SEO | 5 minute read
How to improve your local SEO
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What is local SEO?
Key ranking factors for local SEO
Local SEO follows many of the same fundamental principles as general SEO, such as optimizing for relevant keywords, creating high-quality content, and building backlinks. However, it also includes a few unique ranking factors that focus specifically on a business’s location and relevance to local searches.
Geographical location
Geographical location plays a significant role in local SEO, as search engines prioritize results based on proximity. Businesses located closer to the searcher are more likely to appear in local search results. Therefore, it’s crucial for businesses to indicate their physical location on their website, on their Google Business Profile, and across other online platforms to ensure they are correctly indexed for local searches.
Ratings and reviews
Reviews and ratings are essential for building trust and credibility in local search rankings. Google takes into account the volume, quality, and recency of reviews when determining rankings. Positive reviews, particularly those that mention your products, services, or location, can greatly boost your local SEO.
Number of check-ins
Many businesses with physical locations (like restaurants, gyms, and shops) can benefit from check-ins on location-based services such as Facebook and other location tracking apps. A high number of check-ins signals to search engines that your business is popular and frequently visited.
Social media shares
Social media shares may not directly affect Google rankings, but they can indirectly boost local SEO. Social signals refer to the interactions, shares, likes, and comments a brand receives on social media platforms. Platforms like Facebook, Instagram, and Twitter also serve as citations for your business, helping strengthen your local presence.
Google Business Profile
Your Google Business Profile is arguably the most important step in improving local SEO. Your business profile allows you to appear on Google Maps, the local search pack (the three businesses that appear at the top of search results), and in other prominent locations within Google’s search ecosystem.
Local keywords
Incorporating local keywords throughout your website is vital for ranking well in local search results. This includes optimizing your website’s content with location-specific keywords such as the name of your city, neighborhood, or even street. For example, if you run a coffee shop in Stockholm, using keywords like “best coffee in Stockholm” or “coffee near Södermalm” will help search engines understand your business’s location and match it with relevant local queries.
NAP
NAP stands for Name, Address, and Phone Number, and it’s one of the key factors Google uses to verify your business information. If your NAP information is inconsistent across various online directories, websites, and social media platforms, it can confuse search engines and hurt your local rankings. Ensure that your business name, address, and phone number are the same across your website, Google My Business profile, social media accounts, and any local business directories.
How to improve your local SEO
Create and optimize your Google Business Profile
Google Business profiles is one of the most important local SEO tools. Google’s profiles allow businesses to manage how they appear on Google Search and Maps. To get started:
- Claim or create your Google Business Profile.
- Add your business information (name, address, phone number) and high-quality photos of your business, products, or services.
- Encourage customers to leave reviews, as positive reviews improve your local search rankings.
- Keep your business hours up to date, especially during holidays.
Ensure NAP consistency
Make sure your NAP information is accurate and consistent across all platforms, including your website, Google Business Profile, social media accounts, and any local business directories. Discrepancies in your NAP can confuse search engines and negatively impact your local rankings.
Optimize your website for local keywords
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