What is Local SEO

1. Claim and optimize your Google Business Profile

Your Google Business Profile (GBP) is the cornerstone of your local SEO strategy. Start by claiming your profile on Google Business and filling in your business details. This crucial step puts you on the map for local searches.

Don't be tempted to include keywords in your business profile name, such as "SEOSpace - SEO Agency." Doing so could get your profile banned. We recommend including your business name only. Once set up, regularly posting offers, images, and updates from your profile can enhance your visibility.

However, setting up your GBP is just the first step. It's equally important to gather reviews for your business and update your profile with new information.

Encourage and respond to reviews

Reviews are golden for local SEO marketing-95% of customers read business reviews before making a purchase. Encourage customers to share their experiences and leave a rating on your GBP and other review websites. Consider sharing a QR code that links directly to your review page or including a link to review in follow-up emails or texts, making it easy for them to leave feedback.

To stay competitive, aim for a number of reviews equal to or greater than those of top local businesses. For instance, if the leading competitor in your area has 20 reviews, you'll want to match or exceed that number.

Remember, not every customer will be completely satisfied. Respond to negative reviews politely and offer to resolve any issues. This shows that you care about your customers' experiences and helps boost your reputation. Responding positively to negative and positive reviews will position you as a business that values customer feedback.

Read tips for managing client and customer relationships

Keep your profile up-to-date

Update your business hours, services, and contact information as needed. Add high-quality photos and posts about promotions or events. This active management signals to search engines that your business is thriving and ensures potential customers get the most current information. If it helps you stay consistent, set aside some time every week or month to make any necessary updates.

2. Create landing pages for specific locations and goods/services

One effective strategy to boost local SEO for a small business is to create targeted landing pages for each location and service you offer. These pages should clearly list your products and services, using terms that potential customers are likely to search for.

To achieve this, you need to incorporate localized keywords into your content. These are search terms like "bakery South London", "gym near me", "best steakhouse in NYC", etc.

To successfully optimize your landing pages, follow these steps.

Research and select keywords

Use keyword research tools like SEOSpace to identify high-quality, long-tail keywords specific to your local market. Long-tail keywords are less competitive search phrases typically consisting of three or more words, like the localized keywords above. These can help you target customers more effectively.

Implement keywords strategically

Once you've found a local keyword you want to rank for, create a dedicated page to optimize for it. This is important as multiple pages cannot typically rank for the same keyword.

Place the target keyword in the following areas of the dedicated web page:

Additionally, you can use SEOSpace to scan website pages and ensure they're optimized effectively. This tool can help you identify areas for improvement and keep your SEO efforts on track.

Enhance pages with engaging content

To maximize the effectiveness of these landing pages, consider including the following elements:

• Videos showcasing your work or products

• Photos with customers and team members

• Directions to your store

• Customer testimonials and reviews

• An embedded map

• Opening hours

These elements can significantly boost your ranking in search and maps by making your content more engaging and informative. To avoid confusion, you can leave some of these pages out of your website's main navigation.

See 7 landing page design examples

3. Create a blog to share your knowledge and business story

In a competitive market, a blog is your secret weapon for local SEO marketing. Consistent blogging can boost your local SEO rankings and humanize your brand.

Consider the following recommendations when creating blogs:

• Focus on creating engaging, helpful posts that resonate with your community.

• Share behind-the-scenes glimpses, local tips, and your business journey to boost readers' engagement-a key factor in search ranking algorithms.

• Don't avoid discussing challenges and how you've overcome them. This authenticity helps build trust and familiarity with potential customers.

The goal isn't simply to rank higher on search engines-it's about connecting with your community. By speaking to your local area and sharing your expertise, you'll imprint your business in readers' minds, making your local SEO efforts more effective.

Read our guide to writing a blog post

4. Keep your Google Business Profile updated

Maintaining an up-to-date Google Business Profile is a powerful way to enhance your local SEO marketing efforts and engage with potential customers. Regular updates can keep you top-of-mind with potential customers. This approach also improves your business' visibility in search results, showcases new offers or products, and engages searchers.

But how do you make your GBP updates effective?

• Use high-quality images and videos: Visual content is more engaging and can capture customer attention quickly. Make sure your images and videos are clear and relevant.

• Include calls to action (CTAs): Encourage potential customers to take action by including calls to action such as "Visit us today," "Learn more," or "Call now."

• Keep it concise: Your updates should be clear and to the point. Provide essential information without overwhelming your audience.

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