Local SEO is a marketing strategy small businesses can use to improve rankings in local search engines, especially in search locations like Google’s local pack.
Important strategies include creating a Google Business Profile and filling it out as much as you can, getting more reviews on Google, and optimizing your website.
In this article, I list the most effective local SEO marketing strategies for small businesses.
1. Fill Out Your Google Business Profile
Google Business Profile (GBP) is a tool you can use to add your business listing to Google and Google Maps as well as control what information shows up for your business on both.
More than that, the way you build and configure your profile can really have an impact on your ability to rank well in local search.
The most important actions you can take with your profile are getting it verified and filling out every field you can on it.
This includes choosing primary and secondary business categories, creating a concise yet well-written business description that includes your business categories, and adding relevant operating hours.
2. Update Your Business Information On Google Regularly
Many consumers use Google to look up information about businesses, including where they’re located, what services they offer and when they’re open. Do your best to keep this information as up to date as possible.
Unfortunately, it can sometimes take longer than usual to update business hours.
Some users suggest making sure your operating hours on Google match your operating hours wherever they’re displayed, including your website, other directories and Facebook.
This way, they’ll match if Google tries to verify information from these sources or pull information from these sources.
Warning: Edit your Google Business Profile carefully. Some business owners have been met with suspensions for making minor changes to their profiles.
Make sure a domain-based email address is associated with your GBP account, try to keep your business information consistent across your website and every directory you’re a part of, and follow Google’s guidelines for GBP as closely as possible.
3. Add a Website Link to Your Profile
According to a study conducted by Birdeye, the vast majority of interactions consumers make with Google Business Profiles occur with a business’ Website button.
48% of interactions are made with the Website button, 34% are made with the Directions button and 17% are made with the Call button.
Consumers might want to visit your website for a variety of different reasons, including verifying the validity of your business as well as finding more information about something.
Whatever the case may be, it’s always a good idea to add a website URL to your Google Business Profile. Use your Facebook page if you haven’t gotten around to creating a website, yet.
4. Get More Google Reviews
According to a study conducted by Localo, businesses that rank in one of the top three positions in local search have around 240 Google reviews on average.
Businesses that rank in positions 4 to 10 have around 170 reviews on average while businesses that rank in positions 11 to 20 have around 150.
This means there’s a direct correlation between the number of reviews you have on Google and how well you’re able to rank in local search.
This also means the most effective thing you can do to improve your rankings is receive more reviews.
Don’t just try to add a large chunk of reviews at once, though. Google prefers businesses to receive positive reviews on a consistent basis.
Get more Google reviews by:
- asking for them,
- including “rate us on Google” advertising on packaging and handouts,
- reminding customers you’re on Google in person,
- and improving the customer experience so customers want to leave reviews.
5. Respond to Online Reviews
According to BrightLocal’s Local Consumer Review Survey, 46% of consumers cite businesses responding to reviews as being an important review factor for them.
This means your review marketing strategy should include taking the time to respond to reviews in a timely manner.
Respond to positive reviews by thanking your customer for their business, sharing insights with them, and telling them you hope to see them again.
Respond to negative reviews by apologizing, taking ownership for mistakes you made, sharing how you intend to improve your operation to avoid making those same mistakes and telling the customer you hope they’ll give your business another chance.
At the same time, don’t be afraid to stand up for yourself and your employees if a customer is being dishonest in a review.
You should also try to remove fake reviews from your profile by reporting them.
6. Target Local Keywords
Local SEO operates in a similar way standard SEO operates when it comes to keywords.
While using certain keywords in a blog post won’t necessarily guarantee that you’ll rank for them, using relevant keywords helps Google identify the topic your blog post is about.
In a similar vein, using local keywords in your business description for GBP as well as on your website can help Google recognize what type of business you operate and what services and products you offer.
Research your competitors or perform local keyword research to find local keywords.
7. Add More Photos to Your Google Business Profile
According to Localo’s study, businesses that rank in one of the top three positions in local search have more than 250 images on average.
Businesses that rank in positions 4 to 10 have just under 200 images and businesses that rank in positions 11 to 20 have around 170.
This means you can do a lot to improve your rankings by adding more photos to your profile.
This isn’t something you need to do on your own, though. Images uploaded to customer reviews count as well.
8. Improve the Customer Experience
Because Google reviews that include photos are so vital to your success in local search, it’s important that you focus on improving your business in ways that make customers want to leave feedback and share their experiences with the world.
There isn’t really a guide for this, unfortunately. You’re going to have to determine how to dramatically improve your business so that you not only outshine our competition but also give customers experiences they can’t help but rave about.
And if you’re wondering whether or not this is really necessary, just take into account that the majority of consumers (24%) choose not to leave reviews because they feel the experiences they had weren’t noteworthy enough, according to BrightLocal’s survey.
9. Add Information Pages to Your Website
Again, 48% of users who interact with your profile will interact with the Website button. For this reason, it’s best that you create a website for your business that’s functional and informative.
Even if you don’t accept online payments, your website should still have sections that inform customers about the products and services you offer, your business’ history, and your operating hours.
It should also give customers a way to contact you in case they have questions.
Create Home, About, Services (if applicable), Products (if applicable) and Contact pages at the very least.
Add location-based landing pages for every location you operate or area you serve.
10. Add Structured Data to Your Website
Structured data is a fantastic local SEO marketing strategy you can implement on your website.
Structured data is important data you can add to your website that’s formatted in a way that makes it easier for humans and bots to read. It can also make this data more likely to appear in search engines.
The review ratings, recipes and product prices you see on SERPs (search engine results pages) are examples of structured data.
Schema.org has a special collection of structured data for local businesses.
Implement this data on your website with a local SEO plugin, such as your current SEO plugin (it likely offers local SEO features) or a structured data plugin like Five Star Business Profile and Schema.
11. Create Local Content
Local content is content that targets topics that are important to people who live in the area your business operates in. Topics that cover current events and activities happening around town are great examples.
If not much happens in your area, try creating regular content that fits your niche but takes place in your neighborhood and makes references to the area you live in.
Social media is the most effective content type for these types of topics, especially short-form videos posted to Facebook, TikTok, Instagram and YouTube.
Add your city name and neighborhood as hashtags to help algorithms push your videos to the right feeds (users in your area).
You can also start a blog on your website to create written content as well.
12. Acquire Local Backlinks
Backlinks still hold a lot of weight in SEO, even local SEO. A strong local SEO marketing strategy should include a process that helps your business earn high-quality backlinks on a regular basis.
Use these tips to acquire local backlinks:
- Get featured on local news
- Collaborate with local influencers
- Collaborate with fellow businesses
- Sponsor community events in your area
- Host community events in your area
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