Local SEO: The Ultimate Guide to Dominating Local Search in 2024
Local search engine optimization (SEO) is critical for businesses looking to attract nearby customers. This comprehensive guide covers everything you need to know to excel at local SEO in 2024 and beyond.
Why Local SEO Matters
Local SEO is more important than ever for businesses with physical locations or that serve specific geographic areas. Consider these eye-opening statistics:
- 46% of all Google searches have local intent
- 29% of all search engine results pages (SERPs) contain local pack results
- 76% of people who search for something nearby on their smartphone visit a related business within a day
Clearly, ranking well in local search results can drive significant foot traffic and revenue for local businesses. But how exactly does local SEO work?
How Local SEO Works
At a high level, local SEO functions similarly to traditional SEO – Google crawls and indexes web content, then ranks results based on relevance and authority. However, local SEO incorporates additional ranking factors specific to local businesses:
- Proximity to searcher location
- NAP (Name, Address, Phone) citations
- Google Business Profile optimization
- Local link signals
- On-page local SEO signals
- Review quantity, quality and velocity
Google uses these signals to determine which local businesses to show for relevant queries. Optimizing for these local factors is key to appearing in the coveted local 3-pack and organic local search results.
Local SEO Ranking Factors
While Google doesn’t reveal the exact ranking factors, extensive studies by SEO experts have identified the following as the most important for local SEO:
Google Business Profile
Your Google Business Profile (formerly Google My Business) listing is the single most important factor for local pack rankings. Claiming and optimizing your profile is critical.
NAP Citations
NAP citations on trusted local directories and websites help Google verify your business information and boost local rankings.
On-Page SEO
Traditional on-page SEO tactics like optimizing title tags, meta descriptions, headers, and content still apply for local search.
Backlink Profile
High-quality, locally-relevant backlinks remain an important trust and authority signal.
Reviews
The quantity, quality, diversity and recency of reviews on Google and other platforms impact rankings.
Behavioral Signals
Click-through rates, dwell time, bounce rates and other user behavior metrics influence local rankings.
Local SEO Strategies
Now that you understand how local SEO works, let’s explore some proven strategies to improve your local search visibility:
Optimize Your Google Business Profile
Your Google Business Profile is the foundation of your local SEO efforts. Be sure to:
- Claim and verify your listing
- Choose relevant primary and secondary categories
- Add high-quality photos
- Include complete and accurate business information
- Write a compelling business description with target keywords
- Add products, services and attributes
- Encourage and respond to customer reviews
Build and Clean Up Citations
Develop a strategy to build high-quality, consistent NAP citations across relevant directories, data aggregators, and industry-specific sites. Use a tool like Semrush or Whitespark to audit existing citations and clean up any inconsistencies.
Optimize Your Website for Local
In addition to standard on-page SEO, incorporate local SEO best practices:
- Include city/state in title tags, headers, URLs and content
- Add schema markup for local businesses
- Create location-specific pages for multi-location businesses
- Add an embedded Google Map to your contact page
- Ensure your site is mobile-friendly and loads quickly
Earn Local Links
Build locally-relevant backlinks through tactics like:
- Local sponsorships and events
- Chamber of commerce and local business associations
- Local resource pages and business directories
- Guest posts on local blogs
- Create local content and resources
Generate and Manage Reviews
Reviews play a huge role in both rankings and conversions. Focus on:
- Providing an exceptional customer experience
- Asking happy customers for reviews
- Responding promptly to all reviews – positive and negative
- Flagging fake or inappropriate reviews
Leverage Local Content Marketing
Create locally-relevant content to attract links, engagement and establish topical authority:
- Local resource guides
- Neighborhood pages
- Local events and news coverage
- Customer success stories
Measuring Local SEO Success
Track these key local SEO metrics to gauge the effectiveness of your efforts:
- Google Business Profile insights (views, clicks, calls, etc.)
- Local pack and organic rankings for target keywords
- Citation accuracy and consistency
- Review quantity, quality and sentiment
- Website traffic from local organic search
- Conversions from local traffic (calls, form fills, etc.)
Local SEO Tools
Leverage these helpful tools to streamline and enhance your local SEO campaigns:
- Semrush Listing Management – Manage citations and Google Business Profile
- Whitespark – Citation building and local rank tracking
- Ahrefs – Keyword research and link building
- BrightLocal – Local SEO audits and rank tracking
- Google Business Profile – Free profile management
Frequently Asked Questions
How long does it take to see results from local SEO?
Local SEO efforts can take 3-6 months to show significant results, though this varies based on competition and current optimization level. Consistent effort is key.
Do I need different local SEO strategies for single vs. multi-location businesses?
While the core principles are the same, multi-location businesses require location-specific optimizations for each location, including individual Google Business Profiles and location pages.
How often should I be posting on my Google Business Profile?
Aim to post at least weekly, focusing on timely, relevant updates like promotions, events, or new products/services. Consistent activity sends positive signals to Google.
What’s the best way to handle fake or negative reviews?
Always respond professionally to negative reviews and attempt to resolve issues offline. For fake reviews, flag them to Google for removal and focus on generating more positive authentic reviews.
Is it worth hiring a local SEO agency?
For many businesses, partnering with a reputable local SEO agency like IncRev can accelerate results and free up internal resources. Agencies bring expertise, tools, and processes to efficiently execute local SEO campaigns.
