Local SEO for Small Business: A Step-by-Step Guide

Local SEO for small businesses is a game-changer, especially for those with physical locations.

According to research, 46% of all Google searches have local intent, meaning people are actively looking for businesses like yours.

To get found online, you need to optimize your website and online presence for local search. This involves creating content that mentions your business name, address, and phone number (NAP) consistently across the web.

Consistency is key, as Google uses NAP to verify your business's identity and location.

Local SEO is a way to help your small business show up in search results when people are looking for products or services in your area. It's essential for reaching potential customers who are actively searching for what you offer.

Approximately 93 percent of U.S. consumers search for local businesses online. This means that if your business isn't visible in search results, you're likely missing out on a huge chunk of potential customers.

Google delivers billions of local search results every month. If you appear prominently for relevant queries, you're more likely to attract customers.

Businesses with the best local SEO tend to rank highest for local keywords like "mexican restaurants near me" or "mexican restaurants in dallas". This is because Google displays local results when it believes searchers are looking for products, services or amenities nearby.

Here are some examples of local keywords that people might search for:

Local SEO is also important because most consumers use online searches and reviews to choose which businesses to visit and buy from. In fact, 87% of consumers use Google Search to discover and assess local businesses.

Google looks at various local SEO ranking factors to determine your search rankings. These include Google Business Profile or Google My Business (GMB) listing, Name, address and phone number (NAP) consistency in local business citations, and Domain authority.

Google also considers the quality of local search citations, click-through rate (CTR) from search results, keywords, and user experience (UX).

A study by Moz found that review quality, velocity, and diversity are also important factors in local search ranking.

Here are the top local SEO ranking factors:

Approximately 93 percent of U.S. consumers search for local businesses online. This means that having a strong online presence is crucial for small businesses.

To get started with local SEO, you need to optimize your website for SEO, set up a complete and optimized Google Business Profile page, and get listed in business directories. Online reviews, particularly Google reviews, can also impact your overall ranking in the Local Pack.

You can start by doing local keyword research to identify search terms people use when searching for local products and services. To do this, pick some keywords and then create content on those phrases.

Google Autocomplete is a powerful tool for local SEO. It can save you time by predicting what users are going to search for.

Approximately 93 percent of U.S. consumers search for local businesses online. This means that using Google Autocomplete can help you connect with high-intent customers in your area.

Google Autocomplete makes it faster to complete searches by predicting what users are going to search for. Its predictions depend partly on your location, which makes it a valuable tool for local keyword research.

For example, if you type "best paella in" into the search bar while in Arcadia, California, you'll see a list of locations near Arcadia or in California. This is because Google Autocomplete takes into account your location when making predictions.

To find valuable local keywords, start typing in keywords related to your business. For instance, if you run a cleaning service business, type in "cleaning services" to get a list of local keyword suggestions.

Approximately 88 percent of SEO local mobile searches result in a store visit or phone call within 24 hours. To stay on top of your local SEO, it's essential to use tools like Google's Keyword Planner to research keywords for paid search campaigns and discover new keywords related to your business.

Google's Keyword Planner helps you research keywords for paid search campaigns, but it's also great for discovering new keywords related to your business. Start by going to the "Discover new keywords" section, clicking on the "Start with a website" tab, and entering one of your competitors' domains.

You can also use the Keyword Planner to get monthly search data for specific locations, which can help you decide which keywords to target first. This feature is really helpful when you have lots of keywords and want to prioritize them.

Here are some tips for using the Keyword Planner effectively:

On-page optimization is crucial for local SEO success. To optimize your website for your target location, start by incorporating location-specific keywords naturally into your meta tags, headings, and content. Research and identify keywords that are relevant to your local audience and include them strategically throughout your website.

A good place to start is to optimize your homepage and metadata with geo-specific keywords. This will help search engines understand your brand offerings and target locations. You can also create service, city, and industry pages to cater to your local audience. Don't forget to set up social media signals and implement local SEO best practices throughout your website.

Here are some key on-page optimization elements to focus on:

By optimizing these elements, you'll increase the relevance of your website for local search queries and improve your chances of ranking higher in search engine results.

