How Does Local Search Engine Optimization Differ From Traditional SEO?

Local SEO differs from traditional SEO in several key ways, while still adhering to most of its fundamental principles. The core difference comes down to geographic signals: local SEO weighs a business’s name, address, and phone number consistency, its Google My Business profile, and locally relevant citations and links more heavily than traditional SEO does. Before any other step, make sure your business NAP is accurate and consistent across the web by monitoring for misspellings, address and phone number discrepancies, and duplicate listings. Focus on gathering citations from authoritative, trustworthy websites in your locality, and pay special attention to local link building efforts.

What are local keywords?

To effectively do local SEO, it is important to understand how users search in the local area for products and services. Explicit and implicit local keywords serve as the starting points for that research.

Exact local keywords contain geographical references in their search queries, like “dentists in NYC.” Implicit local keywords don’t, but still convey intent such as “how to unblock a drain” or “gas boiler repairs.”

The best way to locate these keywords is with a keyword research tool. Input seed keywords, apply filters to narrow down results, save relevant ones to your Keyword Manager, and review competitors’ keywords. Competitor research may surface new targets as well as overlooked phrases that could prove more worthwhile to rank for than more obvious terms.

How does local on-page optimization work?

Many of the same SEO practices used on regular websites also play an essential role in local SEO, including keyword research, content creation, and citations.

However, local SEO presents special considerations. Google takes into account a business’s relevance and prominence when ranking it for local searches, and this data can largely be determined from its Google My Business profile. Other influences such as referring domains and review signals can also play a part.

Businesses operating within a specific geographical area should ensure their NAP (name, address, phone number) is displayed consistently across both their website and local listings to improve ranking and bring in new customers. It is also essential that service keywords are assigned correctly on pages within the site. For example, a plumbing company may create separate pages dedicated to emergency plumbing and drain unblocking services, so search engines can display results tailored to the user’s location.

What local link building strategies matter most?

There are various local link building strategies to consider, and not all suit every type of business. Restaurants may benefit more from online local directories than from newspapers or community forums.

Citations optimization is another essential aspect of local SEO, and Google uses consistent and accurate citations as a ranking factor.

An effective way to find these citations is searching the websites of local news sites or blogs for “local + keyterm.” For example, if your bridal boutique is in Rittenhouse Square, searching “Rittenhouse Square + bridal boutique” and reaching out to relevant publications to inquire about getting featured can produce valuable local backlinks.

How does local content marketing fit in?

Local content marketing is the practice of producing and publishing website content tailored specifically for the local search terms consumers typically use when looking for goods and services in their immediate area.

Google My Business, Facebook Listings, Bing, and Yelp directories all play an essential part in local SEO rankings, and keeping all these directories accurate and in sync is crucial for effective local SEO efforts.

One way to rank highly in local search results is to collect reviews on consumer-oriented websites like Facebook, Yelp, Thumbtack, and Angie’s List, and integrate them into Google My Business listings and websites.

FAQ

What is the main difference between local SEO and traditional SEO?

Local SEO and traditional SEO share most fundamental principles, but local SEO adds geographic ranking factors: consistent NAP information across the web, a well-maintained Google My Business profile, locally relevant citations, and links from local sources.

How do you find local keywords?

Use a keyword research tool with seed keywords and filters, then sort results by location. Look for both explicit keywords that include a place name (like “dentists in NYC”) and implicit keywords that signal local intent (like “how to unblock a drain” or “gas boiler repairs”). Reviewing competitors’ keyword lists can reveal additional targets.

Why are citations important for local SEO?

Citations are mentions of a business’s name, address, and phone number on other websites. Google uses citation consistency and accuracy as a ranking factor for local search, and looking for citation opportunities on local news sites and blogs (for example, searching “Rittenhouse Square + bridal boutique”) can also produce high-quality local backlinks.

Related coverage

• The Importance of Local SEO in Search Optimization
• Local SEO Strategies That Drive Foot Traffic to Your Physical Storefront