What is Local SEO?

May 7, 2024

Table of Contents
Toggle
What Is Local SEO?
Local search engine optimization is all about increasing visibility on search engines for businesses that sell to their customers in a physical location, as well as or instead of online.
These types of businesses could be anything that operates offline from a local bakery to a service-based company, like a plumber or a window cleaner.
Local SEO can include anything from setting up a Google my business page, to adding your businesses local information to your website.
Local search includes all of the search terms where you are asking for local business information, such as:
“Plumbers in London”
“Cinema in San Francisco”
“Bakery near me”
“Electrician near me”
These can also be made as voice searches on devices like the
Google Home, or Amazon Echo.
With devices like these becoming more popular, local search will become more and more important in your SEO strategy.
Why Is Local Search Important?
Local search optimization is important because it can quite simply increase the number of eyeballs on your business, therefore increasing sales.
Here are some statistics that will give you an idea of how important it is:
More than 45% of Google searches are from people looking for something local.
Over 50% of users visit a store within a day of finding it
through a local search!
28% of all local searches end in a purchase.

After seeing these stats, you should realise just how vital local search currently is, and it is only getting bigger!

Local SEO Appearance

If you are doing Local SEO, it is important to know what the Local search results look like.

Let’s look at a few different examples of how local search results are displayed to the end-user.

First, we have a typical local search made on Google:

This is usually known as the “Google Map Pack”, or the “Local 3 Pack”, it displays a map with three local listings and then the normal organic results are shown underneath it.

You should already be fairly familiar with the organic Google search results.

But what are the “Map Pack” results that appear when you make a local search?

The “Google Map Pack” is what Google uses to display the three most relevant results when a local search is made.

It takes into consideration the user’s location to make sure that the results that appear are relevant to both the search that has been made, and also the physical location of the user.

There are also many more places where local search makes an effect.

Google Maps Mobile:

On Google maps mobile you see a map with the different businesses below, with the more relevant and popular appearing first.

As you can see each business has a star rating, a category, location, opening times, and also a short description.

Google Maps:

This is how Google Maps displays businesses if you are on a computer, each business gets star ratings, location, opening time and a short description.

These are ranked by most relevant and by popularity, as you can see, it helps if you have a large number of reviews.

Google Knowledge Panel:\

The knowledge panels are boxes of information that appear on Google when you search for people, places, or businesses that are in Google’s knowledge graph.

You can claim one for your business by getting a free Google My Business listing.

All of the examples that I have shown are from Google, but you need to remember that other search engines have special results for local searches too!

Local search is becoming increasingly important if you are a brick & mortar business, or a service-based business that offers services in a specific location.

Keep reading as we will cover everything you need to know to ensure your business will show up in relevant local searches.

Local SEO Keywords

For this section, we are going to look into local keyword research. Local SEO keyword research is very simple compared to keyword research for a blog or eCommerce website.

This is because most local keywords are generic across your business, and local keywords are usually a set few phrases. As an example, let’s say you run a local bakery in London.

Your goal would be to rank in search engines for phrases like:

“fresh bagels in London”
“bakery in London”
“bakery near me”

And of course many more phrases like this.

The easiest way to find keywords and phrases like this is to use keyword research tools or the ‘suggest’ feature on search engines. Some good local search engines that you could use include Yelp, Google and Bing.

To show you how to do this we will have a look at a few of these different sites.

Once you have found a selection of keywords and phrases that you like, put them in a list or write them down so that you can use them later.

Google

This can be very helpful when looking for local keywords as it is the most used search engine for local searches.

You need to put yourself in the mind of a potential customer and start making searches.

For example, I have typed “fresh bagels” and this is the list of suggested searches that Google has given:

You can take any local keyword from here that would be relevant to your business and then add them to your list.

So, if you are a bakery in London, you could add all of these to your list:

“fresh bagels near me” “fresh bagels London” “fresh bagels delivered” “fresh bagels nearby”

As these are all somewhat relevant.

