Local SEO is your business’s ticket to dominating the local search results. If you want to stand out and capture the attention of customers in your area, mastering Local SEO is non-negotiable. This guide will arm you with the strategies and insights to rise above the competition and drive more local traffic.
Over the course of this article, you’ll learn the following:
- What Is Local SEO?
- Why Is Local SEO Important?
- How Does Local SEO Work?
- Local SEO Ranking Factors
- How to Do Local SEO
- How to Monitor Your Local SEO Results
- Leverage Local Business Schema
- How to Optimize for Voice Search
- How to do a Local SEO Audit
- The Best Online Local Business Directories & Listing Sites
- Local SEO Mistakes
- Local SEO Case Studies
- Best Local SEO Tools
- Local SEO Statistics
But before we dive into the tactics, let’s get clear on the essentials: What is actually Local SEO?
What Is Local SEO?
Definition of Local SEO
Local SEO is all about getting your business in front of people nearby who are actively searching for what you offer. Think of it this way—when someone types "pizza near me" or "plumber in Boston" into their phone, Local SEO makes sure your business pops up in the map pack results (the list of businesses under a small Google Maps excerpt) . It’s like putting your business right on the map, exactly where people are looking for it.
But how does that differ from “normal” SEO, you may ask..
No worries, I also have an answer for that.
The difference between local and traditional SEO
There is a clear difference between local SEO and traditional SEO. Traditional SEO is like casting wide nets into the ocean, hoping that you'll catch a fish. Local SEO is more like fishing in your own backyard pond-you already know there's most likely a good chance the fish are there. You're not just trying to show up in broad, global search results; you want to make sure you get noticed when people are looking for something close to where they are.
In other words, while general SEO targets the broad market, Local SEO targets your neighborhood. It's supposed to ensure that, when someone around your vicinity searches for what you are offering, your business pops out. Think of it like word-of-mouth marketing, only in the digital world. The final goal is that when someone pulls out their phone and searches "coffee shop near me," Local SEO ensures your shop pops out at the top of the list.
Of course, it's more than just using the right keywords, though. Local SEO optimizes your business's map listing, reviews, and local directories to make sure customers can find your hours, contact information, and directions with ease. It's like slapping a glowing digital sign above your door for every potential customer to see, whether those people are online or physically walking down the street.
Why Is Local SEO Important?
Importance of Local SEO to Local Businesses
If you want people in your area to find your business, then Local SEO is the way to go. Just put yourself in their shoes for a second: A person needs a certain service, reaches for their phone, and voilà - a search. And there you aren't. Be it running a café or offering plumbing services, Local SEO helps your neighborhood find you. Without it, the competition gets all the airtime, while you're left standing with your mouth agape, wondering where all the customers are. Thus, you need to make sure to show up above your competitors on the map pack.
Benefits of Local SEO
Here's why Local SEO is a must for any local business:
- More Eyes on Your Business: You're not just showing up, you're showing up first. Local SEO puts you right at the top of search results, making it a lot easier for people to choose you over others.
- Foot Traffic That Converts: It drives real people through your door-not just clicks. And when a customer sees your listing and gets easy directions, they're likely to stop by. A whopping 76% of “near me” searches are leading to a business visit within the following 24h!
- Ready-to-Buy Customers: Very often, local searches are made out of need for a solution right now. So if you show up at the time they search, you're getting in front of people ready to spend money.
- Nurture Trust: Good reviews and updated information instill trust in any business. Local SEO nurtures your credibility by highlighting positive feedback and updating your information accurately.
- Low Cost, High Impact: Unlike advertisements, Local SEO targets those people who are actually looking for what you offer. You will be targeting the right people without having to waste too much money on casting a wide net.
How Does Local SEO Work
Google Algorithm
Local SEO revolves around Google's local search algorithm, which predefines what businesses will show and on what occasion a user conducts location-based searches. It considers largely three key factors:
1. Relevance: How well your business matches what the searcher is looking for. 2. Distance: How close your business is from the location of the searcher. 3. Prominence: How well-known or trusted your business appears online through reviews, backlinks, and citations.
These factors combined help Google to rank the local businesses to show which will appear in both the Map Pack and organic results.
Google’s Map Pack
The Map Pack is that boxed section at the top of local search results displaying a map and three business listings; these are prime online real estate - getting listed here can dramatically boost visibility and significantly increase any business revenue - hence why the importance of Local SEO. Google selects the businesses in the Map Pack based on proximity, reviews, and how well-optimized your Google Business Profile is.
How to appear on Google’s Map Pack?
To get to the Map Pack, a business needs to have a profile optimized with the right contact information and business hours, generated with a stream of positive reviews. Google takes this and other signals, including location and keyword usage-into consideration when determining which businesses make the cut.
(No need to worry, we’ll go over all the most important in the next section)
Organic Search Results
Beneath the Map Pack are the organic results. For local businesses, these still can drive a fairly significant amount of traffic.