Keyword research is the process of finding search terms people use when searching for local products and services. This is crucial for local SEO, as ranking for these keywords drives highly targeted local traffic to your site and sends more customers your way.

To get started, you need a short list of keywords people can use to find your local business. You can learn how to do local keyword research, which will reveal the search terms people in your area use when searching for products or services you offer.

Pick some keywords and then create content on those phrases. Google Autocomplete is a feature that can help you discover valuable long-tail keywords for local SEO. Its purpose is to save users time by predicting what they're going to search for.

For example, if you type "best paella in" into the search bar, you'll see a list of local locations near you. You can start typing in keywords related to your business, like "cleaning services", to get a list of local keyword suggestions. Adding local modifiers like "cleaning services los angeles" will give you even more useful keywords.

You can also use Google's "Start With a Website" feature to find new keywords. Just pop in the homepage URL of one of your competitors, and Google will suggest a bunch of keywords based on the terms that show up on that page.

To start with a website for on-page optimization, you'll want to ensure it's optimized for your target location. Thrive's local search engine optimization services cover on-page optimization to ensure your site ranks high in your service area.

A website that's not optimized for mobile is a major obstacle to local SEO success. Almost 55 percent of all mobile traffic comes from mobile devices, so it's crucial to ensure your website is responsive and provides a seamless browsing experience for users on smartphones and tablets.

Optimizing your website for mobile includes factors such as fast page loading speed, easy navigation, and clear visibility of important information. A mobile-friendly website not only enhances the user experience but also signals search engines that you prioritize the needs of local users.

To get the most out of your GBP, try using the "Start With a Website" feature. This feature helps you pick the best keywords by analyzing your competitor's website.

Here's how it works: simply pop in the homepage URL of one of your competitors, and Google will suggest a bunch of keywords based on the terms that show up on that page.

By using this feature, you'll be able to identify new keywords and improve your website's local SEO efforts.

Optimize your website for local search engine optimization (SEO) by optimizing individual pages. To get started, navigate to any page you want to optimize, click on the AIOSEO button, and open the AIOSEO sidebar. This is where you'll find recommendations for that page, covering titles tags and meta descriptions, focus keyphrase use, and readability.

Incorporate location-specific keywords naturally into your meta tags, headings, and content. Research and identify keywords that are relevant to your local audience and include them strategically throughout your website. However, ensure that your use of keywords remains natural and doesn't compromise the quality and readability of your content.

Use your location-focused keyword above the fold, ideally in an H1 tag, to grab the attention of local searchers within 2 seconds. This is more for UX signals than straight-up on-page SEO. You can use a tool like Thumbtack to find keywords.

Optimize for mobile by ensuring your website is responsive and provides a seamless browsing experience for users on smartphones and tablets. Mobile optimization includes factors such as fast page loading speed, easy navigation, and clear visibility of important information. A mobile-friendly website not only enhances the user experience but also signals search engines that you prioritize the needs of local users.

Here are some key on-page optimization elements to focus on:

Citation management is a crucial aspect of local SEO for small businesses. Consistency is key, so make sure your business name, address, and phone number (NAP) are the same across all listings.

To get started, use a tool like Semrush's Listing Management to check your local listings and distribute them to authoritative directories. This will help you find and fix any errors in your NAP citations.

Here are some tips to keep in mind:

By following these tips and using the right tools, you can ensure that your business citations are accurate and up-to-date, which will help improve your local search rankings.

Reviews are a crucial part of citation management, and understanding their importance can help you boost your online presence. 88 percent of consumers consult online reviews before making a purchase.

Managing your online reviews is essential for ranking well and gaining new customers. Google Reviews is the most popular and trusted review platform, and Google cites reviews as instrumental in ranking.

Your overall rating average and total number of reviews can influence your rank in the Local Pack. The good news is it's easy to manage your online reviews. Ask for reviews, reply in a timely way, and increase your rating average.

Many businesses stop after getting their first dozen reviews, but if you keep asking new customers for reviews, you'll already be one step ahead. 85 percent of searchers say a business's overall average star rating is "important" or "very important."

