How to do Local SEO
Local SEO helps businesses become more visible to users seeking a service or product in their area.
This article will help you to learn the fundamentals of local SEO and things you can do to help improve your businesses online visibility.
What is Local SEO?
Local SEO is the process of targeting products or services in a geographic-specific area.
What is Local Search?
Local search is where a user is targeting a specific suburb or area as part of their search. Here are some keyword examples:
- Plumber Broadbeach; and
- Plumber near me.
These types of keywords are also known as local SEO targeted keywords.
The searcher is trying to find a plumber close to them, or, in a specific suburb.
How is this Different from Regular Search?
Regular search is when there is no focus on any geographic location. Some keyword examples could be:
- How to fix a leaky tap?
- What colours are the Australian flag?
In both of these examples, the user is simply after information with no local or geographic-specific intent.
What are the Map Pack Results?
The map pack, also known as three-pack, are the three results typically shown towards the top of the page when a user makes a local search enquiry.
For example, you can see the map pack results for plumbers on the Gold Coast below:
All the information displayed within the map pack comes from the businesses Google My Businesses (GMB) listing.
What is Google My Business (GMB)?
GMB is a free tool provided by Google, which allows a business to create an online listing.
Once verified, it will begin to be displayed within the Google Maps listings.
It can also be displayed when a person searches for your business name specifically.
Known as the Knowledge Panel, it includes information such as your contact numbers, address and website.
What is a Citation?
A citation is a listing with an online business directory.
A few examples of online business directories are:
- Yellow Pages.
- True Local; and
The information displayed is known as your Name, Address, Phone Number & Website (NAPW).
It is essential to keep all of your information up to date on both GMB and any online directory websites to help maintain customer confidence in your business.
If you have a variety of contact numbers and addresses across the web, your customers may not know which one is correct.
How to Rank?
When Google is deciding who they should display for a local search, they review three main criteria:
- Geographic Location: How close is your business to the searches query?
- Relevance: How relevant if your business to the user’s query?
- Reviews: What is the online sentiment like towards your business and are people talking about you?
To improve your ranking in local search, you will need to work on these areas.
What are Local SEO Services?
Local SEO services are a combination of the following:
Making the website itself local: Ensuring that all your contact information is included naturally throughout the content.
You may also need to create separate pages for multiple locations if required.
Link Citation Creation: Reviewing all the relevant directories to check if you already have a listing.
If there already is, updating the information to make sure it is correct and consistent with all other listings and if required, creating a new listing.
GMB Page: Reviewing the current listing and ensuring all the information is correct and add additional details if required.
If the business does not have a current GMB page, creating a new one and helping to verify it.
Reviews: Encouraging new reviews and responding to those already created.
The amount, quality and strength of the reviews websites themselves can all add to your local SEO campaign.
Suburb Page Creation: It can also be beneficial to create what is known as ‘suburbs pages’ which target individual suburbs specifically.