Local SEO: The Complete Guide

  • Fundamentals of Local SEO
  • Researching Keywords for Local SEO
  • Ranking Factors in Local SEO
  • Tools for Local SEO
Local SEO is essential for attracting more organic search customers to your local business.
But what exactly is local SEO, how does it function, and what are the key ranking factors?
This guide will teach you how to elevate your business's local search ranking to bring in more customers.

Chapter 1: Understanding Local SEO

Local SEO operates on two levels, as Google displays two types of search results for local queries: "map pack" results and traditional organic "blue link" results. Ranking is possible in both categories.
Initially, we'll delve into local SEO: its definition, significance, and how it's distinct from traditional SEO.
Local SEO's importance stems from its utility in helping people find local businesses via search engines. Google data reveals:
Local SEO involves enhancing your online visibility to attract more business from local search queries. These searches occur across various search engines, with a focus on optimizing for Google users.
Essentially, customers are actively looking for your business, and not being visible means a loss of potential revenue.

Defining Local SEO

The Significance of Local SEO

  • 30% of mobile searches have a location focus.
  • 78% of local searches on mobile leads to a visit to business within a day.
  • 28% of local searches result in a purchase.

Mechanics of Local SEO

Map Pack Results

The map pack, also known as the local pack, is a feature on Google's Search Engine Results Page (SERP) displaying top local businesses and a map. It usually occupies the top position in Google's results for local searches.

Organic Search Results

The standard organic results, commonly known as the "10 blue links," are familiar features that generally appear below the map pack results.

4. Mapping Keywords to Webpages

Your homepage won't rank for all service keywords, necessitating dedicated pages for different services. Assign keywords to specific pages based on the services they represent. Similar services can be targeted on the same page, while distinct ones require separate pages.
This is a simplified overview, but you can find more detailed strategies and examples in our comprehensive local keyword research guide.

Chapter 2: Conducting Local SEO Keyword Research

Local keyword research involves identifying how potential customers search for the local services your business provides. This step is critical to ensure your website is optimized for common search queries. Let's explore the process.

1. Identifying Service-Based Keywords

It's common to overlook the varied search terms people use for your services. For instance, a plumber might be found under "plumber" but also under service-specific searches like "drain unblocking." Begin by cataloging the services you offer to cover a broad range of customer queries. For a plumber, this might include:
  • Drain unblocking
  • Boiler repair
  • Boiler installation
  • Boiler servicing
  • Radiator installation
  • Burst pipe repair
Use these service keywords as starting points to uncover more related search terms. Tools like Ahrefs' Keywords Explorer can reveal additional relevant keywords, such as "gas boiler installation" or "electric boiler installation."
Another strategy is to analyze competitors using tools like Ahrefs' Site Explorer. This can reveal additional services and keywords you might have missed.Another strategy is to analyze competitors using tools like Ahrefs' Site Explorer. This can reveal additional services and keywords you might have missed.

2. Analyzing Search Volumes

Keyword research tools typically show national search volumes. 
For more localized data, Google Keyword Planner is an option, though it has limitations like broad search volume ranges and grouped keyword volumes. A national-level analysis with a tool like Ahrefs' Keywords Explorer often provides a useful gauge of keyword popularity.
For example, a comparison might show "boiler repair" is more commonly searched than "boiler installation" in the U.K., indicating a potential priority in keyword targeting.

3. Evaluating Local Intent

Not all services will have local search intent. Verify this by searching the query on Google and observing the presence of a map pack or local results.
Keywords without local intent are not typically targets for local SEO.

Chapter 3: Key Factors in Local SEO Rankings

Local SEO rankings hinge on two primary areas: the map pack and the "regular" organic search results, each with its unique set of ranking factors. 
This free local listing is vital for appearing in the map pack and Google Maps. According to a BrightLocal survey, 36% of SEOs view a Google Business Profile as the most important factor for map pack rankings, and 6% for organic results. 
Below, we explore what SEO experts consider crucial for ranking in each area.

