Comprehensive Local SEO Strategy Guide for Small Businesses

What is Local SEO and how can it help your small business?

Local SEO can be a game-changer for small businesses. It’s like the secret sauce for boosting your business’s online mojo and getting more local customers through your door.

Local SEO is all about fine-tuning your online game to shine bright in your neighbourhood. When people in the locality search for products or services, local SEO works its magic to put your business right in front of them, especially on search engines like Google.

It’s like being the star of the show in local search results. You know when someone’s looking for that perfect cup of coffee, the best restaurant or a trustworthy plumber? Local SEO helps your business pop up in those searches, making you the go-to choice for people in your neck of the woods.

Think of it as your online welcome mat, inviting more local customers to discover what you’ve got to offer. So, buckle up, give your online presence a boost, and let local SEO be your sidekick in turning those online searches into happy local customers!

Why you need a mobile optimised site to get great results from Local SEO

Picture this: You’re out and about, exploring an area you are not familiar with, and suddenly you crave the best pizza in the neighbourhood. What do you do? You whip out your phone and start searching for the best pizza near you, right?

pizza menu local pizz takeaway

Now imagine how great it will be to know exactly where to find this perfect pizza.

Google shows you some options and you make your choice.
You click the link and this takes you to the restaurant website where you quickly navigate through the menu choices, look at images of pizzas, check out prices – it’s all there.
Easy to navigate, the information is what you need, it’s quick to load.
It gives you the user, exactly what you need to make a decision about whether this restaurant is the right choice for you.

This is what a mobile optimised experience should deliver.

On the flip side, imagine if when clicking the link you stood staring at a blank screen for a few seconds, or you had to zoom in on the text because it was too small read – or even worse, it didn’t give you the information you wanted. A site like this is not delivering a good mobile experience.

Not only does a mobile optimised site deliver the best mobile user experience, but Google also has a soft spot for mobile-friendly sites too. Google loves to reward mobile-optimised sites with better local search rankings. So when someone is in your area and is searching for what you offer, your business – the one with the mobile mojo – is going to be at the top of the local search results list!

Where can your business appear on Google?

When someone searches for a local business on Google using their mobile device, the business has the opportunity to appear in various sections of the search results.

Here are some key areas where a local business can be featured on Google Page 1:

Local Pack (Map Pack)

google-local-map-search-results screenshot of local coffee shops

This is a prominent section that typically appears at the top of the search results. It includes a map with pins indicating the locations of local businesses related to the search query. The Local Pack usually displays three businesses, along with their names, ratings, and brief details. Being featured here is highly coveted for local businesses.

Natural Organic Listings (the blue links)

Below the Local Pack, there are organic search results. These are sometimes called ‘blue links’. They are natural organic listings that match the user’s query and are not marked as advertisements.

Local businesses can appear here based on the relevance of their content and the effectiveness of their local SEO efforts.

We are used to seeing these results scrolling on mobile phones, however, Google has recently changed the pages on desktops to also be scrolling, so doing-away with the Page 1, Page 2 pagination. This means that if your business has not been achieving a Page 1 position rank for your important keywords on desktops, you may actually begin to see some more traffic coming through as people will naturally scroll without having to move from one page to another.

Google Business Profile (GMB) Knowledge Panel

If the user’s query is specific, Google may display a Knowledge Panel on the right side of the search results. This panel includes information about a specific business, such as its name, address, phone number, hours of operation, reviews, and more. Having an optimised and claimed Google Business listing increases the chances of being featured in this section.

Sponsored Ads

screenshot showing paid ad results for local plumbers

Businesses can also use Google Sponsored Ads to create location-based advertisements that appear at the top of the search results. These ads are marked with ‘sponsored’ so users can see that these are paid adverts. They can also appear in the Local Search Results Pack, alongside the map, if you have synced your Google Business profile listing with your Google Ad Campaign.

Featured Snippets

screenshot showing featured snippet for specific search query

In some cases, Google may feature a snippet at the top of the search results, providing a concise answer to the user’s query. Local businesses may be included in these snippets if their content is relevant to the search.

It’s important for local businesses to optimise their online presence, especially the Google Business profile, to increase visibility in these different placements. This includes providing accurate business information, encouraging positive customer reviews, and ensuring that the website is mobile-friendly, as mobile optimisation will influence rankings in mobile search results.

Key ranking factors for Local Search Engine Optimisation

Key ranking factors for local seo infographic

How to create a winning Local SEO strategy – TOP TIPS

Are you ready to unlock the secrets of rocking up your Local SEO?