Organic results rely on things such as on-page SEO-keywords, meta tags, backlinks, and content quality with a twist. Google factors in location for the ranking of these pages, so it is critical to optimize your website for local keywords.
What you need in order to rank higher in organic local search results is a strong keyword strategy, a mobile-friendly site, and local directory solid presences. In this case, local SEO goes hand in glove with traditional SEO, but focused on driving traffic from users nearby.
Local SEO Factors
Besides relevance, distance and prominence, there’s more local seo factors that come into play when it’s time to show the top businesses nearby.
A recent leak from Google gave a rare look behind the curtain, revealing some of the key factors that influence local search rankings. While Local SEO has always been a bit of a puzzle for the majority of business owners, this leak shed light on what Google’s algorithm really prioritizes. With dozens of elements in play, it’s easy to get overwhelmed, but not all factors carry equal weight.
Below are the most critical factors to focus on for improving your local search presence and ranking above competitors.
- Relevant keywords in your Google Business Profile (GBP) title
- Distance between the business and the searcher’s location
- Business address located within the target city
- Eliminating spam listings to improve search result quality
- Strong Google ratings (4-5 stars)
- Adding multiple categories to your GBP
- Number of genuine Google reviews with written feedback
- Verification of your GBP
- Closeness of your address to the city’s central point
- Keywords in the title of your GBP landing page
- Fully completed GBP profile
- A steady flow of reviews over time, not just in bursts
- Separate page for each service offered
- Keywords in the headings (H1, H2, etc.) of your GBP landing page
- Correct placement of your business’s map pin
- Use of city or neighborhood keywords in your website content
- Effective internal linking across your website
- Number of backlinks from locally relevant websites
- Timeliness and freshness of reviews
- Number of backlinks to your GBP landing page from local sources
- Consistent citations across major search engines (Google, Bing, Apple Maps)
- Matching HTML NAP (Name, Address, Phone) with your GBP
- Internal links directing to your GBP landing page
- Age of your Google Business Profile
How to Do Local SEO
By now you already learned what Local SEO is, why it is important and how it works. Now it’s time to learn how to actually do Local SEO.
By following the steps below, you’ll be able to fully optimize your business for search engines and improve your rankings.
Local Keyword Research
The first step in local SEO for any business is to understand exactly what people in your target area are searching for. This helps ensure your website, content, GBP and marketing efforts are aligned with user intent.
Why Keyword Research Is Essential in Local SEO
Before optimizing your site, GBP, or creating content, it’s important to know the specific phrases that people in your area use when searching for services like yours. This is called keyword research, and it’s the foundation of any successful SEO campaign.
How to do Keyword Research for Local SEO:
Step 1: Go to a keyword research tool
There’s a ton of keyword research tools you can use for this. Some of the most used are SemRush, Ahrefs, Moz and Google Keyword Planner. For this example we will be using SemRush.
Step 2: Access Keyword Overview
On the left-hand menu, under "Keyword Research", click "Keyword Overview". This is where you'll start your keyword research by entering your primary keyword idea.
Step 3: Enter Seed Keyword
In the search bar, enter the seed keyword. For this example we will be doing keyword research for an Italian Restaurant in Amsterdam, so the Seed Keyword would be "Italian restaurant Amsterdam" or something similar, depending on your restaurant's focus (e.g., "best pizza Amsterdam" or "authentic Italian dining Amsterdam").
Click Search to get keyword data (Don’t forget to set your country - in this case, Netherlands)
Step 4: Analyze Keyword Overview Data
SEMrush will display important metrics like: - Search Volume: How many searches per month. - Keyword Difficulty: How competitive the keyword is. - SERP Features: Results like maps, reviews, and images that appear for the keyword on Google.
Analyze these to understand if your restaurant can rank for this keyword. If the competition is too high, you might want to choose a less competitive term.
Step 5: Explore Keyword Variations
Scroll down to find variations of your main keyword:
- Related Keywords: Keywords closely related to your seed term. Example: "Italian food Amsterdam" or "pasta Amsterdam."
- Questions: Popular questions people search, such as "What’s the best Italian restaurant in Amsterdam?"
- Phrase Match Keywords: Keywords that include your seed keyword in different phrases like "best Italian restaurant near me" or "Italian restaurants Jordaan Amsterdam."
Step 6: Select Keywords for Analysis
Check the boxes next to keywords that seem relevant to your Italian restaurant and click Add to Keyword List or Export to save them for further review.
Step 7: Add keyword to your content
Now you’re ready to incorporate the keywords selected into your website and Google Business Profile (GBP). Think of it like setting the foundation of a house. Without a solid base—your keywords—the whole structure wobbles. But it’s not just about cramming them in; it’s about making them feel like they belong.
- In headings, the H1 should clearly feature the main keyword, while H2 and H3 tags guide the reader with secondary ones—like signposts.
