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Local SEO
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Google Business Profile
Local Keyword Research
Customer Reviews
SEO Performance Metrics
ARTICLE #104
Table of contents
Local SEO strategies to boost your business visibility
Local SEO
Google Business Profile
Local Keyword Research
Customer Reviews
SEO Performance Metrics
Local SEO
Local SEO
Google Business Profile
Local Keyword Research
Customer Reviews
SEO Performance Metrics
Written by:
7 min read
Updated on: August 29, 2024
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Does your online presence feel like a dusty phonebook entry while rivals hog prime positions on search results? If so, local SEO might rescue you from the digital backwaters. According to Google, 76% of individuals who hunt for services near them on their phone visit a relevant business within a day, and nearly a third end up making a purchase. That presents a massive window for real-world foot traffic or local online conversions, especially if you can rise above the competition in local rankings.
The strategies below will help you shine in your area by focusing on the steps that matter most. Whether you run a quaint family shop or a tech-savvy startup, these tactics can reshape your visibility and amplify your bottom line. All it takes is cunning moves.
Does your online presence feel like a dusty phonebook entry while rivals hog prime positions on search results? If so, local SEO might rescue you from the digital backwaters. According to Google, 76% of individuals who hunt for services near them on their phone visit a relevant business within a day, and nearly a third end up making a purchase. That presents a massive window for real-world foot traffic or local online conversions, especially if you can rise above the competition in local rankings.
The strategies below will help you shine in your area by focusing on the steps that matter most. Whether you run a quaint family shop or a tech-savvy startup, these tactics can reshape your visibility and amplify your bottom line. All it takes is cunning moves.
1. Optimise your Google Business profile
1. Optimise your Google Business profile
A Google Business Profile is more than a random slot in the search listings. This visible snippet hosts your address, phone number, operating hours, and a glimpse of what sets you apart. Keeping each detail accurate shows search engines you’re reliable and spares potential customers the guesswork. Use precise categories to align with user searches, and verify your profile so that Google trusts your information. Going a step further, uploading fresh images or specials can turn heads and nudge people to click through. By keeping the listing active, you signal that your brand is ready to serve nearby customers.
Key elements of a Google Business profile
Verified address: Double-check your exact location so potential visitors aren’t left scratching their heads. If a map pin lands someone in a back alley, they might never try again. Accurate directions build immediate trust.
Phone number: A current, monitored number is vital. Even if your main line is buzzing, have voicemail set up. Customers who call and can’t reach anyone could vanish to a competitor that picks up in seconds.
Relevant categories: Labelling your business properly helps Google match you to the right audience. Whether it’s “florist” or “IT consultancy,” clarity here ensures you appear for relevant searches, boosting visibility and footfall.
Google has noted that a complete profile is 2.7 times more likely to attract visits or purchases. If you’re hoping for more footfall (or “mouse clicks,” if you’re fully online), this is a big deal.
Pro tip: Update your listing with fresh photos, respond to reviews promptly, and make sure to keep your contact info accurate—no one wants to dial a deadline.
How to aim for top rankings
Verify your profile: Go through Google’s verification steps, sometimes it’s a postcard, other times an automated call. Completing this process unlocks advanced features and underscores your credibility in Google’s eyes.
Engage with reviews: Show you appreciate genuine feedback by responding promptly. Positive remarks deserve a warm thank you, and a thoughtful reply to any complaint can turn a one-time critic into a loyal fan.
Update regularly: Offer fresh images or announcements about new services, changing hours, or special deals. This ensures your entry always looks current and lively, signalling that you’re open for business in every sense.
A Google Business Profile is more than a random slot in the search listings. This visible snippet hosts your address, phone number, operating hours, and a glimpse of what sets you apart. Keeping each detail accurate shows search engines you’re reliable and spares potential customers the guesswork. Use precise categories to align with user searches, and verify your profile so that Google trusts your information. Going a step further, uploading fresh images or specials can turn heads and nudge people to click through. By keeping the listing active, you signal that your brand is ready to serve nearby customers.
Key elements of a Google Business profile
Verified address: Double-check your exact location so potential visitors aren’t left scratching their heads. If a map pin lands someone in a back alley, they might never try again. Accurate directions build immediate trust.
Phone number: A current, monitored number is vital. Even if your main line is buzzing, have voicemail set up. Customers who call and can’t reach anyone could vanish to a competitor that picks up in seconds.
