When it comes to getting noticed by your local audience, mastering local SEO is essential.
Whether you run a small shop in Manchester or offer services across London, your online presence plays a massive role in connecting you with customers nearby.
This guide explores what influences your local SEO performance, and how you can make the most of it.
Google My Business (GMB) optimisation
Your Google My Business profile is often the first point of contact between your business and potential customers. A well-optimised profile ensures you appear in local search results and Google Maps. To boost performance:
- Keep your information accurate and up to date. Include your business name, address, phone number (NAP), website, and operating hours.
- Encourage customers to leave reviews. A steady stream of positive feedback improves credibility and ranking.
- Use relevant categories and attributes to help Google understand your services.
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Did You Know? 76% of consumers check online reviews before visiting a business. This makes having an active GMB profile even more critical.
Localised keywords
Targeting the right keywords is the backbone of any SEO strategy. For local SEO, it’s all about incorporating geo-specific terms that resonate with your audience. For instance:
- Instead of “plumber,” try “plumber in Birmingham” or “emergency plumbing services Leeds.”
- Use tools like Ahrefs or SEMrush to identify popular local search terms.
Remember, the more specific you are, the higher your chances of attracting the right customers. Long-tail keywords such as “affordable bakeries near Oxford Street” are particularly effective for capturing niche audiences.
Citations and consistency
Citations refer to online mentions of your business name, address, and phone number. These appear on directories, social media platforms, and review sites. For strong local SEO performance:
- Ensure consistency in your NAP details across all platforms.
- Focus on authoritative local directories.
- Regularly audit your listings to correct discrepancies.
Related read: What Are Citation Links?
Mobile-friendly websites
With most local searches happening on mobile devices, having a responsive website is non-negotiable. Key aspects include:
- Fast loading times (ideally under 3 seconds).
- Easy navigation, even on smaller screens.
- Click-to-call buttons for quick access to your business.
Google’s mobile-first indexing prioritises mobile-friendly websites, so ensuring your site performs well on mobile can directly impact your rankings.
Local content creation
Creating content tailored to your local audience helps build relevance and authority. Consider:
- Publishing blogs about local events or news related to your industry.
- Adding location-specific landing pages for each area you serve.
For example, a Bristol-based florist could write about “Top Wedding Venues in Bristol” to attract engaged couples searching for florists in the area. Video content about local tips or behind-the-scenes insights can further engage users and improve on-page time.
Backlinks from local sources
Links from reputable local websites signal to search engines that your business is a trusted and relevant part of the community. Securing these local backlinks can be achieved by:
- Collaborating with local bloggers or influencers who resonate with your target audience.
- Sponsoring community events or charities
- Getting featured in local newspapers, online publications, or business directories.
These efforts not only improve SEO but also foster community trust. High-quality backlinks from respected sources strengthen your domain authority, a critical factor for improving search rankings and online credibility.
User behaviour signals
Search engines closely monitor how users interact with your site, using key signals to determine its relevance and quality. A higher Click-Through Rate (CTR) shows that users find your content appealing based on their search queries.
Longer Dwell Time, or the duration visitors spend on your site, indicates valuable and engaging content. Conversely, a low Bounce Rate demonstrates that users find your site helpful and worth exploring.
To optimise these signals, ensure your content is engaging, informative, and easy to navigate. Incorporating features like FAQs, interactive tools, and chatbots can further enhance user experience and encourage prolonged visits.
Social media presence
While social media may not directly impact SEO rankings, it does influence local visibility. Platforms like Facebook and Instagram help:
- Engage with your community through posts and updates.
- Drive traffic to your website or GMB profile.
- Encourage reviews and user-generated content.
For example, a London-based bakery could post daily specials or customer photos to foster local engagement. Platforms like TikTok are increasingly popular for promoting small businesses, with creative videos often going viral and attracting local attention.
Technical SEO for local sites
The technical aspects of local SEO are crucial for ensuring your site performs well in search rankings and delivers a seamless user experience. A secure website using HTTPS not only protects user data but also builds trust with both visitors and search engines.
Implementing structured data markup, such as schema, highlights essential business details, helping search engines understand and display your information effectively.
Related read: What Is Schema SEO?
Optimising local landing pages with geo-specific keywords in meta tags and headers boosts local relevance. Regular site audits to identify and fix errors, broken links, or slow-loading pages further enhance usability and maintain strong search rankings.
Moving forward with your local SEO
Improving local SEO performance is an ongoing process that requires attention to detail and adaptability.
By focusing on optimising your Google My Business profile, targeting localised keywords, and maintaining a strong online presence through consistent citations and engaging content, you can connect effectively with your local audience.
Related read: Tools For Local SEO Success
