How to Rank Higher in Local Search Results

We’ve got a new passion project to tell you about, marketing mavens. 

It’s called Local SEO and it’s a real gamechanger. Understanding and implementing Local SEO can significantly impact your online presence and drive more traffic to your brick-and-mortar location.

If the highly competitive, oversaturated SEO market has you feeling dismayed, DISMAY NO FURTHER. Local SEO just might make (almost) all of your dreams come true. 

What is Local SEO?

Local SEO (Search Engine Optimization) is a set of digital marketing techniques that help businesses rank higher in location-based search engine results. 

When potential customers search for services or products near them, like a coffee house or a barber, Local SEO prioritizes results within close proximity.  

For instance, if you own a coffee shop in Eagan, Minnesota, Local SEO strategies will help your business rank higher in search results when someone in (you guessed it!) Eagan, types “best coffee shops near me” into Google. Congrats, VENDELLA! You’re crushing the Local SEO game!

By optimizing your online presence for local searches, you can attract more local customers who are ready to make a purchase.

What is the difference between Local SEO and traditional SEO?

Local SEO is a very cute, hometown paper that serves your needs locally. Traditional SEO is a behemoth like the Associated Press or NPR that serves a global audience. Without the media bias. Ahem…moving on. 

In general, all SEO is personalized by whatever country you’re Googling (or Binging, we don’t judge) from. Local SEO prioritizes services and businesses when Google believes you are looking for options nearby or in a specific location.

Here are some examples of Local SEO keywords: 

• Dog groomer
• Dog groomer near me
• Dog groomer in Eagan

Great Local SEO optimization means great news for dogs and your business. The better your Local SEO, the higher you’ll rank on searches like these, which means more dogs. All the dogs. We love dogs! 

Sorry, we always get distracted by good doggos. 

The point is you need Local SEO. Do it for the dogs. 

Even if your traditional SEO rankings are lackluster, you can rank high in Local SEO searches with a few simple techniques we’ll explain below. But first, you may be asking yourself:

Should I get another dog?

How does local SEO work? 

How does local SEO work?

Because almost half of all Google searches are looking for nearby information/answers/self-actualization, it’s a marketing tool you absolutely cannot go without. If your business isn’t optimized for local search, you are missing out on sales! Plain and simple as that!

The best Local SEO strategies do one thing flawlessly: They let Google know where your business is located and what it offers. That’s the bones of the strategy. You can flesh out your Local SEO with reviews, and other content to get higher rankings. 

The more trustworthy and popular Google perceives your business to be, the higher you’ll rank in the search results. 

According to Semrush, Google takes three key components into consideration for ranking businesses in Google Maps and the local pack: 

• Relevance: How closely the business matches the query
• Distance: The distance from the search location from the result location
• Prominence: How popular and trustworthy the business is

Here’s how that compares to traditional SEO where Google considers: 

• Relevance: How closely the webpage matches the query
• Quality: How helpful and trustworthy the webpage’s content is
• Usability: How strongly your webpage performs (think download times, and mobile optimization)

What is a Local Pack?

Your Local SEO vocabulary lesson is (briefly) in session. Take notes. 

When you request a search on Google, the results populate what’s referred to as a SERP– Search Engine Results Page. A local pack is a Google SERP feature that appears with a location-based search– like “coffee places in Eagan”. 

The local pack shows a map of businesses and three prominent listings and includes key contact details. Want to rank in the fab three? Get your Local SEO game on! 

 

Why is Local SEO Important?

Appearing in local search results drives traffic to your brick-and-mortar locations, which is huge. Local SEO also builds trust and credibility with potential customers. 

When your business is listed on Google My Business, has positive reviews, and appears in local search results, it signals to customers that you are a reputable and established business.

How do I optimize my business for Local SEO?

By implementing just a few key techniques, you’ll be well on your way to boosting your ranking and increasing your foot and web traffic. To effectively leverage Local SEO, you’ll need to understand and implement the following key components:

1. Google Business Profile (GBP)

Google Business Profile is the Holy Grail of Local SEO. And it’s totally free! This tool allows you to manage how your business appears on Google Search and Google Maps. 

Creating and optimizing your Google Business Profile increases your chances of ranking high and even appearing in that elusive mistress, the Local Pack! 

New to the GBP game? Never fear. Learn how to create a profile here. You’re welcome. 

Once you have your Google Business Profile established, nurture that baby like a tender plant. 

