If you run a small business, you may have noticed that your website doesn’t appear in the local search results. This can be frustrating. Especially when your business relies on local customers.
To add to your frustrations, your competitors do rank in the local results. Which means they’re likely taking business away from you.
If this scenario sounds familiar, keep reading to learn about local SEO and how to use it to rank your website. We’ll also look at how local SEO differs from general SEO.
What is local SEO?
Local SEO is the practice of optimising your website and online presence to improve its visibility in local search results.
This type of SEO focuses on keywords and search terms with local intent, such as “plumber near me” or “Manchester coffee shop”.
How is local SEO different from general SEO?
While general SEO aims to improve a website’s visibility on a national or global level, local SEO focuses specifically on reaching people in your geographic area.
General SEO includes things like optimising for competitive keywords, building backlinks and improving website structure.
Local SEO, on the other hand, involves different tactics like optimising your Google Business Profile, managing customer reviews and making sure your business’s name, address and phone number (NAP) are consistent across online directories.
These details are crucial for improving your rankings in local searches.
Key components of local SEO
The key components of local SEO are the important steps you need to take to improve your business’s visibility in local searches. Let’s take a look at them.
1. Google Business Profile optimisation
One of the most important aspects of local SEO is making sure your Google Business Profile is up to date and fully optimised. This is what appears when someone searches for your business or a related service in your area. To optimise your profile:
- Claim and verify your Google Business Profile
- Add accurate information such as your address, phone number and business hours
- Upload high-quality images of your business
- Encourage satisfied customers to leave reviews
This will help your business stand out in local search results, especially in Google Maps.
2. Consistent NAP information
Consistency is key when it comes to local SEO.
You need to make sure your business’s name, address and phone number (NAP) are the same across all online platforms, including your website, social media profiles and local directories.
If there are inconsistencies, search engines may get confused about your business’s legitimacy, which can harm your local rankings.
Use tools like BrightLocal or Moz Local to scan for any inconsistencies and correct them across multiple platforms.
3. Local keywords
To improve your local search visibility, include keywords with local intent on your website. For example, if you own a bakery in Bristol, make sure phrases like “Bristol bakery” or “best cupcakes in Bristol” are featured in your content.
Use tools like Google Keyword Planner or Ubersuggest to find local keyword ideas that are relevant to your business.
4. Customer reviews
Encouraging positive reviews from your customers can help improve your local rankings. Reviews show search engines that your business is trusted, and they also build credibility with potential customers.
You can ask for reviews in a polite follow-up email after a service or purchase, or by simply including a request on your website.
5. Local backlinks
Backlinks from other local businesses or organisations can boost your local SEO. These links signal to search engines that your business is reputable within your community.
Reach out to local blogs, newspapers or community websites to see if they’d be willing to link back to your website.
How to track your local SEO success
Tracking the success of your local SEO efforts is crucial for understanding what’s working and where improvements are needed. Here are a few tools that can help:
- Google Analytics: Use this to see how much local traffic your website is getting
- Google Search Console: Track your website’s performance in local search results
- Google Business Profile Insights: Monitor how people are interacting with your Google Business Profile
By regularly checking these tools, you’ll be able to measure the impact of your local SEO efforts and make data-driven decisions.
Final thoughts
Local SEO is an essential tool for any business that relies on local customers. By focusing on optimising your Google Business Profile, maintaining consistent NAP information and targeting local keywords, you can significantly improve your visibility in local search results.
Taking small steps to implement local SEO strategies can make a big difference in attracting customers from your area.