Local SEO: All-in-One Guide to Improve Your Local Rankings

Are you a small business owner who wants to get more customers from your city, town, or even a specific neighborhood? Local SEO is one of the most powerful marketing strategies you can adopt.

Why local SEO? It’s cost-effective, and local and organic searches make up 69 percent of website traffic. 

Plus, with more people searching on mobile and trust becoming more important to both searchers and search engines, local SEO can help you stay relevant. Users want trustworthy, authoritative results when searching for local businesses online. A well-rounded local SEO strategy gives them that.

So, exactly what is local SEO? And how does it drive results?

In this in-depth guide, I’ll answer those questions, dive more into why local SEO is so important, and show you how to rank higher in local searches.

Key Takeaways

• Local SEO is the practice of improving your business’s online visibility in local searches on Google and other search engines.
• Local SEO differs from traditional SEO in that it focuses on ranking for location-based keywords, like a particular town, city, or region. Traditional SEO targets broader terms and topics.
• Local SEO is unique because you are trying to rank for Google’s Map Pack as well as organic search results. Both use different ranking factors.
• Important ranking factors for local SEO include proximity, on-page SEO, backlinks, and your Google Business Profile. Ranking factors for the Map Pack include an optimized Google Business Profile (GBP), on-page SEO, and reviews.
• Use local SEO in combination with regular SEO and other marketing channels like social media marketing, email marketing, and paid advertising to ensure a well-rounded marketing strategy.

Table of Contents

• Key Takeaways
• What Is Local SEO?
• Why Local SEO Matters
• How To Start Local SEO Keyword Research
  • The Importance of Keyword Intent
  • Implicit vs. Explicit Local Keywords
  • How To Use Your Competition for Local SEO Keyword Research
• Best Practices For Local SEO
  • 1. Leverage Local SEO Tools
  • 2. Write For Your Audience
  • 3. Claim and Optimize Your Google Business Profile
  • 4. Get NAP Citations
  • 5. Get Customer Reviews
  • 6. Create Localized Content and Earn Backlinks
• FAQs
• Conclusion

What Is Local SEO?

Local SEO is the practice of improving a business’s online visibility in Google, Bing, and other search engines. 

More specifically, the aim of local SEO is to appear high in search engine result pages (SERPs) for localized searches. This can take two different forms. First is any search mentioning a geographic area or using a qualifier like “near me.” However, search intent also means local SEO can apply to non-localized terms. For example, if you search “restaurants,” you’re going to get local results as a part of your SERP.

Compare this with “traditional” (or “regular”) organic SEO, which focuses on appealing to broader, potentially national or global, audiences. Let’s say, for example, you run a coffee shop in The Castro district of San Francisco:

• A traditional SEO strategy might use keywords like “the best coffee brewing methods” or “how long can you store cold brew coffee?”
• Local SEO, on the other hand, would target keywords like “coffee shops in The Castro” or “coffee shops selling cold brew near me.”

The difference between local and traditional SEO is all about search intent, says Jeff Durante, Sr. SEO Strategist and Local SEO Lead at NP Digital: 

“While both have the same goal of driving organic visibility and leads, local SEO focuses specifically on queries that have local intent (or those that trigger local businesses in the SERPs). Local SEO achieves this with more emphasis on local landing pages, local directories, local citations, and local link building.”

Have you ever done a local search on Google and spotted the map at the top of the page? That’s prime real estate for local SEO. It’s called the Google Map Pack, often referred to as the “Snack Pack,” “Local Pack,” or “Three-Pack.”

This makes local SEO unique. You’re optimizing for more than just Google’s organic search results. To top it off, Google uses a different algorithm to rank the Local Pack than it does with local organic search.

According to BrightLocal, on-page SEO is the most important ranking factor for local organic search, while a well-optimized Google Business Profile (GBP) is the top ranking factor for the Local Pack. 

We’ll look at how to optimize for all these elements in a bit.

Why Local SEO Matters

So, why is local SEO important?

The first thing to point out is that, despite the acceleration of e-commerce, brick-and-mortar retail is still where it’s at. Physical stores account for around 70 percent of total retail sales. 

This means a lot of competition, making it vital to stand out in the search results.