How to optimize your GBP

• Keep all of your business information is accurate and up-to-date, especially key contact info like your business name, address, phone number, and website. Make sure it’s consistent across all your sites, and social platforms– anywhere you leave a digital footprint! 
• Select the correct categories for your business
• Add high-resolution, quality photos of your business, products, and services
• Encourage customers to leave reviews and respond to them promptly
• Regularly update your GMB profile with posts, offers, and events.

Read our blog post for more ways to optimize your GBP!

2. Local Keyword Research

Just like traditional SEO, keyword research is vital for Local SEO. However, the focus here is on keywords relevant to searching for local products and services. For example, instead of targeting the keyword “plumbing services,” you would target “plumbing services in Denver.”

How to find local keywords

• Use tools like Google Keyword Planner or Ahrefs to identify popular local search terms related to your business
• Analyze the keywords your competitors are ranking for
• Include long-tail keywords that capture the specific services or products you offer in your area

3. On-Page SEO

On-page SEO optimizes your website’s content and structure to make it more attractive to search engines and rank higher in Local SEO queries as a result.

Tips for on-page SEO

• Include local keywords in your website’s meta titles, descriptions, and headers
• Create location-specific landing pages if you operate in multiple locations
• Ensure your website is mobile-friendly and loads quickly
• Add a map with your business location on your contact page

4. NAP Consistency

 NAP stands for Name, Address, and Phone number. Ensuring that your NAP information is 100% consistent across all online platforms is crucial for Local SEO. Inconsistent information can confuse search engines and potential customers, leading to lower rankings and lost business.

Tips for maintaining NAP consistency

• Double-check that your NAP information is identical across your website, GBP, social media accounts, and online directories– everything! 
• Regularly audit your online listings to ensure accuracy.

5. Monitor Local Citations

Local citations are any mentions of your business on other websites, typically your NAP information. These citations are commonly found on online directories, review sites, social media platforms, and industry-specific websites.

More consistent NAP citations for your business boost Google’s confidence in your credibility as a legitimate and trustworthy business. 

 How to build local citations

• Submit your business to online directories like Yelp, Yellow Pages, and Foursquare
• Seek out industry-specific directories and niche platforms relevant to your business
• Keep track of your NAP information and keep it consistent across all citations

HOT TIP

Did you know that some marketing agencies (oh, hi there! 😁) offer listing management services? This service is critical to your Local SEO game because it ensures that all of your business information is accurate all across the web! 

If customers have the wrong name, address, or contact information your Local SEO takes a hit and you start to lose business! Use a listing management tool to maintain continuity across your NAPS and local citations and keep your business vibes vibing. 

6. Encourage and Respond to Reviews

Reviews give social proof, showcase your expertise and skill, and give potential buyers confidence in your services. Who wants to buy something with ZERO reviews?! In this economy??

Positive reviews give clout to your online presence and influence your local search rankings. The almighty Google considers reviews as a sign of trustworthiness and relevance.

How to generate and manage reviews

• Encourage satisfied customers to leave reviews. Reviews are best on Google because they’re visible on the SERP and influence your local rankings
• Respond to reviews promptly– both positive and negative. Always keep those responses professional! 
• Address negative reviews (you’d never get one, I’m sure) by offering solutions and demonstrating your commitment to customer satisfaction

7. Local Backlinks

Remember this: Backlinks are Bangers. Backlinks are links on other websites that link back to yours. These links signal to search engines that your business is a trusted and relevant player in your local community and should have a seat at the table! 

How to acquire local backlinks

• Partner with local businesses for joint marketing efforts and link exchanges.
• Sponsor local events or charities and request a backlink in return.
• Reach out to local bloggers and influencers for collaboration opportunities.

Call the experts

It’s time to unlock the power of local SEO for your business! Start implementing these strategies today to stay ahead of your competition and ensure that your business is the first choice for local customers.

Want to see how your Local SEO is stacking up? Get a Google Business Profile audit for FREE! 

We’ll: 

• Audit your GBP settings and actions to get an optimization score
• Create a heatmap audit of how well you’re currently ranking locally for top keywords
• Share a free, personalized action plan to improve your GBP and ranking

Optimizing your business for Local SEO is not a one-time effort but an ongoing process. If you need help, our marketing experts at Limelight Marketing Systems are ready to be the hometown hero for your Local SEO. Book a free call today!