What is local SEO? It’s still optimizing for search engines on a much more dynamic and smaller area radius. The reason local SEO is more dynamic than national or international SEO is due to reduced amount of real estate to appear for keyword searches in. Google is constantly updating and one of those updates over a period of time was to improve local search results to be more dynamics based on where a person searches.
What this means is depending on where you are and the number of relevant businesses, search results can change every 500 feet. Moz has stated that SERPs local packs change drastically for “near me” and “city” related searches when searching from different sections of the same town. So when you factor in the above, with clients who may want to rank for various search phrases, each one will be competing with different sets of businesses per different keyword phrase.
The Basics Of Local SEO
Local SEO relies heavily on a few basic sections. Over the last 20 years, SEO has changed from keyword stuffing and ranking to a more refined and structured approach. Everything from schema to meta tags and content relevancy go into SEO ranking factors and local SEO just adds on a few more. Citation management and GMB listing optimization are just as important as backlinks and keyword research for local SEO.
Not addressing the following local SEO factors will result in lack of visibility for local user searches:
- Claim Google My Business Listing – GMB helps establish brand authority.
- Make Website Mobile Friendly – 84% of local search is done on mobile devices.
- Keyword Research – Targeting terms local users search is important.
- Onpage SEO – Can’t rank keywords with poor on page SEO.
- Backlink Optimization – Backlinks send trust to help keywords rank.
- Citation Optimization – Citations can leads to clients and backlinks.
- Use Google Posts – Recent posts are shown in the brands knowledge panel.
Local SEO Demands Proper Research
Long gone are the days of ranking with keywords stuffed in the content, like a infomercial for Flextape. Local SEO requires not only thorough competitor research, but also improved user profiling and local event research. When keyword research isn’t properly done for local SEO, websites could be using search phrases that location doesn’t use.
That would be embarrassing to explain to a client, “Sorry, we were targeting ” soda ” when the locals call it ” pop “. Content relevancy and current events will tie even more into community opinion. Especially if any community events or news relates with a webpage that can be used to capture that search intent.
Community Efforts Should Be Part Of Your SEO
The local community is one of the best marketing factors when local SEO is thought of. Because other businesses want to rank for keywords too and are more willing to work together to co-sponsor events that will earn backlinks and organic web traffic for branded local websites.
Everything from fundraisers to county fairs become places to possible garner more local organic web traffic, possible backlinks and reviews! The community made the business a business so why not give back, it’s an investment regardless.
Social Media Marketing Duality Of Local SEO
Local SEO can create two distinct benefits of social media marketing, in a physical and digital form. The usage of QR codes on placement ads on a variety of media can improve local organic traffic with the right message. From restaurant placemat ads, to community newspapers and events. The amount of physical locations to market social media accounts or content in general is plentiful.
It’s just a matter of creative thinking and marketing that could be a matter of improving local SEO and thus sales in general. The conversations able to be had online while following the same context in the local physical community will go a long ways towards improving brand trust and authority.