Local SEO is all about ensuring your website ranks well on Google when a user searches for a service you offer.
For example, if you are a dentist offering dental services in Sandy, Utah, your website or Google My Business profile should rank well in Google search results and Google Maps when anyone searches for a dentist in Sandy.
The user is looking for a dentist near their house, and if you offer your services in this area, there is no reason why you should not pursue this user after acquiring them.
If your website or profile comes in front of such users, chances of them engaging with you and becoming your customer are quite high.
Local SEO is the marketing move that would make you visible in front of such users and if you follow the step by step local seo framework, your profile should surely gain you business.
Local SEO Basics
Local SEO is nothing but optimizing your website and GMB profile to rank at the top for the relevant keywords searched by people in your area.
If you are a company that offers services to a limited area, not your entire city, you must go for Local SEO optimization.
Well, to further clarify, you should not even target the entire city for that matter.
This way, your focus would be intact and you could become an authority in that particular area.
Google My Business Profile and Optimization
When people search with “near me” type keywords, your Google business profile should rank well.
When searching from a personal computer, the users see the business profile on the right-hand side, and when searching from a mobile phone, the business profile appears at the top.
Also, Google displays a list of service providers at the top, and with that, Google also shows the review rating and the number of reviews.
If the number of reviews is not that high, chances are your profile may not show up in the top.
Name of the Profile – Always have the real name of the business and not just a made-up name with keywords.
Everyone can differentiate between a name like Roger’s Salon vs Hair Salon Near Me as a brand name.
We recommend having a real name and not just a purely keyword-stuffed brand name.
At the same time, having a keyword-rich domain name is not a problem, as it might help your website rank in organic results.
Name, Address (Area/Location), and Phone Number
When it comes to building your website and pages, you should clearly mention the address and phone number.
The brand name mentioned on the website should match the brand name mentioned in the Google Business profile.
If you mention X as the phone number on the website and Y in the Google Business profile, it might not go well with Google.
If you are serving 2-3 areas, you should create these area-specific pages, as it will help these pages rank better in the areas.
You should also have a blog, and the content of the blog post can talk about the areas you serve, even mention the ZIP codes naturally.
Important point to remember – the majority of the local searches happen on mobile devices. Hence, your website should be mobile-friendly, and the call to action should be prominent and clear.
To add further, the website should load fast enough. If the website takes ages to load, the user will go away and will never return.
Categories in Google Business Profile
You must select a primary category and then add secondary categories that are relevant to your business.
It is recommended to carefully select the category that defines your business perfectly. This way, you give the correct signal to Google and helps in better rankings of your profile in the search results.
If you are a dentist, no point in listing yourself in generic doctors list. The primary category for you should be Dentist.
Business Description
Write a business description that aptly defines you and your services while talking about your USPs and why users should reach out to you.
You should clearly define who you are and what you do and offer. This helps Google as well as users clearly know about your services.
Remember to use some keywords here 😉
Photos and Videos
Please add photos and videos that define your work and also help the users understanding your services and what they will get.
Just because you have to post images, you should not post any image or photo. You should use real pictures and videos of you, your place, your services, your work, your customers etc.
When you upload photos and videos, make sure they are clear and not blurred.
Pro Tip – Do not upload stock images from image-selling websites.
Regularly updating really helps
And, keep adding new media regularly as Google likes fresh content. It makes Google figure that you are active, you have some new stuff for your users.
The majority of business owners who create a Google Business Profile don’t post anything new on their profile. You can always add new categories, new pictures, videos, and testimonials, for that matter.
Reviews – What People Say
Imagine you are a user who is searching for a local service provider, and you come across a business with an average rating of 2.5.
Would you trust that business?
Would you like to do engage with this business?
Would you call them?
Would you not skip that business from your list?
The answer is a big NO.
You would not even think about engaging with this business.
However, if you come across a business that has 4.8 out of 5 as the star rating.
Would you trust that business?
Would you call them?
Would you like to engage with this business?
Would you keep this business in your list?
The answer is a big YES.
This is the power of Reviews.
So what should a local business or service provider do?
The owners should request a review from every customer they serve.
The owners should also keep a QR code ready that makes taking reviews easier.
The owners should be polite about asking for a review.
Even if the review is negative or not a 5-star, respond to the review and try to be polite and promise to add value to that user/customer the next time.
Local Content on the Website
While updating content on the Google business profile is important, it is also important to keep updating your website’s content, which helps your users.
There is no harm if you add tips and tricks-based content to your website.
If you are a roofing contractor, you can write about how to maintain your roofs in the winter season in that area.
If you are in the HVAC category, you can write about how to keep the AC in its best working condition in your area.
Backlinks from your Area
People might say that backlinks are not important, but backlinks are crucial in building the authority of your website.
You should identify the local bloggers in your area and try to get backlinks from them.
If there are any good local events, you can participate in or even sponsor them. This will get your good PR, and you might get a backlink from the event website.
If there are any local associations, you can join them and list your business on their website/s.
A lot of bloggers write “Best of [City]” blog posts. You can try and get yourself listed in such posts/sites too.
Then there are the usual guest posts, link insertions and local directory submissions.
Track, Learn, Improve, Repeat
You should enable tracking at every possible level.
You should enable call tracking and also registration form filled leads.
Google Analytics will show you the traffic sources.
Google My Business insights, too, are quite insightful.
You should know what works for you and double down on that.
Pro Tip – Apart from Local SEO efforts, running Google Search Ads for intent based keywords should also help.
Last Words
Since you are offering your services in a specific area, or rather, a limited area, do not attempt to rank for the entire state or country.
Have a simple website, a good descriptive Google My Business and be responsive to your customers.