Local SEO is important for any SME as acquiring local customers is the first step to wider expansion. 

More specifically, local SEO aims to up your rank in local search results. 

Local search results are delivered from all search engines, though your ranking may differ with each. 

They can be found on maps as well as a normal search result. 

A search engine will show a collection of businesses near to the searcher’s location when they enter the keyword for a type of establishment. 
 
For example, if ‘restaurant’ is searched, several will show from the immediate geographical area. 

The order in which they’re shown is decided by a few factors: distance, relevance and prominence. 

This means you will be shown the results which are the closest, the most accurate to your search phrase and with the best ratings/volume of ratings. 

So how do you optimise for local SEO? 

Search listings 

The first big thing to have refined is your Google listing. This can be managed through your Google Business Profile (previously known as ‘Google My Business’). 

Your Google Business Profile determines what is shown as your SERP (search engine results page). 

It includes your business information, reviews, images, posts and more. 

Make sure your business profile has all the correct information and add relevant keywords in your descriptions so that Google can identify you correctly. 

You would do this for Bing as well, using Bing Places for Business. 

Not only do you want your result to look good, but you need it to have all the important information that a potential customer would want. 

Although keywords are important, don’t overuse them to the point where it's unnatural as that will be off-putting. 

Local SEO content 

Your website’s written content is very important when it comes to local SEO. 

‘Crawlers’ will look at the wording and make assumptions about your business based on it, so it’s a good idea to have relevant, local content on your website. 

Location keywords and phrases are good to use on webpages. Headings can include your location to help with targeted searches. 

If you have a blog, use local topics where possible - this will reinforce your location. 

The SEO tactics used for your content should be the same for local SEO. 

You should focus on specific search phrases while keywording for this. 

For example, if you are a coffee shop then your key phrase for local SEO should be something like ‘Coffee shop’ or ‘Coffee shop Fife’. 

This will give local search results, but if you were to use keywords like ‘Coffee’ or ‘Latte’, then the search results would show informational web pages or stores selling these products. 

Encourage ratings 

Having positive reviews will always be a good thing for your business, but it also helps with local SEO. 

The volume of reviews you have is incredibly important alongside the number of stars. 

The more reviews you have, the more reliable you are to Google and the searcher. 

You should encourage your customers to leave a review after they have used your services, it adds authenticity to your listing as ratings and reviews are shown in local search results. 

Ratings will help with your prominence - you should also respond to reviews as the volume of interactions affect your prominence. 

Conclusion 

SEO doesn’t have a definitive rulebook, local or otherwise. 

Your best bet is to have high quality and relevant content on your website to bring searchers to you. 

Make sure your SERP is shipshape for effective local search results. Be sure to interact with customer reviews and make certain that you’re showing your business in an up-to-date, accurate and positive way. 

If you need help with your SEO and marketing, contact us at mediachimps to see how we can help you.