What is Local SEO? The Ultimate Guide, By SEOs for SEOs

The online success of many businesses relies on local search visibility. This article takes you through the intricacies of local SEO, an essential practice.

We’ll explore the basics of local SEO, and how search engines handle local queries. We will also take you through local SEO ranking factors.

Let’s get into it.

What is local SEO? The TL;DR answer

Local SEO is the work done to improve a business’ standing in local search. Local search being searches that aim at a specific geographic area.

As a strategy, it focuses on optimizing a company’s local online presence. Aiming to rank higher in local, not national, search results.

This practice is similar, whether users are searching for:

• Products
• Services
• Information

All relate to their location.

For example… If I was to conduct a Google search for:

Sports shop in Derby

Local SEO would allow a business to rank for this type of search.

How do search engines work?

We have to get this out of the way before discussing local SEO. How do search engines work generally? There are four key elements to search engine ranking:

• Crawling
• Indexing
• Rendering
• Ranking

In this section, we will dive into these in more detail. But this graphic will help explain it to those of you who learn using visuals.

Crawling

Crawling is a fundamental process within search engines like Google and Bing.

It involves the systematic and automated exploration of websites across the web. This works by using specialized software known as crawlers. Sometimes referred to as spiders.

Search engines send out these bots to discover new web pages and revisit older pieces of content. This helps search engines understand the vast landscape of online content.

During crawling, bots follow links from one website to another. As they do this, they fetch information about each page. Information like:

• Content
• Metadata
• URL structure

This data heads back to the search engine’s servers. It is then indexed, rendered, and ranked.

Indexing

Indexing is organizing and cataloguing the information collected during the crawling stage.

After crawlers discover and retrieve content from web pages, the data gets processed. It is then stored in a vast database.

Here’s a fun fact for you:

According to Google, their database stands at well over 100,000,000 gigabytes.

Each page gets reviewed for it’s:

• Content
• Keywords
• Metadata
• Relevance to specific search queries

The index is a search engine’s vast library of web pages. Enabling it to retrieve and display relevant results when users search for queries.

Rendering

Rendering refers to the process of a crawler accessing the web page to learn more about its content. It involves viewing resources such as:

• HTML
• CSS
• JavaScript

And rendering them to understand more about the page.

Search engines use complex algorithms to render pages. This is to ensure they appear without issue on various devices and browsers.

Ranking

Ranking is the process of a search engine deciding where to place each page in the SERPs.

A slew of activities happen when a user enters a query into a search engine:

1. The search engine analyzes the query used.
2. It then accesses its database (index) to find relevant pages.
3. It uses what it learned from rendering to order these pages.
4. The search engine displays these pages with SERP features to the user.

Search engines will cross-reference what they know about a page with ranking factors. To establish what order pages should rank.

Does search work differently in a local context?

Yes, search engines work differently in a local context. Local SEO is completely different to national and international SEO. Understanding these differences is crucial for SEO specialists.

Search engines focus on delivering results that are geographically relevant to the user. When a user searches for a product or service in their local area, search engines use factors like:

• Location data
• Proximity
• User reviews

They consider this data to determine which pages to display.

Local SEO strategies become essential because of this. We will talk more about how to do local SEO later.

National and international queries focus less on location. They emphasize relevance and authority instead.

Search engines aim to provide the best information for these queries. They focus on:

• Comprehensive content
• Authoritative sources

SEO strategies for national and international queries include:

• Targeting broader keywords
• Optimizing content for a wide audience
• Building domain authority

To boost authority, businesses focus on:

• Creating high-quality content
• Earning relevant backlinks

These strategies help businesses rank higher in searches, wherever the audience is.

Why is local SEO important?

Local search plays a key role for many online businesses. It helps businesses reach customers nearby. This drives traffic both online and to physical locations. It also connects businesses with people searching for their products or services. This boosts the chance of conversions.

Local search increases visibility in key areas:

• Local map packs
• Organic search results

These benefits are critical for brick-and-mortar stores, restaurants, and service providers.

Local search also builds trust. It does this by:

• Promoting a strong local online presence
• Highlighting positive reviews from local customers
• Ensuring accurate business information

This makes customers more likely to choose your business over a competitor.

The importance of local search depends on the type of business. For example:

• SaaS companies often serve a national or global audience.
• They focus more on national and international SEO.

Still, SaaS companies can benefit from local search. It helps them:

• Attract talent for recruitment
• Build partnerships in their area
• Create a positive image in the local community

Local search may not be every business’s main SEO focus. But it still offers unique advantages as part of a broader strategy.

How to do local SEO

This section covers key steps to boost your local SEO.