Google Business Profile (formerly Google My Business)

Its significance is increasing, and a complete profile also significantly enhances customer engagement and purchasing likelihood.
  • Precisely set your business category.
  • Update business hours, including holidays.
  • Provide a physical address (if applicable).
  • Define your service area.
  • List your products or services.
  • Upload photos.
  • Encourage customer reviews.
Best Practices for Google Business Profile:

NAP Citations

Best Practices for NAP Citations:
  • Register with major data aggregators (like Data Axle, Localeze, and Foursquare in the U.S.).
  • Get listed on major platforms (such as Apple Maps, Yelp, Yellow Pages, Bing Places, and Facebook).
  • Appear in local and industry-specific directories.
  • Ensure consistency in your citations across all platforms.

Reviews

Reviews on your Google Business Profile and other online platforms are crucial. BrightLocal's study indicates that 17% of SEOs believe reviews are the most critical factor for map pack rankings, and 5% for organic rankings. Beyond rankings, reviews build trust with both Google and potential customers.

Best Practices for Reviews:

  • Prompt customers to leave reviews.
  • Focus on accumulating reviews on your Google Business Profile.
  • Respond to reviews to enhance trust.
  • Avoid incentivizing or discouraging specific types of reviews.

Links

Links are like endorsements from other websites. They are deemed the most important for organic search by 31% of SEOs and for map pack rankings by 13%, according to BrightLocal. Their importance for organic search rankings is increasing.
NAP (Name, Address, Phone number) citations appear on business directories and social media profiles. Their importance has diminished over time, but they remain somewhat vital, as per 7% of SEOs surveyed by BrightLocal in 2021.

Best Practices for Links:

  • Acquire links from top-ranking sites.
  • Match the links that your competitors have.
  • Obtain local citations, which often include links.
  • Claim unlinked mentions.
  • Redirect old page versions to preserve link equity.

On-Page SEO

This involves optimizing the content of a page for better organic search rankings. 
BrightLocal’s study shows that 34% of SEOs consider on-page signals crucial for organic search, and 16% for map pack rankings.
  • Align pages with search intent.
  • Include NAP information on your site.
  • Craft compelling meta titles and descriptions.
  • Utilize SEO-friendly URLs.
  • Optimize images.
  • Implement relevant internal linking.
  • Add details important to searchers.
Best Practices for On-Page SEO:
To identify these important details, analyze the top-ranking pages in your area or use tools like Ahrefs' Keywords Explorer to uncover common keywords and themes on these pages.
For instance, for “boiler repair London”, common terms might include "gas safe", "greater london", and "gas boiler", each suggesting specific searcher needs and expectations.
Incorporating these insights into your pages can enhance their relevance and ranking potential.

Chapter 4: Essential Tools for Local SEO

As we conclude, let's review some key local SEO tools that can be incredibly beneficial for your strategy.
Essential for every local business owner, Google Business Manager (previously Google My Business) is a free platform for managing your Google Business Profile.

Google Business Manager

Google Search Console

This complimentary tool provides insights into your website's search performance, offering data on search traffic, its sources, and the keywords driving it.

Ahrefs’ Rank Tracker

Rank Tracker by Ahrefs allows tracking of up to 10,000 keyword rankings in regular organic search, with filters for country, state, city, and even ZIP/postal code.

Ahrefs Link Intersect

This tool helps discover websites linking to multiple competitors, aiding in identifying relevant local and industry-specific citations for your business.

Grid My Business

Offering both free and premium options, Grid My Business maps out map pack ranking positions for keywords around your business location, offering insight into your business's visibility in local searches.

Yext

Yext is a platform for synchronizing and managing your business information across various listings, ensuring consistency in your citations. This process can also be done manually.

Google Keyword Planner

A free tool from Google, the Keyword Planner provides valuable information on search volume ranges, particularly useful for local-level keyword research.

Final thoughts

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