SEO Local is the term search engines use for local search engine optimization, and it is one of the most effective methods for growing a local business online. Like global SEO, local SEO affects how a site or page ranks in search results, often called "natural" or "paid" results, and it relies on keywords to decide which sites show up for a given search. Where local SEO differs from global SEO is in its heavier emphasis on quality content and marketing strategies over raw keyword use, which is why it matters to so many online businesses looking to expand their presence, traffic, and sales.
How does keyword research shape SEO Local?
Good SEO Local starts with careful keyword research, because keywords are the criteria used to determine where a site appears in searches. A company's web pages will surface for specific products and services based on the keywords used to build them, which is why the internet marketing firm that creates a site must run a keyword analysis before picking random terms. That analysis confirms whether the keywords are appropriate and checks whether competitors are already using those same keywords to push their pages up in rankings.
What does good SEO Local content look like?
Good SEO Local content is focused, which means concise and relevant text that uses the right keywords and is written clearly enough for readers to understand the information and make an informed decision about the business or product. Users favor sites that are clear and concise, and search engines are equally keen on serving quality localized content that matches that standard.
Why is page rank important for SEO Local?
Because SEO Local is local in nature, SEO Local pages should maintain a high page rank. Googlebot evaluates page rank using a combination of factors, including the number of links pointing back to the page, the popularity of the site by Google's standards, and the quality of the content posted on the page. A high page rank, also called Google juice, brings increased traffic from users searching in the area and moves a company closer to the top of the SERP, which can lead to increased sales.
The SEO Local page itself may also rank highly, though usually less often. Most local citations appear when the business or individual has entered a partnership or joint venture with other local businesses or websites, and those relationships boost page ranking for both sides and often increase traffic. Those partnerships can be short-lived, so the page rank boost will likely not last forever.
Which on-page elements matter most for SEO Local?
The meta description is one key area to focus on for SEO Local listings. It is a brief description of the business's specific location, the services offered, and the keywords used to describe those services, and every page of the site should contain one. Properly written meta descriptions can significantly raise a site's SEO Local rankings. The homepage, category pages, posts, and pages should also be optimized with keyword phrases related to the local area, and the user experience should improve by highlighting relevant information and giving users a smooth shopping or browsing experience.
How can local profiles and directories lift SEO Local rankings?
Creating profiles relevant to users in the immediate area is another key strategy. When users search for products or services near the business, they often use local search terms, so it makes sense to target those searchers with keywords and local locations. Listing multiple profiles within the site and sending emails with information about each profile will also increase the chance that a user clicks a listing and buys from the business. Submitting the URL for each page to as many different local directories as possible is the final recommended step for improving SEO Local rankings.