Create and Optimize Your Google Business Profile

Google Business Profile (formerly Google My Business) is a free tool that allows you to manage how your business appears in Google Search and Google Maps. This is crucial for local SEO because it helps your potential customers find your business quickly and provides important information like your address, phone number, hours of operation, and a link to your website.

Whether you already have a profile set up or plan on creating one, it’s important to keep this information accurate and consistent across all the platforms your brand utilizes to fully utilize local SEO.  Within your profile, be sure to select relevant business categories, include high-quality images of your business, and add special hours for holidays or events when applicable. Each of these items plays a role in allowing customers to find your business and discover necessary information.

Optimize for Local Keywords

Like traditional SEO, local SEO requires targeting specific keywords. However, local SEO focuses on location-based terms. Incorporating these terms organically into your website content, meta descriptions, tags, and titles helps search engines understand where your business is located and what area you serve.

Some ways to incorporate local keywords include adding your city or region to key parts of your website content, using long-tail keywords that include both the product or service you offer and your location, and using location-specific keywords in your blog posts and FAQs. Applying each of these tactics is sure to increase local awareness of your brand, helping your community find you and what you offer. 

Encourage Customer Reviews

Online reviews play a significant role in local SEO rankings. Search engines consider the quantity, quality, and recency of reviews when determining your website’s search ranking. Additionally, positive reviews increase your brand’s credibility and can influence the decisions of potential customers.

To leverage customer reviews, ask customers to share their experience on Google, Yelp, or other relevant platforms following their journey with your brand. Respond to those reviews – whether good or bad – in a timely and professional manner to show your brand is active and that you value your customers' thoughts and opinions.

Make Your Website Mobile-Friendly 

A large volume of internet users utilize smartphones to search for local businesses, and Google prioritizes mobile-friendly websites in its search results. It’s crucial in today’s digital age for your website to be optimized for mobile devices, not only for SEO, but to ensure you aren’t missing out on valuable traffic and sales.

When creating or changing your website, use a responsive design that adapts to different screen sizes, and improve page load speed by compressing images. The best way to ensure your changes have been implemented effectively is to test it out yourself! Check buttons, links, and check each tab on your site for useability. 

Create Location-Specific Content

Creating content that speaks to your local audience is another great way to improve local SEO. Localized content can be things like blog posts, guides, or social media posts that discuss local events, community news, or topics related to your business and location that potential customers would want more information on.

A few ways to authentically incorporate local content is to highlight partnerships with other local businesses, feature customer stories from individuals in your community, and write blog posts or social media posts about upcoming events taking place in your city that you or your business may be attending. Not only does this increase local awareness and engagement for your brand, but it can aid in building a loyal customer base. 

Optimize Your Social Media Presence 

Social media is a powerful tool to leverage for building brand awareness and local SEO. Platforms like Facebook, Instagram, and LinkedIn help businesses engage with their local audience and provides consistent brand exposure to your target audience. Your social media platforms also offer valuable local signals to search engines, putting your posts in a better position locally through algorithms. When posting on your brand’s social media accounts, include your general location using geo-tags to increase visibility, and ensure your town or city is included in your bio.

Taking Action

Local SEO is an essential piece of your small business strategy when looking to attract potential customers in your area. Implementing these tips will help to boost your online visibility and stand out in your community. Track your progress with each step you take and adjust where needed to ensure you maintain your competitive edge in local search results. With these concepts in place, your small business will be well on its way to achieving its goals!