Local & International SEO
Module 7: Local & International SEO
7.1 Local SEO Fundamentals
Local SEO is the practice of optimizing your online presence to attract more business from relevant local searches. These are searches with a local intent, such as "pizza near me" or "best plumber in Brooklyn." For businesses that serve a specific geographic area, such as restaurants, retail stores, and service providers, local SEO is a critical component of any successful digital marketing strategy. In this section, we will explore the fundamental concepts of local SEO, from optimizing your Google My Business profile to building local citations.
Google Business Profile (formerly Google My Business) Optimization: Your Google Business Profile (GBP) is a free business listing from Google that allows you to manage how your business appears in Google Search and Google Maps. It is the most important ranking factor for local SEO. A well-optimized GBP profile should include your business name, address, and phone number (NAP), as well as your business hours, website, and photos. You should also encourage your customers to leave reviews on your GBP profile, as positive reviews can significantly improve your local rankings.
Local Citations and NAP Consistency: A local citation is any online mention of the name, address, and phone number (NAP) of a local business. Citations can occur on local business directories, on websites and apps, and on social platforms. It is crucial to ensure that your NAP information is consistent across all of your online citations. Inconsistent NAP information can confuse search engines and can negatively impact your local rankings.
Local Keyword Research: Local keyword research is the process of identifying the keywords that people use to search for local businesses. These keywords often include a geographic modifier, such as a city, state, or zip code. For example, instead of targeting the keyword "plumber," a local business would target the keyword "plumber in Brooklyn." You can use tools like Google Keyword Planner and Ahrefs to find local keywords and to see the search volume for those keywords in your area.
Location Pages and Local Content: If you have multiple business locations, it is important to create a separate location page for each location. Each location page should be optimized for the specific keywords and location of that business. You should also create local content that is relevant to your target audience. This could include blog posts about local events, news, or attractions.
Review Management and Reputation: Online reviews are a crucial component of local SEO. Positive reviews can significantly improve your local rankings and can also help to build trust with potential customers. It is important to encourage your customers to leave reviews on your Google Business Profile, Yelp, and other relevant review sites. You should also respond to both positive and negative reviews in a professional and timely manner.
Local Schema Markup: You can use LocalBusiness schema markup to provide additional information to search engines about your business, such as your address, phone number, and business hours. This can help your business to be displayed more prominently in the local search results and can also increase your chances of appearing in the local pack.