As a small business owner, getting found by local customers is the lifeblood of attracting foot traffic and driving sales. With so much competition online, nailing your local SEO strategy has never been more crucial. This comprehensive guide covers the top tactics to improve your visibility in local search, outshine your competitors, and connect with customers searching for businesses like yours nearby.
Claim and Optimize Google Business Profiles
Your Google Business Profile (formerly Google My Business) is the cornerstone of local SEO. Claiming and verifying ownership of your listing ensures your business name, address, phone number, hours, and other critical details are visible and accurate across Google search and maps.
But don’t stop there – maximize your profile by:
- Uploading high-quality photos of your business, products or services, team, etc.
- Keeping your hours, holiday schedules, and COVID precautions up-to-date
- Responding to and managing your reviews (more on this later)
- Posting regular updates to share news, promotions, and content
- Utilizing all available business description, category, and attribute fields
Complete Local Keyword Research
Know which keywords and search terms your target customers use to find businesses in their areas. You can conduct keyword research using tools like Google’s Keyword Planner, KeywordTool.io, and Answer The Public to identify:
- City/Area based keywords: “plumber Atlanta”, “Atlanta plumbing services”
- Neighborhood qualifiers: “plumber Buckhead”, “plumber Midtown Atlanta”
- General local modifiers: “plumber near me”, “emergency plumber in Seattle”
Integrate these targeted location-based keywords throughout your Google Business Profile, website content, meta data, image alt text, and local listings. This helps search engines directly associate your business with the relevant locale.
Importance of Citations and Consistency
Citations are critical references to your business’s name, address, and phone number (NAP) across the web, appearing in directories, niche sites, partner listings, and more. Ensuring this data is 100% consistent everywhere helps improve your local SEO rankings. Google compares your NAP information across various sources to assess the legitimacy of your business. Inconsistent data can negatively impact your rankings, making it crucial to maintain uniformity.
Tools for Managing Citations
Use tools to audit existing citations and build new ones. These tools help ensure your business information is accurate and consistent across various directories. Some useful websites are:
- BrightLocal: Offers a citation builder service that can submit your business information to multiple directories.
For comprehensive citation management, consider data aggregators like Data Axle, Localeze, and Foursquare, which feed data to numerous other directories, expanding your citation reach with minimal effort.
Building Citations
To boost your local visibility, start by creating accurate citations on popular directories like Yelp, Yellow Pages, and Foursquare. But what does “building citations” mean? It’s simply listing your business’s name, address, phone number, and other important details in online directories. This helps potential customers find you more easily!
Don’t forget to check out local or niche directories that relate to your industry, like LocalStack or other specialized sites. Local associations, community blogs, and event listings are also great places to get your business noticed. These listings not only help customers connect with you, but they also signal to search engines that your business is the real deal, which can give your local search rankings a nice boost.
Building Local Backlinks
High-quality backlinks from reputable, locally relevant websites are a significant ranking factor. Seek opportunities for backlinks from:
- Local bloggers and publishers: Engage with local influencers and offer content that might interest their audience.
- Chambers of commerce and business associations: Membership often includes directory listings and opportunities for backlinks.
- Local resource guides and event listings: Ensure your business is featured in local guides and event pages.
- Supplier/Partner websites: Collaborate with your business partners to feature your business on their websites.
- Sponsoring local teams, events, or organizations: Sponsorships often come with promotional opportunities and backlinks
Optimize for Mobile-First and Voice Search
Mobile Optimization
With over 60% of searches occurring on mobile devices, optimizing your website for mobile use is crucial. Here are key aspects to focus on:
- Responsive Design: Your website should adapt seamlessly to various screen sizes, providing a consistent and user-friendly experience across all devices.
- Fast Loading Times: Mobile users expect quick-loading pages. Optimize images by compressing them without losing quality, and minify CSS, JavaScript, and HTML files to reduce load times.
- User-Friendly Navigation: Simplify navigation for mobile users, ensuring it is easy to find information and navigate through pages. Implement tap-friendly buttons and links to improve usability.
- Avoid Intrusive Pop-Ups: Google penalizes sites with intrusive interstitials that cover the main content, frustrating users. Use pop-ups sparingly and ensure they don’t obstruct essential content.
Voice Search Optimization
Voice search is becoming more popular, with an estimated 8 billion digital voice assistants expected to be in use by 2024. To optimize for voice search, focus on creating conversational content that answers common questions in a natural tone. Use question-based keywords that reflect how people actually speak, like “Where is the closest plumber?” or “How do I find an emergency plumber for a leaky faucet?” Additionally, incorporate long-tail keywords that capture specific, localized search queries, as people tend to ask detailed questions when using voice search.
By implementing these strategies, you can improve your website’s usability for mobile users and boost your voice search optimization, leading to a better user experience and higher search engine rankings. For more tips and best practices, check out resources like Ahrefs, SEMrush, and BrowserStack.
Leverage the Power of Reviews
According to BrightLocal’s Local Consumer Review Survey, 77% of consumers say they read reviews when searching for local businesses. Positive online reviews build trust, can improve your local rankings, and ultimately lead to more customers walking through your doors.