Here are some key factors that will catapult your business to the top of those all-important local search results:

Achieve the Google Business Profile Glory

Claim your Google Business listing, and make it shine! Fill in every nook and cranny with accurate info – your name, address, phone number, hours – the whole shebang. Google loves businesses that play hard to get with details.

Top Tip** Choosing the right primary category is key. Take a look at what category your top competitors are displaying under – this is the category you will want to be in. You can add your business to multiple categories, just make sure your most relevant one is the your primary category. There are also options to add more detailed information on your services, your products as well as adding images and short videos. Once you have optimised your profile, keep adding fresh content to it regularly, including posts, events, case studies, and more images and videos.

Get Rave Reviews

Ever heard the saying “word of mouth is gold”? Well, online, that translates to positive reviews. Encourage your happy customers to leave glowing testimonials on Google, Yelp, and other review sites. The more, the merrier!

Top Tip** It’s easy to request Google reviews from your customers. Simply login to your Google Business dashboard and click on the ‘Ask for Review’s option. This will provide you with a Review Link that you can copy or share with customers. The customer then just has to log into their own Google account, click on the link and they will be taken straight to the ‘Leave a Review’ screen.

Build Local Links and Citations

Get cosy with your local online community. Build relationships and score some local backlinks from reputable sites. Remember, consistency is key – make sure your business info is the same across all online directories.

Top Tip** It is much better to upload your business profile information, branding and images manually than to use automated methods. This way you can ensure consistency of information, and also retain control of all your listings. Businesses sometimes move premises, service and product offerings change, sometimes branding changes, so it’s important that you are able to access your listings and make edits as and when required so you have peace of mind that your business is accurately represented across the web.

Give your site the Mobile Mojo

Everyone’s glued to their phones so you need to make sure your website is their BFF. A mobile-friendly site not only keeps customers happy but also gets a nod from Google for local searches. It’s like having a VIP pass to the top of the results!

Top Tip** Pagespeed is a core ranking factor for Local SEO. To understand exactly how Google rates your site on mobiles, check out the Google Pagespeed Insights tool https://pagespeed.web.dev/. This will tell you what elements the site has passed, and which it fails on. At least once you have identified the issues, improvements can be made!

Local Keyword Optimisation

Sprinkle some local flavour into your website content. Local keyword optimisation is the process of strategically incorporating location-specific keywords into your website’s content, meta tags and other on-page elements to enhance your visibility in local search results. This is an integral aspect of Local SEO and is crucial for businesses that cater to specific geographic areas.

Top Tip** Keyword research takes away the guess-work so you will get data-driven results. Explore what keywords potential customers in your local area are likely to use when searching for products or services. Include location modifiers in your keywords, such as the city, county or town name. Once you have identified best opportunity keywords, integrate local keywords naturally into your website’s content, including meta tags, headings, paragraphs, internal link text and image ALT text.

Generate Social Buzz

Be the talk of the town on social platforms. Share local events, shout-outs to other businesses, and a sneak peek behind the scenes. Google likes businesses that are social butterflies.

Top Tip** Consider what platforms your target audience is using. If B2B – LinkedIn is a great place to start. If B2C – think about the audience demographics – TikTok and Instagram attract a younger audience, whereas Facebook now attracts a slightly older demographic. Youtube is the 2nd largest search engine (2nd to Google) – getting noticed on Youtube should be a strong focus for 2024. You want to be on the platform that your audience spends most of their time!

Create Website Awesomeness

Your website is your digital storefront. Make it inviting! Fast load times, easy navigation, and killer content make Google give you a virtual high-five.

Top Tip** Lose the large promotional pop-ups! They are invasive and annoying for users. There are plenty of other ways to engage with your audience. Create a seamless user experience and make sure it delivers what your audience wants, and fast! Your content should be unique, of value and written first and foremost for the user, not search engines.

Location-Specific Landing Pages

If your business operates in multiple locations, create dedicated landing pages for each area. Customise the content to reflect the unique aspects of each location and include local keywords.

Top Tip** When applying location-targeting through your website content, its crucial to make sure the content is written in a natural, conversational tone, and is relevant to users in the location you are targeting. If you are adding multiple location pages, make sure each is unique, is highly relevant to the specific location and delivers a great user experience.

The Wrap Up

Local SEO is an essential tool for small businesses to compete in the digital age. By optimising your online presence for local searches, your business can attract more customers, increase sales, and grow your brand.

I hope this guide has provided you with a comprehensive overview of Local SEO, including the key ranking factors, tips for creating a winning strategy, and top practices for success!