Nearly 80% of mobile searches end up at the location where the customer searched, so improving your local SEO can drive more foot traffic to your physical store and bring in repeat customers. The tips below walk through the on-site work, Google My Business setup, review management, and link-building steps that improve your visibility in local search results.

Why does local SEO matter for small businesses?

Local search traffic is more likely to come from local searches than national ones, so without a local SEO plan, your business will lose out to larger corporations. Google started using location information to rank search results about a decade ago, and consumers now use location-based search to find businesses nearby. It is estimated that 80% of mobile searches result in a purchase.

How do you optimize your website for local searches?

Use meta tags to inform search engines that your site is local and to inform consumers about your business. Your site needs to be mobile-friendly and load quickly. Focus on onsite SEO, since the success of your website depends on the quality of your site.

Why should you claim your Google My Business profile?

Google’s GMB tool gives businesses the power to manage their listing and respond to reviews. Your company’s profile information is used by Google to rank your business for local searches, so managing and optimizing your GMB profile will improve your chances of showing up in local searches.

How do customer reviews affect local rankings?

Google now takes information available on the internet into account and uses reviews to determine your local search ranking. Encourage your customers to write reviews and respond to them. Replying to reviews shows Google that you take reviews seriously and are a responsible business. Make sure you compensate customers properly if you ask them to write reviews.

What role do voice assistants play in local SEO?

New devices and the growing popularity of voice-activated assistants like Amazon Echo and Google Home point toward a trend in conversational devices. These devices may even improve your local SEO, and the next evolution of local SEO is likely to be a major change.

Should you stay current on search algorithm changes?

Yes. Subscribe to the Moz Top 10 newsletter, a semi-monthly email newsletter from the search engine optimization firm Moz. It contains a list of 10 highly relevant articles for your local SEO strategy, including one aimed at reverse-engineering Google’s Local Search Algorithm with findings from the largest statistical study on local search ranking factors.

How do you build a local link profile?

The more local-specific you are, the more localized your SEO efforts will be. In addition to general SEO strategies, build a comprehensive local link profile by getting listed in local directories, which gives you more unique links and increases your link authority. Be careful about excessive link exchange, which Google does not like, but you can get a few of these links by enlisting local business partners.

FAQ

What is the biggest factor in local SEO?

Your Google My Business profile. Google uses your profile information to rank your business for local searches, so managing and optimizing the listing, responding to reviews, and keeping the information accurate directly improves your chances of showing up in local results.

How important are customer reviews for local search rankings?

Reviews are a direct ranking signal. Google takes reviews available on the internet into account when determining your local search ranking, and replying to those reviews signals that you take them seriously as a responsible business.

How can I keep up with changes in local SEO?

Subscribe to the Moz Top 10 newsletter, a semi-monthly email from Moz that lists 10 relevant articles for your local SEO strategy, including coverage of reverse-engineering Google’s Local Search Algorithm based on the largest statistical study on local search ranking factors.

Related coverage

• What is Local Search Engine Optimization (SEO)?
• Local SEO – How to Get Your Website to Rank Higher on Search Engine Results Pages (SERPs)