Local SEO Tips for A New Small Business

For small businesses, competing with larger enterprises in the digital space can feel like an uphill battle. However, one area where small businesses have a real opportunity to excel is local SEO. Local SEO, or local search engine optimization, is the process of optimizing your online presence to attract more business from relevant local searches. These searches happen on search engines like Google, often from people using location-based queries such as “near me” or city-specific terms like “plumbers in Denver.”

Mastering local SEO is essential for small businesses, especially those with a physical location or those serving specific geographical areas. It levels the playing field and allows small businesses to rank in local search results, driving more foot traffic, calls, and leads. With a strong local SEO strategy, a new business can appear in Google’s Local Pack, Google Maps, and organic search results for users looking to make a purchase.

Google My Business (GMB)

1. Claim and Optimize Your Google My Business Profile

Google My Business (GMB) is the cornerstone of local SEO. It’s a free tool provided by Google that allows businesses to manage how their information appears in search results and on Google Maps. When users search for businesses like yours, your Google My Business listing will often be the first thing they see—especially in the Local Pack, which highlights the top local search results.

Steps to Optimize Your GMB Profile:

Claim Your Listing: If you haven’t already, go to Google My Business and claim your business. Follow the verification process, which usually involves receiving a postcard from Google with a verification code.
Provide Accurate Business Information: Make sure your business name, address, phone number (NAP), and website URL are accurate and consistent with what is on your website. Consistency is key for local SEO.
Select the Correct Categories: Choose the category that best represents your business. You can also select secondary categories, but be sure the primary category is the most accurate reflection of your services.
Add High-Quality Photos: Include photos of your storefront, products, services, or team. Businesses with more images tend to get more clicks and engagement.
Manage Reviews: Encourage happy customers to leave positive reviews on your Google My Business profile. Responding to reviews—both positive and negative—shows that you care about your customers and helps build trust.
Use GMB Posts: Use the Google My Business post feature to share updates, promotions, or events. Regularly updating your profile keeps it fresh and engaging.

Actionable Tip: Add a FAQ section to your Google My Business profile by addressing common questions you receive from customers. This can help users get the answers they need right from the search results.

2. NAP Consistency: Ensure Accuracy Across the Web

One of the most important aspects of local SEO is ensuring that your NAP (Name, Address, Phone Number) is consistent across all platforms and directories. This consistency helps search engines verify your business information and improves your chances of ranking well in local search results.

Why NAP Consistency Matters:

Search Engine Trust: When search engines like Google crawl the web, they look for consistency in your business information across all listings. Inconsistent NAP data can confuse search engines and negatively impact your rankings.
User Trust: Inconsistent information can frustrate potential customers. For example, if a customer finds one address on your website and another on a third-party directory, they may lose trust in your business.

Where to Ensure NAP Consistency:

Your Website: Your website’s footer or contact page should display your business’s accurate name, address, and phone number.
Social Media Profiles: Ensure that your Facebook, LinkedIn, Instagram, and Twitter profiles have the correct NAP information.
Online Directories: Your NAP details should be correct across all directories, including Yelp, Yellow Pages, Bing Places, Apple Maps, and TripAdvisor.
Citations: Citations are mentions of your business’s NAP on other websites, and they play a key role in local SEO. Use tools like Moz Local, Yext, or BrightLocal to check and correct any inconsistencies in your citations.

Actionable Tip: Create a spreadsheet to track all the places your business is listed online. Periodically check that all the listings show your current and correct NAP data.

3. Local Keywords: Optimize for Geo-Specific Terms

Keyword research is an essential part of any SEO strategy, and when it comes to local SEO, you need to focus on geo-specific keywords that potential customers in your area are searching for. These are keywords that include your city, neighborhood, or specific region.

How to Find Local Keywords:

Use Google’s Autocomplete: Begin typing a service or product into Google’s search bar, and Google will suggest relevant local keywords. For example, typing “plumber” may suggest “plumber near me” or “plumber in [your city].”
Google Keyword Planner: Use this tool to find search volume and keyword suggestions for location-based keywords. Enter your city or town along with relevant services to see what users are searching for in your area.
Local Competitor Analysis: Check what keywords your competitors are ranking for by using tools like SEMrush or Ahrefs. These tools allow you to see which local keywords are driving traffic to their sites.