Actively encourage customers to leave feedback across review sites like:
- Your Google Business Profile listing
- Yelp, Facebook, and other popular directory listings
- Industry-specific review sites like Angi (for home services)
- Your website (potentially incentivize with exclusive offers)
Highlight these reviews on your website, but more importantly, stay on top of responding to all reviews – thanking those who leave positive feedback and addressing any concerns from negative reviews promptly and professionally.
Bonus: Leverage Location Data & Content
To reinforce your physical location and build familiarity locally, incorporate location data and content into your website and across other channels:
- Embed a Google Maps plugin highlighting your business address
- Post photos of your storefront, your team at local events, landmark areas, etc.
- Highlight community involvement, organizations you support, or events you participate in
- Interview or spotlight local customers/partners to share their stories
- Create dedicated location/area pages for each city/neighborhood you serve
In Conclusion
In today’s digital landscape, excelling in local SEO and boosting your visibility in Maps and local search results is essential for small businesses looking to shine. By optimizing your Google Business Profile, targeting specific local keywords, building citations and local backlinks, ensuring your site is mobile-friendly, managing your online reputation, and showcasing your community connections, you can stay ahead of the competition and make it easy for nearby customers to find and engage with your brand.
At SOAR Media Agency, we have extensive experience in SEO and content creation to help you craft a tailored local SEO strategy that delivers real results. If you’re ready to enhance your local presence and attract more foot traffic, reach out to our team today! Let’s work together to unlock your business’s full potential!
Chris Lawton, SOAR's web development expert, brings over 39 years of experience in information technology. Chris served as the architect and director of IT and Enterprise Architecture for a US company in the US and Europe, where he was responsible for business systems across the continent. He led the team in implementing innovative solutions that streamlined business processes and improved efficiency. Additionally, Chris worked at Coca-Cola in Atlanta, where he was the architect developing and implementing strategies that enhanced website performance and ensured optimal user experience for 650 global websites and their infrastructure.
SOAR got its start with its Aussie founder, Olivia Malifa. Olivia has over 18 years of experience in the marketing industry. She has worked in all capacities and from all angles, serving as a marketing manager in both corporate and private businesses for over a decade before starting her own successful consultancy firm. Through her work in agency, Olivia discovered her true passion for combining creativity and strategy to serve a diverse range of clients across multiple industries.
SOAR's co-founder and COO, Anthony 'Anton' Forbes-Roberts is an executive, advisor and investor with over twenty-five years of leadership in Fortune 500 companies, entrepreneurial ventures, and nonprofits. His marketing experience includes leadership positions at Ogilvy Worldwide and Carlson Companies, in a career where he has designed, built, and/or sold programs driving over $500M in annual revenue. Anton's expertise in strategy & operations helps SOAR Media build, support and optimize its unique 'one stop' marketing services model on behalf of its clients.
Andrew Armanasco is a key member of the SOAR team, specializing in new business development, account management, and relationship management. Andrew holds a degree in Business from Tulsa University and has been in the industry for several years. He has worked throughout the Americas and the European Union, helping businesses with community development, land acquisition, manufacturing, expansion, sales, and distribution.
Behind every successful brand is one fundamental element: engaging experiences. As an Atlanta-native, Brand Marketing Strategist (Senior Account Manager), Kate Kisner has 13+ years of developing world-class events, acquisitions, brand concepts, and launches. Adept at developing methods to enhance visibility and market share by turning followers into clients, out-earning competitors, and increasing profit margins with forward-thinking, holistic brand experiences.
Moriah Deal is SOAR’s account manager with an impressive background in all areas of Public Relations and Marketing. She earned her Bachelor's degree in Science from Kennesaw State University, with a minor in Marketing. Since then, she has brought her skills to many industries. Moriah has written Healthcare PR copy with WellStar and the Georgia Pharmacy Association, done digital marketing for a carpet manufacturer that targeted Commercial Event and Hospitality spaces, facilitated social media marketing for a non-profit, and worked in graphic design and event management for a plumbing marketing department.
Delfina Booth is an interdisciplinary professional who excels in writing, marketing, and social media. She received her Bachelor's in Literature, Media, and Communication and Master's in Global Media and Communications from the Georgia Institute of Technology. Delfina is always creating; her academic background includes building two fantasy computer games, directing three short films, and studying abroad in Mexico City twice.
Logan Wilson brings a wealth of marketing expertise to SOAR Media, where he excels in crafting impactful strategies and innovative campaigns. As the Marketing Coordinator for the Seattle Seawolves, Logan handles social media, advertising, promotional design, sponsorships, and data analysis to drive marketing success. Combining his marketing skills with a deep passion for sports, fueled by his sister’s rugby career, Logan thrives on the excitement of game days and engaging fans. His dedication to excellence in every project reflects his commitment to both the sport and his role.
With a BFA in Visual Communication Design from Herron School of Art & Design at Indiana University, Essence Jones brings over 8 years of experience in both digital and print media to her role as Junior Graphic Designer at SOAR. Essence is known for her creative storytelling ability and her knack for translating complex ideas into visually compelling designs. Her can-do spirit and positive attitude make her an invaluable part of the team, always ready to tackle new challenges with enthusiasm and innovation.