How to Use Local SEO to Get Your Brand in Front of Nearby Shoppers

Local SEO is an effective way to put your brand in front of local shoppers and drive incremental performance year over year. It can also help build loyal customer bases while strengthening brand recognition and increasing sales.

Optimising website content with local keywords should be the top priority. Optimising business listings and submitting the business to local directories are also effective ways of expanding reach.

How do you research local keywords?

Keyword research is a critical element of local SEO, helping businesses understand which terms customers are searching for in their locality. With this knowledge, they can compile targeted keyword lists and optimise their websites with those terms.

To conduct local keyword research, compile a list of all of the products and services the business offers. Then plug those keywords into an SEO paid search tool like SEMrush for further analysis such as search volume data, difficulty rating data and more.

Once this is done, organic traffic to the website should increase, a sign that the local keyword strategy is working well.

What does on-page optimisation involve?

Local SEO is useful for physical businesses looking to attract shoppers in their local region. The aim is to get in front of customers at the right moment to build loyal customer bases, increase community engagement, and grow online visibility. It also helps cultivate trust between brand and audience while increasing sales.

An effective local SEO strategy involves on-page optimisation, which means optimising page content and structure for search engines and understanding which keywords people search for. Yext is one tool used for local on-page optimisation.

Whitespark is another local SEO tool. It can manage local listings, make recommendations on where best to list the business and competitors, analyse competitors, and track citations.

How does Google My Business affect local SEO?

Google My Business (GMB) is one of the primary ways that search results display local businesses. GMB will appear whenever a query indicates local intent, such as searching for "vegan burger near me" or "onion rings downtown".

The quality and quantity of reviews have a significant effect on Local SEO ranking. To increase them, ask customers for reviews directly as part of marketing initiatives, on checkout or during automated email sequences.

The Google Business Profile should always remain up to date for maximum Local SEO benefits. Include accurate keywords, service areas, photos and features such as online ordering or curbside pickup to stand out from competitors.

Why are local directories important?

Directories are an effective way for businesses to promote themselves online. They are available across most industries and provide access to contact details, URLs, reviews and opening hours.

Local directories help build trustworthiness for a business. By being listed in multiple directories, consumers see that the establishment and its services are reliable.

Local directories can boost SEO, but it is essential that listings remain consistent across them all. Any updates to name, address, phone number or website must also reflect in each directory listing.

What role does social media play in local SEO?

Whether the business offers walk-in or online sales, local SEO is crucial to ensure it reaches the right people. Key indicators in local search results and snack packs include Google ranking, GMB listing, citations, and reviews.

Social media plays an integral part of Local SEO. Regularly sharing quality content on social media pages and engaging with followers helps increase rankings and the chances of being featured in location-based search results.

Apart from optimising the website with long-tail keywords, all online listings should be current and accurate. Creating and managing a social media profile with links back to the website also maximises exposure.

FAQ

What is the first step in a local SEO strategy?

Start with local keyword research. Compile a list of the products and services the business offers, then plug those terms into an SEO paid search tool like SEMrush to analyse search volume, difficulty and related data.

How can reviews improve local SEO rankings?

The quality and quantity of reviews have a significant effect on Local SEO ranking. Asking customers for reviews directly, on checkout or through automated email sequences, helps grow review volume and strengthen rankings.

Which tools help with local on-page optimisation?

Yext supports local on-page optimisation, while Whitespark manages local listings, recommends where to list the business and competitors, analyses competitors, and tracks citations.

Related coverage

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• How to Make Local SEO Work For Your Business