Local SEO, or Local Search Engine Optimization, is a specialized form of SEO designed to help businesses appear prominently in local search results.
When you search for “restaurants near me” or “plumbers in Tauranga,” Google uses local SEO to display relevant businesses based on your location.
The image above is a search for “marketing agency Tauranga”. The image shown is the very top part of a Google Search Engine Result – in this case the Google Maps or Google Business Profile listings.
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Why is Local SEO Important?
Local SEO is crucial for businesses that rely on foot traffic or serve a specific geographic area. It helps you:
- Attract Local Customers: When you rank high in local search results, you’re more likely to be discovered by potential customers in your neighborhood.
- Build Brand Visibility: Local SEO can help you establish your business as a trusted authority in your community.
- Increase Foot Traffic: By ranking higher in local search, you can drive more people to your physical location.
- Boost Online Sales: Even if you don’t have a physical store, local SEO can help you attract online customers in your area.
Key Components of Local SEO
- Google Business Profile Optimization: Your Google Business Profile listing is the foundation of local SEO. Ensure it’s complete, accurate, and optimized with relevant keywords, photos, and customer reviews.
- On-Page Optimization: Optimize your website’s content with location-specific keywords, such as “Tauranga builder” or “restaurants in Tauranga.” Use header tags, meta descriptions, and image alt text to improve your visibility.
- Local Citations: Build citations by listing your business on local directories like Yellow Pages, Google Maps, and industry-specific websites.
- Backlinks: Acquire high-quality backlinks from other websites in your area. These links signal to search engines that your business is reputable and relevant.
- NAP Consistency: Ensure your Name, Address, and Phone number (NAP) are consistent across all online listings.
- Mobile Optimization: Google prioritizes mobile-friendly websites. Make sure your site is optimized for mobile devices.
- Customer Reviews: Encourage satisfied customers to leave positive reviews on Google Business Profile and other platforms.
- Local Events and Partnerships: Participate in local events and partner with other businesses in your area to increase your visibility.
Local SEO Best Practices
- Keyword Research: Identify relevant keywords that your target audience is searching for.
- Geo-Targeting: Use Google Business Profile and other tools to target specific locations.
- Claim and Optimize Your Listing: Ensure your Google Business Profile listing is complete and accurate.
- Encourage Reviews: Ask satisfied customers to leave reviews on your Google Business Profile listing.
- Monitor Your Rankings: Track your local search rankings using tools like Google Search Console.
- Stay Updated: Keep up with the latest local SEO trends and best practices.
Local SEO Challenges and Solutions
- Competition: If your area has a lot of competition, it might be more challenging to rank high in local search results. Focus on providing excellent customer service and building a strong online presence.
- Algorithm Updates: Google’s algorithm frequently changes, so it’s important to stay updated on the latest best practices.
- Mobile Optimization: Ensure your website is mobile-friendly, as Google prioritizes mobile-first indexing.
By implementing these local SEO strategies, you can improve your visibility in local search results and attract more customers to your business.
Below is a YouTube video that outlines strategies to help your Google Business Profile rank as high as possible in your local area:
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Other areas to focus on:
So far, we’ve talked mostly about your website, and Google Business Profile.
There are other ways to help rank locally as well.
For example – Facebook Groups.
Often, local communities use a Facebook Group to communicate about various things. Are there opportunities to feature locally there? For example people in Newcastle NSW might be looking for Car Finance. Dealify, based in Newcastle, might offer something in the local Facebook groups that’s useful, or a local only discount, get creative!
Also – your own Facebook Page – see this example below from Simply Organic:
What about any other online tool that is used to help people stay in touch? Your area, or your clients area, needs to be aware of what is used in that area, for people to stay in touch. A lead or referral from a Facebook Group, or other online place, is likely just as good as a lead from a Google Ad, or Google Business Profile, or Google Search.
An Example:
Florida Healthcare Insurance. Locally, in the Parklands Florida area, Evan Tunis and his firm rank very well on Google Business Profile:
Getting this top ranking involved around 6 months of work on various things, mostly including the Google Business Profile, getting Google Reviews, being prominent on LinkedIn locally, and also doing work on the website to ensure it was “localized“.
“Localized” means that Google knows exactly WHERE this business services, and where it does NOT service. Local information, links to local places, backlinks from other local businesses are just part of what is involved here.
The results are important – Evan and his local business get the vast majority of Google leads – clicks on his website and Google Business Profile, and calls to his office enquiring about their services.
Local SEO and Local Google Ads are all a business like this needs to fill their pipeline with qualified leads to their business.
Hopefully this article and example has given you a good introduction to the power of Local SEO!
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