- Your meta description? Think of it as your quick pitch. Lead with the keyword, but focus on engagement, not stuffing.
- For title tags, put your keyword upfront but make it enticing, like a movie title that grabs attention.
- On Google Business Profile, introduce your restaurant naturally with location-based and service-related keywords, just like you’d explain your restaurant concept to someone at a party. Keep it informative, but casual.
Check out our complete guide on keyword research to learn more!
H3: Optimize Your Google Business Profile
1. Claim or Create Your Business Profile
- Create Profile: Visit the Google Business Profile website. Click "Manage Now," and log in with your Google account.
- Search for Your Business: If it already exists, claim it. Otherwise, create a new one.
2. Enter Basic Business Information
Business Name
- Consistency: Ensure the business name matches exactly how it appears on your website and other platforms (Facebook, Yelp, etc.).
- Avoid Keywords in the Name: Don’t stuff keywords into the name unless they are part of your official business name.
Business Categories
- Primary Category: Choose the most relevant category for your business (e.g., "Plumber," "Coffee Shop").
- Tip: Look at the categories your competitors are using.
- Additional Categories: Add secondary categories if applicable, but don’t go overboard.
Business Address
- Accurate Address: Ensure your address is correct and consistent with what’s listed on your website and other directories.
- Service Area (If Applicable): If you don’t have a physical storefront but serve customers at their location (e.g., a cleaning service), specify your service area. This is the area that your business is willing to travel to.
Phone Number
- Local Number: Use a local phone number with a consistent area code to improve local SEO.
- Call Tracking: If you use call tracking, ensure it forwards to a real number that matches your NAP (Name, Address, Phone) data on your website.
Website URL
- Use the main URL of your business’s homepage or specific service page if applicable.
- UTM Parameters: Add UTM tracking parameters to your URL if you want to track traffic from Google Business Profile in Google Analytics.
Business Hours
- Accurate and Complete: Ensure your hours are up to date. Keep them consistent across all online platforms.
- Special Hours: Include special holiday hours or temporary changes, as they help avoid confusing customers.
3. Add Services and Products
Services
- List All Services: If applicable, list all your services (e.g., "Haircut," "Plumbing Repair"). Break them down into categories if needed.
- Service Descriptions: Provide a brief, keyword-rich description for each service (50-300 words).
Products If you sell products, list them with:
- Product Name: Use specific product names with relevant keywords.
- Product Description: Write detailed descriptions that include key phrases people may search for.
- Pricing: Optional, but adding prices can attract clicks.
4. Write Your Business Description
- Brief Overview: Write a concise yet informative description of your business (up to 750 characters).
- Keywords: Naturally include local keywords and services, but avoid keyword stuffing.
- Example: "We’re a family-owned bakery in downtown Austin, offering a variety of fresh pastries, cakes, and bread made daily."
- Tone: Use your brand’s voice, whether friendly or professional.
- Unique Selling Proposition: Highlight what makes your business special.
5. Add Photos and Videos
Profile Photo & Logo
- Professional Quality: Use a clear, high-quality logo or image as your profile picture.
Cover Photo
- Brand Representation: Choose a cover photo that visually represents your business (e.g., storefront, services).
Additional Photos
- Upload Photos of Your Business: Show your storefront, interior, staff, products, and behind-the-scenes images.
- Geotagging: If possible, use geotagged images to show your business’s location (optional but helpful).
Video Content
- Short and Engaging: Videos should be up to 30 seconds and focus on what makes your business unique.
6. Set Up Messaging (Optional)
- Enable Messaging: If you want customers to contact you via text, enable the messaging feature.
- Timely Responses: Be sure to respond quickly to any messages for better customer engagement.
7. Add an Appointment URL (If Applicable)
- If your business allows bookings, add a URL to your appointment system (e.g., through your website or a third-party booking system).
8. Optimize Q&A Section
- Pre-fill Questions: Google allows users to ask questions. You can pre-emptively ask and answer common questions.
- SEO Tip: Use this section to insert keywords naturally, similar to FAQs.
9. Set Up Attributes
- Google allows you to select specific business attributes:
- Highlights: Include whether your business is woman-led, LGBTQ+ friendly, or veteran-owned.
- Accessibility Features: Mark features such as wheelchair-accessible entrance or parking.
- Health & Safety: Add info like “masks required” or “staff temperature checks.”
10. Monitor and Use Insights
- Once your profile is set up, keep an eye on the analytics provided in the "Insights" section.
- Monitor Traffic: See how customers find you (via Google Search or Google Maps).
- Track User Actions: Look at customer actions, such as website visits, directions requests, and calls.
Learn in detail how to optimize your Google Business Profile with our clever checklist.
Keep Your Google Business Profile Active
Google Business Profile allows you to create posts similar to social media updates.
Types of Posts:
- Offers: Promote sales or discounts.
