SEO can mean many different things to many different businesses. Ultimately, it is about generating more organic traffic to your website, but that’s not the only consideration if you serve customers at a specific location or within a certain area.
Many people can turn to Google with a specific query or question and don’t need to actually visit a website. This is the case for Google’s local search results or “pack”, the three to five map results that appear at the top of the page.
These results are usually triggered when a user’s search term includes a geographic area, such as their town or city, the phrase “near me”, or it’s related to a business that typically requires an in-person visit. Google understands the intent behind these searches, and your business needs to as well.
Local SEO comes with its own unique considerations and approaches, including focusing on Google My Business, citations, reviews, and more – some of which are unrelated to changes that you’ll make to your website or are even in your control. The most important factors from a local SEO perspective are related to proximity (how close your business is to the user), prominence (how popular your business is), and relevance (how closely matched your business is to the search query), all of which need to be considered to perform well.
Google My Business Audits
Although Google My Business (GMB) is a free tool, it’s not the easiest to set up or get value from. It’s crucial to optimise this as much as you can to perform across both Google Search and Maps.
Local Citations & Links
Mentions of your business in local directories, in particular your Name, Address, and Phone number (NAP), and backlinks from relevant websites need to be a focus when it comes to local SEO.
Reviews & Reputation
Search engines use positive reviews on your GMB profile and other review websites as a clear signal regarding the popularity of your business. Getting these reviews is easier said than done.
Case Study: First page dominance for a local Newcastle business
Frequently asked local SEO questions
What tactics do you use to improve local search rankings for our business?
It’s crucial to understand how local SEO differs and what Google focuses on, in terms of proximity, prominence, and relevancy. The tactics proposed will address each of these areas individually and be prioritised based on your weaknesses.
How do you optimise our Google My Business profile for better local visibility?
A lot of businesses don’t set up Google My Business to reach its full potential. Whether it’s making sure the profile has been fully completed, making sure information is consistent elsewhere on the web, or using it as a way to keep customers updated, there are ways to maximise your set-up.
Can you explain the importance of local citations and how you manage them?
Local citations are predominantly mentions of your Name, Address, and Phone number (NAP) on relevant directories and websites, and sometimes backlinks. Google uses these citations to know that you are a legitimate and prominent business in your local area, but it is difficult to build these on mass. Using a third-party tool or focusing on aggregators that feed other websites are usually the most effective approaches.
How do you manage and optimise local reviews to enhance our local SEO performance?
Reviews on Google My Business or other relevant directories are still a critical factor in Google understanding that you are a prominent business and trusted by customers. Gaining regular positive reviews, responding or replying, and showcasing them takes effort and can’t just be done by your SEO consultant, but it can certainly be worthwhile.
How do you optimise our website’s local landing pages for better search visibility?
The pages of your website can make or break a local SEO strategy. It’s important to understand what a doorway page is in Google’s guidelines as a lot of businesses set up almost identical pages for every location they are in to rank for specific local terms, and search engines can devalue this type of content if it doesn’t serve enough of a purpose. High-quality and engaging local landing pages require effort.
