At this point, you know what local SEO is, the importance of local search, and how local results appear on SERPs. Now, let’s look at how you can optimize your site for local search.
Use this local SEO checklist to appeal to Google’s proximity, relevance, and prominence ranking factors.
1. Make sure your site is mobile-friendly
When a site is mobile-friendly, it is responsive and can adapt to any screen size. Any SEO checklist will tell you to use a responsive site because it is both an SEO ranking factor and customer expectation. Mobile sites perform better in search and provide a better experience for users.
Mobile-friendliness is especially essential for local search, as many people use their mobile device to search for local businesses. A study by BrightLocal found that 77% of people used a mobile device to search for a local business.
Plus, mobile-friendly sites are easier to navigate, which can lead to a longer time on a site and higher conversions. This can also send positive behavioral signals to Google and boost search rankings.
How to See If Your Site Is Mobile-Friendly
To see if your site is mobile-friendly, run a technical SEO audit, or use Google’s Mobile-Friendly Test. The Google test scans your site and offers directions for improvement if the site doesn’t meet their mobile standards.
2. Add your business address to your website
To help Google understand where your business is located, feature your physical address on your site.
- If you have one location, add your address to your site footer and contact page.
- If you have multiple locations, create a locations page that lists the addresses of each location, and create a unique page for each location.
- On your contact and location pages, embed a Google map showing the business location.
- Add location-based structured data to your website.
This information helps search engines associate your business with a specific region or area.
How to Add Location-Based Structured Data to Your Site
Structured data, or schema markup, is microdata added to your website to help search engines understand your site. Location-based structured data makes it easier for search engines to identify the location of your business.
To learn how to add structured data to your site, use our guide Schema Markup 101: How to Create Rich Search Results and Boost SEO.
3. Create a Google My Business page
Google My Business is a free listing that businesses can create for each of their locations. Earlier in this post, we looked at how Google My Business (GMB) pages appear as rich results on SERPs. They may appear as a list of businesses and/or a map.
GMB rich results may also show information about a business location (such as their address, hours, phone number, etc.) as well as call-to-action buttons (to visit the website, get directions, contact, etc.).
For your business to appear in these rich listings, create a GMB page for each of your locations.
Optimize Your Google My Business Page
Creating a GMB page is just the first step. You can boost the visibility of your GMB page by optimizing and interacting with it. Regularly update and engage with your page by adding photos, creating posts, engaging with reviews, and adding FAQs.
4. Build business citations
Google My Business is the most important business citation for local SEO. But it’s not the only one that matters.
A business citation is an online mention of your business that includes your name, phone number, and address. Citations are important because they tell Google that your business is authentic and trustworthy. They appear on local and national directory sites such as:
- Angie’s List
- Yellow Pages
- Apple Maps
Create profiles for your business on all well-known national citation sites as well as regional or local business directories.
How to Find Citation Sites
Find opportunities to build citations for your site by looking to see what directories already link to your competitors or other nearby businesses.
- Enter the site of a known competitor or other local business into WPI’s Competitor Backlink Checker.
- View the pages that link to the target site to find directory sites that you can add your business.
5. Pay attention to NAP consistency
Each time you build a citation for your business, it shows search engines that your business is trustworthy and established. But all of that work can be undone if your citations aren’t consistent.
NAP consistency refers to the consistent use of your business name, address, and phone number. A consistent version of your NAP makes it easier for search engines to recognize and rank your site. An inconsistent NAP can confuse the search engines and lead to a dip in search visibility.
How to Check Your NAP Consistency
To check and manage your NAP consistency, sign up for a local citation management service or perform a manual search to find your business listings.
A service like Synup scans the web for your business listings, updates them as necessary, and continues to manage your listings for you. Or you can manage listings on your own by searching for sites that link to your business and verifying that your information is correct.
To find sites that link to your website, use WPI’s Site Linking In tool. Enter your site URL to see the exact URLs linking to your site. Visit each page to verify that your NAP is used properly.
6. Optimize title tags and meta descriptions for your location and category
Title tags and meta descriptions are meta tags or pieces of code added to the backend of a webpage to help search engines understand what the page is about.