You will learn:

• How these tasks improve your local search ranking
• What tasks to complete
• Why each task is important

Claim and optimize your Google My Business listing

Claiming and optimizing your Google My Business (GMB) profile is essential for local SEO. This is the first step for agencies, business owners, or marketers working on local SEO.

To get started:

1. Go to the Google My Business website.
2. Sign in with your Google account.
3. Search for your business.
4. Claim an existing listing or create a new one if your business is not listed.

Once you have control of your profile:

• Ensure all business information is accurate.
• Keep details consistent with your website and other listings.
• Double-check NAP data (name, address, phone number) for consistency.

Add more relevant details:

• Choose the right categories.
• Write a clear and descriptive business description.
• Set accurate hours, including holiday hours.
• Upload high-quality images and videos.
• Encourage and respond to customer reviews.

Use GMB posts to:

• Share updates about your business.
• Showcase products or services.

If relevant, include booking or appointment links.

Update your profile with fresh content and accurate details. This improves your visibility in local searches and builds trust with potential customers.

Ensure your business website is mobile-responsive

A mobile-responsive website is critical for local SEO. Google prioritizes mobile-friendly sites in its rankings. This is a consistent ranking factor for local, national, and international SEO.

Most local searches happen on mobile devices. A mobile-responsive site offers:

• A better user experience for visitors
• Lower bounce rates
• Higher engagement compared to competitors without mobile-friendly sites

These factors show search engines that your site is relevant and easy to use. This leads to higher local search rankings and better visibility for your business.

Gather customer reviews

Local reviews are essential for local SEO, especially on search engines. They provide:

• Signals to search engines about your credibility and quality
• Social proof for your business

Positive reviews improve your online reputation and boost local search rankings. Search engines like Google consider:

• The number of reviews
• How recent the reviews are
• The overall sentiment

A high volume of positive reviews can push your business to the top of local search results. This makes your business more visible to potential customers.

Reviews also appear prominently in search results. They give users a quick view of your reputation and quality. This can:

• Influence decision-making
• Increase click-through rates
• Drive more website traffic

Encouraging and managing reviews on platforms like Google and Bing should be part of your local SEO strategy. This strengthens your online image, boosts visibility, and attracts more local customers.

Build local links

Building local links is an important part of local SEO. It helps businesses gain trust and relevance in their community.

When trusted local websites link to your business, search engines see your site as valuable. This improves your local search rankings and makes it easier for customers to find you online.

Local links do more than boost rankings. They also bring visitors who are likely to care about your business. These visitors often come from:

• Local websites
• Directories

This targeted traffic leads to:

• Higher conversion rates
• More opportunities for sales

Building local links is a simple way to improve your visibility and connect with local customers.

Ensure your name, address, and phone number information is clear

NAP data (name, address, phone number) must stay consistent across the web. This is a key part of local SEO.

Consistency shows search engines that your business is legitimate and reliable. When your NAP data matches everywhere, search engines trust your information. This helps your business appear in local search results.

Inconsistent NAP data can cause problems. It can:

• Confuse search engines
• Frustrate potential customers
• Harm your visibility and credibility

Search engines use NAP data to connect your business with:

• Local listings
• Directories
• Maps

Matching NAP information strengthens your location and relevance. It also makes it easier for users to find and contact you.

To improve local SEO, check and update your NAP data often. Consistent NAP information boosts rankings, increases visibility, and drives local traffic to your business.

Use social listening

Social listening means tracking social media for mentions of your business. This can improve your local SEO in many ways.

It helps you understand what people in your community say about your business. This includes both customers and others. You can:

• Respond to comments, reviews, and mentions
• Build stronger customer relationships
• Encourage more online reviews and positive mentions

Search engines look at how often your business gets mentioned and the tone of those mentions. Positive engagement boosts your local search rankings.

Social listening also helps you handle negative feedback. This shows your commitment to customer satisfaction. And prevents SEO damage from negative sentiment.

By staying active and engaging with your local audience, you can improve your online reputation. This strengthens your local SEO and increases your visibility in search results.

Local SEO ranking factors

Local SEO, like national and international SEO, has specific ranking factors. These factors may vary in importance based on the user’s search.

Focusing on these gives your business a chance to rank for relevant local searches.

Google My Business profile optimization

A well-optimized Google My Business (GMB) profile is essential for local SEO. It gives users and search engines key details about your business. Such as its location, services, and credibility.