Relevant categories: Labelling your business properly helps Google match you to the right audience. Whether it’s “florist” or “IT consultancy,” clarity here ensures you appear for relevant searches, boosting visibility and footfall.
Google has noted that a complete profile is 2.7 times more likely to attract visits or purchases. If you’re hoping for more footfall (or “mouse clicks,” if you’re fully online), this is a big deal.
Pro tip: Update your listing with fresh photos, respond to reviews promptly, and make sure to keep your contact info accurate—no one wants to dial a deadline.
How to aim for top rankings
Verify your profile: Go through Google’s verification steps, sometimes it’s a postcard, other times an automated call. Completing this process unlocks advanced features and underscores your credibility in Google’s eyes.
Engage with reviews: Show you appreciate genuine feedback by responding promptly. Positive remarks deserve a warm thank you, and a thoughtful reply to any complaint can turn a one-time critic into a loyal fan.
Update regularly: Offer fresh images or announcements about new services, changing hours, or special deals. This ensures your entry always looks current and lively, signalling that you’re open for business in every sense.
2. Keep NAP consistent on all platforms
NAP refers to your Name, Address, and Phone number, and consistency across the web is crucial. If one site calls you “Brighton Bakery” while another says “Brighton Bakehouse,” search engines might get thrown off. Customers might also grow frustrated if they’re unsure which details are correct. Using tools like Moz Local, BrightLocal, or Yext helps you pinpoint discrepancies and correct them in one sweep. Staying uniform in your listings not only elevates your search ranking but also eliminates confusion for real-world visitors. A few extra minutes spent synchronising your data can pay off handsomely in local trust and credibility.
NAP refers to your Name, Address, and Phone number, and consistency across the web is crucial. If one site calls you “Brighton Bakery” while another says “Brighton Bakehouse,” search engines might get thrown off. Customers might also grow frustrated if they’re unsure which details are correct. Using tools like Moz Local, BrightLocal, or Yext helps you pinpoint discrepancies and correct them in one sweep. Staying uniform in your listings not only elevates your search ranking but also eliminates confusion for real-world visitors. A few extra minutes spent synchronising your data can pay off handsomely in local trust and credibility.
3. Create a mobile-friendly website
Phones are no longer second screens, they’re often the first-place people check for a quick café stop or a local product. A site that isn’t optimised for mobile might drive away potential shoppers before they see your menu or read your pitch. Responsive design ensures fonts, images, and layouts adapt gracefully to smaller screens. Keep pages light and uncluttered, so they load fast even on patchy connections. When mobile users find your site easy to read and navigate, they stick around longer, boosting both your user satisfaction and your credibility in local search rankings.
Why mobile-friendliness matters for local SEO
When someone near your shop searches for a service on their phone, having a site that loads quickly and displays properly can bump you up in the results. Plus, no one likes pinching and zooming to read text. (It’s a little 2005, let’s be honest.)
Best practice for mobile optimisation
Simplify your site’s code, compress images, and check all menu items for awkward breaks. Quick load times and direct calls-to-action can keep visitors on the right path toward making a purchase.
Phones are no longer second screens, they’re often the first-place people check for a quick café stop or a local product. A site that isn’t optimised for mobile might drive away potential shoppers before they see your menu or read your pitch. Responsive design ensures fonts, images, and layouts adapt gracefully to smaller screens. Keep pages light and uncluttered, so they load fast even on patchy connections. When mobile users find your site easy to read and navigate, they stick around longer, boosting both your user satisfaction and your credibility in local search rankings.
Why mobile-friendliness matters for local SEO
When someone near your shop searches for a service on their phone, having a site that loads quickly and displays properly can bump you up in the results. Plus, no one likes pinching and zooming to read text. (It’s a little 2005, let’s be honest.)
Best practice for mobile optimisation
Simplify your site’s code, compress images, and check all menu items for awkward breaks. Quick load times and direct calls-to-action can keep visitors on the right path toward making a purchase.
4. Use local link-building techniques
Local link-building is about forging digital ties with businesses, news outlets, and community sites in your area. When a local coffee shop or chamber of commerce features your link, it signals to search engines that you’re embedded in that community. Look for creative ways to partner, whether it’s sponsoring a neighbourhood event or contributing articles to a local publication. These earned backlinks not only elevate your domain authority but also direct real customers your way. Sustaining these relationships over time boost ongoing awareness and emphasises your genuine engagement with the people around you.
