3 Tips For Scaling Your Local SEO

Scaling local SEO lets small businesses reach nearby searchers without stretching limited resources. David McLaughlin shares three tips to make local optimization more efficient: claim and optimize a Google Business Profile, build local content and citations, and manage reviews and customer personas.

Claim and optimize your Google Business Profile

Google’s algorithm aims to connect searchers with recommendations and answers that are local to them. To ensure your profile is found by local searchers, create a Google Business Profile. These profiles take into account how far a searcher is from your business location and include your contact information. A complete profile also helps increase your visibility.

Most people turn to Google when they need a recommendation for a local business. If you’re not on page one, you’re losing a ton of potential business. Local SEO uses the same search engine marketing strategies as the traditional version of SEO and adapts them to your specific location.

When choosing a company name, consider your keywords carefully. If your business name contains keywords, you’ll rank higher in local search than your competitors who don’t. New companies can consider a name that includes these keywords. For example, a business called “Pickle Pies” in your website’s URL can rank higher than competitors without those keywords.

Build content and citations around your local area

Include local city names, neighborhoods, and unofficial terms used by locals. This will increase your SEO and give potential customers more information about your business. Take advantage of events that are popular in your area. Write about local organizations or sponsored events, and interview local experts.

Publish content on local directories, since some local directories have high domain authority and quality links. You can manually add listings or automate the process with programs like BrightLocal and Semrush. These directories provide a great source of valuable backlinks. Businesses can also use social media for local SEO. Connecticut College links to local businesses on their website, and businesses of any type should aim to get links from local sites.

You can also learn about the local search engine’s algorithm. Google uses the local algorithm to decide which businesses will show up on the first page of local search results, and it also takes into account inbound links and reviews. With proper local SEO, your business will appear higher on local search results and attract more foot traffic.

Manage reviews and build customer personas

Beyond improving visibility in local search, focus on getting more reviews. These reviews help the search engines make more relevant decisions. The more reviews you have, the higher your ranking will be. It’s also important to respond to negative reviews. This will show customers that you care about them and that you’re interested in their satisfaction.

Creating a customer persona helps shape that content. Customer personas are the profiles of your most common and desired customers. Creating a persona for each of your target customers will help you create content that will appeal to them. These profiles will help you understand what topics interest your customers and what they look for during the buying journey, which makes planning website content easier.

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