A title tag is a version of the page title that appears on SERPs. The meta description is a blurb that describes the page. It also appears in the search results for the web page. To improve local SEO, optimize title tags and meta descriptions for your location and business category.
How to Optimize Title Tags and Meta Descriptions
- In homepage meta information, include your area, region, or city, plus your business category, in both the meta title and description.
- On location pages, include the city and category in both the title and description.
- Limit title tags to 60 characters.
- Limit the meta description to 320 characters.
For additional information on optimizing title tags, read Page Title SEO: How to Optimize Title Tags for Search Engines and Readers.
7. Target and optimize your site for local keywords
In addition to optimizing your primary pages for category and location, also optimize other pages across your site for popular, locally focused keywords.
Locally focused keywords include long-tail keywords and phrases with geographic areas such as dry cleaner in Tampa, best Tampa dry cleaner, or dry cleaner near me. Perform keyword research to find popular, low-competition local search terms most likely to drive traffic to your site.
Learn how to reach and engage your most qualified customers in our post How to Find Long Tail Keywords: A Complete Guide.
How to Find Local Keywords
- Use WPI’s Keyword Difficulty Tool to find phrases related to your business. Search for your industry category to find different variations of the target term.
Identify popular keywords within your competitive range (where the competition score is lower than your site’s Competitive Power). Then, target the term as it is or consider adding your city or geographic area to the phrase.
- Use WPI’s Site Keywords tool to see what keywords drive traffic to popular local business directories. Enter a site like Yelp or Angie’s List and add a filter to only show search phrases that include your industry.
From there, identify popular terms that users are searching for related to your business.
- Use WPI’s Audience Overlap Tool and Competitor Keyword Matrix to find even more keyword suggestions. Start by entering a popular directory site into the Audience Overlap Tool.
- Select up to nine other popular directory sites and create a Competitor Keyword Matrix. From here, use filters to only show keywords that include your business category.
How to Optimize Your Site for Local Keywords
Once you have a list of local keywords to target, create a content and SEO plan for targeting each term.
- Develop content that target the terms you found during your keyword research.
- Optimize each page for one target term. Use an on-page SEO checklist to optimize the page for the target term fully.
- Check your on-page SEO using WPI’s On-Page SEO Checker. Enter the page URL and target term to scan the page. The tool reports on any on-page SEO optimization issues and also surfaces any missed opportunities. It also includes directions on how to make adjustments to improve the page.
8. Implement off-page SEO
A local SEO plan isn’t limited to on-site optimization. You also need to focus on off-page SEO to build your site’s authority and relevance.
The number of links pointing to your site tells Google that your site is authoritative and trustworthy. The more (quality) links your site has, the more important it will seem to search engines. So launch an off-page SEO plan to build high-quality backlinks for your website.
How to Build Quality Backlinks to Your Site
To build quality links for your site, create plans for:
- Guest posting
- Brand mention link acquisition
- Broken link building
- Influencer marketing
To map out plans for these strategies, use our complete guide to off-page SEO techniques.
9. Get reviews for your business
There is another element that Google considers when trying to determine how trustworthy your site is: customer reviews. Google looks at how many reviews and what type of reviews there are for your business when determining search rankings.
A part of your local SEO plan must include generating reviews from customers. The most important place to collect reviews is on your Google My Business page. But it is also useful to collect them on other citation sites like Facebook, Yelp, Angie’s List, etc.
To Get Reviews for Your Business
Generating reviews for your business shouldn’t be a one-time strategy. Make collecting reviews an ongoing initiative by:
- Highlighting existing reviews on your website so that customers know you collect them.
- Creating a page on your website that asks customers to leave a review and includes links to relevant review sites.
- Offering incentives to get customers to leave authentic reviews. However, you should never pay a customer to write a good review.
- Asking customers to leave reviews through follow-up emails and social media interactions.
Don’t Miss Any Local SEO Opportunities
Local SEO helps small and multi-location businesses get the most out of search marketing by connecting them with the people who matter most – local customers and shoppers who are looking for nearby businesses.
Perform a local SEO audit on your site and follow the local SEO tips in this post to launch a local search plan that helps your brick-and-mortar business rank in your area.
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