If we own or manage a local business, we’ve likely heard about search engine optimization (SEO) and its importance. But what exactly is local SEO, and why should we care?
We are glad you asked! This comprehensive guide will break down everything we need to know to leverage local SEO and find our businesses online. We’ll share an actionable roadmap and strategy to increase visibility, attract customers, and boost revenue.
Local SEO refers to optimizing our online presence so customers can find our businesses when searching for products or services in our area. The goal is to appear prominently in Google Maps and local search engine results.
This is crucial because:
- 46% of searches have local intent
- 76% of local mobile searches result in same-day visits
- 29% of searches show map packs
So we can get a ton of qualified prospects and sales!
The key to local SEO success is for us to focus on:
- Keyword research for our city
- Optimizing our Google My Business profiles
- Building local citations and backlinks
- Creating content that targets nearby customers
If we do this properly, we can get more customers for our local businesses using the Google Maps pack and website SEO.
We’ll cover all those topics and more in this complete local SEO roadmap:
- Local SEO basics
- Setting up tracking
- Technical optimizations
- Optimizing listings
- Building links
- Advanced tips
We’ll also share helpful templates, tools, and examples.
So, if we’re ready to master local SEO and find our businesses locally, let’s get started!
Planning and Setup
Now that we’ve covered the basics of local SEO, it’s time to dig into our local SEO roadmap and talk strategy.
Proper planning and setup are crucial before optimizing listings or creating content. Rushing ahead without goals or tracking in place is a recipe for failure.
Determine Your Goals
As with any marketing effort, we need clearly defined goals to guide our local SEO strategy.
Potential goals include:
- Increase website traffic by __%
- Improve local pack rankings for __ keywords
- Grow map pack click-through-rate
- Generate __ new leads per month
- Increase mobile conversions by __%
Setting S.M.A.R.T. goals will give our efforts focus and allow us to track progress accurately.
Research Target Keywords
Next, we need to find relevant search terms and keywords to target.
The best way is to brainstorm a list of keywords using:
- Local intent modifiers (area, city, ZIP code, etc.)
- Industry terminology
- Product and service categories
For example, a furniture store may target keywords like:
- modern furniture Miami
- contemporary sofas 33141
- Miami living room sets
Keyword research should inform overall targets as well as individual pages.
Set Up Tracking and Analytics
To gauge campaign effectiveness, we need analytics tracking properly implemented first, including:
- Google Analytics
- Call and lead tracking
- Rank tracking software
- Google Search Console
With tracking established, we’ll have accurate data to assess the impact on visits and calls and rank improvements for important locational and industry keywords.
Technical SEO Audit
Before optimizing online listings or creating new content, it’s wise to audit the current website’s technical SEO health, including:
- Mobile responsiveness
- Page speed optimizations
- XML sitemap and robots.txt
- Proper URL structure
- Alt text, metadata, and schema markup
Addressing technical deficiencies will facilitate better crawling, indexing, and ranking for all local pages.
Now, the planning stage is complete! Our business goals are defined, keywords are researched, tracking and analytics are implemented, and the site’s technical SEO is optimized.
With the proper local SEO groundwork, we can shift focus to tackling listing improvements, earning reviews and citations, optimizing Google My Business, and building high-quality backlinks.
Our efforts to plan and set up will directly impact the success achieved in subsequent optimization stages. So, let’s keep our goals front and center and execute our plan diligently!
Optimizing Online Listings
Now that our planning and technical SEO foundation is set, we can focus on optimizing online listings and profiles.
These public business directories allow customers to discover and vet local companies like ours. They also provide crucial signals to search engines about our legitimacy and relevance for local queries.
Claim and Verify Google My Business
Our Google My Business (GMB) profile is the cornerstone of any local SEO strategy.
With an optimized GMB presence, ranking in Google’s 3-pack results will be much easier.
To set up our free GMB profile:
- Search Google My Business and click to create a new listing
- Enter our exact business name, address, and phone number
- Select appropriate categories and services
- Add photos, videos, descriptions, hours, and other details
Once created, we must verify the listing via postcard code or phone call to activate account features.
Pro Tip: Ensure our GMB profile matches website details exactly to reinforce legitimacy signals.
