Want your business to rank well in local search engine results and reach more customers in your area? Then you need an effective local SEO strategy. This will ensure your business pops up at the exact moment someone nearby is searching online for what you offer.
Improve your business’s local ranking
Google uses a set of ranking factors to decide which businesses to show in local search results. These include relevance (how well your business matches the search query), distance (how close your business is to the searcher’s specified location), and prominence (how well-known and reputable your business is).
Step 1. Set up your Google Business Profile (GBP)
Your first step is to claim and verify your free GBP listing, if you haven’t done so already. A GBP page is like a digital shopwindow for your business, that includes essential details, known as NAP (Name, Address, Phone Number). You can also pin your business on Google Maps, display photos, add details such as opening times, key services, and even display photos and videos. Upload high quality images as they will make your listing more appealing and help people to recognise your business In real life.
You need to make sure your information is accurate, complete and engaging. Keep your GBP page fresh and active by adding new posts and responding to questions and reviews.
TIP: Make sure your name, address, and phone number (NAP) are accurate and the same across all your online listings.
Step 2. Choose your local keywords
Local keywords will help you to connect with people searching for what you offer in your area. A local keyword is a phrase that an internet user types into a search engine, such as “Dry cleaner in Dorking” or “Cranbrook Thai restaurant”, “Chiropodist near me” or “Website developer in my area.”
Make a list of terms potential customers might use to find your services or products. Tools like Google Keyword Planner and your own search on Google can help you identify the phrases people use. Once you’ve identified your local keywords, you need to integrate them carefully into your website.
Tip: Include an embedded Google map on your contact page and your address in the footer of your website to optimise your site for ‘near me’ searches.
Step 3. Build local links and citations
Local links and citations matter because they help to boost your credibility. A local link is when another website links to yours. Try getting local links by engaging with community websites or other local firms that might be interested in what you offer. But only target sites that search engines trust and that are relevant to your location or sector.
Local citations are online mentions of your NAP (name, address, phone number), on sites, like online directories. Get listed on local citation sites such as maps.apple.com, yelp.co.uk, houzz.co.uk and foursquare.com that target your local area and sector. Don’t forget that consistency is vitally important for local SEO, so ensure your NAP is identical across all directories.
Step 4: Create and share relevant local content
Create content that targets your local audience. It could be a blog post about your involvement in a local event, a case study featuring a customer, or a video of your team at work perhaps.
Local content will improve your SEO and help to establish your business as part of your community. Remember to sprinkle in your keywords where appropriate and link to relevant content on your own and other relevant websites. You should share your latest content with your email list and social media followers too.
Step 5: Encourage online reviews
Customer reviews build trust with potential customers and prove to search engines that your business is legitimate and valued. Ask your satisfied customers to leave a review on your GBP page, social media or other platforms.
Facebook is a great place to ask for reviews, and you could also consider a service like Trustpilot, which allows you to embed your review score on your website, adding to the social proof of your good service.
You should always respond to reviews, both positive and negative, as it shows you value customer feedback. If someone had a poor experience a polite explanation or apology, showing you are sympathetic, and understanding will help to put you in a positive light.
Step 6: Engage with your local community online
Social media is a great way to connect with your local community. Share local news, highlight local events. Use local hashtags on social media to increase the visibility of your posts. This makes it easier for people searching for local content to find you.
Facebook is a popular social media platform to target for local SEO. It can help you get great reviews, and is a good place to promote services, exclusive local offers and get backlinks to your website. There are other channels to consider, such as Pinterest, TikTok and Linkedin. so, think about which ones your target customers are most likely to use.
Step 7: Use local SEO tools to monitor your efforts and evaluate the results
Google Analytics are free SEO tools which can offer valuable insights into your online performance, such as which of your keywords rank among the top results.
Local SEO from local SEO experts in Surrey
Two Lizards has been helping local businesses in Surrey and Sussex to rank on the first page of Google for years. We can help you boost your business’s online profile, attract more potential customers, and grow your business. Get in touch today!
Photo by henry perks on Unsplash