Relevance, distance, and prominence are all confirmed Google ranking factors for local SEO. This means you can stand out in the SERPs by:

• Showing that your business matches what someone is searching for.
• Telling Google how far away you are from a searcher.
• Providing Google with as much information as possible about your business.

Basically, it’s all about getting in front of the right people.

It’s also important to remember that local SEO feeds into traditional SEO. 

Good local SEO signals that your website is trustworthy and authoritative, which has a positive effect on your traditional SEO performance. That boosts your chances of ranking for broader, industry-related words and phrases.

So, if you want your business to go national (or even global) in the future, focus on your local SEO strategy first.

How To Start Local SEO Keyword Research

Wondering how to do local SEO right? The first step is keyword research. 

Finding the words and phrases your customers are most likely to search for and using them in your content increases your visibility and helps you outrank your rivals. 

Start by finding industry-related local keywords. Consider what you offer and the services or products you want to promote. Then, brainstorm a list of related keywords.

A simple way to find local-based keywords is by using Google search. Type in your main keyword and scroll down to the bottom of the page. There, you’ll see a section called “People also search for.” 

Here’s what you might see for the keyword “Miami dentist.”

Next, refine your keywords with keyword modifiers. These let you focus your efforts on specific areas or types of searches for targeted traffic and better results from your local SEO efforts.

These modifiers can include location-based terms like “near me,” “in my area,” or “local.”

Let’s go back to our Miami dentist. You could use keywords like:

• Local Miami dentist
• Miami dentist near me
• Miami dentist in my area
• Miami dentist in Fontainebleau

Here’s another great tool for finding locations to target and potential keywords—the Google Places search bar.

When you do a geographical search by entering a location in the search bar, you get a “pick list” that includes places and likely search terms.

The Importance of Keyword Intent

It’s vital to understand the intention behind the keywords your customers use. Do they want more information about your business, or are they ready to buy? This is called keyword intent, or search intent.

Intent breaks down into four types:

• Informational. Question-based searches
• Navigational. Searches for a specific website or web page
• Commercial. Research-based searches to compare products or services
• Transactional. Searches that indicate a user wants to buy a specific product or complete a particular action

With local SEO, customers are often ready to buy right away. If someone searches for a “24-hour coffee shop near me,” chances are they want a coffee at that moment. 

Focusing on these transactional keywords can increase the chances of people converting on your site or visiting your store.

Once you have a list of keywords, it’s essential to analyze them and determine which ones best fit your business.

Implicit vs. Explicit Local Keywords

When doing local keyword research, there are two main ways to target your audience: implicit and explicit.

Implicit targeting is when a user searches for a term like “hardware store” or “DIY” but doesn’t include specifics like location.

Google guesses what you’re looking for and offers you location-based results.

Explicit local keyword targeting involves search terms people use when looking for your product or service. Examples might be “dentist in Santa Barbara” or “hairdresser in Venice Beach.”

Aim for a mix of implicit and explicit keywords to ensure a well-balanced approach to your local SEO.

How To Use Your Competition for Local SEO Keyword Research

It may sound sneaky, but stealing your competitors’ keywords and creating better, more credible content can be a great way to get the edge in the search results. Here’s how to do it.

• Start by identifying your top competitors. Searching for products/services you offer in Google is a good place to start. Other things to consider are which businesses are popular in your area.
• See what their websites look like and how they rank for their target keywords. This can give you ideas on how to improve your website and rank higher for these keywords. 
• Alternatively, look for keyword gaps. These are keywords that your competitors aren’t targeting that you can jump on. 

Ubersuggest is a great tool for competitor research. Just go to Similar Websites and enter your URL. 

You’ll see websites like yours, which keywords you have in common with those websites, and which keywords they rank for that you don’t. 

Best Practices For Local SEO

Wondering how to improve the local SEO presence for your business? Here are my expert tips for standing out in local search engine results.

1. Leverage Local SEO Tools

There are lots of great local SEO tools that can help you discover the right keywords, keep an eye on your competitors, and find content ideas. Here are some of my favorites.