How to Optimize for Local Keywords:

Optimize Meta Tags: Ensure that your target location-based keywords appear in your title tags, meta descriptions, and URLs.
On-Page Content: Create location-specific pages or blog posts that target local keywords. For example, a roofing company in Seattle might write content about “roof repair services in Seattle” to rank for local searches.
Add Keywords to GMB: Incorporate local keywords into your Google My Business profile, especially in your business description.

Actionable Tip: Don’t overstuff keywords. Keep your content natural while weaving in geo-specific terms in a way that enhances the user experience.

4. Get Listed in Local Online Directories

Online business directories are valuable sources of citations and backlinks, both of which help with local SEO. Getting your business listed in local directories can improve your visibility in search engines and help potential customers discover your business.

Top Local Directories to Get Listed In:

Yelp
Bing Places
Apple Maps
Yellow Pages
TripAdvisor (for travel-related businesses)
Angie’s List (for service-based businesses)

Tips for Directory Listings:

Accurate NAP Information: As mentioned earlier, ensure your NAP information is consistent across all directories.
Choose the Right Categories: Be sure to list your business in the appropriate categories for each directory to help users find you.
Encourage Customer Reviews: Directories like Yelp or TripAdvisor allow customers to leave reviews, and these reviews can influence how well your business ranks in local searches. Always encourage satisfied customers to leave reviews.

Benefits of Local Directories:

Increased Visibility: Local directories increase your business’s visibility across multiple platforms and can lead to more organic traffic.
Link Building: Each listing often includes a link back to your website, which strengthens your backlink profile and helps improve your SEO.

Actionable Tip: Don’t just focus on national directories—find local directories specific to your city or industry, such as your city’s Chamber of Commerce website or a local business association.data. Use what you’ve learned to refine your approach and try again with a new hypothesis.

5. Create Localized Content for Your Website

Content is at the heart of SEO, and for local SEO, creating localized content is essential. This means producing content that addresses topics, events, and news related to your local area or region.

Types of Localized Content:

Location-Specific Service Pages: If you serve multiple areas, create separate service pages for each location. For example, “Roof Repair Services in [City]” for each of the cities you serve.
Local News and Events: Write blog posts that tie your business into local events or news. For example, if you own a restaurant, you might create a post about how your restaurant is participating in a local food festival.
Customer Testimonials: Feature reviews and testimonials from local customers. This not only builds trust but also reinforces your connection to the community.

Benefits of Localized Content:

Higher Local Search Rankings: Search engines prioritize content that is relevant to the user’s location, so localized content helps you rank higher for local searches.
More Engagement: Content that speaks directly to your local audience is more likely to engage users, encouraging them to spend more time on your site or convert into customers.

Actionable Tip: Use Google Trends to find popular topics in your local area. Incorporating trending local topics into your content can drive more traffic and increase your local visibility.

6. Mobile Optimization: A Must for Local SEO

With more people using mobile devices to search for local businesses, it’s crucial that your website is fully optimized for mobile. According to Google, 76% of people who search for something nearby on their smartphones visit a business within a day. If your website isn’t mobile-friendly, you could be losing potential customers.

Mobile Optimization Best Practices:

Responsive Design: Ensure your website is responsive, meaning it adapts to fit any screen size, from smartphones to tablets.
Fast Loading Speed: Google considers page speed as a ranking factor, so it’s essential that your mobile site loads quickly. Use tools like Google PageSpeed Insights to identify and fix slow-loading elements.
Clickable Buttons and Links: On mobile, users navigate with their fingers, so make sure all buttons and links are large enough to click easily.
Simplified Forms: If you have forms on your site, keep them short and simple for mobile users. Avoid asking for unnecessary information that could deter potential customers from completing the form.

Actionable Tip: Run Google’s Mobile-Friendly Test to see how your website performs on mobile devices and identify areas for improvement.

7. Encourage and Manage Online Reviews

Online reviews are a key component of local SEO. Positive reviews not only help improve your local rankings, but they also serve as social proof for potential customers. In fact, a large percentage of users read reviews before deciding whether or not to visit a local business.

