For any local business, ranking high in local search results is critical to success in 2023. With 46% of Google searches seeking local information, optimizing your local SEO strategy is crucial.
This comprehensive guide by Professional SEO and Design will teach you the fundamentals of local SEO and how to boost your local search rankings this year.
Why Local SEO Matters
Local SEO allows you to connect with customers searching for products or services in your area. By optimizing your online presence, you make it easy for local searchers to find your business.
Ignoring local SEO means missing out on potential local customers actively looking for businesses like yours. With local pack results showing the top 3-7 local business listings, you want your business to be front and center.
Appearing in the Local Pack provides tremendous visibility and credibility. Studies show businesses in the Local 3-Pack get an average of 68% of the clicks for that local search. Simply put, ranking highly increases traffic to your site and location.
This makes local SEO hugely impactful for driving in-store sales and capturing local market share before competitors. For service area businesses, it expands your reach to customers throughout your city and state.
Local SEO also builds brand awareness. When searchers see your listing prominently displayed for local searches, it establishes your business as a prominent and reliable local option.
Your customers, prospects, and potential partners are all searching locally for businesses to engage with. Local SEO allows you to be visible and accessible to them right when it matters most – during the research phase as they are comparing options and deciding where to spend their money.
Mastering local SEO is how businesses can control their online presence and reputation. It puts your website and locations in front of nearby customers who are ready to buy. Let’s explore the key factors for local SEO success in 2023!
Optimizing Your Google My Business Profile
Your Google My Business (GMB) profile has become the digital storefront for local businesses on Google. It displays your business information across Google Search and Maps.
Complete every section of your GMB profile for maximum visibility:
- Business name, address, phone number, website
- Opening hours
- Detailed business categories/services
- Professional photos of storefront, products, interior, exterior, staff
- Videos showcasing your business
- Business description optimized with keywords
- COVID health and safety details
- Attributes like parking availability, payment options, etc.
- Associating service areas for businesses servicing a region vs single location
Verify your GMB listing for enhanced local ranking factors and enable messaging so customers can contact you directly.
Google prioritizes complete and ranked profiles. Get customer reviews on your GMB listing to improve local visibility – these signal reputation and social proof. Respond professionally to both positive and negative feedback.
Leverage Google Posts to engage followers with news updates, local events, sales, new products, etc. Posts keep your business active on Google and can help drive store traffic.
GMB Insights provides valuable local SEO metrics like how customers find you, calls/store visits generated, and search impression share. Use these to refine your local strategy.
For multi-location businesses, make sure each location has its own properly optimized GMB listing with accurate details. This local relevance signals are vital for ranking in local pack and map listings.
Conduct Thorough Local Keyword Research
Determine the specific terms and phrases your customers are using to find local businesses like yours. Identifying these high-value local keywords is key for targeting your pages and content.
Look at keyword search volumes using Google Keyword Planner and other tools. Target primarily high-traffic, low competition keywords.
Factor in geo-modifiers and locality when researching keywords:
- Local area names – neighborhoods, districts, etc.
- City name
- State name
- County
- Area codes
- Airport codes for metro areas
- Zip codes
Examples:
- “Italian restaurant in Springfield MO”
- “plumber Tucson AZ”
- “Lexington KY dental implants”
- “Minneapolis MN wedding photographers”
Optimizing for hyperlocal long-tail keywords improves your local findability. Include keywords naturally in headers, content, alt text, metadata, and schema markup.
Earning High Quality Local Links
Links remain a vital local SEO ranking factor. Earn links from trusted local sites to boost rankings and drive referral traffic.
High-authority, locally relevant sites are ideal. These include:
- Local newspaper/magazine websites
- Local radio station websites
- Local TV station websites
- City government website
- Local event calendars
- Business association directories
- Local blog networks
- Relevant local niche directories like pet sitters, contractors, venues, etc.
Partnerships with other local businesses can create co-marketing opportunities to swap links and referrals. Sponsor local events, seminars, and nonprofit organizations in exchange for links and exposure.
Provide value to your community by volunteering expertise, offering scholarships or donations, partnering with schools, etc. This builds goodwill and earns links from sites wanting to recognize your efforts.
Publish guest posts on local business blogs and partner sites. Embed contextual anchor text links pointing back to relevant pages on your site. Vary anchor text, avoid over-optimization.
Consistent Name, Address and Phone Number (NAP)
A core local ranking factor is having a consistent NAP (Name, Address and Phone Number) displayed across major sites like GMB, Yelp, Facebook, BBB, Apple Maps, etc.