An accurate and complete GMB profile builds trust with search engines. They are more likely to feature trusted businesses in local search results. To optimize your profile:

• Keep your NAP data consistent
• Choose the right business categories
• Add detailed information, including:
  • Opening hours
  • Photos and videos
  • Customer reviews

An optimized GMB profile also improves the user experience. Potential customers can find the information they need. This makes them more likely to engage with your business. Actions like:

• Clicking for directions
• Making a call
• Leaving a review

These interactions signal to search engines that your business is relevant and reliable.

Google often highlights GMB profiles in SERP features like local map packs. Appearing in these results boosts your visibility. And drives more local traffic to your website and storefront.

On-page SEO

On-page SEO is crucial for local SEO. It helps search engines understand your website’s relevance to local searches. And improves the user experience.

To optimize for local SEO, use local keywords and location details in:

• Meta titles
• Meta descriptions
• Headers
• Content

This shows search engines that your site targets a specific area. This is vital for businesses serving local customers.

On-page SEO also enhances the user experience. Visitors are more likely to stay on your site when:

• Pages are well-structured
• Content is high-quality and relevant
• The site loads quick

Positive user actions, such as spending more time on your site and lower bounce rates, signal value to search engines. This can improve your local rankings.

Optimizing your website with local information. And providing a smooth UX increases your chances of ranking. This drives more local traffic and attracts potential customers to your business.

Reviews

Reviews are a significant local SEO ranking factor because they provide valuable signals to search Reviews play a key role in local SEO rankings. They signal to search engines that your business is credible. And offers quality services or products. Search engines like Google consider:

• The number of reviews
• How recent the reviews are
• The sentiment

Positive reviews show that customers trust your business. This trust can improve your visibility in local search results.

Reviews also shape your online reputation, which influences customer behavior. When potential customers see positive reviews on your GMB profile, they are more likely to:

• Visit your website
• Click for directions
• Contact your business

These actions signal relevance. And demand to search engines, helping boost your local search rankings. Encouraging and managing reviews is a simple yet powerful way to improve your local SEO. This, in turn, attracts more customers.

Links

Links play a role in local SEO rankings. They show the authority and credibility of a business in a specific area.

When reputable local businesses link to a website, it signals value to search engines. These links show that the business is trusted within the local community.

High-quality backlinks from local sources act as endorsements. They often improve local search rankings. This makes it more likely for the business to appear in search results.

More visibility in local searches drives targeted traffic to your website. Building links is part of an off-page SEO strategy. You can read our guide to learn more about earning local links.

Behavioral factors

Behavioral factors are actions users take when interacting with a business online. These factors are important for local SEO because they show search engines how relevant and user-friendly a website is.

Key behavioral factors include:

• Click-through rates
• Dwell time
• Number of visits to the site
• Pages viewed per session

Search engines use these factors to measure website quality and relevance. For example, if users:

• Click on your website from local search results
• Spend time exploring your content
• Take actions like clicking for directions or contacting your business

These behaviors signal that your website meets the needs of local users.

Websites providing a good user experience and meet local search expectations rank higher. Optimizing for behavioral factors improves visibility. And drives more targeted traffic to your business.

Citations

Citations are important for local SEO. They confirm a business’s name, address, and phone number (NAP) across online platforms. This builds trust and establishes the business’s presence in a specific area.

Consistency and accuracy in NAP data help search engines confirm two things:

• The business is legitimate.
• The business is relevant to local searches.

These factors influence local search rankings.

The SEO industry supports the importance of citations. Studies like Moz’s “Local Search Ranking Factors” highlight how consistent NAP information across directories and platforms improves local SEO. Ensuring accurate citations strengthens your local presence and boosts your search visibility.

Personalization

Personalization is not a direct ranking factor for local SEO. But, it does influence how search engines deliver results to users.

Search engines personalize results based on:

• The user’s location
• Their search history
• The device they are using

These personalized results do not change the core local search rankings. Instead, the primary ranking factors for local SEO include:

• The search query
• The business’s proximity to the searcher
• The business’s relevance to the query
• The quality of the website
• The consistency of NAP data
• Customer reviews, especially positive ones

Personalization impacts what users see. Focusing on these core factors ensures your business ranks well in local search results.

Wrapping things up

Local SEO helps businesses connect with nearby customers. It improves visibility in local searches.

To succeed, focus on key factors. These include:

• Optimizing your Google My Business profile
• Keeping NAP data consistent
• Building high-quality links
• Earning positive reviews

Search engines rank businesses based on relevance, proximity, and credibility. Strong user engagement helps signal trustworthiness. A consistent online presence builds trust with search engines and users.

Local SEO requires ongoing effort. Regular updates and improvements help maintain visibility. Following these steps ensures your business stands out in local searches.

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