• AnswerThePublic. Google’s autocomplete feature can be a great way to get keyword ideas, but it’s a long and tedious process. AnswerThePublic gathers all this keyword data for you in one go, making it easy to find words and phrases to rank for.
• Ubersuggest. Ubersuggest is a one-stop SEO tool. As well as using it for keyword research and competitor analysis, you can get content ideas and run an SEO audit of your website.
• SpyFu. SpyFu is one of the best competitor analysis keywords around, and you can also use it to manage your backlink outreach.
• Google Keyword Planner. While Google Keyword Planner is primarily for pay-per-click (PPC) advertising, it’s a great source of keyword data. You can also use it to predict how keywords will trend in the future.

Looking for more free SEO tools? Check out this ultimate list of my favorite tools.

2. Write For Your Audience

Now that you know which keywords to rank for, you can optimize your website for local SEO. As well as location-specific keywords, you should include several local SEO-specific elements on your website.

Here are some ways you can optimize your website for local search:

• Create pages for your local keywords. I recommend creating dedicated pages for every relevant keyword you identify. Some pages will cover multiple keywords (like “florist New YC” and “flower shop NYC.”) However, you should have localized pages for all your services.
• Create a contact page. You’ll want to ensure your website has a dedicated contact page. It’s not just web design best practice, but it’s a place to list your business’s name, address, and phone number—more on that later.
• Include every business address. If you have multiple stores, make sure they are all listed on your website. Better still, create a dedicated locations page showcasing all your stores or a dedicated page for each location.
• Ensure your site is mobile-optimized. Local searchers use their smartphones when they’re out and about, so make sure your website works on every device. 
• Add local schema. Schema markup is the common language search engines use to understand what your website is about. Adding the appropriate schema markup for local businesses makes it easy for Google to understand what kind of local business you are. 

3. Claim and Optimize Your Google Business Profile

Your Google Business Profile gives Google additional context about your business and lets you manage and respond to customer reviews. 

This increases the odds of appearing in the Map Pack results and ensures you rank for the relevant keywords.

If you haven’t claimed or optimized your free profile yet, it’s one of the best things you can do for your local SEO.

Google makes it easy to create a new Google Business Profile. Create your profile, verify that you manage the business, and you’re ready to go.

I recommend you fill in as much information as you can, but here are the most essential things to complete. 

• Business category. The categories you choose here significantly impact the type of searches your business will appear for, so select as many relevant ones as possible.
• Business description. This can help customers find you, so use relevant keywords where they feel natural to do so.
• Name, address, and phone number (NAP). Make sure these match how they appear on your website and other online listings. I’ll explain more about NAP citations later.
• Opening hours. This helps Google rank you for the right searches—for example, if someone searches for a business that’s open 24 hours a day or on Sundays. Be sure to update your opening hours for holidays and special events, too.
• Attributes. Do you have free parking or Wi-Fi? Select these attributes and provide Google with more information about your business.

Google provides a profile strength score showing how much information you’ve filled in. You can see it in the search results for your business when signed into Google:

While you’re at it, sign up for a Bing Places for Business profile, Bing’s GBP equivalent that provides extra information to customers. 

4. Get NAP Citations

A NAP citation is any mention of your business’s name, address, and phone number on another website.

NAP citations are not as important as they used to be for local SEO, but they are still valuable. They help prospective customers find your business and tell the search engines it’s active and trustworthy.

Here are some of my favorite ways to build NAP citations:

• Big data aggregators. For U.S. companies, these include Data Axle, Localeze, and Foursquare.
• Local web directories. Your town or city probably has a few local directories listing businesses, like a chamber of commerce directory or directory on a city’s website.
• Industry web directories. Almost every industry has a relevant directory website you can add your business to.
• National web directories. These are big-name directories you’ve probably heard of, like Yellow Pages and EZlocal.
• Local websites. Listing your business on local websites, such as blogs or news sites, can be a great way to get NAP citations.

Consistency is vital with NAP citations. Use the exact same spelling and format of your business name, address, and number. That includes things like shortening “Avenue” to “Ave” or including “LLC” in your business name.

If you don’t have time to create citations manually, you can use a service like Yext or BrightLocal to build, manage, and update them. There are also local SEO services that can build citations on your behalf.

5. Get Customer Reviews

According to BrightLocal, 97% of people read online reviews when browsing for local businesses. 

