Local SEO and Google Business Optimization

With local seo optimization, your Google Business Profile has a better chance of ranking higher in the local search results panel.

Local seo focuses on reaching the audience in more specific locations, including cities and neighbourhoods. This type of targeted seo benefits businesses with physical locations, like restaurants, dentists, and mechanics. Moreover, it also helps local service providers, including plumbers, pest controllers, and tutors.

Why is Local Seo Significant?

Local seo plays a major role in improving the visibility of a business for local search results, helping attract nearby customers and increase sales.

Every month, Google processes billions of searches, giving your business a greater chance to appear in relevant queries to attract customers. Google always shows local results when it thinks users are searching for something nearby or in a specific place.

If you use seo keywords like “restaurants near me” or “restaurants in Perth”, you are making users discover your business and engage with it to hire seo services or buy products. Irrespective of your business type or location, you can conveniently reach your intended audience through search.

How Local Search Optimization Works

Local seo can improve your rankings for relevant searches as it helps Google to understand your business’s services and location. It also enhances how Google perceives your brand, making it appear more trustworthy and credible.

Here’s how local search optimization works:

Local Intent

Local seo focuses on search queries based on local intent, including city name, near me or other location-based terms. Google consider the following three basic terms when ranking the results:

Relevance: How well the business profile aligns with the query users are searching for.

Distance: How near the business is to where the user is located. How near the business is to the local demography.

Prominence: How reputable and reliable business is based on the online reviews, citations and other factors.

Google Business Profile

Claiming and optimizing your Google Business Profile is essential for local seo.

Local Pack

The local pack displays a map and local business listings at the top of the search results. Ranking in the local pack is the primary goal of local seo.

How to Do Local Search Optimization?

Boost your local search and traffic by following the steps outlined next:

Research Local Keywords

Keyword research for local seo involves identifying the terms that users commonly use when searching for products or services in their area.

Ranking your website for these keywords helps you drive traffic and potential customers.

Start by creating a list of short keywords that users might use to find your local business, or you can use the other methods discussed next.

Research your Competitors

To improve your local seo, it’s crucial to research your competitors. Start by identifying the competitors in your area and checking for their online presence. You can look at the keywords they have used in their content.

You can also use the Semrush tool to compare the keywords of your website and your competitors' websites by clicking the compare button. Now, filter out the keywords based on:

• Keyword search volume
• Keyword difficulty score
• The intent of the search (transactional, informational, commercial, or navigational)

Utilize Google Autocomplete

The Google Autocomplete allows you to find the long-tail keywords through the search queries, depending on your location. Start typing the terms based on your business and create a list for local seo.

Use Google Keyword Planner

Google Keyword Planner is also useful in searching keywords for local seo. You can start by entering the domain of the competitor's website. Then, generate the list of keywords based on the results of that website.

Optimize your Google Business Profile

Google Business Profile is a free listing that helps your business appear in the search and map results. Keeping your profile well-optimized increases your chances of ranking higher and encourages potential customers to contact you through relevant searches.

You can complete the Google Business Profile by adding the following details:

• Contact information
• Photos and videos
• Opening hours
• Your business features

Keep your Business Profile Active

An active and well-updated business profile shows Google and users that you are involved and reliable. Resultantly, it can improve your business rankings by attracting more and more customers.

You should add accurate information, including the holiday hours or new addresses, to ensure that you are the best option to choose.

Regularly post updates on your business profile about events, news, and offers.

Build and Monitor Local Citations

Citation is the process of getting your business’s name, correct address, and accurate phone number (NAP) in online listings. These listings are shown in social media, review sites, and business directories.

These aspects of your business should be consistent all the time to rank at the top of Google Maps, Yelp, and other platforms. Inconsistent NAP can confuse people and search engines, negatively impacting your website’s growth.

Keep your NAP citations consistent everywhere. Additionally, provide your information to local sites and a particular niche. Make sure to conduct NAP audits to monitor the improvement of your brand.

Respond to Online Reviews

Reviews are one of the paramount factors Google considers before ranking your site. Good and bad reviews severely impact your business’s reputation. Reviews can easily convince people to trust your brand’s products and services.

Positive and full-star ratings on Google can significantly improve your site’s digital presence. Google also recommends replying to reviews to build a trusting connection with consumers.

To generate more local reviews, you should:

• Embed widgets in your website to let users conveniently add reviews
• Use the posters and cards to encourage online reviews
• Gently ask your customers to share feedback
• Never accept or offer money for reviews

Improve your On-Page Seo of Profile

Improving the on-page seo of your business profile is essential for boosting local visibility and attracting nearby customers. You can optimize your Google Business Profile by following the detailed steps outlined next:

• Start with the about section of your business profile. Update your business name, including brand, a relevant keyword, and location. Add both primary and secondary business categories. Then, write a business description of 750 characters including space.
• Update your contact information by adding multiple phone numbers, website link, and social profiles, including Twitter, YouTube, Facebook, Instagram, LinkedIn, Pinterest, and TikTok.
• Display a map by pinning your business location using its longitude and latitude. You can also add service areas with zip codes.
• To enhance your business profile, you can also add opening hours and special hours details.

Build Backlinks

Backlinks are the niche-based links from other websites to yours, and they help signal to Google that your site is trustworthy. Always get links from websites relevant to your services or industry to increase the chances of ranking faster.

You should reach out to the potential local businesses for links, contact the local newspaper, and websites to share the stories. Moreover, you can also sponsor or support the events to get backlinks.

Business Listing

Business listing is a part of Off Page SEO. Business listing or local citations make your NAP and other information prominent across all directories. Consistent business listings prove your legitimacy and ensure that your business always appear at the top of Google’s search results.

Both structured citations (NAP) and unstructured citations (news sites, blog posts) strengthen your digital presence, driving traffic and conversion. Keep tracking your listings and manage them to appear consistent on all online directories.

The local business listing management tools to boost traffic are Moz Local, Yext, ReviewTrackers, BrightLocal, Birdeye, Chatmeter, Localo, and LocalFx.

What are the best website tools for local seo?

• Bright Local
• Semrush Listing Management
• Yext
• Moz Local

Ways to Monitor Your Local Search Optimization Results

• Track your local rankings in the local finder anytime
• Track your rankings in Google Maps

Establish your Local Presence

Building your local presence is the key to finding nearby customers. By optimizing your local seo through keyword research, Google Business Profile, and backlinks, you can boost visibility, credibility, and drive more traffic. Start now to stand out and expand your business locally.