Right now, people are searching online for keywords related to your products or services, but your business is not showing up because you haven’t fully tapped into the potential of local SEO. Let’s change that and help you attract more nearby customers while improving your local rankings.
In this class, we are going to break down the differences between SEO and local SEO in simple terms. But first, we’ll start by defining each one clearly so you can understand their roles and how they benefit your business. Let’s get a move on!
What is SEO? What is Local SEO?
Local SEO focuses on optimising your business to appear in local search results. It is not just “normal” SEO; it is all about making sure people nearby can find your business easily. This post dives into researched approaches and strategies for mastering local SEO, helping your business thrive locally.
What is SEO?
SEO, or search engine optimisation, is the process of improving a website to make it more visible in search engine results. When people think about SEO, they usually associate it with websites, as that is where the basics of optimisation often start.
From keywords and meta descriptions to content creation and link building, SEO involves a variety of strategies to boost your website’s ranking. If you want to dive deeper into these concepts, check out our comprehensive SEO course for more detailed lessons and strategies.
What is Local SEO?
Local SEO works similarly to “normal” Google search, but with its own unique twist. What sets it apart is the different set of ranking factors that Google uses to display local results. These include elements like how the Local Map Pack functions, ways to track your Map Pack rankings, and tools that help optimise your local search performance.
Some traditional ranking factors, like backlinks, still play a role in both local and organic search rankings. However, if Google determines that a query has local intent, it will show local results even if the keyword itself doesn’t seem obviously local.
Tracking Map Pack rankings is an essential first step in any local SEO strategy. By benchmarking your current position, you can identify where you rank across your city or local area. Tools designed for this purpose provide an interactive map that shows your rankings in different spots, helping you pinpoint strengths and areas for improvement.
For example, a term like “HVAC” might not look local at first, but when paired with “near me” or city-specific keywords, it becomes highly relevant for local SEO. Proper tracking ensures your efforts are focused on where they matter most.
Several factors significantly impact local SEO rankings. Studies like Moz’s “Local Search Ranking Factors” highlight the importance of review signals, such as volume and recency, in boosting rankings. At the same time, Google’s traditional SEO practices, like optimising for organic rankings, remain crucial for local SEO.
Google has confirmed that your position in the organic SERPs also affects your local rankings, making it essential to follow SEO best practices. A simple but effective tip is to ensure your location-focused keywords are prominently placed above the fold, as this can make a noticeable difference in rankings.
You Do Not Need a Website to Do SEO
Building and maintaining a website takes time and money, and it might not be the right move for your business right now. That is okay. You can still do SEO effectively without a website by leveraging the free tools Google offers.
In our SEO course, we cover how to create a content strategy and use tools like Google’s keyword planner to find the right keywords. We will also show you how to maximise features like Google Maps and Google’s business profile to build your presence and attract customers without needing a site.
Keywords for Local SEO
Keywords are the heart of local SEO. Picking the right ones, like relevant terms, can make a huge difference in helping people in your area find your business. Sure, there are tons of fancy tools out there, like Google Ads, Google Search Console, Ahrefs, or even Semrush, but here’s the truth, you don’t need to spend a dime on pricey tools to get great results.
From Ahrefs to SEMrush’s Listing Management, SEMrush’s On-Page SEO Checker, and SEMrush’s Position Tracking, there are plenty of options to optimise your local search performance. And yes, while tools like these can help, I’ll show you how to get started with a free tool from Google that does the job just fine. Stick around, I’ll walk you through it in a moment!
Local Keyword Research with Google Ads
To find local keywords, we need to use the Google Ads Keyword Planner tool. How do we do this? First, go to the Google Ads website at ads.google.com and click on the “Start Now” button. Log in to your Google account. During the initial setup, the platform will ask you to create your first campaign. Fill in the required information until you see the option to skip. When the “Skip” button appears, click on it until you reach the option to bypass creating a Google Ads campaign and instead create a Google Ads account.
Once your Google Ads account is created, you’ll arrive at the dashboard. Navigate to the tools section on the left-hand side and select the “Planning” tab. Under this tab, choose the “Keyword Planner” option. In this section, you can input your keyword and filter the results by country, language, and date.
The results will display a list of keywords with important data. For our purpose, it’s best to filter them by the average monthly search volume.
The filtered results will give you a list of keywords relevant to your local SEO strategy. These keywords show traffic generated by real users and can help ensure that, when people search for these terms, your Google Ads listings appear in the selected zones or regions.
Google my business the best tool of local seo
Google My Business has now evolved into “Your Business on Google,” an updated and powerful platform that gives you the tools to take control of your online presence. This tool is more than just a listing; it allows you to showcase your business, manage customer interactions, and provide essential information like your location, hours, and services. Whether you want to attract more local customers or boost your visibility in search results, “Your Business on Google” is designed to help your business stand out.
In our SEO course, we guide you through the process of setting up and optimising your profile step by step. From adding high-quality photos to responding to customer reviews and using insights to improve your reach, we make it easy to maximise the potential of this platform.
Features of “Your Business on Google”:
- Create and manage your business profile easily.
- Add photos, services, and business hours.
- Engage with customers through reviews and messages.
- Track performance with insights on visibility and engagement.
What Does the Google Maps Listing Allow Us to Do?
A Google Maps listing is essential for any local business looking to improve its visibility and credibility. It showcases key information like your NAP (name, address, and phone number), operating hours, and photos. It also gives customers an easy way to leave reviews, which can greatly enhance your reputation. Users can even get instant directions to your location, making it a powerful tool for driving foot traffic.
When someone searches for terms like “coffee shop near me,” Google often generates a local search snippet featuring a Maps 3-pack. This highlights three businesses most relevant to the search. Even if your website does not rank on the first page, a well-optimised Maps listing, backed by consistent citations, can place your business in this coveted spot.
The Importance of Local Citations
Local citations are references to your business’s NAP details across the web, such as on local business directories, resource pages, or local news sites. These citations are vital for improving your local search visibility and building credibility. Consistent and accurate citations help search engines verify your business information, making your Google Maps listing more reliable and improving your chances of appearing in the local 3-pack.
Inconsistent citations, on the other hand, can harm your SEO by confusing search engines about your correct details. Fixing citation inconsistencies and leveraging citation opportunities across trusted directories and platforms can significantly boost your local SEO efforts.
The Role of Business Directories in Local SEO
Business directories play a significant role in boosting your local SEO. Being listed in popular directories improves your business’s searchability and helps you reach a wider audience. Directories like Yelp, Google My Business (now Your Business on Google), and niche-specific platforms are essential for increasing visibility.
Listings in these directories act as citations, reinforcing your NAP details and enhancing your credibility with both search engines and potential customers. Regularly updating your directory entries ensures your business remains relevant and accessible to local users, making directories a crucial element of a successful local SEO strategy.
