Local SEO targets customers in your geographic area and directly drives foot traffic, calls, and sales. Google started using location data to refine search results roughly fifteen years ago, and consumers now rely on that data to decide where to spend money. A Los Angeles hotel search, for instance, may return a list of area hotels rather than one specific website.
Why does local SEO matter for businesses?
Optimizing your Google My Business (GMB) profile and your website increases visibility in local search. A strong SEO program lifts your site in SERPs. Home Depot, for example, ranks well in millions of searches worldwide largely because it has a heavily linked website; it does not need the best-designed site to win visibility in its local market.
How do you optimize for local search?
Use structured data mark-up on your website so Google can relay key business information directly on the SERPs. Structured data can describe your product, service, or location. Google’s Structured Data Testing Tool lets you check that your page code is formatted correctly, which supports higher rankings in local results.
Link signals also drive rankings. Links from other relevant websites raise the value of your site, and the more relevant the link, the more likely a consumer will choose your business over a competitor. Combine these signals and your company gains recognition and attracts new customers.
How does localized content help?
Local SEO works because customers searching for a restaurant in Northern Virginia are more likely to choose a nearby business than a national chain. You can make your site more relevant to regional customers and reach new ones by optimizing for every location your business serves.
Localized content does not have to be a blog. Depending on your business, it can be a resource guide, presentation, or technical specification sheet. Pair that with mobile optimization so your site is ready for on-the-go searches, and you widen your reach to people searching nearby.
What does a good local SEO campaign look like?
If your business has a physical presence, being visible in the local area is essential. The most effective local SEO campaigns deliver value to the local community by raising your site’s visibility in location-based searches, and a mobile-friendly site helps you stand out from competitors.
FAQ
What is local SEO?
Local SEO is optimizing your website and Google My Business profile so search engines show your business to customers searching in your geographic area.
Why is local SEO important?
Customers searching for nearby products or services are more likely to buy from local businesses, so appearing in those local search results drives foot traffic, calls, and sales.
What are the main elements of a local SEO campaign?
An optimized Google My Business profile, structured data mark-up on your site, inbound links from relevant websites, mobile-friendly pages, and localized content such as resource guides, presentations, or technical specification sheets.