How to Get the Most Out of Your Local SEO Strategy

Local SEO helps your business show up in search results for customers in your area. To get the most out of it, focus on four core areas: local keywords, business directories, locally relevant content, and backlinks from nearby sites.

Google’s search algorithm ranks local results using several signals, including business directories, citations, and reviews from nearby establishments.

How do you find the right local keywords?

Keywords are the words and phrases people type into search engines to find a business like yours. They matter for local SEO because they connect your site to the search terms your future customers actually use.

You can do local keyword research with Google autocomplete, by reviewing the keywords competitors target, or by scanning Google Maps and Google My Business for terms tied to your location. The phrases that surface there are usually a strong starting set for your local SEO plan.

Many of these keywords are less competitive than broad, non-local phrases, and they tend to carry high purchase intent, which makes them useful for businesses that want to grow.

Why do local business directories matter?

Local business directories raise your visibility in search engines and give customers a place to leave reviews.

Online directories crawl the web to collect data on local businesses and often rank near the top of organic search results for relevant queries. They are also a reliable source of backlinks that Google uses to judge your site’s authority.

Most directories offer free and paid plans, and many business owners choose the paid version because it adds features like customer relationship management, bookings, payments, and integrations with third-party sites.

To get the most out of these listings, keep your name, address, phone number, hours, and other details consistent across every directory. If you spot an error, contact the directory to request a correction.

What counts as local content?

Local content is any material tied to your business and the products or services you offer in a specific location. Examples include customer testimonials, unique store descriptions, and promotions for your area.

Local content helps you stand out from competitors in your service area and pulls in more nearby customers.

The easiest way to create useful local content is to understand what your audience actually wants. You can pick up on that by watching social media conversations and reviewing your website analytics.

When you publish local content, optimize the URL, title tag, meta description, and body for the relevant keywords. Adding schema markup is also a good way to show your expertise and authority on Google SERPs.

How do you build local backlinks?

Local backlinks tell search engines your site is relevant to users in your area. They also build your brand’s reputation and credibility within the local market.

Local link building targets the audience you want to reach. Common sources include local business directories, area-specific blogs, and local resource listings.

For the best results, focus on sites with a strong local focus and high Domain Authority (DA) and page rank. Tools like Ubersuggest and Ahrefs can help you find these sites, along with the backlinks your competitors have earned.

You can also earn links from local online news publications, which already cater to a local audience. Sending a press release with a link to your site directly to the publication’s editor is a straightforward way to start.

Related coverage

• Local SEO Strategies That Drive Foot Traffic to Your Physical Storefront
• How to Make Local SEO Work For Your Business