How to Encourage Reviews:

Ask Satisfied Customers: After a successful service or purchase, ask your happy customers to leave a review on Google My Business, Yelp, or another relevant platform.
Incentivize Reviews: While you can’t pay for reviews or offer discounts in exchange for positive reviews (as this violates Google’s guidelines), you can encourage reviews by offering incentives such as entering customers into a giveaway for leaving feedback.
Make it Easy: Provide direct links to your review profiles in follow-up emails or on your website, making it as easy as possible for customers to leave reviews.

How to Manage Reviews:

Respond to All Reviews: Respond to both positive and negative reviews. Thank customers for their positive feedback and address any concerns raised in negative reviews.
Keep a Professional Tone: Always respond politely and professionally, even when dealing with negative reviews. How you respond to complaints is visible to future customers and can influence their decision to do business with you.

Actionable Tip: Set up Google Alerts to be notified when new reviews are posted so that you can respond quickly and appropriately.

8. Optimize for Voice Search

Voice search is becoming increasingly popular, especially for local searches. According to research, 58% of consumers use voice search to find local business information. Optimizing your website for voice search can help you capture this growing segment of search users.

How to Optimize for Voice Search:

Use Natural Language: People tend to use conversational, question-based queries when using voice search. Optimize your content to answer questions like, “Where can I find the best pizza near me?” or “What’s the nearest coffee shop open now?”
Include Local Keywords: Incorporate location-based keywords into your content. Voice searches often include phrases like “near me” or specific city names.
Create FAQ Pages: Answer common questions your customers have in a conversational tone on a dedicated FAQ page. This can improve your chances of ranking for voice search queries.

Actionable Tip: Pay attention to featured snippets (also called position zero), as these are often the answers used for voice search queries. Structure your content to increase your chances of being featured in these snippets.

9. Leverage Social Media for Local SEO

While social media is not a direct ranking factor for local SEO, it can influence your local search presence by increasing brand visibility, engagement, and traffic to your website. A strong social media presence can complement your local SEO efforts by driving more attention to your Google My Business profile, website, and physical location.

How to Use Social Media for Local SEO:

Engage with Local Audiences: Post content that resonates with your local audience, including local news, events, and promotions.
Use Location Tags: On platforms like Instagram and Facebook, use location tags to make your posts discoverable to users searching for businesses or services in your area.
Share Reviews and Testimonials: Highlight positive reviews and testimonials from local customers on your social media profiles. This helps build trust and encourages more engagement.
Collaborate with Local Influencers: Partnering with local influencers or other small businesses can help expand your reach in the community.

Actionable Tip: Use social media to share updates and events listed in your Google My Business profile, creating consistency between your social and local SEO efforts.

10. Monitor and Measure Your Local SEO Performance

As with any SEO strategy, it’s essential to monitor and measure your local SEO performance to understand what’s working and where there’s room for improvement.

Tools to Monitor Local SEO:

Google My Business Insights: GMB provides valuable data on how customers find your business, how often they search for your business, and what actions they take (e.g., visiting your website, requesting directions).
Google Analytics: Use Google Analytics to track how much traffic comes from local search and see which pages are performing best.
Google Search Console: Search Console provides insights into the search queries people use to find your business and whether your site is ranking well for local terms.

Key Metrics to Monitor:

Organic Traffic from Local Searches: Track the number of visitors to your site that come from local search results.
Local Keyword Rankings: Use tools like Moz Local or SEMrush to track how your business ranks for local keywords over time.
Conversion Rates: Monitor how well your local SEO efforts are converting traffic into leads or sales.

Actionable Tip: Create a monthly SEO report to track your progress and identify areas for improvement. Regularly reviewing your performance ensures that you stay on top of your local SEO strategy and make adjustments as needed.

Attracting Local Web Traffic

Local SEO is one of the most effective ways for small businesses to attract more customers and stand out in competitive local markets. By optimizing your Google My Business profile, ensuring NAP consistency, targeting local keywords, and creating localized content, you can build a strong foundation for your local SEO strategy. Additionally, leveraging online directories, managing reviews, optimizing for voice search, and staying active on social media will further boost your local presence.

For small businesses just starting out, it’s important to remember that local SEO is not a one-time effort—it’s an ongoing process. By monitoring your performance, making data-driven decisions, and continuously improving your strategy, you can stay ahead of the competition and attract more customers from your local community.

With these local SEO tips, your business will be well on its way to increasing visibility, driving traffic, and growing your customer base. Looking to save time and avoid common local SEO errors? Contact our team for affordable help.