Inconsistencies across directories dilute local signals. Mismatched names, different addresses for the same location, and wrong phone numbers hurt local SEO visibility.
Do a NAP audit checking for accuracy across key sites. Use tools like Moz Local, Whitespark and BrightLocal to efficiently manage listings and find citation issues.
Fix errors through directory dashboards where possible. Compile a spreadsheet to track and update directory listings for consistency.
For unlisted directories, build links to your website pages that display the correct NAP details. This helps confirm and reinforce your official business identity across the web.
Using Schema and Structured Data Markup
Schema and structured data markup enable Google to clearly identify your NAP details on your website. This helps confirm your official business information in search algorithms.
Add JSON-LD or Microdata markup displaying your full business name, exact street address, phone number, opening hours, etc.
Many CMS plugins and themes have built-in local business schema you can adjust:
- Yoast SEO for WordPress
- SEOmate for WordPress
- RankMath for WordPress
Test your site’s structured data using Google’s Structured Data Testing Tool and fix any errors it detects. Proper schema improves local SEO performance and enhances listing presentation with rich search snippets.
Creating Location Pages
For businesses with multiple physical locations, having properly optimized location pages on your website can improve local visibility and relevance.
Each location page should include:
- Address, phone number and Google Map pointing to exact location
- Unique title optimized for primary keyword like “North Austin Store”
- Address listed prominently in H1 header tag
- Detailed opening hours, directions, parking details
- Descriptions of location-specific products, services or facilities
- Professional photos of the storefront, interior spaces, employees, products/services offered, surrounding local area
- conversion elements like calls-to-action and lead forms
- Structured data specifying the branch name, address, geo-coordinates etc.
This provides the optimal on-page signals to search engines that each location page has the relevance to rank for searches within its geographical area.
Optimizing for Local Languages and Intent
Understand your demographics to determine if you should be optimizing pages for different languages or cultural nuances.
Reach the Hispanic community by offering Spanish language pages. Support ESL students by having dedicated pages clearly describing your products and services using simple English.
Many local searches carry retail intent, seeking opening hours, inventory, and specials. Ensure your GMB and website provide this information upfront.
Feature seasonal promotions, sales events, new product arrivals, and limited-time offers. This engages searchers ready to visit your store or make a purchase.
Crafting Locally-Focused Content
Create blog content centered around your local city and community. This strengthens your regional relevance. Potential topics include:
- Local events, festivals, conferences, and conventions
- City announcements, new public projects, and local government news
- Neighborhood spotlights showcasing popular residential areas
- “Best of…” rankings of top local businesses/organizations
- Interviews and spotlights of local entrepreneurs, creatives, and leaders
- Guides to family-friendly activities and attractions
- Listicles of date ideas, date night spots, hidden gems etc.
- Seasonal content like fall foliage guides or summer bucket lists
- Retail store openings, closings, renovations around town
- Community enrichment stories about local charities, shelters, food banks
- Small business spotlights showing what makes them special
Share local industry insights and trends to establish your expertise. Promote local businesses by referring site visitors to their locations and websites. Link internally to your location pages where relevant.
Prominently Display Contact Info
Make it easy for nearby searchers to get in touch and do business with you. Prominently display your phone number, location addresses, and contact forms throughout your website and GMB profile.
Many searches carry immediate purchase intent. You want to enable calls, visits, and conversions for these hot leads searching locally for you.
Structured data can display contact details directly in search snippets. Test having your phone number linked versus showing statically – linking often increases calls.
Feature calls-to-action to call, get directions, or visit your store. Repeating your NAP details across pages boosts local rankings.
Mobile Optimization for Local SEO
With 61% of Google searches happening on mobile, having a mobile-friendly website is vital for local SEO. Avoid issues like:
- Small text and buttons
- Cluttered navigation menus
- Horizontal scrolling
- Slow load times
- Difficult CAPTCHA or forms
- Lack of click-to-call buttons
Ensure users on mobile can easily find your hours, phone number, locations, and contact options.Simplify menus and layouts on smaller screens.
Google incorporates mobile-friendliness as a ranking factor. Use Google’s Mobile-Friendly Test to check for issues. Consider a responsive site design or dedicated mobile site to satisfy mobile searchers.
