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    Local SEO Guide - Local Search Marketing Strategies Explained

    Josiah Flex • Sep 01, 2023
    local seo

    Local SEO is important for brick-and-mortar businesses and businesses with a localized target market. Like national or global SEO, local SEO involves a variety of strategies and best-practices to achieve prominence in the digital landscape.


    Below, we explore the core tenants of local SEO:

    How Does Google's Local Algorithm Work?

    Machine learning means that it is impossible to truly pin down exactly how any of Google's search algorithms work on any given day; only an active Google engineer is capable of giving completely accurate advice on this topic.


    That said, marketers track trends and identify statistics to identify the most effective local search marketing strategies.

    Backlinks Are Key

    For all the changes made to Google's search algorithm over the years, backlinks remain heavily correlated with search ranking, including results tailored for local queries. Backlinks have long been the foremost strategy for business SEO, and this is no different for local businesses.


    For small businesses, this is a particular advantage. Local competition is less likely to engage in large-scale backlinking and other SEO techniques.

    Google Business Profiles Boost Local Results

    Claiming your Google Business Profile correlates with higher local search priority. Businesses with Owner Verified profiles, active review pages, and supplemental content like photos perform better than those with less complete profiles or, worse, none at all. We discuss your Google Business Profile in more detail in a subsequent section.

    Embracing the Micro-Moment

    Over the last year, Google has emphasized a concept known as the micro-moment – the motivation behind a search. According to Google, these micro-moments can be broken down into four classifications, each of which influences the way a search engine results page displays content.


    • I-want-to-buy micro-moment
    • I-want-to-do micro-moment
    • I-want-to-know micro-moment
    • I-want-to-go micro-moment


    The category into which Google places a search drives the kinds of results available, with I-want-to-buy moments showing shopping results and I-want-to-do moments offering tutorials and YouTube guides.


    When planning SEO strategies, understanding how and why information is displayed can be critical, helping local businesses best target web users with the information they need to know in a format Google is most likely to show.

    The Rise of Hyperlocal Results

    Local SEO has long been a marketing tactic for brick-and-mortar operations but the rise in searches using terms like "near me," combined with Google's geotagging capabilities, has led to an evolution strategists are calling hyperlocal.


    As opposed to isolating searches by general location data, Google goes deeper, offering suggestions in a user's immediate vicinity. While there's no way to force proximity to searchers, businesses are advised to optimize content to fit as many search parameters as possible to best serve those who do hit Google while close by. With new filtering options available right on the SERPs themselves, the more information you make available, the better.

    Can I Tackle Local SEO Without a Set Location?

    Focus on Individual Locations

    For businesses with multiple locations, or serve multiple dissimilar regions, it's best to focus on each of these individually at a local level. Optimizing individual locations is a valuable solution for those with numerous regional areas of operations and a large management team.

    Omit Addresses in Business Listings

    If your company serves a national market or doesn't have a physical location, it's still possible to showcase your services or opportunities on certain local business listing sites.

    While obvious location-specific options, like a Google Business Profile, may not be a possibility, pages like Angie's List and Bing's business portal allow companies to make listings without location-specific information. This kind of listing can allow you to narrow down the largest metro areas in your service radius without needing to isolate a specific home base. The more directories and listings you can be in, the better; this is particularly true for sites that allow you to show up in search results for multiple areas.

    Create Regional Pages for Your Largest Markets

    Do you offer plumbing services in Manhattan, Brooklyn, the Bronx, Jersey City, Newark, and Yonkers? Does your fleet of rental vans service the entire Northeast? If you expand across several major metros, or even multiple smaller metros, create separate pages for each target market.


    When customers from Brooklyn search for a plumber, a resource in Yonkers isn't going to be helpful. Instead, you need your customers to know that you're in their market and eager to help. With customized landing pages for each city, state, or neighborhood you serve, you can be sure you're targeting the right searchers on the web.

    Set a Local Directory Radius

    If you have several stores in the same vicinity, it's going to be critically important that you differentiate the radius that applies to each one. Even if some of your stores are quite close, you don't want to inadvertently scare a customer off by showing him a store 10 miles away instead of one mile.


    By carefully mapping out where your locations are situated, where your customers are coming from, and how far they're willing to travel, you can be specific about selecting the areas each of your locations serve on your Google Business Profile. The more specific you are, the better, and the more likely you are to resonate with your target market.

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    What is the Google 3 Pack?

