Precision is vital to search engine optimization (SEO). After all, an American searcher looking up “skateboards near me” would not want listings for skateboards in the United Kingdom. As such, SEO practitioners are exploring new avenues to reach their local audiences and address changing customer behaviors and preferences.
An approach that has been gaining traction in recent years is local SEO. It involves tailoring your digital marketing efforts to connect with potential leads in specific locations, letting you enjoy lower competition and higher content visibility, given that local searches make up 22.6% of all queries as per Milestone Internet’s research.
With that in mind, let us delve into local SEO to learn more about this emerging tactic, plus some practical local SEO strategies to set up your hyperlocal marketing strategies for success.
What is Local SEO?
Local SEO is a marketing strategy that enhances the online visibility of businesses within specific locations or local markets. The goal is to ensure your business appears high in search engine results pages (SERPs) whenever a lead searches for a product or service within your area.
For example, if someone looks up “PPC agency Philippines,” local SEO makes it so that Philippines-based agencies appear in their SERP instead of those from other countries.
The advantages of local SEO are possible thanks to its elements, including:
- Google My Business (GMB): Google offers GMB profiles to businesses looking to set up and manage their presence on Google Search and Maps.
- Local keywords: Local SEO involves incorporating location-specific keywords into your website’s content to help search engines understand your geographic relevance.
- Local citations: These citations are online references to your business on other websites and directories like Yelp and Yellow Pages.
- Local link building: When authoritative websites link to your website, search engines often perceive it as a sign that you are a well-trusted local.
- Customer reviews: Search engines rank businesses with customer reviews better because it proves the establishment is active. Brands with positive feedback often receive the most SEO advantages.
6 Local SEO Best Practices
Adopting a well-rounded approach to local SEO is crucial to securing your business’s online success. So, consider leveraging the following tactics to boost your visibility wherever your customers are.
- Ensure accurate name, address, and phone number (NAP) information
Correct and consistent NAP information is the foundation of successful hyperlocal targeting because search engines rely on this data to determine your legitimacy and relevance to local queries.
So, keep your NAP information updated across your online platforms, including your website, GMB profile, review platforms, and other online directories. You can also incorporate localized keywords into your business description to reinforce your location. Finally, regularly update your NAP information, especially when you rebrand or establish a new branch.
- Encourage customer reviews
Online reviews are powerful influencers in local SEO. Positive reviews boost your business’s credibility and improve its visibility in local SERPs. However, even negative reviews are beneficial because they display your brand’s human side and dedication to addressing shortcomings.
To encourage customer reviews, redirect buyers to review sites via a follow-up message or a QR code. Moreover, respond promptly and professionally to feedback to showcase your willingness to. Then, display positive comments as testimonials on your online platforms and marketing materials to build trust with future customers.
- Leverage targeted keywords
Incorporate location-targeted keywords to ensure your local SEO strategies’ success. It will help search engines understand your business’s local relevance, enabling your website and social platforms to rank higher on organic search.
Conduct keyword research to identify your business’s relevant local terms. Then, add them to your website’s meta titles, descriptions, headers, and content. You may also create location-based landing pages catering to your local audience’s needs and interests. Do not forget to monitor your keywords’ performance and adjust your strategies according to your area’s search trends.
- Utilize User-Generated Content (UGC)
UGC is a local SEO goldmine, indicating you actively interact with your audience. A common way to encourage customers to generate content for your business is by hosting contests requiring them to submit photos, videos, and reviews. You could also incentivize UGC and reward those contributing valuable interactions with your brand.
Also, remember to feature UGCs on your website, social media, and marketing materials to showcase ongoing customer support and authentic local experiences.
- Local link building
Build a network of high-quality and locally relevant backlinks to urge search engines to rank your content higher in SERPs. It will boost your website’s authority in local search, increasing your likelihood of attracting organic traffic.
Writing guest blogs for websites in your target location is a straightforward way to achieve your goal. Meanwhile, you can partner with local organizations, sponsor events, and participate in local industry associations to gain more links. Lastly, consider collaborating with local influencers to create content redirecting to your site to improve your local competitiveness.
- Implement local Schema markup
Schema markup provides search engines with specific information about your business, including your business type, operating hours, offerings, and customer reviews. This data enhances the likelihood of your brand appearing in locally rich results, which account for 58% of SERP clicks.
Implement schema markup by using appropriate Schema.org tags, particularly those related to local businesses, like:
- areaServed
- currenciesAccepted
- openingHours
- address
Then, ensure your markup accurately reflects your NAP information and other essential data. Finally, test your structure using Google’s Structured Data Testing Tool to confirm its correctness and troubleshoot any issues.
Secure Your Business’s Local Success
The digital marketing landscape is constantly evolving. As such, it is essential to always have a finger on the pulse of emerging industry trends and strategies. Local SEO has become a vital tactic for businesses seeking to connect with micro-markets, so consider hopping on the trend to enhance your online visibility and remain competitive in your area.
Ultimately, understanding and implementing the local SEO tips above enables you to thrive in your community and establish a robust online presence that resonates with local customers. In turn, you can foster lasting relationships and ensure sustainable growth.
