If you run a small business, you know how important it is to get noticed by people in your area. That’s where Local SEO comes in. Local SEO is the process of optimizing your business so it shows up when people nearby search for your products or services online.
The best part? You don’t need to be a tech expert or have a huge budget to get started. This simple, step-by-step guide will show you how to improve your local search rankings and attract more local customers.
Step 1: Claim and Optimize Your Google My Business Profile
Your Google My Business (GMB) profile is one of the most powerful tools for Local SEO. It’s what helps your business show up on Google Maps and in the “local pack” of search results (those top three results with a map).
How to Set Up and Optimize Your Profile:
- Claim Your Profile
- Go to Google My Business and sign in with your Google account.
- Enter your business details and follow the prompts to verify your profile by email, phone, or postcard.
- Fill Out Your Business Information
- Make sure your name, address, and phone number (NAP) are accurate and consistent across all platforms.
- Add your business hours and website link.
- Add High-Quality Photos
- Include pictures of your storefront, products, services, and team.
- Shocking stat – Businesses with more than 100 images get 520% more calls than the average business, while those with just one image get 71% fewer.
- Encourage and Respond to Reviews
- Ask satisfied customers to leave a review. You can even provide them with a direct link to your GMB profile. Or, if you have a physical shop, have a physical print out of a QR code where they can leave you a review right then and there.
- Respond to all reviews—thank people for positive feedback and handle negative reviews professionally.
Step 2: Optimize Your Website for Local SEO
Your website plays a big role in Local SEO. Google uses the content on your site to understand your business and match you with local searches.
Here’s What to Do:
- Use Location-Based Keywords
- Add your city or neighborhood to your website content, like “Denver HVAC services” or “Austin coffee shop.”
- Use these keywords on your homepage, service pages, and blog posts.
- Create a Contact Page
- Include your business name, address, phone number, and an embedded Google Map. This makes it easy for customers (and Google!) to find you.
- Add Local Schema Markup
- Schema markup is a bit of code that helps search engines understand your location. Use a free tool like Google’s Structured Data Markup Helper to add this to your site.
Step 3: Build Citations and Backlinks
Citations and backlinks are references to your business from other websites. They boost your credibility and help Google trust your business.
How to Build Them:
- List Your Business in Online Directories
- Add your business to popular directories like Yelp, Yellow Pages, Bing Places, and niche-specific directories.
- Ensure your NAP information matches your Google My Business profile.
- Partner with Local Websites
- Reach out to local blogs or news sites and offer to collaborate. For example, write a guest blog post or sponsor a local event.
- Fix Errors in Existing Listings
- Use a tool like Moz Local to find and correct inconsistent listings.
Step 4: Use Social Media to Boost Local Visibility
Social media is a free way to connect with your local audience and drive traffic to your website or storefront.
How to Make the Most of Social Media:
- Optimize Your Profiles
- Include your business address and contact info in your profile bio.
- Add a link to your website.
- Engage with Local Content
- Use hashtags like #DenverEats or #AustinEvents to connect with your community.
- Share posts about local happenings, promotions, or collaborations.
- Run Geo-Targeted Ads
- Even a small budget (as little as $5/day) can make a big impact. Platforms like Facebook let you target people within a specific radius of your business. More on this in future blog posts.
Step 5: Monitor and Improve Your Local SEO Efforts
SEO isn’t a one-and-done activity. Keep an eye on how your efforts are working and make adjustments as needed.
Here’s How to Monitor Your Progress:
- Check Your Rankings
- Use tools like Google Search Console or BrightLocal to track your local search rankings.
- Analyze Google My Business Insights
- Log into your GMB profile and check insights to see how people are finding and interacting with your business.
- Keep Collecting Reviews
- The more positive reviews you have, the better your chances of ranking higher in local searches.
Conclusion: Start Small, Think Big
Improving your Local SEO can feel overwhelming, but you don’t have to do everything at once. Start by claiming your Google My Business profile, then work your way through these steps at your own pace.
Want to learn more? This is part of our series on affordable marketing strategies for small businesses. Stay tuned for more step-by-step guides, or check out our other blog posts on Send It Small Business Marketing Solutions. Or, you’re probably busy running your business so if you’d like us to run point on all of this, please reach out.