If your business is targeting customers on your doorstep, then the internet might not be your first port of call. But by harnessing the power of local SEO, you can get your website in front of customers in your neighbourhood who are on the search for companies just like yours.
What is local SEO?
Local SEO is optimising your online presence to improve your visibility in local search results on search engines like Google. The goal is to attract more local customers to your business by ensuring that your website, Google Business profile, and other online assets are effectively optimised for local searches.
When people search for products or services online, search engines often provide results that are based on the searcher’s location. For example, if someone in Plymouth searches for “pizza delivery,” they’re likely to see a list of local pizza places that offer delivery services in their area. Local SEO is how search engines know who to recommend.
Local keyword research
Identify relevant local keywords that your potential customers might use to search for products or services. Use tools like Google Keyword Planner or SEMrush to find keywords with decent search volume and low competition.
When incorporating local keywords into your content, focus on using them naturally and in context. Avoid overloading your content with keywords, as this can negatively impact the user experience and, in turn, your search engine rankings. Instead, aim to provide value to your local audience, and then the integration of local keywords should happen more organically.
Your Google Business profile
Turn people who find you on Google Search and Maps into new customers with a free Business Profile for your storefront or service area. Claim and verify your Google Business listing and provide accurate and consistent business information, including name, address, phone number, and business hours.
Make sure that you select relevant categories for your business and add high-quality images showcasing your products, services, and premises. Try to add a mix of professional and personal photos, and encourage your customers to leave you a review!
Focus on local content
- Creating content that resonates with your local audience will help to build your profile. What you create will depend on your business, but here are some ideas to get started:
- Stay informed about local events, festivals, or gatherings in your community. Craft blog posts that provide information or insights related to these events. For instance, if you own a restaurant, you could write about “Top Places to Eat During [Local Event Name].”
- Keep an eye on local news and developments. If there’s a newsworthy event or a trending topic in your area, create content that ties into it.
- If you collaborate with other local businesses or organisations, create content that promotes these partnerships.
- Research common questions that local people might have. Create content that provides solutions or answers to these queries. This positions your business as a helpful resource.
Local SEO involves a combination of strategies and tactics, including optimising your website, managing your Google Business listing, getting positive local customer reviews and more. It’s especially important for businesses with physical storefronts or service areas, as it helps connect them with potential customers that are actively looking for products or services nearby.
