Getting listed in local searches starts with a mobile-friendly website, since Google uses mobile-first indexing and the majority of online searches carry local intent. Roughly 80% of online searches are local, and an estimated 80% of local searches lead to a sale, which is why ranking in the top three results for your chosen location matters. Below are the practical factors that move a site into local results, along with the signals Google weighs most.
Why local SEO differs from organic SEO
Local search results are tailored to the person searching and are split by location. When you perform a local search, your website can land on the first page while sponsored listings sit above them with an ad label. To rank locally, Google weighs two main factors: relevance and distance. Multi-location businesses can rank in many markets at once, though each location adds work, and the payoff grows as you cover more of them. National brands such as Home Depot rank across millions of local queries because of strong brand recognition, the same effect smaller businesses build one market at a time.
Make the site mobile-first and fast
Because Google implemented mobile-first indexing, your local SEO campaign has to be responsive to the device your customers use to find you. A local SEO specialist will also tune on-page SEO for speed and user experience. Faster pages pull in more qualified traffic and lift conversion rates. When someone searches for the best Italian restaurant in town, the site that loads quickly and reads cleanly is the one that earns the click.
Write descriptions and content that match the query
The description of your business is a vital part of your website. It summarizes your credentials and services, and it should contain relevant keywords and a call to action. If writing it in-house is not realistic, an outsourced SEO provider can optimize the description for the search engines and insert relevant keywords, which helps the site stand out from the competition. Keep the information accurate and consistent across every listing.
Collect reviews and respond to them
Reviews are one of the strongest local ranking signals. Almost 97% of consumers read reviews when making an online purchase, and Google collects reviews from websites, consumer directories, and social media. A Facebook or Twitter page is likely to surface in results, since people often go straight to social profiles for a specific product or service. Ask customers for reviews, get as many positive ones as you can, and respond professionally and promptly to each one. A review can either help or hurt your business, so the responses matter.
Find the keywords your area actually searches
If you are unsure which keywords to target, use Google’s Keyword Planner or Trends tool to see which terms people in your area are searching for. You can also write articles that answer local search queries, but make sure they are not fluff. Provide helpful information to visitors, and you will be surprised how many people click through. If you cannot do any of this in-house, hire a professional to help.
Where Google pulls local business information
Search engines do not rely only on business owners for information. They use four major sources: social media, review sites, and websites that are relevant to your target location. Make sure your details are correct and consistent across all of them, so the signals line up.