Optimize Other Key Listings
In addition to Google, we should also complete and optimize our profiles on sites like:
- Yelp
- Apple Maps
- Bing Places
- Yellow Pages
The goal is to make critical details consistent across all sites. This helps search engines and customers better understand our local business.
Manage Online Reviews
Customer reviews are critical for local SEO visibility.
We must politely solicit honest feedback and reviews via email, on-site prompts, and social channels. The goal should be 4+ stars everywhere.
Monitoring review sites regularly allows us to quickly address any criticisms publicly. Being responsive looks good to potential customers.
Warning: Never offer incentives that violate platforms’ review policies.
Generate Local Citations
Local citations refer to directories and review sites that list basic business info like name, address, and phone number.
The more quality local citations we build, the more signals search engines have about our legitimacy.
Great citation sources include:
- Official city/county directories
- Local chamber of commerce
- Relevant industry associations
- Community newspapers/magazines
- Neighborhood-specific sites
Some citation-building services can help automate and accelerate this process.
Optimizing listings, earning credible reviews, and building citations should be central to our local SEO strategy. Doing so strengthens trust and authority signals, impacting website rankings and visibility for valuable localized keywords.
It’s challenging but high-reward work! The effort invested here separates market leaders from also-rans in competitive sectors.
Let’s recap critical profile optimization tasks:
- Claim + verify Google My Business
- Complete profiles on Yelp, Apple Maps, etc.
- Monitor and prompt more customer reviews
- Build 25+ relevant local citations
Now we’re ready for website optimization and crafting engaging local content!
Website Optimization
With our listings and profiles adequately set up, we’re ready to optimize our website for local customers.
Our site needs to quickly signal relevance to searchers in our geographic area who are ready to engage, call, or buy.
These local website optimizations will directly impact organic search visibility and conversion rates.
Ensure Mobile Responsiveness
Over 60% of searches now happen on smartphones.
With mobility dominating, an unoptimized mobile experience cripples conversions. Pages need to load fast without horizontal scrolling or zooms. Content should be legible without pinch gestures. Calls-to-action and forms must work seamlessly.
Testing tools like Google Mobile-Friendly Test confirm the site’s responsiveness. We must address any deficiencies that surfaced to enable local conversions.
Include Schema Markup
Schema markup is code that helps search engines better understand our pages’ content.
By adding the LocalBusiness schema, we provide vital signals, including:
- Business name
- Exact address
- Phone number
- Opening hours
This reinforces legitimacy to Google, surfacing our website prominently for nearby searchers.
Optimize On-Page Elements
With schema in place, we need to optimize all on-page elements to maximize clicks and conversions:
- Title Tags: Include city/neighborhood to catch the eye of local searchers
- URLs: Contain area name and precise keywords like “dallas-texas-carpet-cleaning.”
- Content: Focus on the problems and needs of residents. Use geo-modifiers to indicate relevance.
- Images: Depict local storefront, team members, specific area or neighborhood
- Calls-to-Action: Offer special deals, discounts, or guarantees to motivate action
Fine-tuning page elements directly boosts visibility locally.
Produce Engaging Local Content
Now, we’ll discuss content creation aimed at winning local hearts, minds, and wallets.
We know that 20% of searches now happen via voice commands. That means expressions with natural language and conversations will surface ahead of generic keywords alone.
Adopting a local-first mentality allows us to create content that feels more authentic and relevant for city residents.
Blog Posts
- “Best Place for Dallas Parents to Buy Eco-Friendly Baby Clothes”
Videos
- “How To Enjoy Austin City Limits If You Don’t Have 3 Hours for Airport Security”
Social Media
- Twitter Polls/Contests for San Antonio customers only
This hyper-local approach builds connections that generic competitors can’t touch. We demonstrate a proper understanding of our community’s needs.
Website optimization paired with compelling localized content showcases our authority. It assures searchers we intimately address their problems. This drives conversions customers appreciate and remember.
Link Building for Local Rankings
We’re in the home stretch of our complete local SEO roadmap!
In earlier sections, we focused inward on optimizing assets we control directly. Now, we shift focus outward to earn authoritative endorsements through high-quality backlinks.
Link building strengthens trust and relevance signals for geographic and industry keywords. This section will uncover sources of impactful local links worth pursuing for SEO visibility.
Earn Links from Niche Directories
Our first move is claiming and optimizing industry-specific profiles on sites relevant to our business.
