For businesses operating within a specific region rather than nationwide, local SEO is crucial. Unlike national SEO, which aims for rankings across the country, local SEO prioritizes appearing in search results for a specific locale. This approach centers around marketing your company and its offerings to potential and existing customers within your vicinity. Optimizing your local SEO leads to increased website traffic, leads, and conversions as it directly targets your local customer base. Consider this targeted strategy as a way to effectively compete with larger, national companies that possess vast resources. By concentrating on specific local SEO tasks, you can level the playing field against bigger brands that typically focus on broader keywords and depend on brand recognition rather than value propositions to drive traffic. Moreover, 35% of all search traffic is local according to an estimate in a 2017 ReviewTrackers’ study. Failing to implement local SEO could mean missing out on a significant amount of potential business. Here are the top 10 methods to ensure your local SEO efforts are successful:

1. Establish a Google Business Profile

Optimizing your Google listing (known as your Business Profile) is arguably the most impactful way to enhance your ranking on Google Maps and boost visibility in local Google Search results. To access and optimize your Business Profile, you’ll need a Google My Business account linked to it. Once you supply all requested information in your Google Business account dashboard, it will populate your Business Profile, which appears in Google Search local results, the Google Search Knowledge Panel, and Google Maps.

Image from Google My Business To make the most of your Google Business Profile, be sure to:

• Set up a Google Business account and verify your business ownership
• Maintain accurate and current information
• Include your logo, business hours, accepted payment methods, products or services offered, and a variety of images
• Encourage customer reviews
• Respond to reviews genuinely
• Utilize the Google My Business dashboard to post updates about products, events, and promotions on your Business Profile.

2. Regularly Acquire Reviews from Satisfied Customers

Encouraging customers to leave positive reviews benefits your business in two ways: it optimizes your Google My Business presence and motivates other local customers to choose your business. BrightLocal’s 2017 Local Consumer Review Survey indicates that 85% of customers believe online reviews as much as personal recommendations.

Image from Yola Here are a few suggestions to encourage customer reviews:

• Personally request a review after a sale
• Follow up with a post-purchase email or text requesting a review (ensuring customer satisfaction beforehand through an internal survey)
• Maintain professionalism when responding to reviews, expressing gratitude and addressing any negative feedback Note: Google’s stance on incentivizing reviews is it’s okay to ask your customers for reviews while Yelp’s is actively discourages it.

3. Optimize for Voice Search

Voice search is projected to experience rapid growth. Therefore, in local SEO, optimizing for how users phrase questions verbally, rather than through typed searches, is crucial. Customers tend to use longer keywords during voice searches compared to traditional search methods. This means you should adapt your SEO to match the conversational tone of spoken language. For instance, incorporate common question starters like who, what, when, where, why, and how.

Furthermore, consider user intent when optimizing for voice search, as these searches are often conducted when users seek specific information. If someone is baking and asks a voice assistant to convert tablespoons to cups, they anticipate a swift and relevant answer. Similarly, if a potential customer uses voice search to inquire about your business hours, this information should be readily accessible.

4. Develop Content Inspired by Local News and Events

Creating content that directly addresses or connects with local happenings is a great way to capture the attention of local customers. Consider these strategies:

• Craft blog posts around local news, events, or activities

• Produce videos highlighting local charities or causes your business supports

• Develop location-specific webpages on your site featuring high-quality local content, especially if your business caters to different areas within a region

  Image from Keenan Constance For example, a local real estate agency could create individual pages for each location they serve. These pages can feature hyperlocal content related to news and developments in the respective local real estate markets. This approach can also improve search ranking for each specific location.

5. Ensure Mobile-Friendliness of Your Website

A 2018 Stone Temple study examining 2017 mobile vs. desktop trends revealed that the shift to mobile is occurring faster than expected. Website visits from mobile devices increased from 57% in 2016 to 63% in 2017, while desktop visits decreased from 43% to 37% during the same period. Furthermore, a 2017 Acquisio study determined that traffic generated through local searches is particularly valuable, with an impressive 75% of all mobile searches that exhibit local intent actually producing in-store, offline visits within 24 hours. These findings underscore the importance of mobile optimization for local SEO success and for overall SEO performance.

Image from Yura Fresh Here are some tips for mobile optimization:

• Prioritize fast website loading speed (under three seconds)
• Use larger, easily readable fonts
• Employ images and text concisely, conveying essential information without unnecessary elements
• Ensure an intuitive user interface for a seamless user experience

6. Concentrate on Local Keywords

It’s logical that your chosen keywords should resonate with local customers. Google’s own Keyword Planner allows filtering keyword searches by location. This provides insights into popular search terms within a specific area, helping you compile a list of relevant local keywords to target. Once identified, these keywords should be incorporated into your website’s meta content, copy, and URLs.

Image from Serps Additionally, weave mentions of regional landmarks and popular spots into your content. For instance, a local restaurant in downtown Seattle could include phrases like “dining near the Space Needle” or “just steps away from the Space Needle” on their website. RELATED: Discover how to do local keyword research.

7. Utilize Location Pages or a Location-Specific “About Us” Page

If your business operates from multiple locations within a region, location pages are non-negotiable. These pages need to provide the following as a bare minimum:

• Store hours
• Complete name, address, and phone number
• Unique descriptions for each location
• Customer testimonials
• Ongoing promotions
• Parking information
• Integration of Google Maps for each location When managing multiple locations, pay close attention to creating unique content for each page.

Image from Crazy Egg For businesses with a single location, a locally-focused “About Us” page is essential. For example, a florist could use their “About Us” page to highlight their contributions to local parades by supplying flowers.

8. Leverage Online Business Directories

Online business directories such as Yelp, Foursquare, MapQuest, and YellowPages are just a few examples among many. There are many more. Listing your business name, address, and phone number on these directories not only improves visibility but also enhances local SEO.

Image from ProgrammableWeb Your company listing should consistently include these essential elements across all directories:

• Business name (explore creative business name ideas!)
• Complete address and phone number
• A backlink to your website
• A comprehensive business description

9. Prioritize Link Signals (Acquire High-Quality Backlinks)

According to Moz’s 2017 Local Search Ranking Factors study, link signals account for link signals are the first- and second-most important factors of ranking factors for local pack (or snack pack) results and localized organic results, respectively. Link signals are backlinks that direct users to your website. While obtaining backlinks is crucial for boosting local SEO, prioritizing quality over quantity is key.

Implement these tips to attract high-quality backlinks:

• Create compelling, high-quality content that others naturally want to link to
• Contribute guest posts to reputable websites with strong domain authority
• Connect with local influencers through social media or email to secure backlinks

10. Designate a Dedicated Webpage for Each Product/Service

Avoid the temptation to consolidate all products or services onto a single page. Instead, create a dedicated page for each distinct offering. Compiling everything onto one page dilutes your local SEO as search engines might not recognize your brand as an authority in any specific area. This can negatively impact your ranking potential.

For businesses without diverse products or services but operating in multiple locations, leverage location-based copy for each page. For instance, “dental marketing” can be tailored to “New York dental marketing” or “Buffalo dental marketing.”

Local SEO: Its Significance is Greater Than Ever

The landscape of SEO is constantly evolving. While it’s impossible to predict when Google will introduce new features for local searches on its results pages, one thing is certain: change is inevitable. Therefore, staying ahead of the curve in local SEO is crucial. By implementing these 10 actionable steps, your business can capitalize on lucrative local searches while establishing a solid foundation to adapt to new SEO features as they emerge. If handling these adjustments seems overwhelming, consider seeking assistance from a local seo audit or exploring small business SEO service providers.