Local SEO is one of the most effective ways to promote your business online and attract customers in your area. To get your business onto the first page of Google for local searches, you need a mix of targeted keywords, an optimized profile, localized website content, and accurate citations across the web. Below are six tactics that cover each of these areas.

What are location-based keywords and how do you find them?

Location-based keywords attract local traffic and improve your overall online presence. Search engines use these terms to decide what content to show for a user’s query.

Start by researching keywords relevant to your business using the Google Keyword Planner, which surfaces keywords related to your business and your competitors. Autosuggest is another useful tool: type a phrase into the search bar and Google generates keyword suggestions based on what you’ve entered. Use these results to decide which keywords to target.

How does a Google Business Profile help with local SEO?

A Google Business Profile gives you control over how your business appears in local searches and offers interactive features that connect you with potential customers.

Your profile is often the first thing people see when they search locally on a computer or phone. The service is free and puts your business in front of local searchers.

The profile functions as a virtual directory for your business and can include photos and interior shots. Include at least three images so visitors can see what you offer and are more likely to take action.

Why should you build customer personas?

Customer personas are a key part of a local SEO marketing strategy. They help you target your message and create content your ideal customers want to read, and they reveal the obstacles stopping people from buying your product or service.

You can build personas from focus groups, online surveys, and interviews. Start with a single profile and expand the list as you learn more.

A persona clarifies which keywords to use on your site, helps train your team, and fits directly into your content marketing strategy.

What kind of website content works for local SEO?

Local content helps your business grow whether you’re a plumber, contractor, or hair salon. The goal is to publish material that is relevant to your target market.

A customer success story is a strong example of local content. It can include testimonials, reviews, and geo-targeted material that helps consumers decide when they search for your service.

A blog is another good option. It can promote your company, share coupons, and provide information that improves your SEO.

Posting about upcoming local events boosts your visibility, drives sales, and helps convert local consumers into customers.

What are local citations and why do they matter?

Local citations boost your online presence and increase your chances of attracting new customers, but accuracy matters before you start building them.

First, make sure your business information is accurate so users can learn about your services and products. Accurate data also helps search engines like Google recognize your business.

A standard citation includes the NAP: company name, address, and phone number. You can also add images and videos of your business.

There are two main types of local citations: structured and unstructured. Structured citations appear in directories such as Google Maps and JustDial, which require you to update your information periodically. You can also build citations manually.

How do you measure the effectiveness of your local SEO?

Choosing the right metrics starts with deciding what matters most to your business and your local market.

The number of new visitors to your site is one of the most popular metrics and helps you identify the best marketing channels.

Click-through rate is another useful metric. Calculate it by subtracting clicks from impressions. A rising CTR is a good sign that your local SEO is working.

Related coverage

• Local SEO – How to Get Your Business Noticed in Search Results
• Local SEO Explained: How to Rank Your Business in Nearby Searches