Getting the Most Out of Local SEO Marketing
Local SEO marketing works best when several tactics run together: optimize your on-page content, keep your business listings consistent, and use structured data so search engines can read your business information. The result is more visibility in local search results and more foot traffic from customers who are already looking for what you sell.
Why Local SEO Marketing Matters
Your website is the first place people see when they do a local search, and getting noticed is critical for local SEO marketing. 93 percent of people who research local businesses online will end up visiting the store if they find it on the internet. That traffic is the point of the whole effort, and it is the reason local SEO is worth the work for businesses in every niche.
Use Structured Data to Stand Out on Google
Structured data mark-up (SDA) is an SEO technique that relays important business information on the Google SERPS. You can use it for your business, organization, product, or service. Running your page through the Google Structured Data Testing Tool shows you what your code is missing and helps you keep the schema format consistent across all platforms.
Get Listed and Get Cited
Creating local content, obtaining links, and getting citations are the most effective ways to get found on search engines. Having your business listed in relevant directories will also improve your SEO ranking. For online retailers, local SEO is a strong way to keep up with the competition.
Target the Keywords Local Customers Actually Search
Knowing which keywords your target customers use is core to local search. Most potential customers will use local search engines to find your business, and showing up for those searches is how you make sure customers find you instead of a competitor. If you are not aware of what your competitors rank for, you are missing out on a large opportunity.
Optimize Your On-Page Elements
If you want your website to surface in local search, your content is the most important thing. Beyond optimizing your URL, you should optimize your titles, meta keywords, and headings so your site appears high in local search results. Add a mention of your business location in text form. Google does not take images into consideration for local ranking, but meta keywords optimized for local searches still work in your favor.
Keep Your NAP Consistent
Local SEO strategies pay close attention to NAP: name, address, and phone number. Your NAP should sit in the footer of every page so customers can find your contact information easily. A site with high NAP consistency tends to rank well on Google and other search engines, and that consistency is what separates a visible local listing from an invisible one.
Combine On-Site and Off-Site Signals
As you build out your site, pair on-page optimization with off-page activity. Google is the best place to start for measuring your local search advantage over competitors, and the combined effect of better rankings and stronger listings is more sales for your business. Several different methods feed into this: listings, citations, local content, and keywords working together are how local searchers end up on your site when they want the products and services you sell.
FAQ
What is structured data and why does it matter for local SEO?
Structured data mark-up (SDA) is an SEO technique that relays important business information on the Google SERPS. It can be used for a business, organization, product, or service, and you can check your code with the Google Structured Data Testing Tool. Keeping the format consistent across all platforms improves your local search presence.
How does NAP affect local search rankings?
NAP stands for name, address, and phone number. Putting your NAP in the footer of every page helps customers find your contact information, and a site with high NAP consistency tends to rank well on Google and other search engines.
Why is local SEO worth the effort for small businesses?
93 percent of people who research local businesses online will end up visiting the store if they find it on the internet. Because most potential customers use local search engines to find businesses, optimizing your site, listings, and content for local search is a direct path to more local customers and more sales.
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