If you own a small business, getting noticed by customers in your local area is crucial.
Local SEO (Search Engine Optimisation) is how you make sure people nearby can find you when they search online. This guide will walk you through the basics of local SEO in simple, easy-to-follow steps. By the end, you’ll have a better understanding of how to make your business more visible to potential customers.
What is local SEO?
Local SEO is the process of optimising your online presence so that your business appears in local search results. When someone searches for a service or product in your area, like “plumber in Manchester,” local SEO helps ensure your business shows up in the results.
Why is local SEO important?
Local SEO is important because it targets customers who are close to your business. These are the people most likely to visit your shop, book your services, or call for more information. It’s all about reaching the right people at the right time.
Claim and optimise your business profile on Google
Creating a business profile on Google is an essential part of the local SEO process. Without a profile, your business won’t show up in Google Search or on Google Maps. And the good news, for some businesses, is that you don’t need a website to have a Google Business Profile.
Here’s how to get started:
- Claim your business: Go to the Google Business website and sign in with your Google account. Follow the prompts to claim your business. If your business isn’t listed, you can add it.
- Fill out your profile completely: Provide accurate information, including your business name, address, phone number, website and hours of operation. The more complete your profile, the better.
- Add photos: Upload high-quality photos of your business, products, or services. This makes your profile more attractive to potential customers. Some experts recommend doing this at least two or three times a week to boost your rankings.
- Encourage reviews: Ask happy customers to leave a review on your Google Business Profile page. Positive reviews can boost your rankings. We’ve got a guide on how to get reviews on your Google Business Profile.
Optimise your website for local search
Your website needs to be optimised for local keywords, which are words or phrases people use when looking for services in your area. Here’s how:
- Include local keywords: Use keywords that include your location, like “Manchester bakery” or “Cardiff hair salon.” Place these in your page titles, headings and throughout your content.
- Create location-specific pages: If your business serves multiple areas, create separate pages for each location. This helps you rank for searches in those specific areas.
- Add a map to your website: Embedding a Google Map on your contact or homepage can help improve local SEO.
Get listed in online directories
Online directories like Yelp, Bing Places, and Yell are important for local SEO. Make sure your business is listed in these directories:
- Find relevant directories: Search for online directories that are popular in your industry. For example, a restaurant might list on TripAdvisor or Zomato.
- Keep information consistent: Ensure your business name, address and phone number (NAP) are consistent across all directories. Inconsistencies can hurt your rankings.
Build local backlinks
Backlinks are links from other websites to your site. Local backlinks from other businesses, local blogs, or news sites can improve your local SEO:
- Partner with local businesses: Collaborate with nearby businesses to exchange links. For example, if you’re a florist, you could exchange links with a local wedding planner.
- Get featured in local media: Reach out to local newspapers, blogs or radio stations. If they write about your business, they might include a link to your website.
Create content relevant to your local area
Content that speaks directly to your local audience can boost your local SEO. Here’s what you can do:
- Write blog posts about local events: If there’s a festival or event in your area, write about it. This shows you’re active in the community and helps attract local readers.
- Highlight local news or trends: Discuss local trends related to your business. For instance, if you own a fitness centre, you could write about popular local hiking trails.
Use social media to engage locally
Social media platforms like Facebook, Instagram, and Twitter are great for connecting with your local audience. However, managing accounts on multiple platforms can become time consuming if your business is just you or a small team.
For this reason, it’s often best to choose one platform and do that one well before shifting focus to another one.
- Share local content: Post about local events, news or stories. This helps you engage with your community and gain followers.
- Use location tags: When posting on social media, use location tags to reach people in your area.
- Engage with local followers: Respond to comments, messages and reviews. Engaging with your local audience builds trust and loyalty.
Recommended tools for local SEO
- Google Business: Essential for managing your online presence on Google.
- Moz Local: Helps manage your business listings across multiple directories.
- SEMrush: Offers tools for keyword research, backlink analysis and tracking your local SEO performance.
Final tips
- Monitor your progress: Use tools like Google Analytics and Google Search Console to track how well your local SEO efforts are working.
- Be patient: Local SEO takes time, but the results are worth it. Stay consistent and keep optimising.
- Stay updated: SEO best practices can change, so stay informed about the latest trends and updates.
By following these steps, you’ll be on your way to improving your local SEO and attracting more customers from your area. Remember, the key is to stay consistent and keep refining your strategy as you learn what works best for your business.