- Events: Share details about upcoming events.
- What’s New: Highlight new services or products.
Post Optimization:
- Use relevant keywords.
- Include a call-to-action (CTA), such as "Visit Us" or "Call Now."
- Add photos or videos to grab attention.
Collect and Manage Reviews
Ask for Reviews
Picture this: a customer walks out of your shop or completes a purchase online, happy but silent. Now’s your chance—ask for a review while the experience is still fresh in their mind. A simple, genuine request goes a long way. You can say something like, “We’d love to hear how we did. Could you share your thoughts?” Timing matters, too—send a follow-up email or message soon after the transaction. Think of reviews as social proof; the more you gather, the stronger your reputation.
Respond to Reviews
Reviews are like conversations about your business happening in public. Don’t leave them talking to a wall. Respond to every review—yes, even the bad ones. Thank happy customers for their feedback, but when it’s negative, show you’re listening. “Sorry we missed the mark. Let’s fix this,” goes a long way. By addressing complaints head-on, you can turn critics into fans. It’s not just about that one customer; others are watching how you handle the heat.
On-Page SEO Step by Step:
1. Optimize Title Tags
- Include Your Main Keyword: Place your primary keyword at the start of the title tag. It’s like putting the cherry on top where everyone can see it.
- Keep it Short and Sweet: Aim for under 60 characters. You want it concise, so it doesn’t get cut off in search results.
- Make it Click-Worthy: Use engaging language that sparks curiosity. Think of it as crafting a headline that grabs attention.
2. Craft Meta Descriptions
- Summarize Your Content: Write a clear, enticing summary of what users will find on the page. This is your chance to make a first impression.
- Incorporate Keywords: Naturally weave in your primary keyword. It should flow and not feel forced.
- Stick to 160 Characters: Keep it concise to ensure it displays fully in search results. You want users to see the whole picture at a glance.
3. Use Header Tags (H1, H2, H3)
- One H1 Tag per Page: Use it to clearly state the page's topic with your main keyword. It’s like the title of a book—make it count.
- Structure with H2 and H3 Tags: Use these for subheadings to break up content. They guide readers through your narrative, making it easier to digest.
4. Optimize URL Structure
- Keep URLs Clean and Short: Use your primary keyword and avoid unnecessary parameters. A simple URL is easier to remember and share.
- Avoid Special Characters: Stick with hyphens, not underscores. This helps search engines crawl your site more effectively.
5. Create High-Quality Content
- Focus on Value: Deliver informative content that meets your audience's needs. Think of it as serving up a hearty meal—make sure it’s satisfying.
- Use Keywords Naturally: Sprinkle your keywords throughout the content, aiming for a density of about 1-2%. Don’t shove them in; let them flow.
- Add Visuals: Include images, infographics, or videos to enhance understanding. A picture is worth a thousand words, after all. Unique and self-created images are rewarded by Google rather than using stock images.
6. Optimize Images
- Use Descriptive Filenames: Rename image files with relevant, keyword-rich names (e.g., “on-page-seo-guide.jpg”). This helps both users and search engines.
- Add Alt Text: Describe the image in alt text, incorporating keywords where appropriate. It’s like giving context to your visuals for those who can’t see them.
- Compress Images: Reduce file sizes for faster loading times. Nobody likes waiting, especially on the internet.
Improve Your Internal Linking Structure
Internal links are the breadcrumbs that guide users and search engines through your website. Without them, visitors might get lost, and search engines won't know how to navigate your content.
Why Internal Links Matter
Think of internal links as bridges connecting your content. They boost SEO by spreading page authority and making it easier for search engines to crawl your site. The better your links, the more likely you are to rank higher and keep visitors on your page.
Strategies for Effective Internal Linking
Link Relevant Content
When you write new content, always link to related pages. For example, if you cover “SEO Basics,” include a link to a deeper dive on “Keyword Research.” This keeps readers engaged and encourages them to explore more of your site.
Use Descriptive Anchor Text
Instead of saying “click here,” use anchor text that describes what users will find. This not only improves the user experience but also helps search engines understand the linked content.
Highlight Key Pages
Make sure your most important pages are easy to find. Use internal links from your homepage or popular posts to direct visitors to these essential areas. Think of it as giving a map to your treasure.
Create a Clear Hierarchy
Organize your content from general topics to specific ones. This logical structure makes it easier for users to navigate and helps search engines grasp how your pages relate to each other.
Build Backlinks: Your Path to Authority
Backlinks are your website's lifeline. When reputable sites link to you, it’s like getting a thumbs-up from a trusted friend, boosting your credibility in the eyes of search engines. Think of backlinks as bridges; they connect you to new audiences and drive traffic your way.
Strategies to Build Backlinks
Create Content Worth Sharing.
Quality content is your best bait. Whether it’s an in-depth guide or eye-catching infographics, if it adds value, others will want to link to it.