Positive and detailed reviews don’t just show customers why they should shop with you. They tell the search engines you’re a reliable and credible business. 

This means a higher search engine ranking and better odds of showing up in Google’s Map Pack results.

To improve your local SEO rankings, you need to encourage as many positive and detailed reviews on Google as possible through your Google Business Profile. 

Over 4 out of 5 people check out local reviews on Google, per BrightLocal. Reviews on other websites like Yelp and TripAdvisor can help, but they are less powerful.

Acquiring reviews is an ongoing process. Make sure to:

• Remind customers to leave a review when they make a purchase.
• Place a sign at checkout asking customers to leave a review.
• Create a shareable Google review link to promote to your audience.
• Send an automated follow-up email requesting a review
• Respond to the reviews you receive—whether they’re positive or negative.

Every business will receive negative reviews at some point. Don’t ignore them, but respond professionally and personally—it shows that you’re listening and are willing to make things right. 

Eighty-eight percent of consumers will use a business that replies to both positive and negative reviews, while only 47 percent will use a business that doesn’t respond to any reviews.

Before asking for reviews on any platform, ensure you know its guidelines and terms of service. For instance, Google doesn’t permit you to offer incentives in exchange for reviews, and Yelp forbids businesses from requesting customer reviews in any way.

6. Create Localized Content and Earn Backlinks

Getting backlinks is important when optimizing for local SEO. These links don’t just drive traffic to your site but act as a vote of confidence in your website, showing the search engines that you’re trustworthy and credible. When it comes to local SEO, though, not all backlinks are created equal. Context matters, and local backlinks are what you want to focus on. Getting a backlink from another business or entity in your area is going to be more valuable than a national link, so target your prospects accordingly.

Here’s how to earn backlinks for your site:

• Create a blog. Talking about new products and services, local news and events, and interviewing other local experts can attract backlinks. Don’t forget to promote your content on social media and email.
• Send out press releases. Telling local news outlets what you’re up to can lead to your links appearing on their websites.
• Look at your competitors. Carry out a backlink audit to see what backlinks your competitors have. You can then reach out to those websites and ask for a link, too.
• Sponsor events. Sponsoring local events and sports teams can mean you earn valuable backlinks in their communications or promotional materials.
• Connect with local people. Networking with local bloggers, journalists, politicians, and businesses can lead to backlinking opportunities. 

The central point here is that, no matter what format you choose, it’s all about “publishing unique and helpful content that is relevant to the local area,” explains Nikki Brandemarte, Sr. SEO Strategist and Local SEO lead at NP Digital. 

FAQs

What is local SEO marketing?

Local SEO is the process of making your website (and offline store) more visible in the localized search results.

How do I dominate local SEO?

There are lots of ways you can rank high in the local search results. Some of my favorite strategies include: 

• Optimizing your website for local keywords
• Ensuring your site is mobile-responsive
• Claiming and optimizing your Google Business Profile
• Asking customers for reviews
• Building NAP citations and local backlinks

What is the most important aspect of local SEO?

Having a well-optimized Google Business Profile is arguably the most important. 

That means completing your profile in full and responding to reviews. Doing this will significantly increase your chances of getting listed in the Map Pack, which is often the first thing searchers look at when searching for local businesses. 

How long does local SEO take to work?

Like regular SEO, it can take months to see results from your local SEO optimization efforts. How fast you see results will depend on several factors. These include the level of competition in your area, the demand for your services, and the amount of effort you put into improving your local SEO.

Consistently improving your local SEO is the best way to see results. Keep creating fresh content and regularly check your Google Business Profile to engage with new reviews.

Conclusion

Local SEO isn’t relevant to all businesses. For example, if you’re an international organization or don’t have brick-and-mortar offices you’re trying to drive customers to, it’s better to focus on traditional SEO.

However. if you have a local presence, local SEO is an absolute must.

Whether you run a coffee shop or you’re an emergency plumber, these tips will give you the edge over your nearest competitors.

My final tip? Don’t just rely on local SEO alone. Even small local businesses should use social media marketing and standard SEO practices in combination with local SEO to get the right results. Local SEO companies can provide support.