Looking to optimize your business website for local search, but not sure where to start? When it comes to marketing your local business online, a search is a great place to start. Over the years, I’ve had the pleasure of working with a number of small to mid-size local businesses. I have tried to improve business results by local SEO. It has helped them grow their reach and revenue.
One of the biggest hurdles we face when working with local clients is that they’ve been burned in the past by so-called “experts.”
They’ve invested their hard-earned money only to see little, if any, return. This has led many local businesses to believe SEO is too hard and/or doesn’t work.
My goal is to share some local SEO tips that actually work — and how you can start using them today to grow your business’s online reach.
Why local SEO?
Before we get into the tips, let me lay the groundwork for why you need to use local SEO. People use search engines to find local businesses they want to buy from. This is not just my own opinion; Google’s own research proves it. Here are a few stats the make the point.
- Four in five consumers use search engines to find local information.
- Fifty percent of consumers who conducted a local search on their smartphone visited a store within a day, and 34 percent who searched on a computer or tablet did the same.
- Local searches lead to more purchases than non-local searches. Eighteen percent of local searches on smartphones lead to a purchase within a day vs. 7 percent of non-local searches.
What does this mean for your business? Not only are people searching locally, but they’re also taking action when they do! Building a strategy that promotes your business locally will do more than drive website traffic — it will drive sales.
So let’s get into some tried-and-true tips to help you rank better and convert more local searchers.
Local link building
Link building is perhaps the most important factor when it comes to SEO. But not all links are equal. The directory links we talked about above are great, but they don’t carry the same weight as organic backlinks.
Just like any other backlink strategy, local backlinking begins with good research. City-run sites are a great place for local businesses to start. Many of these local sites have “local directories” on them. Most of the time, all you need to do is email the website admin and request to be added.
Another great place to find local backlinks is with local clubs and outreach organizations. Joining a local Rotary Club or business group will often land you a nice quality backlink.
These links are important because they show how connected you are to the community. I’ve seen this work over and over again for clients.
The key is to only link to or get links from, sites you want to be associated with. Make sure that the link makes sense contextually, and never pay to play.
Link building is really, at its core, about building relationships. When it comes to local SEO and business, relationships are huge.
Locally focused content
When we talk about local SEO, often much of the focus is on citations, local directories, and maps. All of these components are important, of course; but to really give yourself an edge, you need to create quality localized content.
What do I mean by localized content? Here, I’m referring to content that is based on or around your local area and educates readers on the specific issues/problems/wants they have. Local businesses can benefit a ton by sharing the purpose and passion behind what they do.
Here’s what I recommend: Start a blog (if you don’t already have one), and create content specific to your niche and town.
Share why your community is special and how your products or services align with the community’s values. You started your business for a reason; tell your audience and let them connect.
Be sure to use location modifiers in your content, too. For instance, if you are a bakery in Palm Bay, Florida, share how your bakery serves that town.
A great place to get inspiration for local content is your customers. Interview them, share stories about interactions you’ve had, the possibilities are endless.
Localized content creates a personal connection and serves your end user. It also gives other local sites a reason to connect and link to you!
Maps, directories & citations
For local businesses, it’s important to ensure that your business is present (and optimized) on Google Maps. After all, if people can’t get directions to you, then you’re out of luck!
