Local SEO for Brick-and-Mortar Businesses
Mary W. DooleyLocal SEO helps brick-and-mortar businesses compete against larger national brands targeting broad keywords. By prioritizing location-based search terms, on-page optimization, local citations, and locally relevant content, smaller businesses can earn visibility in Google’s local pack and organic results.
Keyword research
Local keyword research identifies the search phrases prospects use to find nearby businesses. Tools such as Google’s Autosuggest reveal common queries. Studying competitors’ listings shows which terms other local businesses already target.
Identifying these keywords is necessary to rank in the local pack, the map-based section of Google SERPs that lists nearby businesses. Targeting locally-intent phrases also tends to produce stronger organic rankings than generic alternatives.
To confirm local intent, type a query into Google and review the autocomplete suggestions. If the results reflect nearby services or businesses, the phrase carries local intent.
On-page optimization
On-page optimization tailors a website’s content and architecture for local searches. Place keywords in title tags, meta descriptions, and image alt text, and weave them into the site’s content.
Verifying business information across online listings and social media platforms helps search engines confirm the listed location, which can lift rankings on local SERPs. Encouraging customers to leave reviews on Google Business Profile or similar review websites also builds customer trust.
Link building
Link building helps Google understand the services a business offers and the areas it operates in. Local links also build brand authority and bring in more relevant visitors. An effective local link building plan includes publishing useful content, networking with local influencers, and earning links from locally targeted resource listings.
Building local links through newspapers or community forums can yield quality backlinks, though these efforts take more time. When evaluating prospects, do not rely only on proxy metrics like Domain Authority or Trust Flow. Some of the most useful local links come from mid-tier domains. No-follow links from local publications or business directories can also provide value.
Content creation
Content that resonates with local customers drives local SEO results, so keyword research should uncover the terms searchers use in a given region. For example, a family law practice in New York would optimize pages for phrases such as “New York family law attorney.” This kind of targeting increases both traffic and conversions.
Writing engaging, locally focused blog posts also helps. Exposure Ninja optimized a local-focused blog for an accounting firm and saw keyword visibility rise by 900%. Other approaches include encouraging happy customers to leave reviews through signage, timely follow-up emails, or similar tactics.
FAQ
What is local SEO?
Local SEO is the process of optimizing a website so it appears for searches that have local intent, helping brick-and-mortar businesses show up in Google’s local pack and in organic results for nearby customers.
Why does on-page optimization matter for local SEO?
On-page optimization places local keywords in title tags, meta descriptions, and image alt text, and weaves them into site content. Consistent business information across online listings and social profiles helps search engines confirm the listed location and can lift local rankings.
How do local links differ from general link building?
Local links signal the geographic areas a business serves. Useful sources include locally targeted resource listings, newspapers, and community forums. Valuable local links do not always come from high-Domain Authority sites, and no-follow links from local directories can still help.
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