How to Optimise Your Website for Local Search
What’s in this article
This article will explore how you can optimise your website to improve your visibility in local searches and increase your relevant local enquiries.
When was the last time you searched for a business “near me” or read reviews before deciding where to go? If it was just last week, or maybe it’s something you do all the time, you’re not alone.
Local search optimisation has become a cornerstone of digital marketing, and for good reason. Google accounts for 93.16% of all mobile and desktop search traffic in Australia, and 46% of these Google searches are for something local.
What does this mean for businesses like yours? This means that most potential customers start their journey online by searching for services in their area and checking reviews to guide their decisions.
By mastering local search optimisation, you ensure your business appears right when and where people are looking for what you offer. In this guide, we’ll dive into what local search is, why it matters, and the actionable strategies you can use to optimise your website for local search.
What Is Local SEO and Why Is It Important?
Local search in SEO focuses on helping businesses become visible in search results for geographically relevant queries. Think of phrases like “plumber in Ipswich” or “best SEO agency near me.” These are prime examples of local search queries where location plays a critical role in connecting businesses with potential customers.
Ignoring local search means missing out on significant opportunities to connect with their immediate community. Through local search optimisation, you can position your business to reach customers actively looking for solutions you provide. Whether you have a retail shop or provide services, appearing in local results gives you a competitive edge. Most importantly, it helps you focus on high-intent users who are ready to take action.
Benefits of Optimising for Local Search Results
The benefits of local SEO extend far beyond just visibility. A well-optimised local presence can significantly impact your business growth.
First and foremost, it drives foot traffic. Picture a tourist searching for “Mexican restaurants nearby.” If you’ve done local search optimisation right, your business will pop up in their search and draw them in.
Second, it builds trust. Positive reviews and accurate information in search results enhance your credibility.
And finally, local SEO improves your conversion rates. People searching locally often intend to act quickly, whether it’s booking an appointment or visiting a store. For businesses, this means a measurable return on investment.
How Does Google's Local Algorithm Work?
Before we jump to the strategies, it’s important to understand Google’s local search algorithm, which is largely influenced by relevance, distance, and prominence. Understanding these factors allows you to optimise your presence in ways that directly align with what Google prioritises, giving you a better chance of appearing in local search results.
Google strives to connect searchers with businesses that meet their needs, are geographically close, and have an established reputation. Factors like backlinks from local sites, citations in directories, and on-page SEO elements also affect rankings. Knowing how these pieces fit together empowers you to strategise effectively and outperform competitors in the local market.
How Can You Optimise Your Business for Local SEO?
By combining technical updates with audience-focused tactics, you can enhance your local visibility and connect with customers in your area. Here are the key steps to a strategic and comprehensive approach:
Optimise Your Google Business Profile
Your Google Business Profile (GBP) is central to local search optimisation. It serves as a snapshot of your business that showcases your location, hours, reviews, and photos.
If you’re one of the 55% of Australian brands that haven’t claimed their Google Business Profile, the best time to do it is now. Claiming your business gives you control over your listing.
By fully optimising your GBP, you make it easier for Google to trust your business. Think of it as the foundation of local search optimisation. Here’s your checklist:
- Ensure your profile is complete with accurate business details, operating hours, high-quality photos, and a compelling description.
- Choose the right business category to help Google determine when to show your listing.
- Add high-resolution images of your office or store, products, and services to make your profile visually appealing.
- Use relevant local keywords in your business description.
- Ask satisfied customers to leave reviews, and respond to their reviews as soon as possible.
- Post regularly about updates, promotions, and events.
- Monitor and respond to questions.
Manage Your Online Directories
List your business in relevant online directories, including Yelp, Yellow Pages, and industry-specific sites. They help potential customers find your business and boost your local search rankings. When done right, managing your online directories strengthens your local SEO strategy, makes your business easier to find, and builds credibility with both customers and search engines.
To start, identify the directories that are most relevant to your business. Listing your business in the right places ensures you’re reaching your target audience where they’re most likely to look.
Take the time to complete your profile with detailed descriptions, operating hours, and high-quality images. These elements make your listing stand out and provide users with the information they need to take action.
Be Consistent With Your NAP Information
Your name, address, and phone number (NAP) should be consistent across your website, GBP, local directories, and social media profiles. Discrepancies can impact your credibility and rankings and confuse both Google and potential customers.
Encourage Customer Reviews
Positive reviews build trust and influence rankings. Encouraging satisfied customers to leave reviews on your Google profile and other platforms, including directories, can significantly influence potential clients’ decisions. In fact, 93% of users say online reviews impact their buying decisions.
Respond to reviews—both positive and negative—with professionalism to show that you value customer feedback. It not only fosters trust but also encourages more customers to share their experiences, which can further boost your business’s reputation.
While Google remains the top platform for reviews, it’s also important to maintain a presence on other growing platforms like Apple Maps and Trustpilot. Apple Maps is a key tool for users searching on iPhones, and Trustpilot has become a trusted source for independent reviews. By diversifying where your reviews appear, you make it easier for potential customers to find and trust your business, no matter where they start their search.
Need help with your local presence?
At Heart Digital, our team have extensive experience helping local business grow and succeed online. Get in touch to discuss how we can help you.
Create Local Content
Create local content to build connections with the community you serve. By tailoring your content to local interests, events, and stories, you position your business as a valuable resource for your audience while strengthening your local search relevance.
Start by identifying what your community is talking about. Are there upcoming events, festivals, or initiatives that matter to the people in your area? Writing about these topics. You can also create practical resources like local guides related to your industry. They are helpful for your audience and signal relevance to search engines.
Identify and Use Local Keywords
Local keywords are essential for connecting with your audience and ensuring your business appears in relevant local searches. These are terms that include geographic locations or phrases commonly used by people seeking local services or products, such as “top mechanics in Perth” or “dog boarding on the Gold Coast.” Incorporating these keywords strategically across your website helps search engines understand the areas you serve and makes it easier for potential customers to find you.
Start by conducting thorough local keyword research. Tools like Google’s Keyword Planner or specialised SEO services can help you identify popular local terms that align with your business. For example, a real estate agency might discover keywords like “houses for sale in Logan.”
Once you have a list of targeted keywords, integrate them naturally into your content, including page titles and headings, to ensure maximum visibility. Don’t overlook other areas, such as anchor text for links or image alt text.
Regularly monitor the performance of your local keywords. Search trends and user behaviour can change over time, so adjusting your strategy is key to ensuring they’re driving traffic.
Build Local Backlinks
Building local backlinks is a powerful way to strengthen your website’s authority and enhance your presence in local search results. Start by identifying opportunities with local businesses, community pages, or news sites that align with your industry. For example, if you own a pet supply store, you could partner with a local animal shelter or veterinary clinics. By sharing resources or exchanging links, you build a network of mutually beneficial relationships.
You can do this simultaneously when creating valuable local content. Think about what your local audience cares about and develop resources that address those needs.
When approaching local websites and organisations for backlinks, personalise your message by explaining how a link to your site adds value to their audience. You can take it further by collaborating on guest posts, joint events, or interviews.
Finally, it’s important to monitor and analyse the performance of your local backlinks. Using SEO tools, track which links are driving traffic and adjust your approach as needed.
Use Structured Data Markup
Implement structured data markup (schema) to provide search engines with specific details about your business. It is the language that search engines understand, and by adding this code to your website, you can provide search engines with specific details about your business. For example, use schema for your location, operating hours, or customer reviews to enhance the way your site appears in search results with rich snippets.
To get started, identify the information you want to highlight. For example, if customer reviews are a big draw for your business, use a review schema to showcase your ratings in search results. Schema.org offers a variety of options tailored to different industries and content types, whether it’s for a local business, an event, or a product. Tools like Google’s Structured Data Markup Helper can also guide you through the process, making it easier to generate the necessary code. Once implemented, test your markup using Google’s Structured Data Testing Tool or Rich Results Test to ensure everything is working as intended.
Structured data is not only for search engines. It also improves user experience. When users see clear, relevant details about your business right in the search results, it builds trust and makes them more likely to click through to your site.
Optimise for Mobile
Since many local searches happen on mobile devices and mobile searches often come with immediate intent, ensure your website is mobile-friendly or adapts to different screen sizes. This ensures that your site has a clean and intuitive layout on any device.
However, website design is just the beginning. Images should be optimised for fast loading times, balancing quality and speed to keep your site performing well. Navigation should also be simplified, with clear, easily clickable links and a menu that users can intuitively follow.
Leverage Local Ads for Maximum Visibility
Local ads are effective in capturing high-intent users. By running geographically targeted campaigns, you can ensure your business appears at the top of search results, on Google Maps, and even in relevant display ads.
Start by using the local keywords you’ve already identified. These same keywords can drive highly targeted ad copy that speaks directly to your audience. Additionally, you can integrate location extensions in your ads, making it easier for users to find your address, call your business, or get directions.
Managing local ad campaigns requires strategic oversight, which is where Google Ads management comes into play. With expert guidance, you can optimise your budget, fine-tune targeting, and measure the success of your campaigns, ensuring you’re getting the best return on investment.
While your organic strategies build long-term trust and authority, ads provide immediate reach to customers ready to take action. Together, they ensure your business is seen, trusted, and chosen by your local community.
Monitor Local Search Rankings
Regularly track your local search rankings to understand what’s working and identify areas for improvement. Be sure to adjust your local search optimisation strategy based on performance data to maintain and grow visibility.
Sometimes, working with experts can make all the difference. Partnering with a company that offers local SEO for businesses also saves time while making sure your optimisation efforts are on the right track.
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