usage recorded an astounding 313% more visits compared to desktop usage in 2023).
Let’s quickly review what matters most to make your site mobile friendly.
Responsive Design
Fluid Layouts: Ensure your website uses a responsive design that automatically adjusts the layout based on the device's screen size. This eliminates the need for a separate mobile site and ensures consistency in content and user experience across all devices.
Touch-Friendly Interfaces: Optimize navigation elements, buttons, and touch controls to be easily usable on touch screens. Elements should be large enough to be tapped without the risk of pressing adjacent links accidentally.
Readability: Choose font sizes and styles that are easy to read on small screens. Avoid small, compact fonts that make reading difficult on mobile devices.
Speed Optimization = Good UX
Mobile users expect quick access to information. Enhance your website's loading speed by optimizing images, leveraging browser caching, and minimizing the code on your site.
Implement Accelerated Mobile Pages (AMP) for your website to enable faster loading times specifically for mobile users.
AMP versions of your pages load almost instantly, providing a better UX, which can lead to increased engagement and reduced bounce rates.
Utilize tools like Google’s PageSpeed Insights to test and monitor your website's mobile performance.
Regular testing helps identify and fix issues on time and prevent you from losing eager local customers due to the bad UX.
Consider Mobile User Behavior
As discussed previously, location and contact information must be clear and accessible for leveraging local SEO. And this can either improve or undermine your web mobile friendliness.
For instance, phone numbers should be clickable for easy calling, and addresses should link to navigation apps.
If your site is accessible to all users, including those with disabilities will also help. Part of that is ensuring large buttons, readable fonts, and adequate color contrast to improve usability.
STEP 9 - Know Your Efforts are Bringing in the Honey
Measuring Success in Local SEO
Putting in all the effort and not having clear results is frustrating and downright kills the motivation.
Which is why, accurately measuring the impact of your local SEO efforts is crucial to be at peace, knowing what's working, what isn't, and where you can improve.
Effective tracking helps you optimize your strategy, and reach your goals: drive more traffic and conversions.
5 KPIs (Key Performance Indicators) For Local SEO
Search Visibility
Track how often your business appears in search results for key terms, especially in the local context.
Local Pack Appearances
Monitor how often your business appears in the Map Pack for relevant local searches. This is a critical metric as visibility in the Map Pack can significantly increase traffic and conversions.
Click-Through Rates (CTR)
Measure the percentage of people who click on your links after seeing your search listing. A high CTR indicates that your titles and descriptions are compelling and relevant to your target audience.
Conversion Rates
Track how many of the visits from local searches result in conversions, such as sales, sign-ups, or other specific actions. This helps assess the effectiveness of your local SEO in driving not just traffic but valuable customer actions.
Map Pack Tracking
Importance of Map Pack Tracking: Since the Map Pack displays at the top of many local search results, being listed in it can drastically increase visibility and attract more local customers. Tracking your performance in the Map Pack tells you how effectively your business is capturing local search traffic.
Tools for Map Pack Tracking: BrightLocal and Moz offer features that help monitor your rankings in the Map Pack.
Tracking Tool and Techniques For Local SEO
Keyword Tracking
Nightwatch allows you to track the rankings of your keywords on a local level. This feature is particularly useful for businesses targeting specific geographic areas, as it enables you to monitor how well your keywords are performing in different locations and adjust your strategy accordingly.
Segmentation and Filtering
Segment data and filter in your reports by location. This helps in obtaining a clear view of your SEO performance in each targeted local market, making it easier to identify which areas need more attention or are performing well. You can do that with Nightwatch's tool as well.
Competitor Analysis
Understanding how your competitors are performing in local search rankings can provide insights that help refine your own SEO efforts. Nightwatch offers competitor tracking, which allows you to see your competitors’ search rankings alongside your own for the same keywords. This can help you identify keyword gaps and opportunities for improvement in your local SEO strategy.
Backlink Monitoring
Nightwatch also includes backlink tracking features that help you monitor and analyze the backlinks leading to your site. For local SEO, this can be useful to see which local websites are linking to you and how these backlinks affect your rankings.
Google My Business Integration
Integrating your SEO tool efforts with your Google My Business listing is crucial for local SEO. Tracking how changes in your SEO strategy affect your Google My Business performance could be a powerful way to see what’s working locally.
Adjusting Strategies Based on Analytics
Analyze the data to understand what types of content, keywords, and on-page optimizations are driving results. Use these insights to refine your approach promptly.
Implement A/B testing for different SEO elements, like meta descriptions and titles, to see what versions yield better local search performance.
Incorporate feedback from performance data to enhance user experience and conversion rates.
Let’s say analytics show that users are dropping off at a particular page. Then make sure, to investigate and rectify potential issues such as slow loading speed, not visible CTA, poor content, badly structured content etc.
Future Trends in Local SEO
The future of local SEO promises more personalization, advanced technological integration, and a greater emphasis on local and hyperlocal targeting.
Businesses that anticipate these changes and adapt accordingly will be better positioned to compete effectively in their local markets.
Here are key trends and developments that are shaping the future of local SEO:
Increasing Importance of Voice Search
Voice search is particularly significant for local SEO as many voice searches are local in intent. For instance, users often use voice search to find “restaurants near me” or “open now” queries. Optimizing for these terms and ensuring that your business information is easily accessible and accurate is crucial.
Along with voice search growing, the search engines are also better at understanding the natural language. Think long-tail keywords and conversational phrases.
Businesses will need to adapt their SEO strategies to accommodate the rise of smart devices, all enabling the increasing use of voice searches.
Hyperlocal Targeting
Search engines are continuously improving at detecting precise locations, making hyperlocal SEO increasingly relevant. This involves targeting very specific geographical areas, even down to a particular street or neighborhood.
Adaptation to this could involve more content specific to local events, news, or promotions that appeal directly to the nearby audience.
Enhanced User Experience (UX)
As discussed in step 2, the emphasis on mobile optimization will continue to grow. A fast, responsive website that provides a smooth user experience across all devices is a no brainer.
Speed and accessibility will play a larger role, not just in user satisfaction but also in SEO rankings.
Businesses will need to ensure that their sites are accessible to all users, including those with disabilities, to provide an inclusive digital experience.
Integration of AI and Machine Learning
As AI and machine learning technologies advance, we can expect even more personalized search results based on users' past behaviors, preferences, and locations. For local businesses, this means leveraging data to target customers more effectively.
Importance of Trust and Credibility
Managing your online reputation through reviews will remain a key component of local SEO. Businesses will need to actively engage with customers and manage their online presence to maintain trust.
With the increase in online information, verifying the accuracy of business information and maintaining transparency with customers will be vital. This might involve regular checks by platforms like Google My Business to ensure business information is correct.
Refine and Polish until Google Thinks You're Awesome
Kicking off your local SEO game is all about refining, strengthening and slowly polishing each aspect that convinces Google you are not only locally relevant, but also an awesome option to be shown to searchers in your industry and location.
Your main local SEO focus should be GMB, mastering local keywords, implementing the long-tail keywords (with voice search in ming) and optimizing your on-page SEO strategies, with local SEO tactics in mind.
Doing that, every business can learn how to dance along the rhythm of the digital world, ultimately becoming easy to find and converting ready-to-buy searchers into their clients (instead of competitors).
