Local SEO Strategies for Small Businesses: How to Rank Higher in Your City
Many small businesses rely on local customers, and a strong online presence can help attract them. Local SEO optimizes that online presence so people nearby can find your business more easily. SEO directly affects search rankings, which means more foot traffic, calls, and leads. Whether you are a local restaurant, boutique, fitness studio, or service-based business, local SEO could help improve your business.
SEO vs Local SEO
Maybe you’ve heard of SEO, or Search Engine Optimization, as optimizing a website’s content in order to be more visible to search engines. This can be done by optimizing the content, utilizing strategic keywords, and updating technical aspects to make your website more “search engine friendly”. So what is the difference between SEO and Local SEO? Local SEO is a specific form of SEO. While SEO targets broad general audiences with broad keywords, Local SEO targets a specific local area by using location-based keywords. For local businesses, it is very helpful.
Why Does Local SEO Matter?
According to Google, more than 40% of all Google searches are local, such as “Pilates near me”, “local book store”, or “San Diego web designer”. Many people want to find and support businesses in their local area. Often, local searches indicate that the searchers are ready-to-buy customers. Without local SEO, small local businesses risk being passed over or invisible to nearby customers.
Local SEO Strategies
Optimize Your Google Business Profile
A Google Business Profile is a free online listing that businesses can utilize to manage their presence on Google Search and Maps. A Google Business Profile allows businesses to update important information that customers are looking for, like your business name, address, phone number, business hours, website, services or products offered, photos, and reviews. A Google Business listing not only allows you to connect more with customers, it also helps ensure that your business appears in Google Searches. Here, you can encourage reviews and respond to your customers directly.
Local Keyword Optimization
Keywords are an important part of local SEO. Use city or neighborhood-based keywords in page titles, meta descriptions, and website copy, as well as optimizing your URLs and image alt-text. Adding “yoga studio” might attract anyone interested in practicing yoga, but keywords like “San Diego yoga studio” or “yoga studio near me” will attract potential yoga students in your area who are more likely to visit your studio. For companies that service multiple areas, such as chains or franchises, creating location-specific landing pages helps customers in the desired area find local information. Google Keyword Planner and Ahrefs are useful tools for finding relevant local keywords.
Consistent NAP Citations
NAP citations are online mentions of your business details, including name, address, and phone number. These are usually found on directories like Yelp, Yellow Pages, Bing Places, and local chambers as well as websites, directories, and social media platforms. Inconsistencies can confuse Google and impact your rankings, so ensure your business info is consistent across all platforms.
Local Content Creation
Content marketing is a vital part of SEO. Writing blogs about local events, news, collaborations, or community initiatives helps local SEO. Case studies are also a helpful tool for showcasing client success stories tied to your city, and adding local testimonials throughout your site can help boost relevance and build a connection with local customers.
Mobile Friendly and Fast Website
Local searches are often happening on a phone or tablet rather than a computer screen, so a website that is slow or isn’t mobile-optimized will likely cost you potential business. Make the mobile version of your website is easy to navigate and ensure that there is a clear way to contact you or find your contact information.
Reviews and Reputation Management
Positive reviews improve trust with potential customers, and, therefore impact local search rankings and credibility. When a potential customer is looking for local bakeries and they see 40 1-star reviews, the likelihood they click on that option is very low, therefore lowering the likelihood that that bakery will continue to be shown to many interested searchers. Ask happy customers to leave reviews on Google or other platforms and make it easy for them to leave one by providing direct links. It is important to monitor and respond to all reviews, both good and bad, to show engagement and build trust.
Use Local Link Building
This is a bit more of an advanced Local SEO tactic but can be utilized once a local presence is established. Link building is an SEO tool where other websites link to your website, called Backlinks. Backlinks from local websites can enhance your authority in the community. You can partner with nearby businesses to cross-promote services, sponsor or participate in local events, or work with local influencers and bloggers for posts.
Engage with Your Community on Social Media
Your social media, as well as your patron’s social media, affect local SEO rankings. Sharing location-specific content in your studio, shop, or local business and utilizing location-based hashtags and geo-tags on posts can help build visibility in the local community. Interacting with local customers in comments, direct messages, and community groups is also beneficial.
Local SEO enhances visibility, credibility, and more local customers. Optimizing your Google Business Profile, using local keywords, creating relevant content, and engaging with the local community can help in your long-term success. If you are a small to mid-sized business trying to engage more with potential customers in the local community, you can’t ignore local SEO.
If you are interested in improving your local SEO, contact Solazzo Designs for expert solutions tailored to your needs.