Local search engine optimisation helps businesses get found by nearby customers on Google. It combines reviews, map listings, profile optimisation, and structured data to improve visibility in local search results. Used correctly, it drives traffic to your site and footfall to your door.
Why do online reviews matter for local SEO?
Online reviews are a key signal to Google that your business provides a useful service. The more reviews you collect, the higher your business is likely to rank.
Google places more weight on reviews of businesses that provide specific services. Its 7 Pack appears on Google Maps and lists businesses with a high volume of reviews. You can collect and respond to reviews through a Google Business Profile, which is also a good starting point for a reputation management strategy.
You can also build a dedicated landing page for your online reviews. The page should include relevant keywords, offer a service, and feature a relevant image to drive traffic to your site.
How does Google Maps help local businesses?
A Google Maps listing helps local businesses attract customers and boost sales. It also supports your SEO rankings.
To get listed, you need to provide accurate business information, including your location and contact details, and make sure everything matches the category you want to rank for.
Once listed, you can collect reviews. Positive reviews build trust and credibility, and some businesses offer freebies or discounts to encourage customers to leave them.
What is the Knowledge Graph and how does it support local SEO?
The Knowledge Graph lets Google recognise an entity and pull factual information about it directly into search results. It can also improve rankings for semantic searches.
To enter the Knowledge Graph, set up a Google My Business page so Google has the data it needs to understand your business. Add your address and contact information to build your local presence on Google Maps.
To get your content into the Knowledge Graph, use structured data markup. This helps Google understand your content structure and can include reviews, ratings, events, publishing dates, and pricing.
What do Google webmaster guidelines say about local SEO?
Following Google webmaster guidelines helps you achieve better search results and avoid penalties. Google regularly updates how it presents results, which has made it easier for people to find what they need, especially on mobile devices when searching for local information.
Local SEO focuses on building relevance around a specific location. It usually combines location-based keywords with local names and references to draw consumers into brick and mortar businesses.
What should a Google Business Profile include?
An optimised Google Business Profile increases your search rankings and traffic and improves the return on your digital advertising spend. Three core elements should be in every profile.
The profile is a multi-layered platform that helps businesses stand out in search and give customers useful information. Beyond your company name, address, and phone number, you can publish reviews, ask questions, and display photos.
You can also add a link to your website. The website URL matters because it helps Google judge how relevant your business is.
SEO’s Local Search Cheat Sheet
Whether you run a small business, work in SEO, or just want to learn, this guide walks you through a sound local SEO strategy. With 77% of Americans expected to shop in-store this holiday season, a well-optimised local SEO campaign is essential. For more information, click here to download your free copy of the SEO’s Local Search Cheat Sheet. It is a comprehensive guide covering the must-have local SEO tools and techniques, and a place to ask questions and get answers from the experts. You will learn about search engine optimisation, local marketing, and related topics in an easy-to-understand format.