    The Google 3 Pack is the holy grail of local SERP rankings. 46% of Google searchers are looking for local information, and the 3 Pack appears in the SERP nearly every time. Almost all searchers click on a result from the first page, especially the first three rank positions. Utilizing a few local SEO practices, you can improve your rankings – ultimately aiming for placement in the Google 3 Pack.


    If you search “Best Deep Dish Pizza,” Google will display the results in an order that is most relevant for you, based on location proximity and previous search history. Google’s aim is to guide you to the closest location that also meets the criteria “Best Deep Dish Pizza.” The top three results on the search engine results page (SERP) will differ, depending on your geographical location, always guiding you to three top-rated pizza locations near you. These top three results are often compiled into an easy-to-access “pack:” the Google 3 Pack.

    The 3 Pack’s predecessor, the 7 Pack, provided more room for ranking. However, the moment Google realized that the last four rankings received significantly less traffic than the first three, the 7 Pack shrunk to the 3 Pack in the Pidgeon update. Incidentally, “the new 3 Pack … is just enough to function as the first page in a SERP for someone doing a local search on a smartphone.” As mobile search continues to dramatically rise, most SERPs for local queries will only display the 3 Pack. 

    How does the 3 Pack impact local SEO?

    The Google 3 Pack radically transforms the way businesses should address local search marketing. The 3 Pack becomes the definitive placement goal, and properly optimizing your website and local directory pages ultimately revolve around that goal. Why? Because a staggering 92% of searchers choose first page local results, and 33% choose the first result.

    How can I rank in the 3 Pack?

    study performed by Moz in 2018 examined the local search ranking factors that influence SERP positioning. The top four local pack ranking factors from the survey include: Google Business Profile page, linking authority, reviews, and on-page optimization. Adjusting your local SEO according to influential ranking factors will increase your ranking score.

    Complete your Google Business Profile

    First, ensure that you have claimed your Google Business Profile. Then, fill out the fields with detailed, accurate information. Incorrect Google Business Profile information hurts your credibility on Google. Because nearly all people learn about local businesses online, correct information could not be more important.


    Furthermore, pay close attention to local directory consistency. If various directories display differing information about your business, Google will see your company as unreliable. Tools like Yext and Moz Local can help you manage your directories.

    Build local backlinks

    Backlink building is especially important for local businesses to build rapport and generate traffic. If your local pizza restaurant is listed in local directories or on other local business pages, you will grow in relevance, trustworthiness, and credibility to local searchers – and Google SERP rankings revolve around relevance and value.

    Gather positive Google reviews

    A high volume of positive reviews, on Google or other directory pages (e.g. Yelp), are crucial in earning good rankings. Responding to every review you receive, both positive and negative, is equally as important as gathering the initial reviews themselves. Google views your responses as indicators of your customer service.

    Improve your on-page SEO

    The content on your website is a vital component to local SEO. Ensure that your landing page contains your location (perhaps even an embedded map) and important keywords. Of course, make sure your page contains a title tag, properly formatted h-tags, a keyword-rich URL, valuable content, and keyword-rich image ALT attributes.

    A quick word about keyword-targeted content: content optimization requires actionable and specific keyword targeting. This means that if your company is hardly ranking for a targeted search term, that keyword or keyword phrase may be too broad. For example, if you don’t rank for “pizza,” you may rank for “authentic Italian pizza” or “gluten-free deep-dish pizza.” Determine specific, relevant keywords and craft valuable and targeted content. Your rankings will see improvement.

    What is a Google Business Profile?

    Google Business Profile (formerly Google My Business) is the name of Google’s business directory, providing information about companies of all sizes, including business name, hours of operation, contact information, and website links. Google Business Profile results show up automatically, generally to the right or at the top of organic search engine results.


    In many cases, this information is pulled from other sources, like Facebook pages or websites, which means that it’s more or less correct. As such, many small business owners simply claim ownership of the listing and move along. However, this isn’t adequate for competitive organizations.

    Success on the Google Business Profile

    An appearance in a Google search via Google Business Profile is anything but guaranteed. Since only the top three results related to a particular search will appear, maintaining a complete and accurate profile is paramount in making sure your company is highlighted front and center.


    If you want a presence that counts, there are plenty of steps you can take to boost your odds. Keep these tips in mind when building out your GBP.

    Confirm accuracy

    In general, web users trust what they find on Google. If they see business hours or a contact number, there’s no reason to believe this information is anything but correct. Accordingly, if this data is wrong, it’s going to shake prospective customers’ faith in your business.


    If you see any issues with your profile, including phone number, hours of operation, or address, update these as soon as possible. Even issues like hours being slightly off can alter customer perceptions – especially if they show up at your storefront to find it closed.

