Location-based Search: Optimizing Your Local SEO Strategy
As much goes into local SEO as goes into SEO in general. The difference is focus – your focus – and where you put your efforts. If you have a physical store on top of your online presence, you’d better take some time management classes; you’ll need them to get your own local SEO done.
Localizing your business does not require rocket science. For all it’s worth, it is quite similar to search engine optimization using frequently searched keywords. But instead of focusing on keywords like “SEO services” or “the best grill”, you’ll be required to work with long tailed keywords declaring the locality/neighborhood where your business is situated. Here are a few key points to look at:
Clean Your On-Site Optimization
Cleaning up your content to reflect your local flavor is not only done on the pages your readers can see but also on your title tags, description tags, H1, H2, H3, and image alt text that the search engines can see. All of those small elements will and can play a strong role in making sure the search engines understand you are in North Beach, San Francisco and not in North Carolina.
No, this doesn’t mean go get some sleep on a regular base. NAP stands for (N)ame, (A)ddress, and (P)hone number. If you’re a local company, your site needs to have all three pieces of information on it, especially on the contact page.
- Provide a local number, even if you have a toll free number, too.
- Don’t use an image for this information. Make sure it’s all searchable text.
- Use full names with no abbreviations (i.e. avenue, instead of ave).
- Include zip code, city and state information.
- Be consistent. Wherever your company and URL are, make sure your NAP is exactly the same.

It is essential that you have a proper and consistent NAP. Below is a chart of the kind of information people are looking for in their local searches. Take note and use as many of those elements on your pages as possible.
Claim Your Local Profiles
By claiming your online company profile, you retain some control over your local rankings. If your business changes, update the information listed; it only hurts when your profile is out of date. –And, once claimed, it’s important to use the account or it may be removed in an attempt to keep the listings clean and updated. There are many sites out there where you can add your business profile information. All of them require a few top pointers, such as:
- Choose the most relevant categories – Categories shouldn’t be chosen based on keywords. Instead, choose what most closely matches what your business is.
- Use your local number, not 1-800 or tracking number.
- Ensure your website URL is exactly what you want it to be – in other words, if you have a www site, don’t leave off the www (and vice versa).
- Leave no field left unfilled out of laziness – don’t get lazy with your listings. If there is a place for a description, as an example, fill it in!
- Point out that visitors can review your business on these profiles
Search Engine Profiles
Local profiles are a pretty big thing in local SEO, and where better to have one for search engines than on the search engines themselves? Google and Bing both have their own versions:
Good Starting Places
Google Places allows various locations, as well, which is very handy for businesses that are branching on. As a bonus, Google provides a mobile-friendly website for
Top Local Directories
Although many people think of directories as nothing but spam, local directories have a lot of major pull. Think about it – how often have you put in a local search only to find directory listings all over your SERPs? Here are a few good, busy places to get you started, in no particular order:
Before submitting your business, first search and make sure it’s not already listed. If you don’t show up, then list away!
Local Popularity
Are you a part of the Chamber of Commerce? How about a member of the local Business Association? Perhaps you’re a member of the Better Business Bureau. These things may not seem like part of your online presence, but they can be. Think of the memberships you’ve taken part in and consider which ones you might be able to ask for a link.
Local Blog
Even small business owners can benefit from a blog. Having a blog gives you the opportunity to write posts specifically targeting your neighborhood or city. Do you sell candles? How about an article about the upcoming Halloween festivities and your favorite, decorated homes? Not only does this give your visitors something interesting to read, but you can also let the homeowners know you gave them kudos in a blog post. Very few people really have a problem with being made famous.
Quality Link Building
Links on the Internet tie together pages and websites. This “web” forms an important relationship for search engines, which use links to discover new pages and determine their popularity. Try starting up a company blog, turning it into a valuable resource for customers in your industry to read. Blogs work great since they regularly update with fresh content, can generate links to other blogs, and can participate in an online conversation.
Location-specific Pages
Especially if you have more than one location, providing location-specific pages can be extremely helpful in making your presence known to your target marketing. If you have two store locations and they’re in two different cities, for example, creating a page for each location would allow you to provide location-specific coupons and offers. It also provides the opportunity to have both locations visible to your potential visitors.
Add Testimonials and Reviews
Whenever possible, get local reviews and testimonials. More often than not, you may notice those businesses are the ones getting the highest visibility on Google. Even more important is the fact that prospective customers are going to be more convinced by what other customers have to say about you than anything you may state yourself. This is another reason why becoming active in places like Angie’s List, Yelp and other online reviews is a smart move. It’s organic and one of the best ways to get local visibility.
Of course, having a ton of positive reviews is a big plus and, in a perfect world, it happens. But be prepared for a few bad ones, and don’t get discouraged. Deal with negative reviews diplomatically and shine in the eyes of new potential customers.
There are only two main keys to help generate positive reviews for your company: You just have to ask and make it easy for people to leave a review. Timing is also important: Asking right at the time of purchase won’t generate an honest review. Instead, one example approach might be to get the customer’s email during the sale to later email that customer to ask if the service or product worked out for them; if so, then request a review. By implementing this strategy, you not only ensure that you ask only happy customers for reviews, but you can make it easy by providing a link right to where you want the review to appear online.
Social media is solidly an important part of a brand, and it only makes sense to turn to new authority as old strategies become less reliable. A smart brand will put some dedication into building online authority in social media. LinkedIn, Facebook and Twitter all offer opportunities to connect with local professional groups and peers – an invaluable connection if you have a service-based company.
Create Local Content
Comparing your business to others in the area and industry can be too overwhelming, especially in more saturated businesses. You might notice that most don’t have content specific to local areas in order to optimize a search. Creating content that uses local keywords, such as your location followed by the service you offer, is one of the best possible strategies to implement for your company website.