Finding local link opportunities
Team up with nearby businesses: Offer to cross-promote on each other’s blogs, share a stand at local fairs, or organise a small fundraiser together. Such partnerships often result in valuable links and word-of-mouth buzz.
Write for local blogs: Hyperlocal sites are hungry for fresh stories, event recaps, or business profiles. Pitch them a piece that ties into local interests. When they credit you, your backlink profile gets a satisfying bump.
Join community groups: Online forums, Nextdoor, or Facebook groups dedicated to your town can be goldmines for connections. Share helpful tips, link relevant articles, and grow trust before you mention your own business.
Local link-building is about forging digital ties with businesses, news outlets, and community sites in your area. When a local coffee shop or chamber of commerce features your link, it signals to search engines that you’re embedded in that community. Look for creative ways to partner, whether it’s sponsoring a neighbourhood event or contributing articles to a local publication. These earned backlinks not only elevate your domain authority but also direct real customers your way. Sustaining these relationships over time boost ongoing awareness and emphasises your genuine engagement with the people around you.
Finding local link opportunities
Team up with nearby businesses: Offer to cross-promote on each other’s blogs, share a stand at local fairs, or organise a small fundraiser together. Such partnerships often result in valuable links and word-of-mouth buzz.
Write for local blogs: Hyperlocal sites are hungry for fresh stories, event recaps, or business profiles. Pitch them a piece that ties into local interests. When they credit you, your backlink profile gets a satisfying bump.
Join community groups: Online forums, Nextdoor, or Facebook groups dedicated to your town can be goldmines for connections. Share helpful tips, link relevant articles, and grow trust before you mention your own business.
5. Conduct local keyword research
Local SEO rides on the right phrases. Instead of focusing on broad terms like “plumber,” target location-rich phrases like “24-hour plumber Bolton” to catch the attention of people who genuinely need your services. Tools such as Google Keyword Planner or Ahrefs can pinpoint how many folks search for those specifics each month, helping you gauge the potential. If you notice a term like “organic bakery in Camden,” weave that into your site’s titles, headings, and content. The more precisely you match your market’s search patterns, the more likely you’ll show up ahead of competitors in those crucial local results.
Local SEO rides on the right phrases. Instead of focusing on broad terms like “plumber,” target location-rich phrases like “24-hour plumber Bolton” to catch the attention of people who genuinely need your services. Tools such as Google Keyword Planner or Ahrefs can pinpoint how many folks search for those specifics each month, helping you gauge the potential. If you notice a term like “organic bakery in Camden,” weave that into your site’s titles, headings, and content. The more precisely you match your market’s search patterns, the more likely you’ll show up ahead of competitors in those crucial local results.
6. Gather customer reviews
People often rely on reviews as a measuring stick for trust. Positive feedback signals that you’re doing something right, while a complaint or two, dealt with properl,y can showcase your willingness to solve problems. Not to mention, 85% of consumers trust online reviews as much as personal recommendations.
Search algorithms also take note of review quantity and quality, potentially nudging you higher in the rankings. Encourage happy patrons to leave a quick comment on your Google Business Profile or other relevant platforms, and respond thoughtfully to each mention. These small gestures can paint your brand as attentive, professional, and consistently engaged with its community.
Tactics to increase positive reviews
Ask politely: After wrapping up a successful job or sale, a simple request like, “If you have a moment, a review would help us reach more people,” often does the trick. Sincere gratitude goes a long way.
Offer small incentives: A discounted upgrade or bonus item can nudge those on the fence about reviewing to share their thoughts. Just remain transparent so readers know the feedback is honest, not bought.
Use tracking tools: Platforms like ReviewTrackers or BirdEye collect comments from multiple sources in one place. Spotting a cluster of issues early lets you act quickly, preventing small gripes from escalating.
People often rely on reviews as a measuring stick for trust. Positive feedback signals that you’re doing something right, while a complaint or two, dealt with properl,y can showcase your willingness to solve problems. Not to mention, 85% of consumers trust online reviews as much as personal recommendations.
Search algorithms also take note of review quantity and quality, potentially nudging you higher in the rankings. Encourage happy patrons to leave a quick comment on your Google Business Profile or other relevant platforms, and respond thoughtfully to each mention. These small gestures can paint your brand as attentive, professional, and consistently engaged with its community.
