Local search has become a core channel for attracting customers, with 97% of search engine users looking for nearby information. A business’ ranking in those searches directly affects how many visitors it receives, so an effective local SEO strategy is essential for drawing in new customers and boosting revenue.

Keyword research

Keyword research is the starting point of any local SEO strategy. It shows what people are actually searching for when they look online for products or services like yours, which lets you rank higher for those terms and convert more of the traffic you earn.

Two free tools can help uncover targets. WordStream’s Free Keyword Tool provides search volume data, and Google Trends shows what questions people are asking.

Once you have a list of keywords, run a competitive review. Looking at what competitors are targeting and where they rank often surfaces new keywords to add to your list, which you can then use in local SEO efforts or paid search campaigns.

On-page optimization

On-page SEO covers the work done directly on your website to lift rankings in search results. That includes optimizing key pages with the right title tags and meta descriptions, keeping the site mobile-friendly, and updating content on a regular schedule.

Content needs to match what your audience is actually looking for. Google reads the keywords in title tags to decide if a page is pertinent to a user’s query, so relevance matters.

Local SEO also requires consistency across the rest of the web. Your name, address, and phone number (NAP) should appear identically everywhere, and location-specific content should be updated regularly.

Local citations, the online mentions of your business’ name, address, and phone number, help your business show up in search results. Managing them for accuracy builds trust in those sources and can boost rankings on search engines.

Link building

Local link building boosts visibility in organic searches and can also drive relevant traffic to your website.

Outreach is the most efficient way to build local backlinks. It takes more time and effort than some other tactics, but it produces real results.

If you run a blog or social media accounts, reach out to local influencers and bloggers in your target market and ask if they would feature your product or service on their site.

Sponsorship is another route to quality local links. Charities, events, and suppliers all offer opportunities, and the list of options is long.

For high-quality backlinks from industry sites, study your competitors’ backlink profiles and the websites they are receiving links from. Knowing which sites link to competitors, and understanding their link sources, points to prospects worth pursuing.

Reputation management

Reputation management is part of local SEO because reviews shape buying decisions. According to studies, 90 percent of consumers rely on online reviews when making purchasing decisions, so a poor reputation can drag a brand down.

A strong online reputation earns customer trust, builds brand value, drives sales, and lifts conversion rates.

A positive reputation starts with an attractive website that has clean, keyword-rich copy. Responsive web design and ease of use improve the customer experience.

Listing building matters too. Make sure your business has a presence on as many citations as possible, including niche listing sites and popular directories. Broader coverage makes it easier to appear in local search results and increases the likelihood that reviews will be positive.

Asking current and past customers for reviews is a core part of reputation management. Farotech’s tailored Local SEO & Review Management software automates this process by sending review request emails with direct links for your customers’ convenience.

FAQ

Why does local SEO matter for a business?

97% of search engine users look for nearby information, so rankings in local searches have a major impact on how many visitors a business receives. An effective local SEO strategy draws in new customers and boosts revenue.

What are the main parts of a local SEO strategy?

The four main parts covered are keyword research, on-page optimization, link building, and reputation management. Together they cover what to target, how to optimize your site, how to earn relevant links, and how reviews and citations affect visibility.

Why are reviews and citations important for local SEO?

90 percent of consumers rely on online reviews when making purchasing decisions, so a strong online reputation builds trust, drives sales, and lifts conversion rates. Accurate local citations, the online mentions of your business’ name, address, and phone number, help your business show up in search results and can boost rankings when managed consistently.

Related coverage

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