Local SEO is a set of strategies business owners use to optimize their online presence for local searches. Yeah, I am talking about things you do to get more visibility in local search results and attract more customers in your locality. Someone might need something to eat, so he searches for restaurants nearby on Google. The person will be shown a map pack of restaurants and eateries close by ( this is called local search results) and can make his choice from the results shown to him by Google.
Those things you do to rank higher than other local businesses that offer the same service as you do in results for any local search are under Local SEO.
It shows how important this is for local businesses, especially ones with physical presence like stores, restaurants, or service providers.
Now, let’s look into elements of local SEO;
Google Business Profile (GBP) Optimization
- Google shows Business Profiles of businesses as local search results. GBP is where you see everything you need to know about the business, the service it renders, the address, and so on. The goal is to make your GBP as inviting as your favorite hangout spot. You’re to do the following;
- Create and verify your Google Business if you don’t have any.
- Create a business name if it doesn’t already exist in Google Business. You can claim it if it already exists so you won’t end up with duplicate listing. When you want to create a business name, if the name already exists, google will bring it up as a suggestion. Claim it, if it’s yours by clicking on it and carry on with the process.
- Ensure your business information (name, address, phone number) is accurate and consistent to avoid confusion.
- Fill in details in the category section which includes the primary category and additional categories.
- The services and product tabs shouldn’t be overlooked. It throws more light on what your business is all about.
- Take advantage of the question and answer section in GBP.
- Upload high-quality images of your business don’t use stock photos. Your business should look authentic. Use real images.
Up-to-date Info!
Make sure your opening hours, holidays, and other business info are accurate and up-to-date. When there is a change in your business location, phone number, or any other thing. Make sure to get it updated in your Google Business Profile and your citations on local business directories as soon as possible.
For citations that need a manual change from someone else, you might need to reach out one by one with targeted-friendly outreach emails.
This article, GBP Optimization explains in detail how to properly optimize your Google Business Profile for increased visibility and rankings.
Local Keyword Research
(I) Use keywords that locals would type into Google when searching for your services in your website content and other relevant places like Yelp, Star of Service.
(II) Include location-specific terms in your product or service descriptions e.g. For bakery, you can use cake delivery, fast delivery, Abuja or Lagos ( for location), etc.
You can get a short list of keywords that people use to find your local business and also look into search-worthy words for your target audience.
Google Suggest can be helpful for local searches
For example, if you type in “bakery”, you get a list of suggestions but the one that is useful for local SEO is “near me” or “nearby”. Then look into your competitors and sponsored Ads to learn one or two things that can be helpful to you.
Also, when you add a letter e.g. ” bakery m” or something like “bakery d” you will see keywords that you can use.
On-Page SEO
Here, you optimize your website’s title tag, meta description, and headers for local relevance. It’s important to include your business name, address, and phone number ( NAP) on your website.
Ways to optimize your On-Page SEO include;
(I) Start your title tag with a strong, benefit-driven statement. E.g. Fastest Cake delivery: 7 years running with 150,000 successful deliveries.
(II) Use your location-focused keyword on your website e.g. Abuja Fastest Cake Delivery Service. It’s ideal to place it at the top of your page in a headline and this should be done with an H1 tag. It helps local searchers to know that you offer your services in their area within a few seconds.
(III) Optimize Meta Description for local searchers.
You can look into Google Ads in your line of business to find compelling descriptions to use as a guide.
(IV)Create content that is locally relevant and addresses the needs of your local audience. Tailor your content to the local scene, you can also mention local events, landmarks, or trends related to your business.
Online Review
(I) Encourage satisfied customers to leave positive reviews on platforms like Google, Star of Service, Yelp, and other relevant review sites.
(II) Respond to every single review both positive and negative. Make sure to include your customer’s name when replying to their messages. It makes them feel special and know that you aren’t giving a random response to any kind of person.
You can easily reply to your reviews inside the Google Business Profile dashboard.
Always remind your customers to leave reviews and you can make it easy for them.
To do this;
(I) Send your customers an email with a review link.
(II) Log in to your GBP account, and go to the “Ask for review” section
(III) Copy the review link and send it to your customers.
Local Citations
Ensure your business is listed accurately on local directories, review sites, and other online platforms. Consistency in NAP information across different platforms is crucial.
Embedding a Google Map on your About page is highly recommended, it also tells Google that your business is located in a specific place.
How to achieve this;
(I) Find your business in Google Map
(II) Click the little drop-down Menu in the top left corner of the screen
(III) Then, click “share or embed map”
(IV) This will give you an embed code
(V) Finally, embed that map on your site’s contact or direction page.
Local Link Building
Local businesses are more likely to have relationships with other businesses in their local area.
Reach out to them and look for a specific page on their site where a link to you would be possible or you can share some sort of promotion.
You can also build local links through sponsoring local events. Local events are more likely to need sponsors. Partnering and sponsoring the events by giving cash, taking care of food and snacks for the event, offering to print some flyers, etc can give you a place for a nice link on the event’s website.
Local SEO Monitors and Analyze
(I) Use analytics tools to monitor your local SEO performance.
(II) Track Local Keyword rankings, website traffic, and customer reviews.
Conclusion
Local SEO is like putting up signs that direct customers to your business. Follow these strategies, and be patient and consistent because there’s a whole lot of work to do. You will surely reap the dividends.