Nowadays, the old saying “location, location, location” is more important than ever—but not only in real estate. When it comes to search, local businesses need to focus on finding people in their area. Whether you’re a trendy coffee shop or a local law firm, dominating local search results is critical to driving foot traffic, phone calls, and sales.
But how do you ensure your business shows up when people search for something nearby? In this blog, we’ll dive into strategies to help you own local search results—from Google to other search engines and even emerging AI tools. Ready to get found in your neighborhood? Let’s get started!
Google My Business: Your First Step to Local Dominance
If you haven’t already set up your Google My Business (GMB) profile, stop what you’re doing and do it now. GMB is one of the most powerful tools for local search optimization, and it’s free. A complete and up-to-date GMB profile ensures that your business appears in Google’s “Local Pack” (the map and business name that comes up when you search for a nearby service or product).
How to Optimize It
- Complete Your Profile: Input all information, including your business name, address, phone number (NAP), website, hours, and business category.
- Add Photos: Companies with images get 42% more direction requests and 35% more website clicks.
- Collect Reviews: Encourage happy customers to leave reviews. Google loves fresh, positive reviews, and they help your rankings.
- Post Updates: Google My Business allows you to post updates, promotions, and events. Make sure to keep your profile current.
Tip: Don’t forget to check and respond to customer reviews promptly. Google uses reviews as a ranking factor, and responsiveness shows you care.
Localized Keywords: Make Your Content Speak the Local Language
People search for local businesses using specific terms based on their location. For example, if you’re an Austin pizza place, people will likely search for “pizza in Austin” or “best pizza near me.” If you’re not adding local keywords to your website content, you’re missing out.
How to Optimize It
- Include Location in Titles and Meta Descriptions: Ensure your page title, meta description, and headings (H1, H2, etc.) include the name of your city or region.
- Use Local Landmarks or Areas: If you are in a well-known region or near a landmark, include that in your posts.
- Create Location-Specific Pages: If you have several locations, create separate pages for each and tailor them to that area.
Tip: Do not overload keywords. Google’s algorithms are smart. Focus on creating natural, helpful content that answers your audience’s local search intent.
Leverage Local Backlinks: Build Authority in Your Area
Backlinks are links from other websites pointing to yours. They are one of the most important ranking factors in SEO. When other local businesses, newspapers, blogs, and community organizations link to your website, it increases your authority in the area. It shows Google that your business is reliable and relevant.
How to Optimize It
- Collaborate with Local Influencers: Partner with local influencers, bloggers, or publications to get your business mentioned.
- Get Listed in Local Directories: Ensure your business is listed in local online directories like Yelp, Yellow Pages, and others.
- Sponsor Local Events or Charities: Sponsoring events is a great way to get backlinks from local websites and build goodwill in the community.
Tip: Ensure your NAP (name, address, phone number) is consistent across directories and websites. Inconsistencies can hurt your position.
Optimize for Voice Search: Chat with Google, Siri, and Alexa
With voice assistants like Google, Siri, and Alexa growing in popularity, more people ask voice-based questions like “Where can I find the best tacos near me?” Voice search is often more conversational and location-focused, so optimizing for it is key to ranking for these queries.
How to Optimize It
- Use Natural Language: Voice search queries are more conversational, so include long-tail keywords and question phrases like “Where’s the nearest coffee shop?” or “What’s the best plumbing service in [your city]?”
- Focus on Local Intent: Voice search tends to have more “near me” inquiries. Ensure your content reflects that by using words like “nearby,” “in [city],” and “local.”
- Claim Your Google My Business Listing: Google relies on GMB data for voice search results, so ensure your profile is accurate.
Tip: As voice search grows, consider adding FAQ-like content to your site to answer common local questions.
Don’t Forget About Other Search Engines (Yes, Bing, Too!)
While Google dominates the search engine market, other platforms like Bing and Yahoo still have a substantial user base. In fact, Bing has around 8% of the search engine market share in the US. If your local SEO strategy is focused only on Google, you’re missing opportunities.
How to Optimize It
- Claim Your Bing Places for Business: Like GMB, Bing Places lets you list your business in Bing’s local search results.
- Use Structured Data (Schema Markup): Structured data helps search engines understand your content better. It’s especially useful for local search as it tells Bing and Yahoo more about your business, such as hours, location, and customer ratings.
Tip: Don’t just focus on Google. Optimize your website for all major search engines, ensuring your local SEO reaches as many users as possible.
Search GPT and AI-Based Search Engines: Optimizing for the Future
With AI-based search engines and tools like ChatGPT starting to play a bigger role in information searches, it’s vital to consider how your content appears on these emerging platforms. While AI search tools often pull data from existing websites, optimizing for conversational content and personalized, relevant information is the way forward.
