LOCAL SEO - The ULTIMATE Guide To Improve Your Local Search Ranking

Welcome to our guide to local SEO!

If you’re a tradie or service based business owner looking to use local SEO to improve your online visibility and attract more local customers, you’ve come to the right place.

Througout this guide, we’ll cover everything you need to know about local SEO, from the basics of optimising your website for local search to advanced tactics for improving your local rankings. We’ll also provide tips and best practices for optimising your Google My Business profile, building local citations, and earning local backlinks to boost your online authority.

Whether you’re just starting out with local SEO or looking to take your local search presence to the next level, this guide has everything you need to succeed. So, let’s dive in!

So What is Local SEO and why is it important?

Local SEO refers to the practice of optimising your website and its online presence to improve its visibility in local search results. In other words, it’s a digital marketing strategy that focuses on getting a business noticed by people who are searching for products or services in their local area.

If you’re a local business owner, you definitely don’t want to miss out on the potential benefits of local SEO. After all, most people use search engines like Google to find local businesses these days. And if you’re not showing up in those search results, you’re missing out on a lot of potential customers.

Local SEO is a critical component of any local businesses that rely on visibility to local customers. By optimising your website and online presence for local search queries, you can increase your visibility in local search results and attract more qualified leads to your business.

Here are some tips to help you improve your local SEO

1. Keywords & Local Search Terms

Keywords and local search terms are super important for local SEO. Basically, they help businesses show up in search results when people search for stuff related to their area. So, if you’re a plumber in Coffs Harbour and someone types in “plumbers near me” or “best plumber in Coffs Harbour,” you want to make sure your website has those keywords and phrases sprinkled throughout the content.

But it’s not just about getting more visibility in search results. Using the right keywords and local search terms can also help businesses attract the right kind of customers. When people search for stuff in their area, they’re usually looking for something specific and are more likely to be interested in buying. So, if your website shows up in their search results, there’s a better chance they’ll check you out and become a customer.

So, the bottom line is, if you’re a local business, you wanna make sure you’re using the right keywords and local search terms in your website’s content. It’s going to help you get seen by more people and help you attract the right kind of customer.

2. Google My Business Profile

Having a Google My Business (GMB) profile is essential for local SEO because it can significantly improve a business’s online visibility and credibility. Google My Business is a free tool that allows businesses to create a profile that appears in Google search results and on Google Maps. By creating and optimising a GMB profile, businesses can ensure that their information, such as their address, phone number, website, and hours of operation, are accurate and up-to-date. This information is crucial for potential customers who are searching for a business online and want to know basic information about them.

One of the main benefits of having a GMB profile is that it can increase a business’s visibility in local search results. When people search for a local business, Google displays a “local pack” of businesses at the top of the search results page, showing a map and a list of local businesses that match the search criteria. The businesses that appear in the local pack are those that have optimised their GMB profile and have the most relevant and accurate information. So, if a business wants to appear in the local pack and get more visibility, they need to have a GMB profile.

Another benefit of having a GMB profile is that it can improve a business’s credibility and trustworthiness. When a business has a verified GMB profile, it shows that they are a legitimate business and have been verified by Google. This can give potential customers confidence that they are dealing with a reputable business, and it can also increase the likelihood that they will click on the business’s website or visit their physical location. So, having a GMB profile is not only essential for local SEO but also for building trust and credibility with potential customers.

3. Map Packs

Have you ever searched for local products or services and come across a map of the area with business names, contact information and distance displayed? This cluster of information is known as a map pack. Essentially, a map pack is a tool used by search engines, such as Google Maps and Where Is, to display relevant businesses in a specific area.

The higher the ranking of a business in the organic search results, the more accurate and improved their map pack will be. This is why it’s crucial for local businesses to have a presence on the map. By setting up SEO tools like Google My Business and Google Business Profile, you can ensure that your business is accurately listed and displayed in the map pack.

So, whether you’re looking to succeed locally, nationally or even internationally, having a comprehensive and accurate map pack is essential. By doing so, you’re able to improve your ranking factors and overall business profile, which will ultimately help drive traffic and increase your customer base.

4. Build Local Citations

Local citations are an essential part of local SEO because they help businesses establish their online presence, build credibility and trust, and attract more local customers. A local citation is an online mention of a business’s name, address, and phone number (NAP) on a third-party website. These citations can appear on local directories, review websites, social media platforms, and other online sources. When a business has consistent and accurate citations across multiple online sources, it signals to search engines that the business is trustworthy and reliable. This, in turn, can improve the business’s local SEO ranking and visibility, making it easier for potential customers to find them online.