Guest Blogging
Writing guest posts is like networking at a conference. You showcase your expertise on someone else’s platform and gain a backlink in return. Choose sites that align with your niche to maximize impact.
Reach Out to Relevant Sites
Don’t be shy—send personalized emails to site owners who might benefit from your content. If your piece enhances their article, they’ll likely link to it. A friendly nudge can open doors.
List Your Business in Directories
Getting listed on local directories like Google Business Profile or Yelp is a no-brainer. These links are easy wins for your SEO and help potential customers find you.
Collaborate with Others
Partner with influencers or businesses for joint projects. Whether it’s a webinar or a co-authored blog, collaborations often lead to mutual backlinks and expand your reach.
Make Sure Your Site Works Seamlessly on Mobile
If your site isn’t mobile-friendly, it’s like turning away customers at the door. With most visitors browsing on their phones, your website has to load fast and be easy to use, or they’ll bounce before you can make an impression.
Speed Up and Simplify for Mobile Users
A slow site is a lost sale. Shrink your images, clean up your code, and make sure your pages load instantly. On top of that, design for ease: buttons need to be tappable, text should be readable without zooming, and navigation must be straightforward.
Give Your Site a Boost with AMP
If speed is still an issue, AMP acts like a turbocharger. It strips down your site to the essentials, delivering lightning-fast load times on any device. AMP is perfect for content-heavy pages and keeps you in the game when users demand instant results.
Embed a Google Map on Your About Page
If you’re trying to get customers through the door, why not show them exactly where it is? Embedding a Google Map on your About page does just that—it's like handing someone directions on a silver platter. It helps Google and your customers easily locate you. Plus, the more you make it convenient for people, the more likely they’ll trust you enough to visit. Make sure the map is interactive and linked to your Google Business Profile so you're popping up in local searches like a neighborhood staple.
Use Location-Focused Keywords Above the Fold
Think of the space “above the fold” like your store’s front window—it’s the first thing people (and Google) see. You’ve got to make it count. Use location-focused keywords right up top in your headings and meta descriptions, like hanging a big “Welcome to [City]” sign. It immediately tells both users and search engines where you are and what you do, without them needing to dig for info. The clearer you make it, the quicker you’ll rank for local searches and get visitors sticking around.
After all of this is done, now it’s time to actually see the results you got from it.
How to Monitor Your Local SEO Results
Track GBP Results:
To monitor your local SEO efforts you need to dive into your Google Business Profile and check how many viewed your profile, how many clicked for directions, or how many called you. These are direct indicators of how good the returns from your local search efforts are.
Local Keyword Rankings:
Use tools like Google Search Console to find out how your website ranks in local search terms. If people aren't finding you when searching for "Italian restaurant near me," it's time to rethink the strategy.
Map Pack Rankings:
Find out if you rank within the top three in the local Map Pack. That's where the action is, and you need to be visible there.
To find if your business is in the map pack do this:
- Open an incognito or private browser window to ensure your search isn't influenced by your browsing history.
- Type in local search queries relevant to your business, like "[your service] near me" or "[your city] [your business category]" (e.g., "plumber in Chicago"). The Map Pack appears at the top of the results.
- See if your business shows up in the top three listings.
You can also use local rank tracker tools to automate the process of tracking local search engine rankings.
Monitor Website Traffic:
Google Analytics also will tell you where the traffic is coming from and how the local users interact with your site. If they're bouncing off the page very quickly, something's wrong.
Leverage Local Business Schema
To enhance your local search appearance, implement structured data markup on your website. This provides search engines with valuable information about your business, such as:
- Rich snippets for products or services
- Star ratings
- Opening hours
- Address
- Phone number
By incorporating structured data, you can ensure that your business listing appears more prominently in local search results and attracts potential customers.
How to Add Structured Data to Your Website
-
Go to https://technicalseo.com/tools/schema-markup-generator/
-
Select the most relevant option
- Fill in all the information
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Copy the schema after it's done
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Go to https://validator.schema.org/ to validate it.
If everything is right just add it to the specific web pages.
Optimize for Voice Search
As voice search becomes increasingly popular, it's essential to optimize your content accordingly. Here are some key strategies:
- Conversational content: Write content that mimics natural language and addresses questions that users might ask verbally.
- Long-tail keywords: Focus on long-tail keywords that reflect how people speak and search. For example, instead of "restaurant," use "best Italian restaurant near me."
- Mobile optimization: Ensure your website is mobile-friendly, as voice search is primarily conducted on smartphones.
Local SEO Audits: Everything you need to know
Doing a local SEO audit is like getting an x-ray of your online presence—it shows you exactly where things stand and what needs fixing. Without this insight, you’re just guessing at what’s working and what’s not.
Local SEO Audit checklist
1. Google Business Profile (GBP) Audit
- NAP Accuracy: Make sure your business name, address, and phone number are right. Any mistakes here? It's like sending a customer to the wrong address.
- Business Categories: Are your categories on point? If your primary and secondary categories don’t match what you do, you're basically asking Google to ignore you.
- Operating Hours: Are your open hours correct, including holidays? There’s nothing worse than a customer showing up to a closed door.
- Remove Duplicate Listings: Search and destroy duplicate listings. If customers are confused by multiple entries, Google is too.
- Complete Profile: Load up on photos, services, and attributes. Don’t half-bake it here—Google loves a fully-loaded profile.
2. Website Content and On-Page SEO
- NAP Consistency: Cross-check your website's NAP with what’s on your GBP. Inconsistencies here are like telling someone two different stories—they’ll trust neither.
- Local Keyword Optimization: Make sure local keywords are baked into your site’s titles, headers, and content naturally. Keyword stuffing? It’s like over-salting your food—just don’t.
- Location-Specific Pages: Got multiple locations? Create separate landing pages for each one. Generic content won't cut it.
- Content Relevance: Write for locals. Guides, events, or even shout-outs to popular spots show you're part of the community, not just an outsider looking for sales.
3. Local Citations Audit
- Audit Current Citations: Find every place your business is mentioned online and ensure it’s saying the same thing. Consistency is key.
- Fix Inconsistent Listings: If you find differences, fix them. Think of your online citations like a map—if one street is named differently, people get lost.
- Build New Citations: Seek out relevant, authoritative directories. No, it’s not outdated—being listed in the right places boosts credibility.
4. Online Reviews Management
- Assess Review Volume: More reviews, more trust. Are you getting enough? If not, ask happy customers to step up.
- Respond to Reviews: Don’t leave reviews hanging, especially bad ones. Ignoring them is like ignoring someone who's tapping you on the shoulder—it won’t go away.
- Encourage Positive Reviews: Politely ask satisfied customers to leave a review. People trust word-of-mouth more than fancy ads—this is digital word-of-mouth.
5. Backlink Profile Review
- Local Backlink Check: Audit your website’s backlink profile to ensure you have strong, relevant links from local sources like news outlets, blogs, and local businesses.
- Find Local Link Opportunities: Think local. Partner up with local businesses, write guest posts for community blogs, or sponsor local events for solid backlinks.
6. Local Keyword Research
- Identify Local Keywords: What are people in your area searching for? Find those keywords and make them work for you.
- Analyze Search Volume & Competition: Pick battles you can win—go for keywords that have enough search volume but aren’t dominated by Goliaths in your industry.
7. Competitor Analysis
- Spot Your Competitors: Who’s ranking above you in local search? Know them. Study them. Then, beat them.
- Check Competitors’ GBP & Website: What are they doing with their GBP and website that you’re not? Look for gaps where you can outshine them.
- Exploit Their Weaknesses: Find out where competitors are dropping the ball—slow response to reviews, missing categories, poor backlinks—and swoop in.
8. Technical SEO
- Speed & Performance: If your website loads slower than a dial-up connection, you’re driving visitors away. Speed it up.
- Mobile-Friendliness: Most local searches happen on mobile. If your site isn’t mobile-friendly, you’re missing out.
- Local Schema Markup: This is Google’s way of reading your business info. Use local business schema to make sure you’re clear.
9. On-Page Local Optimization
- Optimize Titles & Meta Descriptions: Plug in local keywords where they fit naturally. Titles and descriptions that don’t speak to locals are a missed opportunity.
- Geotargeted Content: Don’t just say "we’re great at plumbing"—say "we’re the best plumbers in [city name]." Speak the language of your locals.
- NAP on Every Page: Make sure your NAP appears on key pages. No one should have to hunt for your contact details.
After completing your audit, it’s essential to create a clear plan of action. Start by prioritizing changes based on their potential impact—focus on high-priority items that will deliver the biggest gains first. Once you’ve set your priorities, begin implementing the changes step by step. Remember, SEO is a long-term process, not a quick fix. Consistency is key, so stay focused and continue to make improvements over time to achieve sustainable results.
Best Online Local Business Directories & Listing Sites
What are Local Business Listings?
Business listings are like the yellow pages of the internet—they put your business on the map for anyone searching. They collect your info and create a citation with your business name, address, phone number, and website, making it easy for people to find you.
Why Should you list your business on business directories and listing sites?
- You’re more visible: The more places you pop up online, the easier it is for people to find you.
- Boosts your local SEO: Google loves it when your business info matches across directories. It’s like giving your business a reputation boost.
- Builds trust: People turn to directories to find businesses they can count on. Being there shows you’re legit.
In today’s world, skipping this step is like opening a store and forgetting to put up a sign.
What do you need to consider when listing your business?
- Go where the people are: Focus on popular sites like Google Business Profile and Yelp. If no one’s visiting, it’s like setting up a shop in a ghost town.
