How to Rank Higher in Local Searches: A Step-by-Step Guide
Ranking higher in local search results is critical for businesses that depend on customers in their specific service areas. Whether you’re a restaurant, a home service provider, or a retail shop, improving your local SEO ensures that your business is visible to potential customers searching for services near them. In this guide, we’ll cover actionable strategies to help your business climb the ranks in local search and attract more customers.
Why Local SEO Is Important
Local SEO services focus on optimizing your business’s online presence to attract customers from localized searches. These searches often include terms like “near me” or the name of a city or neighborhood. For example, someone searching “plumbing services near me” or “landscaping services in CT” is looking for businesses that are relevant and nearby. This type of search is also very relevant for service-based businesses and a clear indicator that someone is looking to do business and is “in-market”.
Appearing prominently in local search results builds trust with customers and increases the likelihood that they’ll choose your business over competitors.
Optimize Your Google My Business Profile
Google My Business (GMB) is one of the most powerful tools for local SEO. It's important to not only keep your profile updated - you also want to make sure that you are regularly updating your posts and photos and regularly have consumers leave reviews of your business. Here’s how to optimize your profile effectively:
Ensure Accuracy and Completeness: Fill out all sections, including your business name, address, phone number (NAP), website URL, and operating hours. Double-check this information for consistency across all platforms.
Add Visual Content: Include high-quality photos and videos showcasing your products, services, and physical location. This will make your profile more engaging and build trust with potential customers.
Encourage Customer Reviews: Positive reviews on your GMB profile can improve your visibility in local search results and influence customer decisions. Respond to all reviews—both positive and negative—to show that you value customer feedback.
Post Regular Updates: Use GMB posts to share news, promotions, or events. These updates keep your profile active and provide additional opportunities to include relevant keywords. You will want these updates to be relevant to the type of business you are doing. Did you finish a new home renovation? Did you have a huge win for one of your marketing clients?
Focus on Localized Keywords
Keywords with local intent are essential for ranking higher in local searches. Instead of targeting broad terms, focus on specific phrases that potential customers are likely to search for, such as:
“Affordable lawn care services near me”
“Top-rated wedding venues in Denver”
How to Find the Right Keywords
Use keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to identify long-tail keywords with local intent. Look for phrases with moderate competition and high relevance to your services. The reason you want to work with moderate competition keywords is that it is going to be a lot harder to rank for high competition keywords. Once you’ve identified these keywords, integrate them naturally into your website content, meta descriptions, headers, and even image alt text. Remember, it’s important that you aren’t keyword stuffing but rather using these keywords organically. It would be better to have a relevant article that answers all of your consumer's questions that doesn’t include a keyword than to have a thoughtless article that uses a keyword a hundred times.
Create Location-Specific Pages
If your business serves multiple areas, creating dedicated pages for each location can significantly improve your local SEO. For example, a roofing company might create separate pages for “Roofing Services in Austin” and “Roofing Services in Dallas.”
Each page should include:
Localized content specific to that area, such as testimonials from local customers or case studies of completed projects.
Keywords tailored to the location and service.
A clear call to action, such as “Schedule a free estimate in [City Name].”
These types of pages will also be very important for voice search and AI, so this strategy will grow with your business.
Build a Strong Backlink Profile
Backlinks are links from other websites that point to your site, and they’re a critical factor in local SEO. Quality matters more than quantity, so focus on earning links from authoritative and relevant sources.
Strategies to Earn Local Backlinks
Collaborate with local organizations, such as sponsoring events or charities.
Reach out to local bloggers or influencers who might be interested in featuring your business.
Partner with complementary businesses for cross-promotion, such as guest blogging or co-hosting webinars.
Write high quality content that others will want to reference and link to.
Claim and Optimize Listings on Online Directories
Citations—mentions of your business’s NAP details on online directories—help improve your local SEO. Ensure your business is listed on popular directories like:
Yelp
Better Business Bureau
Local business directories specific to your industry or region
Consistency is key. Make sure your business name, address, and phone number match exactly across all platforms.
Publish Locally Relevant Content
Creating content that resonates with your local audience is an effective way to boost your local SEO. Consider writing blogs, guides, or articles that address specific local interests or challenges.
Ideas for Local Content
“5 Tips for Winterizing Your Home in [Region]”
“Best Local Spots for Family-Friendly Dining”
Case studies showcasing your work in specific neighborhoods or cities
Localized content not only helps you rank for location-specific keywords but also positions your business as an authority in your area.
Ensure Mobile Optimization
Most local searches are conducted on mobile devices, so having a mobile-friendly website is crucial. A mobile-optimized site should load quickly, display correctly on smaller screens, and feature easy navigation.
Google prioritizes mobile-friendly websites in search rankings, so optimizing for mobile not only improves user experience but also enhances your SEO performance.
Monitor and Adjust Your Strategy
Local SEO is an ongoing process. Regularly monitor your performance to ensure your efforts are effective. Use tools like Google Analytics and Google Search Console to track:
Website traffic and user behavior
Keyword rankings
Click-through rates (CTR) for local search queries
If certain strategies aren’t yielding results, adjust your approach. For instance, if a specific location page isn’t performing well, consider updating its content or optimizing it for different keywords.
Partner with an SEO Agency
Managing all aspects of local SEO can be time-intensive, especially if you’re running a small business. Partnering with an experienced SEO agency like 41 North Digital can help streamline the process. With expertise in optimizing local search rankings, our team can handle everything from Google My Business optimization to content creation, ensuring your business stays ahead of the competition.
Final Thoughts
Ranking higher in local searches takes time, effort, and a well-thought-out strategy. By optimizing your Google My Business profile, targeting localized keywords, creating relevant content, and earning quality backlinks, you can improve your visibility and attract more customers in your area.
For more insights on SEO strategies, explore our related blogs:
Ready to take your local SEO to the next level? Contact 41 North Digital today to learn how we can help your business grow.