A Small Business Guide to Assessing and Improving Your Local SEO

If you're a small business trying to build a local presence, Local SEO (Search Engine Optimization) is one of the most powerful tools in your arsenal. Getting your business to rank highly in local search results means more foot traffic, phone calls, and inquiries from customers in your area. But how do you know if your Local SEO is working for you?

This guide will help you assess your current local SEO ranking, outline tools you can use, and give you actionable steps to improve your ranking.

Why Local SEO Matters

Local SEO helps your business show up in search results when people in your area are looking for services or products you offer. Think of it as optimizing your online presence to make sure you're visible to your neighbors.

For small businesses, local visibility often translates directly to more customers walking through your door. According to recent studies, 76% of people who search for something nearby visit a business within 24 hours. If you’re not paying attention to your Local SEO, you’re leaving money on the table.

Step 1: Assessing Your Current Local SEO

Before you can improve your Local SEO, it’s essential to know where you stand. Here’s how you can assess your current ranking.

1. Google Yourself (and Your Business)

Perform a Google search of your business name and key phrases related to your services, such as:

  • “[Your Service] near me”

  • “[Your Service] [Your City]”

If you’re not appearing in the local pack (the map section that appears at the top of local searches), or you’re on the second or third page, your Local SEO needs some work.

2. Check Your Google My Business (GMB) Listing

Your Google My Business profile is crucial for local search visibility. Make sure the following information is accurate and up-to-date:

  • Business Name

  • Address

  • Phone Number

  • Business Hours

  • Website Link

  • Services and Description

Also, make sure you’ve uploaded high-quality photos and regularly respond to reviews. If your GMB profile is incomplete, your ranking will suffer.

3. Audit Your Online Citations

Online directories (Yelp, Yellow Pages, etc.) often list local businesses, and your NAP (Name, Address, Phone Number) should be consistent across all of them. Inconsistent citations can confuse search engines and hurt your local ranking.

4. Use Local SEO Tools to Analyze Performance

Here are some excellent tools to help you assess your current standing:

  • Google My Business Insights: Provides data on how customers find your listing and interact with it.

  • Moz Local: Shows your online citation presence and consistency across various directories.

  • BrightLocal: Offers detailed reports on your local SEO ranking, including reviews, backlinks, and keyword performance.

  • Whitespark: A powerful tool for tracking your rankings and finding opportunities to improve local citations.

Step 2: How to Improve Your Local SEO

Now that you’ve assessed where you stand, it’s time to optimize your Local SEO. Here are step-by-step instructions to get your small business noticed locally.

1. Optimize Your Google My Business (GMB) Listing

Your GMB profile is the cornerstone of Local SEO. To optimize it:

  • Claim or Verify Your Business Listing: If you haven’t already claimed your listing, do so immediately. Then, verify your business by following the prompts Google provides.

  • Complete Every Section: Make sure all fields (business hours, categories, attributes, etc.) are filled out.

  • Use High-Quality Images: Upload professional photos that showcase your products, services, or location.

  • Respond to Reviews: Thank customers for positive reviews, and address negative ones politely. Engaging with customers through reviews shows that you care.

2. Build Local Citations and Listings

Local citations are mentions of your business on websites like Yelp, TripAdvisor, and industry-specific directories. To strengthen your Local SEO:

  • Ensure NAP Consistency: Your name, address, and phone number must be exactly the same across all platforms.

  • Submit to Local Directories: Sites like Yelp, TripAdvisor, and Angie’s List are essential for citation building.

  • Industry-Specific Directories: If you’re a restaurant, bar, or contractor, find niche directories relevant to your industry.

3. Use Local Keywords

Incorporating location-based keywords into your content helps Google understand where your business operates. Here’s how to do it:

  • Update Your Website Content: Include your city, neighborhood, and region in your page titles, meta descriptions, and body text.

  • Create Location-Specific Landing Pages: If you serve multiple areas, create unique landing pages for each location with targeted keywords.

  • Optimize for “Near Me” Searches: Many searches are location-specific. Include “near me” phrases in your website’s content, but ensure they sound natural.

4. Generate and Manage Online Reviews

Positive reviews are one of the strongest signals for Local SEO. Encourage your customers to leave reviews by:

  • Asking for Reviews: Politely request customers leave reviews on Google, Yelp, and other relevant platforms.

  • Making It Easy: Include a direct link to your Google My Business review page in follow-up emails or on receipts.

5. Build Local Backlinks

Backlinks from other local websites help build your business’s authority. Here’s how to get them:

  • Partner with Local Businesses: Ask for backlinks from other local businesses with which you collaborate.

  • Sponsor Local Events or Charities: This often results in local press coverage and backlinks.

  • Create Local Content: Write blog posts that talk about your city or neighborhood. Articles like “Best Restaurants in [City]” are often shared and cited by other local blogs.

Bonus Tips and Tricks

  • Mobile-Friendly Website: A vast majority of local searches happen on mobile devices. Ensure your website is mobile-friendly and loads quickly.

  • Schema Markup: Use local schema markup on your website to give search engines detailed information about your business. This can help you show up in rich snippets or the knowledge panel.

  • Social Media Engagement: Engaging with your community on social media helps boost your local presence. Post about local events, collaborate with influencers in your area, and use location-based hashtags.

Conclusion

Local SEO is essential for small businesses looking to attract nearby customers. By regularly assessing and optimizing your local SEO, you can ensure that your business stands out in local searches, driving more traffic both online and offline.

Don’t overlook the power of tools like Google My Business, Moz Local, and BrightLocal in tracking and improving your ranking. Remember, local SEO isn’t a one-time task—it requires continuous attention to keep your business visible and competitive.

Start implementing these steps today, and watch your business rise in local search rankings!

SEO, Business BuildingTheAfter LLCGoogle, Google My BusinessComment