Measuring and Improving Local Rankings
Consistently analyze your local SEO efforts and fix issues early. Here are key metrics to track:
- Ranking positions for target keywords
- Search impression share lost to competitors
- Clicks, calls, directions, queries from GMB
- Changes in review volume and sentiment
- Directory inaccuracies and inconsistencies
- 404 errors or other technical problems
Compare your local pack rankings versus key competitors. Review sites like Moz Local to gauge overall domain authority in local results.
Design surveys and calls to understand how customers found you and what compelled them to visit. This qualitative data gives insights for improving conversion optimization and ROI.
Refine underperforming areas of your local SEO strategy based on the analytics, competitive intelligence, and market feedback. Local SEO requires diligence – set tasks for continual monitoring and enhancement.
Monthly Local SEO Checklist
- [ ] Audit GMB listing accuracy and completeness
- [ ] Add fresh photos, posts and updates to GMB profile
- [ ] Respond to new customer reviews
- [ ] Create locally-optimized blog content
- [ ] Get involved locally (events, outreach, partnerships)
- [ ] Build new local backlinks from relevant sites
- [ ] Check rankings for target keywords
- [ ] Check for local pack competitors gaining ground
- [ ] Check directory listings consistency
- [ ] Look for new citation opportunities
- [ ] Test website for technical SEO errors
- [ ] Monitor mobile page speed and performance
Advanced Local SEO Strategies
The basics we’ve covered will get you well ahead of most local businesses with just a website. But hungry brands looking to utterly dominate local SEO can take it to the next level with these advanced tactics.
Claim and Populate Your Knowledge Panel
The sidebar Knowledge Panel appears for prominent brands, companies, and entities. Get yours populated with relevant details to appear alongside local pack results.
Add key details like founding year, bios on owners/leadership, company history, culture details, awards, certifications, and branding elements. Identity-based Knowledge Panels enhance branding and credibility.
Upload a company logo, hero image, and staff photos. List notable people, locations, services, products, and social media accounts. Monitor Knowledge Panel for keyword ranking opportunities.
Create and Update Your Google Business Profile
As Google’s dedicated SMB platform, getting listed on Google Business Profile is worthwhile – profiles appear prominently across Google surfaces.
Flesh out your Business Profile as much as possible following these Google best practices. Sync your profile with your GMB and website data to maximize consistency.
Message customers directly via Business Profile chat and SMS. Use posts and offers to promote special events and deals. Measure views, engagements, and actions generated.
Leverage Google News Content
See if your business or website meets requirements for Google News access. Offering local news content can expand visibility.
Publish press releases about company milestones, location expansions, award wins etc. Use rich media like images, videos, and infographics to boost engagement.
Getting into Google News requires expertise. Work with a public relations pro to build an authoritative news presence on relevant topics. Distributing releases via PRWire ensures news aggregator distribution.
Flood the Funnel with Content
Produce a high volume of locally-focused informational content – detailed “neighborhood guide” posts, local event roundups, best restaurant lists, interviews and company spotlights.
Guest post on local/regional publisher and media sites. Pitch high-quality, exclusive stories and data.
Promote content through social media, email marketing, and PR efforts. Run LinkedIn Sponsored Content ads targeting local professionals.
Funnel visitors into your sales process through pop-ups and coupons. Offer resources and deals in exchange for opt-ins and leads.
Advertise Locally
Paid search ads target prospects actively searching, increasing conversions for competitive keywords. Retarget nearby site visitors across channels.
Facebook and Instagram let you target local radii intensely. Run video ads showcasing your business to local audiences. Use call tracking numbers to measure ROI.
Partner with related local businesses for co-marketing, cross-promotions, and referrals. Joint ads provide social proof and build awareness.
Local radio, television, event sponsorships, billboards, flyers etc. build regional awareness. Measure call volume, walk-ins, and hearing “heard your ad” to optimize spend.
Network and Contribute Locally
Join and participate actively in local business associations, Chambers of Commerce, industry associations etc. Get to know key players in your community.
Find relevant local speaking, teaching and volunteer opportunities. Appearing on a nonprofit board builds community authority.
Sponsor community events, fundraisers, clubs and sports teams. Host networking events and seminars to meet local professionals.
The connections and goodwill established give opportunities for buzz, press, referrals and coveted .edu and .gov local links.
Join Industry-Specific Directories
Create complete profiles on niche directories related to your sector – pet sitters, contractors, venues, doctors etc.
Include unique photos and descriptions showcasing your specific offerings and specialties.
Target long-tail keyword opportunities based on the specialized focus of each platform. Moving beyond the major local directories expands visibility and relevance.
