LOCAL SEO OPTIMIZATION TIPS

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

Local search engine optimization is a branch of SEO that focuses on optimizing a website to be found in local search results.

Will your business show up at the exact time when local customers are looking? Will they pick you out of all the local businesses that offer the same products and services?

Customers are searching for the best products and services near them – and they want answers… fast.

If you want to have a solid foundation on local search engine optimization, make sure to read SEJ’s A Guide to Local SEO.

Content, on-page optimizations, and link building all with a focused, localized intent are part of these efforts.

What is local SEO?

Local search engine optimization requires a strategic and targeted approach that is distinct from general SEO.

We created this comprehensive guide to help local SEO professionals gain a better understanding of today’s local search landscape.

Optimizing for local search is important, especially for brick-and-mortar businesses serving specific towns, cities, regions, and even states.

Brick-and-mortar businesses wanting to win against competitors should make sure all the local signals across Google’s local search landscape are consistent and correct.

Search Engine Journal’s ebook, A Guide to Local SEO, tackles what you need to know about optimizing for local search.

When done right, local SEO allows people to find information about your business quickly and easily, putting them one step closer to a transaction.

Read A Guide to Local SEO to learn:

Why is local SEO important?

To conquer Google Assistant, businesses can apply their usual local SEO solutions and optimize their content for rankings within the Local Pack, especially by adapting it to more natural language for the spoken search queries.

Every time you do reply to reviews, remember these tips:

Encourage happy customers to leave reviews via post-purchase emails or by actively showing your appreciation by promptly replying to positive reviews. Monitor and resolve issues resulting in negative reviews. Ask yourself if the customer is speaking half-truths or if a refund should be issued.

Use the Social Media Toolkit to plan and schedule your posts in advance, study analytics to find the best time to post, track each post’s performance, and keep your users engaged.

The importance of Google My Business has been covered enough; now it’s time to claim your listing and start cashing in on all those local leads.

No. 9: Use Geofencing Advertising.

A wide variety of opportunities awaits you on social media. There's an abundance of platforms that you can use to expand your online presence. The first step is choosing the platforms and coordinating a multichannel strategy that makes your message consistent everywhere.

However, it’s also crucial to monitor and respond to all your reviews, especially if you operate in a local area. These reviews — and how you handle them — directly impact your brand image.

Semrush has already addressed what local SEO is in previous articles. In short, these strategies prioritize optimization for location-specific SERPs. Because of all the information available to search engines to evaluate content rankings, the user’s IP address and geolocation are extremely relevant factors.

Other social media platforms go in and out of fashion daily; the list is long: YouTube, Pinterest, Snapchat, TikTok, LinkedIn, etc. Choose whichever one best fits your brand image.

Now, I'm going to go over 11 local SEO solutions that you cannot do without:

Your posting schedule needs to encourage customers to interact with your page, so go ahead and ask your followers for questions and feedback, host contests and giveaways.

The advice here is to make good use of structured data. Consult the Keyword Magic Tool to discover and target long-tail keywords and make your content sound as natural as possible.

Voice Search is another topic that's been previously discussed in-depth and represents a valuable opportunity for local SEO. As this is still a fairly recent technology, the competition might not be as high.

Managing your brand message on multiple channels is no easy job, especially for smaller businesses. Once you create a profile on the social platforms of your choice, these need to be updated regularly.

Take full advantage of the Listing Management Tool to check your online reviews in the Reviews tab.

No. 7: Interact with Your Customers Online.

A ‘local search strategy’ is an umbrella term that stands for multiple solutions to increase business visibility. These include claiming a business listing to appear in a local search on Google, managing online ratings and reviews, starting a locally-focused social media campaign, and so on.

Consider queries with a geographical qualifier, like “hotels in New York,” local SEO solutions allow you to take advantage of opportunities resulting from these types of local searches.

Your social media communication needs to be consistent with all other channels your business uses, including your website and your GMB profile.

Remember, the platform can change. What your brand stands for cannot.

A Google My Business account increases your business’s online visibility almost immediately by making it show up in listings where you otherwise wouldn’t pop up. You can follow Google’s instructions to set up your account, but make sure not to miss these key steps:

If you haven’t done so already, now is the time to open Semrush's Keyword Overview Tool and perform a detailed local keyword search. The tool will provide you with all the insights you need at this stage: which keywords are more relevant to your business, their estimated value, and the current competition to rank for them.

First, the Position Tracking Tool allows you to track and compare multiple geographic locations or devices in a single project. You can easily handle local SEO tracking and even see how your competitors are doing.

No. 6: Build a Social Media Presence.

Once you have done the initial work of gathering information for your Google My Business page, an important step in your local SEO strategy is to submit the same information to online business directories such as Yelp, HubSpot, TripAdvisor, etc.

You'll be able to track performance for your posts as well, including a whole host of engagement metrics:

Check out this local business directories list to find more online real estate to claim for your business without incurring Google penalties caused by unnatural inbound links.

When building your local SEO strategy, it’s important to leave no stone unturned. In this guide, I'm going to provide you with local SEO solutions to ensure your site is online and visible to users:

Semrush has already delved deeper into geotargeting for local PPC in previous articles. However, it’s worth mentioning the opportunities offered by geofencing.

Why not both? As a small business, you can take full advantage of the geographical proximity and familiarity you share with other businesses in your area. Local link building is synonymous with community engagement.

However, there are a few more steps to take when preparing your keyword targeting. Local SEO solutions are all about narrowing your targeting:

Local SEO strategies are about marketing your brand, products, and services to local leads. If you’re a smaller business operating on a regional level, they allow you to lessen the advantage of bigger, national brands that optimize for more generic keywords while also gaining traffic from ready-to-buy demographics and increasing your conversions.

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