You have a local business and need your business to be easily findable in search results. That means you need your business to rank in the Local Search Results. On Google, that section is called the 3-Pack. With over 1.6 billion Google searches happening daily with local intent, the potential to capture direct, relevant traffic and convert local searchers into customers is immense.
However, the complexity of ranking locally necessitates a solid grasp of general SEO principles and a tailored approach that leverages local signals to stand out in the crowded digital landscape. This is where the power of a local SEO audit shines, serving as a crucial step in enhancing your site's structure and content for effective geographic targeting.
SEO Ranking Takes Consistent Attention
Improving your ranking takes consistent strategies that impact dynamic aspects of the local SEO (Google) algorithm. The good news is with constant time and attention, you can increase your ranking and reap the rewards. Get that phone ringing!
1. Create and Update Your Google Business Profile
The cornerstone of any local SEO strategy is a well-maintained Google Business Profile (GBP), previously known as Google Business Profile. This free tool is essential for customer discovery and communication directly through Google. A comprehensive profile includes crucial information like your business name, hours of operation, photos, reviews, address, phone number, and notes on temporary closures.
Getting Started with Google Business Profile
Creating or Claiming Your Profile: Visit the Google Business Profile website and either claim your existing business listing or create a new one. Verification can be done via postcard, phone, or email, depending on the available options for your business.
Optimization Tips: Ensure your GBP is consistently updated. Maintain NAP (Name, Address, Phone number) consistency, utilize local posts for promotions or events, engage in direct customer service messaging, and naturally incorporate relevant keywords in your description and posts.
2. Complete Your Bing Places for Business Account
While Google dominates search engine usage, Bing's market share represents a not-insignificant opportunity to capture additional traffic. Setting up a Bing Places for Business account can help you tap into this potential.
Setting Up Bing Places
Import data directly from your Google Business Profile account for ease of setup.
Regularly check and update your listing to ensure accuracy.
Take advantage of Bing's preference for high-quality photos to make your listing stand out.
3. Keep NAP Consistent Across All Citations and Websites
Consistency in your business's Name, Address, and Phone number (NAP) across all online citations and your website is vital. This consistency not only aids SEO efforts but also ensures that customers can easily find and contact you.
Strategies for NAP Consistency
Conduct audits of all listings on directories, social media, and your website to ensure uniformity.
Utilize tools or services that manage local listings to streamline the process.
4. Produce Locally Focused Content
Content that speaks directly to a local audience can significantly enhance your visibility and relevance. Target local keywords and engage with community interests to create meaningful connections.
Content Creation Tips
Collaborate with local businesses and influencers to broaden your content's appeal and reach.
Highlight local events, achievements, or landmarks to engage community interest and support.
5. Build Backlinks from Local Sources
Backlinks from reputable local sources can significantly boost your local SEO by establishing your community's legitimacy and enhancing your search rankings.
Acquiring Local Backlinks
Engage with local chambers of commerce, community websites, and local businesses for potential backlink opportunities.
Participate in or sponsor local events and utilize local news outlets to gain visibility and backlinks.
6. Check Up on Your On-Page SEO
Ensuring your website is mobile-friendly and loads quickly is essential for both user experience and SEO.
Tools for Evaluation
Use tools like Google PageSpeed Insights from the Lighthouse Report to assess and improve your website's loading times.
7. Schema Markup
Implementing schema markup helps search engines better understand and display your business details, potentially leading to improved click-through rates and search rankings.
8. Encourage and Moderate Customer Ratings and Reviews
Positive customer reviews improve your business's credibility and contribute to your local SEO performance.
Managing Reviews
Encourage satisfied customers to leave reviews online.
Engage with reviews constructively to show that you value customer feedback.
9. Embed Maps
Incorporating Google Maps on your website can improve your local SEO and provide your audience with clear, easy-to-find location information.
Don't Forget the Fundamentals
While focusing on the specifics of local SEO is crucial, it's important to maintain sight of the overall SEO fundamentals. Regular on-page SEO audits should complement your local SEO efforts, ensuring your website remains optimized for the best possible performance in search rankings.
By following this comprehensive guide and focusing on each aspect of local SEO, you can enhance your business's online visibility, engage more effectively with your local community, and drive significant traffic to your site.