More than 80% of Google searches now have local intent, and ranking well in those results takes a mix of mobile readiness, on-site localization, and off-site signals. The tactics below cover the core tasks of a local SEO campaign, though the exact mix will vary by industry, location, and timeline. If you’re new to local SEO, hiring a consultant can help you set the right priorities from the start.

Why local SEO matters now

Local searchers are looking for a specific product or service nearby, and without local SEO they won’t find your business. Almost seventy percent of local searchers will visit a store within five miles of the location where they searched. If your site isn’t optimized for local searches, you’re leaving that traffic on the table.

Build a mobile-friendly site with localized content

Start with the basics: your website must be mobile-friendly. Google’s mobile-first indexing makes this a core requirement, not a nice-to-have. Mobile users should be able to access the site easily, and the content itself should speak to a local audience.

Set up an accurate location page and consistent NAP

Many brick-and-mortar businesses ignore their location pages, even though an accurate one can lift local rankings. List your address on local directories and keep your business’s NAP (name, address, phone) consistent across every listing. Google’s local algorithm leans heavily on these location pages, so consistency pays off.

Use a Google Plus local page to engage customers

Create a local page on Google Plus and use it to interact with your target audience. Post reviews, photos, business information, comments, videos, and images. Weave keywords and location terms into the content, and put your brand name plus a relevant keyword in the title tag so Google can gauge relevancy.

Manage social media as a local signal

Building a presence on social media is another important element of local SEO. Consistent, locally flavored posts reinforce the signals Google uses to match your business to nearby searches.

Earn links and mentions from quality sources

Your website accrues authority as the business grows older and more prominent in local search results. You can pursue authority directly by gaining links and mentions. Skip low-quality sources and link schemes designed to inflate counts. Industry surveys show local search rankings are affected by the quality of links a business receives from these sources. Without that quality, your audience is unlikely to find you in the organic results.

Sponsor local events to build community links

Sponsoring local events, such as a neighborhood baseball team, and sharing photos and updates is a practical way to earn more backlinks. It also shows your business is active in the community. Local-focused content that ties into these sponsorships tends to attract backlinks naturally.

Track performance with the right data

A successful local SEO marketing strategy needs ongoing monitoring and analysis. Google Analytics can help you track click-through rates, behavioral signals, social media participation, website design, and reputation management. Pair that tracking with keyword research focused on long-tail keywords and localized keywords, and the campaign has a clear feedback loop.

The bottom line on local search

Mobile-driven local behavior has made local SEO even more important. Mobile users conduct more local searches than ever before, and tablet owners use their devices to look for local businesses at high rates. Optimization that targets these mobile-local moments gives local businesses a real edge, and its importance has only grown in the age of the coronavirus.

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