Tactics to increase positive reviews
Ask politely: After wrapping up a successful job or sale, a simple request like, “If you have a moment, a review would help us reach more people,” often does the trick. Sincere gratitude goes a long way.
Offer small incentives: A discounted upgrade or bonus item can nudge those on the fence about reviewing to share their thoughts. Just remain transparent so readers know the feedback is honest, not bought.
Use tracking tools: Platforms like ReviewTrackers or BirdEye collect comments from multiple sources in one place. Spotting a cluster of issues early lets you act quickly, preventing small gripes from escalating.
7. Add schema markup
Schema markup is a behind-the-scenes hero for local SEO, supplying search engines with structured data about your business. This microdata could reveal address details, star ratings, or product information that appear directly in search results. By handing algorithms such clarity, you’re more likely to stand out with eye-catching listings. It’s not about rewriting your site’s entire code, it’s typically a snippet added to your HTML. When prospective customers see details like “Opens at 9 a.m.” right in the search snippet, they’re more inclined to click, boosting both your traffic and your conversion potential.
Visually rich or “enhanced” listings often outshine plain text links. If your snippet includes service highlights, special offers, or real-time availability, you could win that click before people even land on your site.
Schema markup is a behind-the-scenes hero for local SEO, supplying search engines with structured data about your business. This microdata could reveal address details, star ratings, or product information that appear directly in search results. By handing algorithms such clarity, you’re more likely to stand out with eye-catching listings. It’s not about rewriting your site’s entire code, it’s typically a snippet added to your HTML. When prospective customers see details like “Opens at 9 a.m.” right in the search snippet, they’re more inclined to click, boosting both your traffic and your conversion potential.
Visually rich or “enhanced” listings often outshine plain text links. If your snippet includes service highlights, special offers, or real-time availability, you could win that click before people even land on your site.
8. Creating dedicated location pages
If you serve multiple towns or regions, tailor your site to reflect that reach. Separate landing pages for each location show potential buyers you genuinely focus on their area. Include correct addresses, unique descriptions, and local event references to prove you’re relevant on the ground. This thorough approach also satisfies search engines that crave organised data. Rather than forcing users to sift through a generic contact page, you’ll direct them straight to what they need, reducing bounce rates and elevating the odds they’ll turn into paying customers who appreciate your local familiarity.
Pro tip: Avoid copying the same paragraphs on each page. Even small tweaks like highlighting a local landmark, community tie, or staff hometown offer a sense of authenticity, which resonates with both search engines and readers.
If you serve multiple towns or regions, tailor your site to reflect that reach. Separate landing pages for each location show potential buyers you genuinely focus on their area. Include correct addresses, unique descriptions, and local event references to prove you’re relevant on the ground. This thorough approach also satisfies search engines that crave organised data. Rather than forcing users to sift through a generic contact page, you’ll direct them straight to what they need, reducing bounce rates and elevating the odds they’ll turn into paying customers who appreciate your local familiarity.
Pro tip: Avoid copying the same paragraphs on each page. Even small tweaks like highlighting a local landmark, community tie, or staff hometown offer a sense of authenticity, which resonates with both search engines and readers.
9. Track and analyse SEO performance metrics
Implementing local SEO strategies is rewarding, but you’ll want to confirm they deliver. That’s where metrics come in. Ranking reports reveal how you fare for target phrases, while analytics show whether site visitors follow through on calls to action. Watch traffic sources, dwell time, and any patterns that emerge like sudden dips when a competitor launches a big campaign. Adjusting tactics based on actual data ensures you aren’t left guessing which effort matters.
Performance analysis tools
Google Analytics: Offers details on visitor behaviour, session duration, and bounce rates. If you see a specific page prompting users to leave, it might need a tweak. Data-based refinements keep you on track.
SEMrush: From competitor insights to site audits, this platform helps you stay one step ahead. Keep an eye on keyword volatility, and adjust content if you see search demand shifting in your region.
Ahrefs: Ideal for checking backlinks and ranking changes. If local groups start linking to you, note the impact on traffic. Over time, build a stable profile that underscores your local presence.
