8 Actionable Tips to Boost Your Local Search Rankings

Are you a local business looking to boost your online presence and grow your sales? If so, this article is for you. 

No matter how brilliant your business idea is, it will almost certainly flounder if you fail to sell it.  

Globally, 20% of small businesses fail in their first year, and by the fifth year, that number skyrockets to nearly 50%. It’s mostly because they fail to reach their target customers and/or convey their message properly. In other words, poor marketing is the major reason behind the failure of small, local businesses. But if you plan properly, this is pretty easy to avoid. 

Talking about marketing for local businesses, visibility—specifically, online visibility is crucial. Your major marketing effort will be making your brand or products/services visible to your local audience. Local SEO (Search Engine Optimization) is not just a “nice-to-have” anymore; it’s essential. Mastering local SEO allows your business to dominate search results and brings more foot traffic and online customers directly to your door.

This article will explain 8 actionable tips to improve your local search rankings and grow your business. Here’s our list: 

1. Claim and Optimize Your Google Business Profile

A Google Business Profile (GBP) is a powerful tool in your local SEO toolkit to promote your brand locally. When someone searches for businesses like yours in the area, GBP is usually the first thing they’ll see. Here’s how to optimize it:

• Claim your profile: If you haven’t done so yet, claim your Google Business Profile via Google Business.
• Provide complete information: Fill out all sections of your Google Business Profile with accurate details—business name, address, phone number, hours, and a detailed description. Make sure to choose the right categories that describe your business (e.g., “Italian Restaurant,” “Yoga Studio,” etc.).
• Add photos: Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites. Post professional photos of your storefront, services, or products to attract customers.
• Encourage reviews: Positive reviews are a ranking factor in local SEO. Encourage satisfied customers to leave reviews, and always respond to reviews to show engagement.

2. Optimize for Local Keywords

Keyword research for local SEO is slightly different than for general SEO. You should focus on terms people in your area use to find businesses like yours. Here’s how to optimize for local keywords:

• Use location-based keywords: Add location-specific keywords (e.g., “best pizza in New York,” “affordable gym in Chicago”) in your page titles, meta descriptions, and content.
• Include long-tail keywords: Long-tail keywords like “family-friendly restaurants in downtown Dallas” may have lower search volume but often bring in highly targeted traffic.
• Create location-specific pages: If your business operates in multiple locations, create separate landing pages for each location. Include location-specific content, such as local news or events, to build relevance.

3. Ensure NAP Consistency

NAP stands for Name, Address, and Phone number, and consistency across the web is key to building trust with search engines and potential customers.

• Ensure consistent listings: Make sure your business’s NAP is consistent across all platforms—your website, Google Business Profile, Yelp, Facebook, and local directories.
• Audit your listings: Use tools like Moz Local or BrightLocal to audit your citations across various platforms and correct any inconsistencies.
• Use schema markup: Incorporate Local Business schema markup on your website to provide search engines with structured data about your business. This helps search engines understand your business details better, improving your local search visibility.

4. Focus on Local Citations

Local citations are mentions of your business on other websites (typically directories like Yelp, TripAdvisor, or Yellow Pages). They’re a valuable tool for boosting your credibility and local search rankings.

• Submit to high-quality directories: Ensure your business is listed in authoritative directories like Yelp, TripAdvisor, or Angie’s List, depending on your industry. These platforms are great for visibility and help boost your credibility.
• Target industry-specific listings: Don’t just stick to the general directories—submit your business to industry-specific websites (e.g., DoorDash for restaurants, Vagaro for salons) and local chamber of commerce websites.

5. Leverage Customer Reviews and Ratings

Reviews are critical in the local SEO space. They not only build trust but also influence your search rankings. Google, in particular, takes user reviews seriously when ranking businesses locally.

• Encourage genuine reviews: After delivering great service, ask your customers to leave reviews on your Google Business Profile or other relevant platforms. A simple follow-up email or polite in-person request works well.
• Respond to reviews: Engage with all reviews, positive or negative. Thank customers for their feedback and address any issues in negative reviews to show potential customers you care about their experience.
• Highlight reviews on your website: Showcase positive reviews to build social proof and increase trust.

6. Create Local Content

Content marketing is not just for national or global businesses. Local content can significantly enhance your local SEO efforts and help you connect with customers. Here are some tips: 

• Write locally relevant blog posts: Create content that speaks to your local community. Highlight local events, customer success stories, or even local partnerships. For instance, a beauty salon might write a blog post on “The Best Bridal Looks for Summer Weddings in Miami.”
• Collaborate with local influencers: Partnering with local bloggers, influencers, or businesses for guest posts, social media shoutouts, or events can boost your brand’s visibility and bring in new customers.
• Host local events: If possible, host events like free workshops, seminars, or community fundraisers. Promote these events online, as they can attract local media attention, driving backlinks and local citations.

7. Mobile Optimization

Over 60% of all local searches come from mobile devices. Ensuring that your website is optimized for mobile is critical for both user experience and search engine rankings.

• Make your website mobile-friendly: Ensure your website loads quickly on mobile devices and is easy to navigate. A mobile-responsive design, fast loading times, and intuitive interfaces are all key.
• Optimize for voice search: With the rise of voice search, especially on mobile, consider optimizing your website for voice queries. Voice searches tend to be more conversational and localized (e.g., “Where’s the nearest coffee shop?”), so ensure your content reflects this.

8. Build Local Backlinks

Backlinks (links to your website from other sites) are an important ranking factor in SEO, and the same applies to local SEO.

• Get links from local businesses: Collaborate with other local businesses to get backlinks. For example, a gym could partner with a local nutritionist or health store to exchange links.
• Sponsor local events or charities: When you sponsor local events or charities, you often get a backlink from their website. This can boost your local credibility and search rankings.
• Engage with local media: If possible, reach out to local journalists, bloggers, or online publications to write about your business. A feature or mention on a local news site could earn you a valuable backlink.

Conclusion

Local SEO has become an indispensable part of modern-day marketing for small businesses. Remember, local SEO is an ongoing effort, and consistently refining your approach will yield better results over time.