    Add images

    As the adage goes, a picture is worth a thousand words, and this holds true in business. Before visiting a storefront, most customers like to have a good idea of what they’re getting into. In order to provide more context to your operations, your brand identity, and the caliber of services customers can expect, images are extremely useful.


    Managing expectations can be a valuable way of making sure you can deliver what customers anticipate, and images or video of your location, your products, or even your team can help to do this.

    Regularly create Google Posts

    Google Posts provide the opportunity to post content directly on your business profile, increasing the amount of information available about the unique facets of your company. A great way to communicate industry information, share upcoming events, post changes to hours for a holiday, or otherwise expand upon your brand, using Google Posts can flesh out your listing and provide additional details customers can use to make purchasing decisions.

    Answer questions

    Your Google Business Profile is intended to provide a wealth of information to potential shoppers. This includes the opportunity to ask questions. Users can inquire about anything through Google Business Profiles, providing an additional way for you to share the information consumers want to know.


    There’s a catch to this, however: business owners aren’t the only ones with permission to post responses. Any Google user can answer questions, so if you don’t take the lead, someone else may do it for you — and there’s no guarantee that you’ll like what they have to say. Instead of rolling the dice and risking wrong answers or unfair criticism, take it upon yourself to provide accurate responses to questions posed to your business.

    Respond to reviews

    Reviews are a critical part of maintaining a reputation online, and Google is a popular place for customers to leave feedback. As with other review sites, Google Business Profiles provide an avenue for businesses to respond to reviews, opening the door for acknowledgment, appreciation, and, if necessary, apologies.


    Responding is especially important when you receive criticism, constructive or otherwise. Negative reviews are a way of life for most businesses, but there’s no need to let false or misrepresentative information stand. Without clarification, consumers browsing your listing may believe inaccurate reviews, harming your reputation.

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  • Local SEO vs National SEO

    For optimal digital success, every business must identify if local or national SEO is the best. The answer can effectively guide the course of a campaign, homing in on the most likely customers and improving the likelihood of generating convertible leads.

    Local SEO

    Local SEO keywords are often geo-specific, such as the names of neighborhoods, cities, states, and counties. Many companies with a local approach ensure listings are current on directories like Google My Business, Angie's List, and Yelp! utilize language and phrases familiar to local searchers, and include specific language to trigger search results for those in the greater metro area. Local SEO is best for those with a physical location, or several physical locations, with limited exposure on a larger scale.

    National SEO

    National SEO focuses on optimization from a broader perspective. For national brands, like ecommerce companies or large businesses with locations scattered across the country, customers aren't limited to one specific geographic area. Thus, marketing strategies don't need to utilize things like local keywords or regional business directories as this can be a confusing detriment for those seeking service. Instead of incorporating local terms and phrases, focus on a mix of broad and long-form keywords that correspond to your brand and services.

    Determining Your Best Path

    If you're not sure where to best focus your attention, taking an objective look at your audience, your goals, and the effectiveness of your current campaigns can help guide the process.


    • Who is your key demographic? Where do they reside?
    • Do you have a physical location customers visit, or do they place their orders and receive products or services remotely?
    • Does your mailing address have any bearing on the nature or quality of services provided?
    • Do your customers tend to come from one specific area or is there little consistency in who shops with you?
    • Are you striving to create connections in your local community, or do your business objectives disregard an area presence?


    How you answer these questions will provide direction, helping you to determine if a local strategy is most effective for you. Keep in mind, your SEO can take multiple forms; for example, businesses with a physical location and local customers as well as a thriving online business should employ local and national SEO strategies.


    RivalMind: Digital Marketing Agency

    Optimizing your website and local directories to meet Google’s standards and appear in coveted rankings takes time, consistency, and a keen concentration on Google’s ever-changing ranking factors. 


    Determined to dedicate your time on other important aspects of your business? Talk to a trustworthy, results-driven search marketing agency. RivalMind is dedicated to providing SEO services that actually improve your company’s visibility. Contact us today to talk about expert, genuine SEO.

    

    Matt Scroggs, CMO, RivalMind

    Meet the Author

    Josiah Flex

    Senior Search Manager

    Josiah Flex, a digital marketer, is passionate about helping companies see real, lasting growth. With a background in personal training, he enjoys helping people identify and achieve their goals – from online visibility to increased leads. Ultimately, consumers use search engines, like Google, to identify the best answer for their needs, and companies engaged in great SEO have the highest likelihood of winning prospective consumers, one step at a time. This is true success.

    Specialties: Building Client Relationships, RivalMind Hype Guy

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