How to Optimize It
- Focus on Conversational Content: AI-based search engines like ChatGPT prefer conversational content that answers specific questions. Consider how people ask questions in real life and tailor your content accordingly.
- Prioritize User Intent: AI search engines like Google aim to serve the most relevant content. Design your content with the user in mind and ensure it is helpful and informative.
Tip: Stay current on the latest in AI search and adjust your content strategy accordingly to stay ahead.
Local Content Marketing: Share Community-Specific Stories
Content that speaks to your community can make you more visible in local searches. It establishes your business as a trusted local member and provides more opportunities to rank for location-specific keywords.
How to Optimize It
- Create Local Blog Posts: Share stories about your town, highlight local events, or write about local partnerships. This can help with both local relevance and SEO.
- Write About Local Trends or News: Discuss local issues in your blog posts or social media to establish your brand as a local thought leader.
Tip: If you’re a local coffee shop, consider writing a blog about the “best coffee spots in [your city]” or sharing local history. Google loves local, relevant content!
Implement Schema Markup for Local Businesses
Schema markup is code you add to your website to help search engines better understand your content. A local business schema markup can increase your visibility in search results and even trigger rich snippets.
How to Optimize It
- Use Local Business Schema: Schema markup allows you to specify your business name, location, hours, ratings, etc., directly to search engines. This increases the chances of it showing up in search results.
- Review Structured Data Tools: Google’s Structured Data Markup Helper can help you add proper markup to your site.
Tip: While it can be technical, many plugins for WordPress sites (such as Yoast SEO or Schema Pro) make it easy to add.
Use Local SEO Tools to Track Performance
Once you’ve optimized your website for local search, it’s’ time to track results. Monitoring your local rankings, traffic, and engagement ensures your efforts pay off.
Recommended Tools
- Google Analytics: It’s’ vital to track your website’s performance and see how users find you locally.
- Google Search Console: This tool helps you check keyword performance, discover technical issues, and see how Google crawls your site.
- BrightLocal: This is a fantastic tool for tracking local SEO rankings, managing your GMB profile, and analyzing the performance of local competitors.
- SEMrush: This is another great tool to track local search volumes and provide competitor insights.
Tip: Always assess your local search performance and adjust your strategies if needed. Local SEO is an ongoing process!
Stay Mobile-Optimized: Most Local Searches Are Done on Mobile
Did you know that 76% of people who search for something nearby on their mobile devices visit the place within 24 hours? If your website isn’t mobile-friendly, you could lose valuable local traffic.
How to Optimize It
- Responsive Web Design: Ensure your web design is adaptable to different screen sizes.
- Fast Loading Speed: Mobile users are impatient, and slow site loads will drive them away. Aim for a load time of less than 3 seconds.
- Mobile-Friendly GMB Listings: Ensure your GMB profile is easily accessible on mobile devices, with clear contact information and fast loading.
Tip: Use Google’s Page Speed Insights Tool to see if your website passes the mobile test. If not, it’s time for an update!
Use Local Ads to Amplify Your Reach
Paid ads can boost your local SEO efforts, especially if you’re targeting highly competitive keywords. Google Ads allows businesses to target local areas specifically, and platforms like Facebook also have geo-targeting capabilities.
How to Optimize It
- Use Geo-Targeting in Google Ads: Set up ads targeting people within your business’s specific radius.
- Create Localized Facebook Ads: Target Facebook ads to users based on location, interests, and demographics.
- Utilize Local Event Promotions: If you host or sponsor local events, run targeted ads to attract more attendees.
Tip: Specify your location settings to avoid wasted ad spend. The more specific your ad’s target audience, the more effective it is.
Bonus Tools to Take Your Local SEO Strategy to the Next Level
Such tools are invaluable for auditing and optimizing your local search efforts. They can save you time and give you insight into improving your strategy.
- Moz Local: An excellent tool for managing local business listings and checking the consistency of your NAP (Name, Address, Phone number) across the web.
- Yext: Helps ensure your business is correctly indexed in hundreds of directories and provides tools to manage searches.
- Google Trends: Use this to understand search trends in your area and adjust your content accordingly.
- Whitespark: It’s a fantastic tool for building and tracking local citations (mentions of your business name and location on other websites).
Your Local Search Strategy Starts Today
Dominating local search is no longer an option. It’s a must for businesses that want to grow and stand out locally. Using these strategies, optimizing for various search engines, and staying ahead of the curve, your business can reach the top of local results.
Ready to get started? Contact our team today, and we’ll help you craft a local search strategy that puts your business on the map—literally.