Local SEO is search marketing work done on a website to bring in more traffic and higher rankings, and it brings together several strategies: pay-per-click (PPC), search engine marketing (SEM), phone number optimization, mailing list optimization, web visibility and ranking work, keyword research, and meta descriptions. Used alone or together, these tactics help a local business show up when nearby customers search on Google, Yahoo, or Bing.
What does local SEO include?
Below are the core pieces that a local SEO service typically covers, with the mechanics of each spelled out.
Pay per click (PPC)
Google Places, Yahoo Local, and Bing Places are popular because people use them to find local businesses. Local SEO practices such as link building, content writing, and keyword research help direct those local searchers to a company’s website.
Search engine marketing (SEM)
SEM is a strategic internet marketing practice that helps small businesses reach top search engine results for their target keywords. A business website is optimized so it appears in the first three pages of results for those keywords, and paid search advertising pays internet marketers for generating site traffic. The cost of that advertising is generally fixed by the advertisers.
Phone number optimization
This is local SEO focused on a specific local address or telephone number. It can be done through directory submission, pay-per-click search engines, and paid inclusion. Submitting a website to a directory places its link in that directory so visitors can find it through search engines. Paid inclusion is when ads are displayed on the website, and those ads can also be shown on websites visited by the targeted audience.
Mailing list optimization
Successful local SEO depends on gaining leads. Targeted email marketing sends emails about local services, deals, new products, and information about local businesses, and tracks response rate and other factors that contribute to a campaign’s success. Methods used include lead capture pages, autoresponders, and tracking software.
Web visibility and ranking
Good user experience and stronger online visibility come from more than on-site optimization. Website content should be optimized to improve search engine rankings and draw quality traffic. Sites should be listed in the search engines, and key phrases relevant to the business should be included for better rankings. An SEO expert also runs keyword analysis, link analysis, and competitive analysis.
Keyword research
Keyword research weighs product descriptions, competitor analysis, market trend, target market, geographic location, and competition. The list of keywords must be included in the website content and must be relevant to the service area. An SEO consultant can help compile the full list of keywords used in a website for online marketing.
Meta description
A good website optimizer reviews the content and structure of a site in detail. Meta descriptions, or Meta tags, carry important information to the search engine: the title of the website, the keywords, and a description of the website. Using them properly can make a large difference to a website’s ranking.
Related coverage
- Why Local SEO Is Important For Your Business
- How Local SEO Can Help Your Business Stand Out From the Crowd