Optimize Landing Pages
Send local traffic to tailored landing pages for promotions, events and calls-to-action vs your homepage. These are optimized specifically to convert that visitor.
A location or service page relevant to the searcher’s query keeps them focused. Include unique offers and strong calls to action. Make phone, email and live chat readily available.
Keep forms short and reduce friction wherever possible. Every page should have clear paths to conversion.
Top Local SEO Tools
Here are some of the top software tools for managing and enhancing local SEO:
Moz Local
Moz Local is one of the most popular local citation management platforms. It provides listing monitoring, updates, reporting, and metrics in one dashboard. Great for catching and fixing citation issues quickly.
Whitespark Local Citation Finder
Whitespark helps you discover and record all local citations for your business. It identifies missing, duplicated, or inconsistent NAP occurrences to clean up.
BrightLocal
BrightLocal offers a robust suit of local marketing software. It allows managing listings, gathering reviews, creating Google Posts, running citation audits, and tracking local rank improvements.
Synup
Synup consolidates your local listings across hundreds of directories for easy updating. It fixes inaccuracies through automation to maintain local SEO signals.
SEMRush
SEMRush provides detailed local ranking tracking and competitive intelligence. Monitor your keyword positions and local pack competitors. Discover new localization opportunities.
Ahrefs
Ahrefs provides keyword research tools to surface high-potential local keywords by search volume, competition, and more. Check incoming local link metrics.
Yext
Yext is a local listings platform that pushes your NAP data across major sites. It acts as the central hub for multilocation businesses to manage local listings at scale.
Uberall
Uberall excels at social media and reputation management for local businesses. It integrates platforms like Facebook and Instagram with your local knowledge panels.
Google My Business
Google My Business offers free tools to manage listings, posts, insights reporting, messaging, and more. Essential for monitoring local presence on Google.
Google Analytics
Google Analytics tracks website traffic, conversions, location based customers, calls from the GMB listing and more. Segment local vs non-local performance.
Google Search Console
Google Search Console provides local ranking data, impression share, click share, and keyword details specific to local results.
Common Local SEO Mistakes to Avoid
While optimizing your local SEO presence takes work, one wrong move can set you back. Avoid these common local SEO mistakes:
Not Completing Your GMB Profile
Leaving sections blank on your Google My Business profile signals to Google that your business lacks legitimacy and trustworthiness. Maximize every category possible.
Inconsistent NAP Details
Nothing confuses search engines more than company locations with different addresses, phone numbers, or business names across directories. Sync everything.
Ignoring Reviews
Letting reviews pile up without responding looks bad for reputation. Thank happy customers and professionally resolve complaints to show you care.
Overlooking Link Building
While links influence all SEO, locally relevant links are especially impactful. Don’t solely focus on directories. Build localized links for visibility.
Thin Location Pages
Having bare bones location pages fails to convince search engines that each branch deserves its own rankings. Flesh out with keywords, media, data etc.
Not Tracking Performance
If you aren’t monitoring local metrics, how do you know what’s working? Dive intoAnalytics, Search Console, and tools to optimize efforts.
Generic Keywords Only
Targeting hyperlocal long tail keywords is far easier than competing for a single generic term. Research geo-modified keywords.
Ignoring Site Speed
Google prioritizes fast mobile sites. Optimize images, enable caching, streamline code and degrade gracefully. Every ms counts in local SEO.
Not Advertising Locally
SEO brings organic traffic but advertising puts your brand in front of more nearby prospects. Market locally via paid search, social, print, OTT, radio, TV etc.
Disregarding Reviews
Customer reviews build trust and social proof for new visitors. Make it easy for happy customers to leave positive reviews on your profiles.
Local SEO Checklist for 2023
Follow this comprehensive local SEO checklist to maximize your visibility in 2023:
Optimize Google My Business profile – completely fill out all categories, add photos/video, enable attributes like parking/appointments, etc.
Earn high-quality reviews – reach out to happy recent customers and ask them to leave an honest positive review on your GMB listing and Facebook page.
Post consistently on GMB – keep your listing active and engaging followers by posting updates, events, offers, etc at least 2x per week.
Monitor insights – check your GMB Insights tab for customer actions, clicks to call, etc. Address weak areas.
Keyword research – find hyperlocal keywords your customers are using related to location, category, seasonal needs, etc.
On-page optimization – update pages with your optimized keywords, location info, hours, contact details etc.
