Local businesses can no longer rely solely on word-of-mouth or walk-in traffic to grow sales and stay competitive. Instead, they must invest in digital marketing strategies to help drive growth, increase brand visibility, and expand their customer base.
When people in your area are looking for products or services, they often turn to Google and other search engines. In fact, a significant portion of Google searches—up to 46%—are for local information. This suggests that optimising your business for local search isn’t just beneficial; it’s highly advisable.
That’s where local search engine optimisation (SEO) comes into play.
Local SEO helps businesses promote their products and services to local customers. When approached thoughtfully, it can increase your chances of being discovered. Whether you run a brick-and-mortar store, offer services in a specific city, or manage a multi-location brand, implementing SEO tactics can help improve your visibility and potentially boost your revenue.
Here are six actionable steps you can take today to enhance your local SEO performance and increase your visibility in search engine results.
1. Claim and Optimise Your Google Business Profile
Your Google Business Profile serves as a crucial foundation for local SEO. This free listing allows your business to appear in Google Search and Maps, especially in the prominent Google Local Pack—those top 3 listings that appear with a map when someone searches for local services.
Setting up the profile is straightforward—just claim your profile at google.com/business and ensure all your business information is accurate and up to date: name, address, phone number (NAP), website, hours, and categories. Upload high-quality photos of your storefront, products, staff, or office.
Additionally, encourage satisfied customers to leave reviews and engage with every review to foster positive interaction. Google takes profile activity and completeness into account when ranking listings. Regularly updating your profile may improve your chances of ranking higher in local search results.
2. Ensure NAP Consistency Across Online Directories
NAP—Name, Address, and Phone number—consistency is essential. Inaccurate or outdated business listings across the web can confuse search engines, negatively impact your rankings, and mislead potential customers.
Take the time to audit your listings on various directories like Yelp, Facebook, Bing Places, Yellow Pages, Apple Maps, Localsearch, and industry-specific platforms. You can use tools like Moz Local, BrightLocal, or Yext to identify discrepancies and ensure your details are accurate across all platforms.
This is important because Google cross-references your business details from multiple sources. Inconsistent information can lower trust and reduce your visibility in local search results.
3. Target Local Keywords in Your Content Strategy
Keywords remain a critical component of SEO, but local SEO requires a more targeted approach to attract customers in specific areas. When users search for phrases like “best pizza near me” or “emergency plumber in Attadale,” search engines tend to prioritize businesses that match those queries.
You’ll need to use keyword research tools such as Google Keyword Planner or Ubersuggest to identify local search terms. Integrate these keywords into your content and pages, and consider including city names, neighborhoods, or local landmarks in page titles and meta descriptions.
If you serve multiple locations, consider creating separate landing pages for each, such as “HVAC Services in Brisbane” and “HVAC Services in Melbourne.” This segmentation can help cater to specific customer needs and improve targeting for higher conversions.
4. Get More Local Backlinks
Local backlinks, also referred to as local citations, are an important indicator of your site’s authority in a given geographic area, potentially boosting your visibility in local search results. To start building local backlinks, you could:
- Collaborate with local bloggers or newspapers for features or mentions
- Sponsor local events, sports teams, or charitable causes that may link back to your website
- Submit guest posts to local publications or chamber of commerce blogs
- Join local business directories and networking groups
When building backlinks, relevance is key. A backlink from a neighborhood newsletter can be more valuable for local SEO than one from a generic, high-domain authority site. You can work with an SEO agency to build quality backlinks and improve your local SEO strategy for long-term visibility.
5. Leverage Reviews and Testimonials
Customer reviews not only help establish trust but can also influence your local SEO rankings. Search engines, including Google, take into account the quantity, quality, and recency of reviews when determining local search rankings.
To generate more positive reviews:
- Encourage satisfied customers to leave feedback on your Google profile
- Make the review process easy by providing links and simple instructions
- Respond promptly and professionally to all reviews
- Showcase positive testimonials on your website, particularly near CTAs
Always prioritize authenticity when managing reviews. Google may penalize businesses that engage in fraudulent review practices, and fake reviews can harm your reputation and trustworthiness.
6. Optimise for Mobile and Voice Search
More than 50% of searches are now conducted on mobile devices, and many of these are voice searches, such as “Hey Siri, find a dry cleaner near me.” This shift means that your local SEO strategy needs to adapt to these evolving search behaviors.
Fortunately, this doesn’t have to be complicated. Using a responsive design ensures your website works smoothly on all devices, and improving page load speed with tools like Google PageSpeed Insights can help.
Additionally, structure your content to cater to voice search by using FAQs, clear headings, and conversational language. Consider incorporating local terms that reflect how people speak rather than just how they type. For example, instead of targeting “dentist Attadale,” optimize for queries like “Where can I find a pediatric dentist open now in Chicago?”
Boost Your Online Visibility with Local SEO
Local SEO isn’t a one-time task—it’s an ongoing effort that requires consistent, small steps to achieve meaningful results. Tools such as Google Analytics, Google Search Console, and Google Business Profile Insights can help track traffic, engagement, and performance in local searches.
Whether you aim to outrank competitors, drive more foot traffic, or simply make it easier for locals to find your business, the steps outlined above can help position your business for enhanced visibility and sustainable growth.
Here’s a quick recap:
- Claim and optimise your Google Business Profile
- Ensure NAP consistency across all platforms
- Target local keywords in your content
- Build local backlinks through partnerships
- Collect and manage online reviews
- Optimise your site for mobile and voice search
Start with one or two of these steps today and gradually build momentum. Local SEO may not yield instant results, but with a well-executed strategy, it can contribute to long-term growth and increased local visibility.
If you need assistance boosting your local SEO performance, check out https://www.digitalhitmen.com.au/services/local-seo-perth/ to explore how expert strategies could help support your business’s growth.