One of the main benefits of local citations is that they can help businesses rank higher in search engine results pages (SERPs) and appear in the local pack. The local pack is the group of businesses that appear at the top of the search results page when people search for a local service or product. Google uses a variety of factors to determine which businesses appear in the local pack, including the quality, quantity, and consistency of local citations. Therefore, if a business wants to rank higher in the local pack and attract more customers, they need to have a strong local citation profile. In addition, local citations can help businesses build relationships with other local businesses and improve their online reputation. By having citations on local directories and review websites, businesses can attract more positive reviews and feedback from satisfied customers, which can help build their online reputation and attract more customers.

5. Optimise For Mobile

If you want your local business to show up in Google search results, you have to make sure your website is mobile-friendly. These days, everyone is searching on their phones, and Google is all about giving people what they want. So if your website doesn’t look great on a phone, Google won’t think it’s worth showing to anyone. That’s why optimising your site for mobile is super important for local SEO.

In addition to improving your website’s search engine ranking, optimising for mobile also enhances the user experience for mobile users. Mobile users have different needs and behaviours than desktop users, and if your website is not optimised for mobile, it can result in a poor user experience, which can turn potential customers away. For example, if your website is not mobile-friendly, it may take longer to load, and the text may be too small to read, making it difficult for users to navigate your site and find the information they need.

6. Earn Local Backlinks

Earning backlinks is an essential part of local SEO as it can significantly impact the visibility and authority of a local business in search engine results pages (SERPs). Backlinks are essentially links from other websites that point to a particular website. When reputable and authoritative websites link to a local business website, it signals to search engines that the business is credible and trustworthy, which can result in higher rankings in SERPs. Additionally, backlinks can help local businesses get discovered by potential customers who are searching for products or services in their area. When a website links to a local business website, it can drive referral traffic to the business website, increasing its exposure and potentially leading to new customers.

It is important to note that not all backlinks hold equal weight. To reap the benefits of backlinks for local SEO, they should come from reputable, relevant local websites or those within the industry. On the other hand, low-quality backlinks from spammy or irrelevant websites can harm a business’s SEO efforts. Thus, a local business should focus on building high-quality, relevant backlinks to improve its SEO and achieve better visibility and credibility in search engine results.

7. Encourage Customer Reviews & Testimonials

Testimonials and customer reviews are a crucial factor in the success of small businesses on Google My Business. Research shows that around 63% of local searchers refer to Google reviews when researching the products and services they require. Encouraging customers to leave reviews, especially good reviews, can improve your data and Google will recognize you as an authoritative business worth promoting.

Customer reviews are a surefire way to improve local rankings, solidify domain authority, and get the word out about your business online through organic results. Organic reviews generated from external pages like Yelp are also very helpful in terms of local link building and can sway customers to choose your business over similar services.

8. Optimise For Voice Search

If you want to get more customers through local search, you need to optimise for voice search. You know, those nifty voice-activated assistants like Siri, Alexa, or Google Assistant that people are using more and more? By making it easier for people to find you through voice search, you’ll be ahead of the game and able to capture more traffic and leads.

Voice search is different from regular search because people tend to ask questions out loud, like they’re talking to a person. So, you need to create content that answers those questions in a conversational way. That means focusing on quick answers to common questions people might have about your business, products, or services. And because people often use voice search on their mobile phones, you need to make sure your website is mobile-friendly and loads quickly.

9. Engage In Social Media

10. Use Image Alt Text

Image Alt Text, or alternative text, is a text description that appears in place of an image if it cannot be displayed for any reason. This text serves as a way to describe the image to users who are visually impaired and to search engines that crawl and index web pages. In addition to making web pages more accessible, Image Alt Text can also help local SEO by providing context and information about images on a local business’s website. This information can be used by search engines to understand the content of the images and how they relate to the local business.

By optimising Image Alt Text with relevant keywords, local businesses can improve their chances of ranking higher in local search results. This is because search engines use Image Alt Text as a factor in determining the relevance of a web page to a search query. Moreover, Image Alt Text can also help local businesses appear in image search results, which can drive additional traffic to their website. Therefore, local businesses should ensure that all images on their website have descriptive, keyword-rich Image Alt Text that accurately reflects the content of the image and the local business it represents.

