Local SEO raises a business’s visibility in nearby search results and drives traffic through targeted techniques: keyword research, locally relevant content, and improvements to local search metrics. The same ranking factors that drive general SEO apply, with relevance, distance, and prominence added as local-specific signals.
What keywords should a local business target?
Keywords sit at the core of local search marketing and are essential for drawing in potential customers. You can target explicit local keywords such as “plumber in [city]” or more generic ones like “drain unblocking.”
Searcher intent matters when selecting local keywords. Someone searching for a service is often ready to purchase and convert.
Ubersuggest, Google Keyword Planner, and SERPStat help identify keywords suited for your business. You can also review competitors’ keywords, note Google autocomplete suggestions, and enter competitor URLs to see which terms they rank for.
Why does NAP matter for local SEO?
Correct and consistent NAP (name, address, and phone number) details are an integral part of local SEO. They appear on business directories like Google My Business and Yelp and are listed in your website header or footer. NAPs also make submissions to local directories and social media platforms easier.
NAP consistency is an important ranking factor, but it does not give your business a competitive edge on its own. Some paid services claim to improve NAP consistency and rankings without providing supporting evidence.
Schema markup can enhance your NAP by displaying it as rich snippets on search engines, helping customers find and contact you quickly. Keeping an archive of all NAPs also ensures a smooth transition if your name or number changes.
How much do reviews influence local rankings?
Reviews are an integral component of local SEO, and a healthy mix of positive and negative reviews is needed for success. According to Moz, review signals (review quantity, diversity, and velocity) make up 15% of a business’s local pack ranking. Responding to all reviews, positive or negative, improves user experience and strengthens Google’s evaluation of your business.
What role do citations play?
Citations are mentions of your business online that contain its name, address, and phone number. They help Google verify that your business is located where it claims to be. Citations appear mostly in business directories and social media platforms, but can also show up in blog posts and reviews.
Search engines trust websites that include NAP information. A citation from a site that ranks highly for a given query can improve your rankings for that query, increasing visibility, credibility, and authority with searchers.
Related coverage
- How to Use Local SEO to Improve Your Business Visibility and Boost Traffic
- How to Use Local SEO to Boost Your Website Visibility in SERPs
FAQ
What are the main elements of local SEO?
Local SEO relies on keywords, NAP (name, address, phone number) consistency, reviews, and citations. Relevance, distance, and prominence are the local-specific ranking factors on top of general SEO signals.
What percentage of local pack ranking do reviews influence?
According to Moz, review signals (review quantity, diversity, and velocity) make up 15% of a business’s local pack ranking.
Which tools help find local keywords?
Ubersuggest, Google Keyword Planner, and SERPStat help identify keywords suited to your business. You can also study competitors’ keywords and use Google autocomplete suggestions.
Related coverage
- How to Use Local SEO to Improve Your Business Visibility and Boost Traffic
- How to Use Local SEO to Boost Your Website Visibility in SERPs