Your Guide to Local SEO

Written by: Jason Bayless | August 11, 2016
If you run a local company, your SEO strategy is incredibly important for bringing new customers and clients through your door. If you aren’t considering your SEO from a local perspective, you’re probably missing out on a number of opportunities.

The Difference for Local SEO

Local SEO is designed for the companies with only one or a few stores in a particular location or that only provides a service to a specific area. Unlike national or global companies, local companies will want their website to appear within searches only within a certain area. This means that company needs to consider a local SEO strategy rather than a national or global one.

A local SEO strategy appeals to the “near me” searches. When a customer is looking for a product or services, they may include “near me” or “in my city” in their search. This lets Google know they are only looking for local options and will begin to pull results that are connected with that area. If you are not making the connection to your city, region, or state, you may not find your results in a “near me” search.
How to Create a Local SEO Strategy

There are a few things a company needs to consider when they are creating a local SEO strategy. Rather than just targeting the keyword they are looking for, they also need to target the area that they are in, meaning there are a number of additional steps they may need to take.

Here are some of the most important things to consider for a local SEO strategy:
Mobile Responsiveness

Most local SEO searches are done from a mobile device, so if the company does not have a mobile responsive website, they may not find their name among the top results. A responsive website allows the page to transform and fit the needs of the displaying screen regardless of size. This makes it easier for the visitor to read and find the information they are looking for. If the page is not mobile responsive, they might return to the list of search results to find a competitor’s page that is easier to read. If people are frequently leaving your website in favor of another’s, you will be penalized.
Customer Reviews

Like any good friend, Google only wants to display companies and businesses that they know provides an excellent service. To do this, they will scan the reviews of a company. If the business has a number of favorable reviews, they will find themselves among the top of the results. If a company has a number of poor reviews, they may find that they are towards the bottom of the pack. Whenever you can, ask your customers to give you an honest review, but ensure you are providing a service worth talking about.
NAP Information

Your NAP information stands for your name, address and phone number. For a local company, these bits of basic info are incredibly important for linking your business with the area that you serve. You’ll want ensure this information is easily located on your website, your Google My Business page, your social media pages, and any other pages that may display your information, such as Yelp or other review sites. Be sure that each component is written exactly the same and that it is as updated as possible on each page.

A local SEO strategy needs to be approached different than a national or global strategy, but it doesn’t need to be difficult. If you focus on creating a strong connection between your service and your area, you will find SEO success.