Small businesses looking to do well on Google need to think seriously about local SEO. Many businesses make the mistake of focusing on general rules and practices when launching an SEO campaign.
However, local SEO can give smaller businesses a significant edge over the competition when it comes to search visibility and connecting with lucrative corners of regional markets.
To improve local search rankings, several important factors need to be considered. Below, we explore 7 of the most important factors you should be thinking about in 2022.
1. On-Page SEO Ranking Factors
Local ranking performance is determined by several key on-page elements. One of the key factors to focus on is keyword usage. When it comes to local SEO, search engines will be assessing keywords and phrases for relevance and placement.
Although relevancy bolsters local SEO efforts, it’s not the only factor you’ll need to consider. It’s also important to include information like names, phone numbers, and addresses.
How mobile-friendly your website is will also enhance on-page ranking factors. Around one-third of Google searches performed on mobile devices target location. If your website isn’t optimised for mobile users, your rankings will suffer.
2. The Importance Of Backlinks
Backlinks are a core part of establishing authority for an online business. When it comes to local businesses, site owners ensure they attract the right links for maximum effectiveness.
Local link building is relatively straightforward, provided you target the authoritative sites. Consider online platforms like local blogs and events pages. Local and regional industry publications are also worth targeting, while local directories also score highly when it comes to domain authority and relevance.
3. GMB Listings
Google My Business (GMB) might be free to use, but it’s a handy tool that local businesses can leverage to increase website traffic.
Creating a GMB profile is a must for any local business with a physical location. Once your profile is live, you’ll benefit from increased visibility across all Google services, including Google Search and Google Maps.
4. Why Reviews Matter
Customers are more diligent than ever before when it comes to choosing businesses and services to buy from. This is why online reviews are so crucial. Good reviews instantly showcase your business as a reliable and trustworthy option. However, they can also help you achieve higher local search rankings.
If your business is receiving good reviews and ratings regularly, your ranking will steadily improve. However, you can’t simply depend on a satisfied customer to leave a glowing review just because they’ve had a good experience. To drive your local SEO campaign, ensure you’re actively encouraging customers to leave positive reviews across key review platforms like Yelp, TripAdvisor, and Google Customer Reviews.
5. Citation Signals
If you’re looking to attract authoritative backlinks, citations need to be considered. Citations and online directories are useful tools for potential customers to select businesses that can provide them with the goods and services they’re looking for.
Citations provide would-be customers with an at-a-glance summary of your business. Search engines commonly use citations to confirm that details about your business are correct. For citations to improve your ranking, you’ll need to ensure business details are up to date and consistent across citation listings and online directories.
6. Impact Of Behavioural Signals
Google utilises multiple behavioural signals to decide how high a website should rank in local search. In simple terms, behavioural signals relate to user actions and how they interact with local websites and business listings.
Common behaviour signals include click-through rate, referring to how many searchers are clicking on a website after performing a search query. Mobile click-to-call, which refers to how many users use phone number links to contact a business directly, is also important.
Finally, there are social media check-ins. These involve customers using their social media platforms to add an update to their profiles that they have arrived at the physical location of a business.
If you’re eager to perform well in local search rankings, you’ll need to be wary of all three of these signals and tailor your SEO strategies accordingly.
7. Creating Local Content
One of the best ways of giving your SEO rankings a boost is to create local content. For less established businesses, this can seem daunting. However, creating local content is relatively straightforward.
Focus on producing content that’s accessible and relevant to local users. Blog content is particularly effective, although regularly updated news pieces can also benefit a local SEO strategy. Regardless of the kind of content you’re producing, make sure you’re adapting it with location-specific keywords and phrases.
In Summary
Local SEO is incredibly effective at securing valuable leads through organic search and boosting search rankings. To launch and maintain a powerful local SEO strategy, start with on-page factors. Make sure your contact details are consistent across platforms and that on-page content is rich in relevant keywords and phrases. It’s also vital that that business website is designed with mobile users in mind.
Next, work on securing high-quality backlinks. Here, capitalise on local directories and regional events pages with high domain authority. If you’ve yet to create a Google My Business listing, make this your next priority.
Good reviews are also important. Use follow-up emails to encourage happy customers to leave positive feedback. Consistently reviews and five-star ratings are clear signals to Google that your website deserves to rank well.
Finally, make sure you’re creating local content that’s relevant to your customers. Starting a blog from and maintaining active social channels can seem overwhelming, but the benefits to your SEO campaigns can be still substantial.
For more ideas on how to build content for lead generation for your website check out these recent Marketing.com.au articles:
Greg Tuohy is the Managing Director of Docutec, a business printer (mostly multifunction printers) and office automation software provider. Greg was appointed Managing Director in June 2011 and is the driving force behind the team at the Cantec Group. Immediately after completing a science degree at UCC in 1995, Greg joined the family copier/printer business.