- Check domain authority: Think of this like the site’s reputation with Google. The higher the authority, the better it’ll rank—and the better your business will look.
- Make sure it’s easy to use: If the site’s a pain to navigate, you and your customers will give up. User-friendliness is key.
- Look for broad inclusion: Can any business get listed, or is this site for specific industries? You want directories that don’t limit who can join.
- Is it still active?: You don’t want to waste time listing your business on a site that’s gathering dust. Make sure it’s actively maintained and still accepting new listings.
- Prioritize reviews: People trust what other people say. Find directories that let your customers leave ratings and reviews—it’s like word of mouth but digital.
Top Business Listing Sites
13 Local SEO Mistakes You Need to Avoid
After exploring the essential strategies and best practices for optimizing your local SEO efforts, it's crucial to shift our focus to the pitfalls that can derail your success. While knowing what to do is vital, understanding what not to do is equally important in maintaining a strong online presence, and that’s why in this section, we will highlight the most common local SEO mistakes that businesses often make - so you don’t make them as well - illuminating how these missteps can negatively affect search rankings and overall visibility.
1. Lack of Directory Listings
Overlooking online directories that contain NAPW (Name, Address, Phone number, and Website) negatively impacts your search visibility. These listings are crucial for search engines to verify your business information. If absent, potential customers may have difficulty finding you, resulting in lower rankings and reduced credibility.
2. Absence of Google Business Profile (GBP)
Not setting up or claiming a Google Business Profile diminishes your local search rankings and visibility. A GBP is essential for appearing in local search results and Google Maps. Without it, you miss valuable opportunities to attract customers looking for your services nearby.
3. Duplicate Business Listings
Having multiple or inaccurate business listings creates confusion for search engines and customers alike. Such discrepancies can result in lower rankings, as search engines cannot determine which information is accurate. Customers may also feel frustrated and turn to competitors instead.
4. Neglecting Negative Feedback
Ignoring negative reviews can harm your online reputation and affect SEO. Reviews play a critical role in influencing consumer decisions. If you don’t address negative feedback, it may give the impression that your business is unresponsive, damaging trust and impacting search rankings.
5. Generic or Missing Local Keywords
Utilizing broad keywords instead of localized terms decreases visibility in local search results. Localized keywords are vital for connecting with relevant searches. Without them, potential customers may not find your business.
6. Missing Contact Information on Your Website
Failing to display clear contact information (NAPW) on your website can frustrate users and reduce your search rankings. If visitors can’t easily find your contact details, they may seek out competitors. Additionally, search engines prioritize sites that offer accessible contact information.
7. Lack of Customer Reviews or Review Management
Not having customer reviews or a strategy for managing them undermines trust and search engine rankings. Reviews significantly affect consumer choices. 74% of customers trust businesses more when they have more Google Business Profile reviews, and 71% say these reviews increase the chances of them choosing a business. A lack of reviews may make your business appear less reliable compared to competitors with positive feedback.
8. Incorrect Categories and Attributes
Selecting the wrong categories and attributes can lead to misalignment with search queries. Proper categorization is key for visibility; incorrect selections can mislead search engines and reduce your chances of appearing in relevant searches.
9. Insufficient Visual Content
Not including high-quality images and videos can decrease engagement and potentially lower rankings. Visual content effectively showcases your products or services and improves user experience. Without it, your business might miss out on attracting visitors and risk losing rankings.
10. Ignoring Google Posts
Overlooking Google Posts means missing chances to engage customers with updates, promotions, or events. Regularly using this feature can enhance visibility and encourage customer interaction directly from search results.
11. Incomplete Services and Menus Information
Providing vague or inaccurate details about your services and menus can lead to missed ranking opportunities and dissatisfied customers. Clear and thorough descriptions improve user experience and align with relevant search queries.
12. Lack Local Pages
Businesses without local pages complicate the process for customers trying to find them. This lack of easy access can hurt user experience and search rankings, as search engines favor businesses that present clear location information.
13. Missing Service Area Pages
Businesses without service area pages risk being overshadowed by competitors in local search results. Service area pages enable targeting of specific regions, enhancing local SEO and search visibility for relevant inquiries.
Local SEO Case Studies
Over the past few years, we’ve had the privilege of working with more than 1000 businesses, from small shops with 1 location to big enterprises with more than 100 locations, helping them enhance their online presence and drive local engagement. In the interviews below, we’ll showcase the insights and experiences shared by some of our clients, including Le Pain Quotidien and Nusr-Et.
Case Study #1 - Le Pain Quotidien
Le Pain Quotidien is a global bakery and café chain known for its organic bread, pastries, and casual dining, focusing on a warm, communal atmosphere.
Click in the image to watch the video
What have they said about us?
“Obenan is way more advanced on the technology than any other competitor that I've met or seen out there.”
“The willingness to sit down with us and review on a regular basis the progress made in a fast series of releases has been very refreshing”
What have they said about their results?
