External links signal value to Google and shape how a local business ranks in nearby searches. Quality links from location-relevant sites improve visibility, search ranking, and the chance that web users pick a local business over a national one. To learn more about the importance of external linking in local SEO, read on.
Why does link quality matter in local SEO?
Google uses external links to determine how much value a website has, so building links to sites related to your target location is a core part of local SEO. The goal is to make your website as relevant as possible to the area you serve, since web users are more likely to choose a local business over a national one. Keeping your Google My Business account up to date reinforces this relevance, and strong local traffic delivers a clear ROI on local SEO work.
How does spreading NAP across the web help rankings?
Local SEO also helps you spread your NAP (name, address, phone) across the Internet. Create structured citations in niche directories to impact local search rankings, and add unstructured citations so your NAP keeps growing. More unstructured citations make your listing more likely to appear in the search results for local searches.
What resources and time does local SEO require?
Local SEO is very effective when performed correctly by professionals, but it can be hard to execute without the proper resources and time. The time required depends on the competitiveness of the industry and location. In Real Life Local SEO Tactics is a great resource for local business owners learning to optimize for local search, and The Essential Local SEO Strategy Guide is another strong guide for small business owners.
How should you target local search queries?
For local SEO to work, include both keywords and location in your content. Use the keyword analysis tools Google Keyword Planner and Google Trends, and aim to answer as many local search queries as possible with relevant information. Articles written for your target region should contain useful information for visitors rather than fluff pieces.
How do you get more from Google My Business?
Take advantage of Google My Business to manage your listing and respond to reviews. When someone searches for your service, they are more likely to choose your business over others, and an optimized GMB profile increases visibility and the chances of converting customers. A properly optimized profile boosts the chances of being found in local searches.
How do you show up in local listings?
For local search, have a website that appears in local listings. Optimizing your GMB page drives visitors to your website, and local advertisements help promote your services to attract more customers. When done correctly, this recognition makes your business the number one choice for your target market and makes products easier to promote online.
What does NAP+W cover?
NAP+W stands for name, address, phone number, and website URL. Use NAP+W on all platforms and optimize your website for local search so it shows up on local maps, local search engine results, and local SEO. Promoting your business locally brings more customers and gives your website a strong presence on social media.
What other factors affect local SEO?
In addition to NAP+W, listed information on your website is essential for SEO and helps the Google algorithm recognize your website. If a business can’t be found on the first page of search results, it isn’t showing up in local search.
FAQ
What role do external links play in local SEO?
Google uses external links to determine how much value a website has. Linking to sites related to your target location increases visibility and improves search ranking.
How do NAP and NAP+W affect local search rankings?
Spreading your NAP across the Internet through structured citations in niche directories and unstructured citations helps your listing appear in local search results. NAP+W adds the website URL, and listed NAP+W information helps the Google algorithm recognize your website.
Which tools help optimize a local SEO campaign?
Google My Business for managing listings and reviews, plus Google Keyword Planner and Google Trends for keyword and location analysis.
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