Here are some key statistics to keep in mind:

Reviews also appear in Google Business Profile and Google Maps, as well as Google's Local Services Ads. And they can show up in AI searches that include the name of your business.

Building high-quality citations is a crucial step in citation management. Consistency is key when it comes to local citations, and you want to ensure that your NAP information is consistent and accurate across all listings.

To achieve this, start by checking your local listings and distributing them to the most authoritative directories using tools like Semrush’s Listing Management.

You can also use services like WhiteSpark and Semrush to run a NAP audit and identify areas where your NAP citations need updating.

Here are some tips for building high-quality local citations:

By following these tips and using the right tools, you can build high-quality citations that will help improve your local search rankings and establish your business as a legitimate and trustworthy entity.

Link building is a crucial aspect of local SEO for small businesses. It helps search engines find an accurate representation of your business across the web. By investing in affordable local SEO services, you can expand your digital footprint.

Backlinks are a strong ranking signal in Google's search algorithm, and having more relevant referring domains can improve your chances of ranking higher for relevant keywords. Traditional link building strategies, such as reclaiming lost links and finding unlinked brand mentions, also work for local SEO.

Here are some local link building tips to get you started:

Remember, the quality and relevance of the linking websites matter more than the sheer number of backlinks.

Reverse engineering your competitors' strategies can be a game-changer for your link building efforts. You can start by using tools like Semrush's Keyword Gap tool to see what keywords your competitors rank for, but you don't.

This can give you a list of relevant terms to target. To make the most of this tool, enter your domain and up to four competitors' domains, choose your target country, and click "Compare." You'll see keywords that at least one competitor ranks for but you don't.

You can filter these keywords based on metrics like volume, KD%, and intent to spot the best ones for your local SEO strategy. For example, you might filter out keywords that contain your competitors' business names or have a high KD% score, indicating they're harder to rank for.

Another approach is to reverse engineer your competitors' NAPs (name, address, and phone number) using citation tools. These tools can show you a comprehensive list of places they've been mentioned online, even if they don't have a link to their site. This can be a more effective approach than using Link Intersect.

To get started, you'll need your competitors' NAP details, which you can use to identify areas where you can improve your own online presence.

PR is a powerful tool for local link building. It's a way to get your business featured in local newspapers and websites, which can lead to high-quality backlinks.

Local newspapers and local news sites are always looking for stories. If you have an interesting event or achievement, they'll likely cover it.

You can find these opportunities on Twitter by searching for keywords like "Looking to speak to" + "city" or #journorequest + "area". For example, searching for "Looking to speak to" + "Boston" can yield a long list of potential PR opportunities.

To get started, identify your local industry or niche and think about what makes your business unique. Then, craft a pitch that highlights your story and why it's newsworthy.

Here are some search strings you can use to find PR opportunities on Twitter:

By leveraging PR, you can get your business featured in local publications and attract high-quality backlinks that will boost your local SEO.

Google's Local Services Ads are a great option for service-based businesses, as they're pay-per-lead ads, not pay-per-click ads. This means you only pay for leads acquired directly through the ad itself.

You can get started with Local Services Ads right away, even if you don't have a website yet.

Monitoring your local SEO performance is crucial to adapting your strategies and achieving success. You need to regularly track your website's performance, including organic traffic, keyword rankings, and user behavior, using analytics tools like Google Analytics.

To stay on top of your local SEO, you can use Semrush's Position Tracking tool to monitor keywords and rankings on a ZIP code level and in local packs. This tool also helps you stay on top of changes in positions and keep an eye on your competitors.

Local SEO is an ongoing process, and it's essential to adapt your strategies based on insights gained from monitoring your performance. Analyzing data from tools like Google Analytics can help you identify areas of improvement and make necessary adjustments.

Use Semrush's Map Rank Tracker to see where your business profile ranks in Google Maps, and track your rankings in Google Search using the Position Tracking tool. You can also use the tool to specify your target location and import local keywords to rank for.

To ensure long-term success, it's vital to stay committed to implementing effective local SEO strategies and adjust to the constantly evolving trends. By regularly monitoring your performance, you can make data-driven decisions and improve your website's visibility online.

Here are some key performance indicators (KPIs) to track: