SEO Basics for Small Business: How to Rank Higher in Your Local Area
Madison Mohn • 4 November 2024
As a small business, ranking higher on local search results can make a big difference. When people in your area search for services you offer, you want your business to show up at the top of the list. This is where Local SEO (Search Engine Optimization) comes in. Local SEO helps small businesses gain visibility in searches tied to a specific geographic location. In this guide, we’ll go over some of the basics to help your business rank higher in your local area.
Claim and Optimize Your Google My Business Listing
Google My Business (GMB) is a free tool that allows you to list your business on Google. When you claim and optimize your GMB listing, your business is more likely to show up in local searches and on Google Maps. Here’s how to make the most of it:
- Claim Your Listing: Search for your business on Google, and if it appears, click on “Claim this business.” If it doesn’t show up, you can create a listing.
- Add Accurate Information: Make sure your business name, address, and phone number (often called NAP) are correct and consistent with what’s on your website.
- Choose the Right Categories: Choose categories that best represent what your business offers. This helps Google show your business in the right types of searches.
- Add Photos: Include high-quality photos of your business, products, or services
Encourage Reviews: Customer reviews can boost your visibility. Encourage happy customers to leave a review, and make sure to respond to them!
Helpful Hints:
These days, Google My Business has introduced video verification as part of the setup process. So, be ready with your cell phone to complete the verification smoothly! You'll need to follow Google's prompts and record specific areas or items in your business to confirm legitimacy.
Use Local Keywords on Your Website
Keywords are the words or phrases people use when searching for something online. Local keywords include terms like your city or neighborhood, along with your business services. For example, if you’re a bakery in Denver, you might want to target keywords like “Lancaster bakery” or “best bakery in Lancaster.”
- Optimize Titles and Headers: Use your local keywords in titles and headers on your website pages.
- Write Location-Based Content: Create blog posts or service pages that include your location. For example, “5 Tips for Ordering Custom Cakes in Lancaster” could be a good blog title.
- Include Keywords Naturally: Don’t overstuff keywords; use them naturally to make your content more readable and engaging.
Add Your Business to Local Directories
Listing your business on local directories can help with SEO by creating backlinks and making your business more visible. Some popular directories include:
Google Business Profile
Essential for local SEO, this directory places businesses on Google Maps and enhances visibility in Google search results. Make an account here.
Yelp
Popular for local businesses, especially restaurants and services. Yelp listings often rank highly on search engines and build customer trust through reviews. Make an account here.
Bing Places for Business
Bing Places for Business - Similar to Google, Bing's directory boosts visibility on Bing search and Bing Maps, which is helpful for reaching different audiences. Make an account here.
Apple Maps
Apple Maps - With the rise in iOS users, listing on Apple Maps connects you with users relying on Apple’s ecosystem for local services. Make an account here.
Facebook Business Page
Facebook is a powerful local directory, allowing businesses to share updates, reviews, and location details directly with followers. Make an account here.
Foursquare
Foursquare - Although it’s evolved, Foursquare remains a valuable local directory, especially for hospitality businesses, by enhancing location-based discoverability. Make an account here.
Better Business Bureau
Listing on BBB enhances credibility and is frequently visited by consumers looking for reputable businesses. Make an account here.
Angi
Angi (formerly Angie’s List) - Particularly valuable for home service providers, Angi provides a directory of trusted contractors and local service providers. Make an account here.
Chamber of Commerce
Chamber of Commerce Websites - Many local Chamber of Commerce sites maintain directories that are respected and trusted by both users and search engines. FInd you chamber here.
Nextdoor
Nextdoor - A hyper-local platform, Nextdoor connects businesses with neighborhood communities and is especially effective for locally-targeted marketing. Make an account here.
Thumbtack
Ideal for service providers, Thumbtack matches businesses with local customers searching for specific services like home repair, tutoring, and personal training. Make an account here.
Reddit
Reddit can be beneficial for SEO when used strategically, even though its links are typically "nofollow" and don’t directly pass link equity. It can drive significant referral traffic, which signals engagement to search engines and helps build brand awareness within niche communities, potentially leading to indirect backlinks when users mention your site elsewhere. Engaging on Reddit also offers insights into content ideas and keywords by showing what resonates with your audience. High-quality content shared on Reddit may attract bloggers or journalists who link back to it organically, and local businesses can benefit from location-specific subreddits, helping to reach nearby audiences and possibly gaining links from local sites. Make an account here.
Helpful Hints:
Make sure that your NAP information is consistent across all listings. Google looks at these listings to confirm your business’s legitimacy.
NAP information stands for Name, Address, and Phone number — the core business details that should be consistently listed across all online platforms and directories. NAP consistency is crucial for SEO because search engines like Google use it to verify a business’s legitimacy and ensure accurate search results for users.
Here’s why each element matters:
- Name: Ensure your business name is identical across all listings (no variations). Consistency helps search engines recognize and trust the connection between your website and directory listings.
- Address: Use the exact same address format, including abbreviations and suite numbers. This ensures search engines can accurately index your location.
- Phone Number: Always use the same phone number format, ideally with the area code, so search engines and customers recognize it as a reliable contact method.
When your NAP information is consistent, it signals to search engines that your business is credible, which can improve your rankings, especially in local searches.
Create Content Relevant to Your Local Audience
Publishing high-quality content tailored to your community helps engage local customers and shows Google that your site is active and valuable. Here are a few ideas:
- Write Blog Posts About Local Events: This could be a post about sponsoring a local charity event or attending a community festival.
- Share Customer Stories: Highlight local customers or businesses you partner with to build connections in your community.
- Post Regular Updates: Keep your website and social media pages updated with any news, promotions, or events.
Helpful Hints:
For instance, imagine you own a bakery in a tourist destination. You could provide suggestions about nearby local attractions.
Optimize for Mobile Search
More than half of all local searches are done on mobile devices. This means that having a mobile-friendly website is crucial. Here are some tips:
- Responsive Design: Ensure that your website adapts to different screen sizes.
- Fast Loading Speed: Make sure your pages load quickly on mobile. A slow website can turn potential customers away.
Easy Navigation: Use clear, clickable buttons and avoid clutter to make your site user-friendly.
Build Local Backlinks
Backlinks are links from other websites to yours. They can improve your SEO because they show Google that other sites find your content valuable. To build local backlinks, you could:
- Partner with local businesses and organizations to exchange website links.
- Sponsor a local event, which may lead to a link from the event’s website.
- Reach out to local bloggers and media to share news about your business.
Helpful Hints:
Ideas for a local bakery in Lancaster:
- Collaborate with Food Bloggers: Offer tastings in exchange for blog features with links.
- Sponsor Local Events: Provide baked goods for event exposure and a backlink.
- Submit to Local Directories: Get listed on Lancaster-specific business directories.
- Partner with Shops/Farmers Markets: Request links from markets or shops that sell your products.
Encourage Customer Reviews
Reviews aren’t only valuable for attracting new customers—they’re also good for SEO. Google often ranks businesses higher if they have positive reviews. Encourage your customers to leave reviews on your Google My Business profile, Yelp, or Facebook. Remember to respond to these reviews, as it shows customers that you care about their feedback.
Putting Local SEO to Work: Boost Your Small Business Visibility
SEO can seem complex, but for a local business, focusing on these basics can significantly improve your visibility in search results. Claim your Google My Business listing, optimize your site with local keywords, and get active in your community—both online and offline. With a bit of time and effort, you can help your business show up where it counts: right at the top of your customers’ local searches. By implementing these strategies, you’re setting up your business to grow and succeed in your local area.
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