Local search engine optimization is a set of tactics that helps a business show up higher in Google’s map pack, local results, and organic searches. The main levers are reviews, citation sources, schema markup, and locally relevant website content.
What does a local SEO strategy actually do?
A planned local SEO strategy can raise your business’s rankings in Google’s map pack and local search results, and it can also increase organic search visibility.
How do reviews help local SEO?
Reviews are one of the simplest ways to get more out of local SEO. They build credibility for your brand and send more traffic to your website. When people search locally for a business, Google shows ratings and reviews on the results page, and managing them is an ongoing process.
A four- or five-star rating raises the chance that a prospective customer will click through. Responding to reviews also signals to Google that you care about customers, which points to a trustworthy business.
What are citation sources and which ones matter?
Building citations is a common local SEO tactic. Citations are mentions of your business name, phone number, and address on other sites, including your own website, social media, and local business directories. Verifying the accuracy of the information on those sites is important.
Along with citations, links from other sites act as trust signals. Depending on your industry, several websites can help you build a strong reputation.
Citations fall into two types. Structured citations are more controlled and let you update information. Unstructured citations are not generated by you; they appear on the web because a business uses frequently used keywords.
Why does schema markup matter for local businesses?
Schema markup is a small piece of code added to your website that helps Google understand your local business. It is not difficult to implement and carries several benefits.
Adding structured data improves your chances of being picked up for rich snippets, which can include details such as your business hours and contact number.
Several tools help with schema markup. Google’s Structured Markup Helper lets you enter your URL, choose the type of data you want to add, and generate the code. You can also use it to check your site for errors.
Using the right schema markup can raise organic search rankings, boost visibility in Google Maps, and prepare your site for voice searches.
How should local website content be written?
Content plays a major role in website optimization. Search engines evaluate the content of a web page and rank it based on its relevance to a searcher. If your business is located in a local area, your content should address that area and its specific needs.
Well-written content can help a local contractor’s website rank higher in local searches. For example, a business in Miami might create content about the city, including upcoming events and news.
Content also needs to be optimized for mobile devices. With 61% of Google searches made on a mobile device, fast load times help visitors find what they are looking for.
Adding structured data markup helps search engines understand your website and gives your site an edge over competitors.