Local content marketing – create blog posts centered around your city, neighborhood, community events, and local area.
Get involved locally – sponsor events, volunteer expertise, partner with local charities, attend business functions.
Manage citations – fix NAP inconsistencies across directories using Moz Local, Whitespark, Synup, and BrightLocal.
Earn local links – build locally-relevant links from newspaper sites, business directories, chamber of commerce, etc.
Technical SEO audit – check for site speed, mobile optimization, structured data errors, broken links, etc.
Measurement – track rankings in Google Search Console, impressions, GMB actions, clicks to call, etc.
Location pages – ensure you have a dedicated, well-optimized page for each physical location.
The Importance of Local SEO for Small Businesses
Local SEO is especially vital for small businesses relying on community support. It levels the playing field versus bigger brands.
Familiarity and visibility drive local patronage. Small businesses that narrowly target their city using local SEO tactics can gain advantage over national chains and ecommerce players.
Optimizing for local searches related to need states (like “urgent care open now”) provides tremendous opportunity. Localized social media engagement and outreach builds community loyalty.
Even competing against other local businesses can be winnable through niche keywords based on distinct offerings, discreet neighborhoods, and unique qualifications.
The trust built within a community using local SEO generates referrals, word of mouth and repeat business. That drives sustainability for small businesses.
In 2023, small business owners should prioritize activities like:
- Building online reviews and social proof
- Creating locally-focused content
- Sponsoring local events and teams
- Contributing expertise to community efforts
- Getting to know other local business owners
- Networking with local organizations and media
- Optimizing Google My Business listings
- Running targeted local ads
- Monitoring metrics for actionable insights
The comprehensive local SEO strategies in this guide apply to small businesses just as they do national companies. The ability to understand and connect with customers in your community will determine local success.
Frequently Asked Local SEO Questions
Let’s review some common local SEO questions:
How important is local SEO for small businesses?
Extremely important. 46% of searches have local intent, so ranking well locally is vital for visibility, phone calls, walk-ins, and ultimately revenue for small businesses.
How do I track my local SEO results?
Use Google Search Console to view your local pack rankings, clicks and traffic data. Add Google Analytics to monitor actions taken from your website and GMB listing.
What are the top local SEO factors for 2023?
Up-to-date Google My Business profiles, positive local reviews, mobile optimization, local link building, localized content, and correct NAP listings across directories.
How can I improve my local pack ranking?
Start with optimizing your Google My Business profile fully. Then build locally optimized on-page elements, high-quality backlinks and citations, and consistent NAP data across directories.
How long does local SEO take to show results?
Local SEO is an ongoing process, but you should see incremental results within a few months as you enhance your profiles, on-page signals, citations, and reviews.
Is it better to optimize for mobile or desktop?
Mobile, without question. 61% of searches now happen on smartphones. Google also gives preference to mobile-friendly sites. Go mobile-first with responsive design.
How can I track my competitors’ local SEO results?
Use tools like Whitespark, Moz Local, and BrightLocal to analyze their Google My Business profiles, reviews, local links/citations, keywords ranking for, and local pack placement.
Should my blog content target local keywords?
Definitely. Incorporate keywords for your city, neighborhood, zip codes, airport codes etc. within locally-focused blog posts. These improve your local search authority.
Is it better to have a separate website or use subdirectories for locations?
Generally subdirectories (like www.site.com/city) are recommended for simplicity of navigation, indexing, linking, and optimization. Separate domains can dilute signals.
Final Takeaways on Dominating Local SEO
Let’s review the key local SEO factors that enable businesses to dominate local search in 2023:
- Optimized Google My Business profiles with complete information, engaging posts, earned reviews etc.
- Deep local keyword research uncovering high-intent buyer keywords
- Locally-targeted pages with keywords, NAP details, authority content
- Local citation consistency across key directories like Yelp
- Locally-relevant links from directory listings, news sites, partners etc.
- Monitoring and quickly resolving any technical SEO issues
- Building localized searcher trust through community involvement and outreach
- Producing blog content centered around your city, neighborhood, and region
- Measuring and continuously improving local metrics
Local SEO takes work, but the tremendous ROI makes the effort well worthwhile. The businesses that master these local optimization strategies will be positioned to consistently win local pack rankings and local customer attention.
Professional SEO and Design has distilled our deep expertise into this comprehensive guide to dominating local SEO today. Feel free to reach out if you need any help executing these strategies for your small business – our team of experts would be happy to discuss your local SEO goals!
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