“The most important member of my marketing team is an employee called Google. […] And so one of the first indications that we saw after embarking with Obenan, is actually seeing that Google is happier than ever before. Meaning, it gives us more leads, more qualified web visitors, higher rankings initially and very early on an even higher number of visitors.”
“[…] if only we had to achieve those results that we're hoping to achieve over the next 12 months with Obenan, it cost us a couple of full-time employees and still will be slower than we'd ever been with Obenan”
Case Study #2 - Nusr-Et
Nusr-Et is a high-end steakhouse chain famous for its premium meats and flamboyant presentation, notably led by celebrity chef Nusret Gökçe, also known as "Salt Bae."
Click in the image to watch the video
What have they said about us?
“The Obenan team feels like an extension of our own.” “They provide expert advice on reputation management, on local SEO and analytics.” “Throughout our collaboration, they have been responsive to our needs and proactive in improving their tool”
What have they said about their results?
“Obenan has enabled us to manage areas we previously very much hesitated to address due to the enormous scale of our business and the immense number of reviews we have accordingly.” The collaboration has basically enabled us to sit in the driver's seat and to take control of our topics so we became much more hands-on.” “Obenan has transformed the visibility and management of crucial guest information by making it accessible beyond just the marketing department.” “It has become a core platform within our organization where everyone is kind of engaged in the process that has been initiated by the marketing department.”
Local SEO Tools
When it comes to local SEO, businesses face an overwhelming array of tools and options, each claiming to boost visibility and drive traffic. With so many choices available, finding a comprehensive solution can be challenging. Obenan stands out by offering a complete package of features designed to excel in local SEO. From advanced listing management to reputation monitoring, Obenan equips businesses with everything they need to enhance their online presence, engage with customers, and ultimately drive growth in their local markets.
Our Local SEO Software provides your business with:
Advanced Listing Technology: Automatically claims citations in over 130 directories and synchronizes your business’ details ensuring NAP consistency across the web at all times.
Google Business Profile Optimization: Integrates with Google Business Profiles, allowing businesses to update any type of information, add photos, respond to reviews, and use Google Posts for customer engagement.
Google Posts Management: Enables businesses to publish updates, promotions, and announcements automatically with AI, and directly on their Google Business Profile, enhancing visibility in search results.
Reputation Management Tools: Provides monitoring and management of online reviews across platforms like Google, TripAdvisor, TheFork, Facebook, and much more, allowing for timely responses to maintain a positive online reputation.
Analytics and Reporting: Offers insights on listing performance, including views, clicks, review velocity and customer actions, enabling businesses to adjust their local SEO strategies effectively.
Automated Response Rules: Allows businesses to automatically reply to all reviews in their brand’s tone of voice based on star ratings that enhance customer engagement.
Review Campaigns: Facilitates the launch of review campaigns to gather customer feedback, ensuring a steady flow of authentic reviews that can improve online reputation.
QR Code Integration: Generates custom QR codes for physical and digital use, directing customers to leave reviews or feedback, making it easier to collect customer insights.
Negative Feedback Management: Redirects negative feedback to private surveys, allowing businesses to resolve issues privately before they affect public perception.
20 Local SEO Statistics that prove the importance of Local SEO
If you're still unsure about the value of Local SEO for your business, here are 20 Local SEO Statistics that clearly demonstrate why it's a game-changer for boosting engagement, brand awareness, and conversions.
- 80% of consumers rely on search engines to find local businesses.
- 76% of searches for “near me” lead to a visit to a business within 24 hours.
- Searches for “open now near me” on mobile have surged by 200%.
- 88% of mobile-based local searches result in actions like visiting the business or calling them.
- 42% of users click on one of the top three Google 3-Pack results for local searches.
- Businesses with 200 or more reviews can double their revenue compared to those with fewer reviews.
- A complete Google Business Profile makes people 70% more likely to visit a business.
- 30-40% of local business discovery happens through Google Maps.
- Listings with photos receive 42% more requests for driving directions.
- Businesses with photos in their Google Business Profile get 35% more clicks to their websites.
- 60% of mobile users contact a business directly through local search results.
- 42% of people click on results from Google’s local map packs during their search.
- Local mobile searches are increasing at a rate 50% faster than general mobile searches.
- 88% of people are more inclined to visit a business if they see the owner actively responding to reviews.
- 90% of consumers who search for a local business end up making a purchase within a week.
- Almost all consumers (97%) discover local businesses online, primarily through Google Business Profile listings.
- 28% of searches for nearby businesses result in a purchase.
- 71% of consumers won’t consider a business with a rating below three stars.
- Local and organic searches account for 69% of overall online traffic.
- 46% of all searches are focused on finding local businesses.
Conclusion
And there you have it! Now you're armed with everything you need to take your local SEO game to the next level and watch your business soar. Time to put it all into action and own your local market!
