How to Do Local SEO
Local SEO is your ticket to boosting online visibility and attracting nearby customers who are searching for businesses like yours. Here’s a step-by-step guide to mastering local SEO, with actionable tips to help your business shine in local search results.
1. Find the Right Local Keywords
The foundation of any SEO strategy is finding the right keywords to target, and local SEO is no different. Focus on high-volume keywords that are location-specific. These are the search terms people in your area use to find your products or services.
For example, if you own a flower shop in Vancouver, helpful keywords could include:
- Vancouver florist
- Florist in Vancouver
- Flower delivery Vancouver
Pro Tip: Use keyword tools like Google Keyword Planner or tools with a “local intent” filter to uncover top-performing terms in your area.
2. Optimize Your Website for Local SEO
Once you’ve identified your keywords, it’s time to enhance your website for local search. Beyond including the right keywords, there are key elements specific to local SEO to implement:
- Create Dedicated Landing Pages for each major local keyword (e.g., “Flower Delivery in Vancouver”).
- Build a Contact Page to display essential info, such as your name, address, phone number (NAP), and business hours.
- Include Business Addresses prominently throughout your website. This works especially well for multi-location businesses.
- Ensure Mobile Responsiveness: Many local searches happen on mobile. A mobile-friendly site isn’t optional anymore.
- Add Local Schema Markup: Schema tags help search engines understand your website better, boosting your chances of appearing in local results.
Pro Tip: Consistency counts! Ensure your NAP details match everywhere they appear online.
3. Claim and Optimize Your Google Business Profile
If there’s one thing you should prioritize for local SEO, it’s your Google Business Profile. It plays a significant role in whether your business shows up in Google’s Local Pack. Here’s what to do:
- Claim your business profile if you haven’t already.
- Fully complete your profile with accurate details, including your location, hours, business category, and services.
- Add engaging photos of your business, products, or services.
- Post updates regularly (e.g., promotions, new arrivals, or events).
Pro Tip: Aim for consistency. Your business name, address, and phone number should align perfectly with what’s listed on your website and anywhere else.
4. Build NAP Citations
A NAP citation is any mention of your business’s name, address, and phone number online. These citations often appear in online directories, local business listings, or social networks. Why are they important? They help search engines validate that your business is legitimate and active.
Where to get NAP citations:
- Local directories like Yelp, TripAdvisor, and Angie’s List.
- Industry-specific sites related to your product or service.
- Chamber of Commerce listings in your area.
Pro Tip: Keep your NAP information consistent across all platforms. Even minor variations (like “St.” vs. “Street”) can hurt your rankings.
5. Gather as Many Customer Reviews as Possible
Reviews are a goldmine for local SEO — and trust. People rely on reviews to decide which business they’ll visit next. Search engines do too. Positive reviews signal credibility and authority to Google.
How to get more reviews:
- Politely ask customers post-purchase for feedback.
- Respond to all reviews (good or bad). This interaction is appreciated by both customers and search engines.
Pro Tip: BrightLocal studies show that over 50% of shoppers read reviews for brick-and-mortar stores specifically before visiting.
6. Create Local Content and Secure Backlinks
Fresh and relevant content is a pillar of good SEO. Create articles, blogs, or videos that align with local interests and include your target keywords.
Examples of local content ideas:
- A blog like “The 10 Best Wedding Flower Ideas in Vancouver.”
- Write about local events, holidays, or partnerships.
- Share customer success stories or spotlights from your area.
When it comes to backlinks, aim for links from trusted, high-authority local websites (like news outlets or local blogs). Backlinks signal to search engines that your website is credible.
Pro Tip: Partner with local influencers or organizations to create co-branded content for mutual backlinking opportunities.
7. Use Google Ads with Local Keywords
While not technically part of SEO, running Google Ads with local keywords is a smart complement to your organic efforts. Paid search ads can help you generate traffic instantly while you wait for your SEO strategy to take off. To keep it local, target your city, neighborhood, or landmark-specific keywords.
For example, a burger restaurant could run ads for phrases like:
- “Best burgers in downtown Vancouver”
- “Vancouver family-friendly burger spots”
8. Participate in Local Business Events
Want to build real-world connections while increasing your online visibility? Get involved in your community! Events are a great way to network, build a loyal customer base, and even earn local backlinks when your participation is covered online.
Examples of local events:
- Charity fundraisers
- Community fairs or markets
- Business networking events
- Holiday campaigns
Pro Tip: Announce your participation on your website and social media. It’s great for brand visibility!
Local SEO doesn’t have to be intimidating. By following these steps, you can steadily improve your rankings and attract more customers from your area. From finding the right keywords to crafting localized content and encouraging customer reviews, each action builds a stronger local presence for your business. Start today, and watch your local audience grow!
Vadim Kotin
@kotin_digital
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