What are some tools to help with local SEO?

Google Analytics

Google Analytics is a free web analytics service offered by Google that provides valuable insights into website traffic and user behaviour. It allows website owners and digital marketers to track various metrics such as the number of visitors, pageviews, bounce rate, time spent on site, and conversion rates. The platform also provides data on user demographics, geographic location, and device types used to access the website.

Google Keyword Planner

Google Keyword Planner is a powerful tool for any business looking to improve their online visibility through Google Ads. By identifying and targeting the right keywords, advertisers can increase their website traffic, generate more leads, and ultimately, grow their business.

Google Search Console

Google Search Console is a free tool provided by Google that helps website owners monitor and improve their website’s performance in Google search results. In the context of local SEO, Google Search Console can be particularly helpful for local businesses as it provides insights into how Google crawls and indexes their website and how it appears in local search results.

SEMRush

By using SEMrush, local businesses can conduct keyword research and identify which keywords are driving traffic to their website, as well as which keywords their competitors are targeting. This information can be used to optimise their website content and on-page SEO to improve their local search rankings.

AnswerThePublic

AnswerThePublic is a free keyword research tool that provides insights into the questions and queries that users are searching for on search engines such as Google. For local businesses, AnswerThePublic can be a valuable tool for identifying the most popular and relevant questions related to their products or services and optimising their website content to appear in local search results.

Yoast SEO

Yoast SEO is a popular WordPress plugin that helps website owners optimise their website for search engines. For local businesses, Yoast SEO can be particularly helpful in improving their local search rankings and driving more traffic to their website.

What are some FAQ's when it comes to Local SEO?

How do I know if I need Local SEO?

If you have a local tradie or service based business and you rely on new customers finding your business, then Local SEO is definitely something to strongly consider. In combination with other marketing efforts, local seo will give your business the best chance at being found when a potential customer is searching for the very service you offer.

Can I do Local SEO Optimisation myself?

Yes, of course. The catch is it does take a lot of time and effort, not only to learn, but also to implement. Local SEO is an ongoing process and takes time to see results. By following the information we have already laid out and spending some time learning more about Local SEO, you can start to implement changes to your website to improve your local search rankings.

Is Local SEO a set and forget solution?

Many people believe that SEO and local SEO are a one-time task that you can set and forget. However, this is not the case.

Local SEO requires continuous attention and monitoring to keep up with the constantly evolving algorithms that Google uses, particularly with regards to keyword research.

As the rules of the game keep changing, it’s understandable that many local businesses opt to invest in local SEO strategies carried out by professionals. This investment can be considered a wise choice given the ever-changing landscape of local SEO.

How do I know if my Local SEO efforts are working?

To know if your local SEO is working, there are some indicators to look out for. Firstly, check if your website traffic has increased, particularly from local users. If you see a noticeable increase, it indicates that your local SEO efforts are paying off.

Secondly, check your website’s search engine rankings for the local keywords you’re targeting. If your website is ranking higher on the search engine results pages (SERPs), it suggests that your local SEO is effective. You should also check the insights section of your Google My Business listing to see if there’s an increase in engagement, including views, clicks, and calls. Positive customer reviews and increased sales or leads are other good indicators that your local SEO is working. Keep in mind that local SEO is a continuous process, so monitoring these indicators regularly is crucial to determining the effectiveness of your local SEO efforts.

Do I need to do paid advertising as well as SEO?

Local SEO is an important part of any marketing strategy and there are some businesses that rely on this alone. But there are many ways that paid advertising can compliment and improve on your SEO efforts. There is no cookie cutter solution when it comes to marketing your business, so get in touch with us at TradiesBiz to discuss the best solution for your business.

How can TradiesBiz help with Local SEO?

TradiesBiz can help improve your local SEO in several ways. Firstly, we conduct an audit of your website and identify areas that need improvement. This includes optimising your website’s content, meta tags, and images with local keywords to make it more visible in local search results. They can also ensure that your website is mobile-friendly, as this is a critical factor in local SEO.

Secondly, we help you create and optimise your Google My Business listing. This includes ensuring that your business information is accurate and consistent across all platforms, as well as managing customer reviews and creating posts to keep your listing up to date. Overall, here at TradiesBiz, we provide expertise and resources to help you stay ahead of the constantly changing local SEO landscape, and drive more targeted traffic and leads to your business.