Bing

Once again, this is another search engine that can be used to find local businesses.

All I have done is type “bakery l” and bing has given me some suggested phrases that other people use frequently.

From here you just want to take the phrases that are relevant and add them to your list.

As I put “bakery” followed by the letter “l” I have been suggested different phrases that actual people search for.

Now not many of these would be relevant to me, so let’s make another search.

Google Keyword Planner

The final tool I will show you is Google Keyword Planner.

The best part about it is that you know the data will be accurate because it is made by Google.

First head over to the keyword planner, and then select “discover new keywords”

Once you have done that you will be able to enter the information to help find your keywords.

In the box that says “add a keyword”, I have put “bakery London” (You should put a keyword for your business followed by the location you operate).

I have also unticked “include brand names” so that it does not add other brand’s names to my keywords.

And then you want to select your chosen location below the keyword box and to the right of the language selector.

Finally, click “Get Results”, and Google will give you loads of keywords.

I have sorted it by average monthly searches so that the phrases that are searched the most appear first.

Boom!

That’s it, now you have loads of local keywords with accurate search volume and competition difficulty right in front of you. Now that you know how to find good local keywords, you want to put them into a list.

To build a good keyword list, you could use a spreadsheet, a text document or a tool that will store your keywords for you.

Local Ranking Factors

You must learn exactly what factors influence your local search rankings.

We will look at some of the most important ranking factors that you will need to keep in mind.

The two most important Local SEO rankings are:

Google Map Pack
Organic Local Search

Google Map Pack Ranking Factors

Take a look at this Google Map Pack Ranking Factors study by Moz.

Google My Business Signals

According to the study run by Moz, your Google My Business profile is the primary ranking factor for ranking in the Google Map Pack.

This means it is crucial that you properly optimize your Google My Business profile, but don’t worry, we will cover that later.

Citation Signals

NAP (Name, Address, Phone Number) citations are key Google Map Pack, and Local Search ranking factors.

NAP citations are online mentions of your business’s name address and phone number.

Search engines look at your NAP citations to confirm whether or not your business information is correct.

The higher number of NAP citations that your business has, the more confident that Google and other search engines will be to trust you are giving them legitimate information.

Your goal is to get your business’s NAP citations on as many reputable websites as possible.

Review Signals

Reviews also play a huge role in ranking in the Map Pack. Negative reviews on your Google My Business profile can damage your reputation and rankings, so reply to all reviews and be as helpful as possible.

You want to get legitimate positive reviews from customers on Google My Business, and other reputable review websites.

Replying to all reviews, negative or positive is beneficial to your Local SEO strategy.

Organic Local Search Ranking Factors

In the same study, Moz also researched the factors that go into ranking organically for Local Searches.

These are the different factors that go into your site ranking organically in localized searches.

Link Signals

Links play a huge role in ranking both in local searches and, the Google Map Pack.

Backlinks improve your site’s authority, tell users that your content is high quality, and make it easy for search engines to crawl your website.

On-Page Signals

The optimization of your website’s pages still helps when ranking your site for local searches.

This includes all of the normal on-page SEO strategies, just with some extras for local search.

That can include, having your NAP on your site, improving domain authority, and using the right keywords within your content.

Behavioural Signals

This includes your website’s click-through rate (CTR), mobile clicks to call, bounce rate, etc.

Google looks at how long people spend on your site before leaving, the click-through rate from search results, and many more user behavioural signals before ranking your website.

To keep users clicking on your site, and spending more time on it, you need to write intriguing titles, high-quality content and create content that is relevant to your website’s niche.

Google My Business Profile (And Other Local Business Listings)

Local business listings will play a huge role in many different things, including local search ranking, business reputation, collecting reviews and more.

This makes it crucial that you claim and optimize local business listings that are relevant to your business.

Your Google My Business profile is also one of the top-ranking factors, so you must do it right!

Google My Business

To claim your free GMB profile, head over to the sign-up page here. Enter your business name, you will either need to claim a business that has already been added to Google, or create a new business.