Implementing local SEO strategies is rewarding, but you’ll want to confirm they deliver. That’s where metrics come in. Ranking reports reveal how you fare for target phrases, while analytics show whether site visitors follow through on calls to action. Watch traffic sources, dwell time, and any patterns that emerge like sudden dips when a competitor launches a big campaign. Adjusting tactics based on actual data ensures you aren’t left guessing which effort matters.
Performance analysis tools
Google Analytics: Offers details on visitor behaviour, session duration, and bounce rates. If you see a specific page prompting users to leave, it might need a tweak. Data-based refinements keep you on track.
SEMrush: From competitor insights to site audits, this platform helps you stay one step ahead. Keep an eye on keyword volatility, and adjust content if you see search demand shifting in your region.
Ahrefs: Ideal for checking backlinks and ranking changes. If local groups start linking to you, note the impact on traffic. Over time, build a stable profile that underscores your local presence.
Frequently Asked Questions
How do I measure the ROI of local SEO and ensure it is generating enough revenue for my business?
Keep an eye on KPIs like organic traffic, conversion rates, and how much cash rolls in from local searches. Tools like Google Analytics and Google My Business Insights are handy for pinpointing what’s working—and what might need a little polish.
Can you tell me some common local SEO mistakes businesses make and what I should do to avoid them?
Many businesses fail to keep consistent NAP (Name, Address, Phone) information, disregard their Google Business Profile, or ignore customer reviews. To dodge these pitfalls, keep your NAP uniform, update your Google Business Profile regularly, and respond to reviews—both good and bad—promptly.
How can I use local SEO to target multiple areas and grow my business reach?
Make a dedicated location page for each region you serve, complete with area-specific keywords. It’s also wise to claim and optimise separate Google Business listings for each site. This approach ensures each region has accurate information and better local search visibility.
Can I use the same keywords for national and local SEO, and how many reviews do I need to improve local SEO?
No, local SEO requires more location-based keywords that help to target local searchers. And you must have at least ten to fifteen organic and credible reviews to rank up on local SEO.
Conclusion
A targeted local SEO plan does far more than bump your site a few spots on search results; it rallies your entire team around a single goal: becoming the brand everyone recalls when searching for something close by. By eliminating conflicting data, sprucing up your Google Business Profile, and focusing on solid keyword research, you form a consistent, professional image in every corner of the internet.
And that’s the framework for meaningful, sustainable growth. If your listings are scattered or your community involvement is lacklustre, consider a cohesive, practical strategy that channels your resources wisely. After all, a brand anchored in local trust can keep drawing steady crowds both on the street and online. Sometimes, all it takes is refining your approach to show you’re the prime choice in the neighbourhood.
Frequently Asked Questions
How do I measure the ROI of local SEO and ensure it is generating enough revenue for my business?
Keep an eye on KPIs like organic traffic, conversion rates, and how much cash rolls in from local searches. Tools like Google Analytics and Google My Business Insights are handy for pinpointing what’s working—and what might need a little polish.
Can you tell me some common local SEO mistakes businesses make and what I should do to avoid them?
Many businesses fail to keep consistent NAP (Name, Address, Phone) information, disregard their Google Business Profile, or ignore customer reviews. To dodge these pitfalls, keep your NAP uniform, update your Google Business Profile regularly, and respond to reviews—both good and bad—promptly.
How can I use local SEO to target multiple areas and grow my business reach?
Make a dedicated location page for each region you serve, complete with area-specific keywords. It’s also wise to claim and optimise separate Google Business listings for each site. This approach ensures each region has accurate information and better local search visibility.
Can I use the same keywords for national and local SEO, and how many reviews do I need to improve local SEO?
No, local SEO requires more location-based keywords that help to target local searchers. And you must have at least ten to fifteen organic and credible reviews to rank up on local SEO.
Conclusion
A targeted local SEO plan does far more than bump your site a few spots on search results; it rallies your entire team around a single goal: becoming the brand everyone recalls when searching for something close by. By eliminating conflicting data, sprucing up your Google Business Profile, and focusing on solid keyword research, you form a consistent, professional image in every corner of the internet.
And that’s the framework for meaningful, sustainable growth. If your listings are scattered or your community involvement is lacklustre, consider a cohesive, practical strategy that channels your resources wisely. After all, a brand anchored in local trust can keep drawing steady crowds both on the street and online. Sometimes, all it takes is refining your approach to show you’re the prime choice in the neighbourhood.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®