Local SEO marketing promotes your products and services to customers in your local area, using location-specific keywords such as city names and “near me” phrases. The main payoff is higher rankings in local search results, especially the Local 3-Pack, which shows your company name, address, phone number, and reviews. Done well, it drives more targeted traffic and engagement from the customers closest to your business.
What Is Local SEO Marketing?
Local SEO is a part of Internet marketing that helps your website rank higher in search engines for searches with local intent. Because people look for local businesses every day, you should incorporate local keywords into your content marketing strategy. These terms usually include location names and “near me” phrases, and they need to match the intent of your customers.
Why the Local 3-Pack Matters
One of the most popular outcomes of local SEO is a top-three placement in local search results, known as the Local 3-Pack. Listings in the 3-Pack show the company name, address, phone number, and reviews. Appearing there leads to higher engagement and a higher volume of targeted traffic than lower-ranked results.
On-Page Basics to Get Right
To get the most out of local SEO, start with header tags. Use H1s, meta titles, and alt tags so search engines can read your pages correctly. This also helps Google verify your business details. Include schema markup on maps of your business locations so search engines get clearer information about where you operate.
Your content should include local keywords and useful information about local businesses, events, and people. Earning backlinks from the right sources, including partnerships with local businesses and sponsorships of local events, improves your site’s ranking. The majority of people now use their smartphones to search for local businesses, so this kind of local activity matters for your online success.
Local Content and Google Maps
Aside from content, local SEO boosts visibility by using your city’s name and your city’s and state’s nicknames. Airbnb, for example, developed local content that matches the search intent of Miami residents. Embedding Google Maps on your website is another common tactic, though Google has stepped in to punish sites that overuse Google Maps.
Reviews and Local Rankings
Reviews boost your visibility in local search results. Studies show that 72% of people trust online reviews, and Google has announced that reviews play a big part in ranking your website. The more reviews you have, the more trustworthy your business becomes. Responding to negative reviews quickly demonstrates genuine concern for customers and keeps their confidence in your business.
How Big Is Local Search?
Google estimates that 46% of all searches have local intent, and most of these “Googlers” visit the business on the same day they search. When a local searcher types in a query, the search engine automatically suggests businesses that are closest to their location. Optimizing for the Map Pack is therefore critical as more people turn to the Internet to find local businesses.
Reporting and Measuring Progress
Creating reports is essential to documenting progress. Reports demonstrate value and can include key metrics that vary by client. Compelling, relevant reports help your customers see what local SEO is doing for them.
Multiple Locations and Onsite Content
Local SEO relies on reviews and onsite content that are localized. Multiple locations can be tricky to manage but can boost your revenue exponentially. When done correctly, local SEO helps you reach a larger audience and attract more local customers.
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