Just start typing and Google will suggest businesses that are in their database.

If they have it, select it.

Should your business not appear, click the option that says “create a business with this name”.

You must enter your exact business name and nothing else as if you add words that are not in your business name, Google may reject you.

Step Two

Chose to add a physical location for your business.

If you work from home, or run an internet-based business and do not want customers to see your address, tick “no” so that you don’t need to add your address.

But, If your business does have an address for customers to visit, tick “yes”.

If you work from home, or run an internet-based business and do not want customers to see your address, tick “no” so that you don’t need to add your address.

But, If your business does have an address for customers to visit, tick “yes”.

Then, simply enter the address for your business.

If you chose not to add an address, Google will ask if you want to choose a service area instead.

This is also good if you run a takeaway style business, as it allows you to select the area that you serve your customers in.

If you chose to add your business’s address, Google will now let you pinpoint exactly where on the map you are located.

But, If you didn’t add an address, you can skip to category selection.

Step Three

Add the category that your business operates in.

Just start typing and different options will appear.

If you don’t know what to put, have a look at your competitors on Google Maps and put the same category that they put.

Step Four

Enter the phone number and website URL for your business. It is best to add both, but you can just add one or the other.

If you are adding a phone number, make sure that it is the same as the one on your website so that Google trusts you, be consistent with your NAP!

Step Five

Now you just need to verify your listing to allow your GMB profile to go live.

Google will give you some instructions to follow, but usually, they will send you a card in the post with a pin you will need to enter on the setup page.

Once its verified, your listing will be live!

Other local listing sites that you should sign up for include: Bing Places, Apple Maps, and Yelp.

Local Listing Must-Haves

Whether it’s Google My Business, Bing Places, or any other listing, you need to follow these steps.

Consistent

You must be 100% consistent across your website, local business listings and NAPs.

Search engines look for information that is consistent across your website, your GMB profile, social media, review websites, and other local listings.

It is key that your local info matches up everywhere!

If Google sees a different address for your business on two different sites, it is a big red flag.

Changing your business address, or phone number? Update your data ASAP.

Your business data must be consistent across the internet for it to positively affect SEO.

Comprehensive

Enter as much information as you can, and complete all profiles. Let’s look at GMB, on the info page you must add as much information as you can, be very comprehensive.

The more information you fill in on your different local listings, the better they will perform.

Keep Data Updated

If any of your business’s information changes at all, you must update it ASAP.

Check that your opening hours, phone number and other basic business information are up to date and accurate.

This is all super simple to check, so why wouldn’t you do it?

If a change needs to be made, make sure to do it on all of your business listings!

Media

Give the people that are finding your business online a visual idea of what you offer.

Add pictures and videos of your office, daily business operations or even employees.

If you are a bakery, show off your bread, or the bread baking process!

Company Description

Add a detailed description of your business to all of your listings, that way people that find you can see what you do and who you are.

In your description, write about your business’s mission, culture and core values.

Let people know what you have to offer and why you are the best that do what you do.

Local Citations (NAPs)

In any complete local SEO strategy, you will have to build local citations.

These are usually known as NAPs because they display your business name, address and phone number.

A local citation is any online mention of the name, address and phone number for your local business.

They can be found on social platforms, apps, websites, blogs and of course local business directories.

The reason behind them is to make it easy for users to find local businesses.

Another good reason to build them is that they can also improve your local search rankings.

Local citations are one of the most difficult parts of local SEO, so make sure to give it your full attention.

The NAP citations for your business must be consistent across the web!

Your goal is to have a high volume of consistent NAP citations to help your local ranking.

Why Are Local Citations Important?

It is stated that local citations are key for all local search ranking opportunities.

When determining how you rank in local results, search engines scan the web for mentions of your business name, address, phone number and website URL.

It then compares them to the data that they already have, and if the data is consistent across the board, it can positively affect your local search rankings.

Local citations also help customers to find your business information, so if they are inaccurate, you could lose a customer, or get a negative review.