This could be restaurant review sites or local best-of compilations for a pizzeria. Medical practices should tap healthcare resources and doctor directories.
Completing in-depth listings on niche sites demonstrates our commitment to transparency on popular forums for our specialization. Active participation often leads to earned links that reinforce topical relevance.
Network with Other Local Businesses
E-commerce giants spend big on paid media, but local players must get creative. One highly effective tactic is old-fashioned relationship building with business neighbors.
As community leaders, we have connections through local business associations or Chamber events. Look for opportunities to trade links, co-host local events, or cross-promote special offers from website sidebars.
These local partnerships bake win-win contextual links into broader collaborative growth strategies.
Pitch Guest Posts to Local Sites
Local newspapers and city-specific blogs crave topic ideas from industry insiders. These are perfect venues to land contributor bylines with contextual home page links.
Possible pitches relate to special programs for residents or behind-the-scenes looks at unusual service offerings. Hyperlocal angles attract editorial interest while allowing us to flaunt expertise.
Securing just a handful of authoritative mentions in trusted local publishers works wonders for overall visibility and validation.
As you can see, link-building techniques for national websites also apply locally. We incorporate geographic relevance into relationship development, community participation, and proactive PR efforts.
Tracking Progress and Results
We’re nearing the end of our comprehensive local SEO roadmap!
At this point, we put in considerable effort:
- Planning strategy
- Optimizing assets
- Creating content
- Building links
Now, we need to carefully track KPIs to determine effectiveness so tweaks can be made to maximize performance.
Monitor Rankings and Traffic
We established keyword targets and baselines early in our local SEO process. This allows us to monitor rankings and landing page visibility over time continuously.
Sudden drop-offs warrant investigation, while sustained upward trends signify tactic viability. Consistency is key.
Assess Conversions and ROI
While moving the needle on search visibility and website traffic is excellent, local SEO success is ultimately measured by in-store visits, calls, and sales revenue.
Our analytics setup and call tracking provide precise conversion data to complement ranking and traffic dashboards. Comparing expense/effort to actual conversions achieved gives us an accurate ROI picture.
Careful tracking provides actionable insights as our local SEO strategy matures. We learn what works and what doesn’t through relevant data. This means we waste less time and maximize our likelihood of micro- and macro-level victories.
Now for the final piece of our local promotion puzzle – answers to commonly asked questions…
Conclusion
There you have it – a complete local SEO roadmap to find your business online!
We covered much ground, from initial planning to optimization, promotions, and tracking. While it’s certainly a journey requiring commitment, the rewards in visibility, new customers, and revenue make it well worth the effort.
Now, you have the blueprint to DIY or confidently guide an agency partner.
If you’d like extended local SEO training complete with templates and worksheets, check out img.courses. Their in-depth certification can take your understanding to the next level quickly.
Either way, bookmark and refer back to this guide early and often. Here’s to dominating local search results in the months ahead!
FAQs
Q. What are the most important ranking factors for local SEO?
The most crucial local SEO ranking factors are:
- Your Google My Business (GMB) listing.
- Positive local reviews and citations.
- On-page optimization for geo-targeted keywords.
- Quality link building from locale-specific sites.
Q. How many reviews and citations should my business have?
Aim for at least 30+ citations across relevant local directories and community sites. For reviews, you want a steady stream of new ones monthly across Google, Facebook, and industry sites—target 10+ new GMB reviews per month.
Q. What’s better – optimizing for mobile or desktop?
With over 60% of searches now on mobile, optimizing for smartphones should be the priority. Ensure site speed, user experience, and conversions happen seamlessly on mobile.
Q. How often should I create fresh content?
For local campaigns, focus less on content volume and more on consistent optimization. Keyword targeting, embedding location names/geo-tags, and optimizing for voice search are priorities over churning out blog posts weekly.
Q. What tools do you recommend for tracking local rankings?
For detailed insights based on geographic position, Local Falcon and Local Viking provide excellent rank tracking and competitive analysis. Combine them with Google Analytics, Search Console, and call reporting.
Q. How long does it take to see local SEO results?
Expect 3-6 months minimum to move the needle on rankings, traffic, and leads. But you should see incremental progress monthly by sticking to the local SEO roadmap. Consider it an ongoing investment.
