Local SEO helps brick-and-mortar retailers convert online searches into in-store visits and omnichannel sales. With more than 30% of Google searches tied to a geographic area, any business with a physical location should optimize for localized results.
The tactics below cover keyword research, on-page optimization, local citations, and link building.
What is the first step in a local SEO campaign?
Keyword Research
Keyword research reveals what people search for online and which terms competitors target. For local campaigns, the focus narrows to a specific market. A restaurant in Brooklyn, for example, might target “restaurants Brooklyn” and “restaurants near me”.
Research should run continuously, especially when creating new website content, choosing what to promote on social media, or revising existing pages.
How do you optimize a website page for local search?
On-Page Optimization
On-page SEO aligns individual page elements such as title tags, headings, content, and internal links with targeted keywords to lift visibility and traffic.
Identifying pertinent keywords in your industry draws qualified visitors who are more likely to convert into customers. A keyword tool can show search volume, cost-per-click (CPC), and keyword difficulty, so you can pick terms with reasonable CPCs and relevant volume.
You should also optimize your NAP (name, address, and phone number) on the site. Accurate NAP data helps Google rank you higher for location-based searches and improves your local business profile.
Why do local citations matter?
Local Citations
Local citations increase visibility to potential customers and build online reputation. Each citation links back to your site and reinforces brand credibility.
Citations are online listings that include your NAP data. A presence on these sites lifts rankings in Google’s localized search results.
Avoid spammy citation sites and stick with reliable references. NAP information placed on low-quality sites can hurt SEO and create negative associations with the brand.
Which link building tactics work best for local SEO?
Link Building
Link building raises domain authority and rankings for relevant search terms, which brings new customers to your site.
Useful tactics include publishing helpful content for your audience, reaching out to influential voices in your area, and earning links on local resource listings. Local link building focuses on links from sites within a specific geographic region rather than general directories.
Local bloggers are a practical starting point. You can offer to write about your business in exchange for a link back, giving their readers an added benefit.
For local link prospecting, prioritize sites relevant to your target market. A link from a nearby competitor will help more than a link from an unrelated, low-authority site such as a horseback-riding school blog.
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