This local SEO guide is the definitive resource for mastering local SEO in 2024.
In this comprehensive guide, you’ll discover:
- How to dominate the local 3-pack rankings
- Strategies to build consistent NAP citations
- Techniques to optimize your Google Business Profile
- And so much more
Let’s dive in and start optimizing your local presence!
Chapter 1:
Local SEO Basics
In this chapter, we’ll dive into the fundamentals of local SEO.
We’ll start with compelling data that highlights why local SEO is essential for any business looking to attract customers in their area.
Next, we’ll explore how The Map Pack functions—an integral part of local search results that showcases the top three businesses for local queries. I’ll also guide you through the most effective methods for tracking your rankings within The Map Pack, ensuring your business stays visible where it matters most.
Let’s get started!
What is Local SEO?
Local SEO is the practice of optimizing a business’s online presence to improve its visibility in local search results.
This involves tasks like identifying relevant local keywords, optimizing the Google Business Profile, and ensuring consistent Name, Address, and Phone Number (NAP) citations across the web.
Local SEO is crucial for businesses that want to increase localized traffic and leads.
By focusing on these strategies, businesses can effectively reach potential customers searching for nearby services.
Why is Local SEO Important?
I’m not going to overwhelm you with random stats.
But I do want to highlight a few fascinating statistics that show just how significant local SEO is for businesses.
For instance, 46% of all searches in Google have “local intent” (Search Engine Roundtable).
Additionally, 29% of all Google search results pages (SERPs) contain a local pack, which shows the top local businesses related to the query (RankRanger).
Even more compelling, 76% of consumers who search for something local on their phone visit a store that day (Google).
It’s clear that local searches make up a substantial portion of the SEO landscape.
And if you can get your business in front of these searches, there’s a good chance they’ll be walking through your door shortly after.
How Does Local SEO Work?
Local SEO operates similarly to regular Google search, but with some unique twists.
When someone types in a query, Google doesn’t just pull up any old results—it looks for the ones that best match what the user is searching for locally.
What’s different here is that Google factors in a whole set of local-specific signals to rank these results.
This includes where the searcher is located, how consistent your NAP (Name, Address, Phone) info is across the web, and whether you’ve got an active Google Business Profile.
Google also pays attention to the keywords in your profile, the quality and content of your reviews, and even how often people “check-in” to your location.
Social media shares and your Google Maps star rating can also give you a boost in the rankings.
So, while it’s built on the same foundation as broader SEO, Local SEO has its own playbook to help businesses stand out in local searches.
Chapter 2:
The Map Pack
In this chapter, we’ll break down everything you need to know about Google’s local Map Pack.
You’ll discover how the Map Pack works and why it’s essential for local businesses.
We’ll also cover how to track your rankings within the Map Pack, using helpful local SEO tools to monitor your progress.
Plus, we’ll dive into strategies for ranking in Google’s organic search for local keywords.
If you’re looking to master the Map Pack and boost your local visibility, this chapter is for you!
Intro to The Map Pack
The Map Pack, also known as “The Local Pack,” is a feature that displays three local business results along with a map of their locations pulled from Google Maps.
For instance, if you search for “Barber Boston,” you’ll see a Map Pack at the top of the results, with traditional organic results listed below it. The Map Pack operates on its own algorithm, with unique ranking factors like NAP citations and Google Business Profile optimization playing key roles.
It’s also important to note that Google may show local results even if the search query doesn’t include a specific location. For example, a search for “gardener” in NYC might still trigger a Map Pack.
As you optimize your local SEO, remember that both location-specific and more generic keywords are important, as the latter often have higher search volumes.
Now, let’s explore how to track your local SEO rankings effectively.
How To Track Map Pack Rankings
One of the first steps in any local SEO campaign is to establish a baseline by tracking where you rank in The Map Pack.
It’s important to monitor these rankings over time to see how your efforts are paying off.
However, with local SEO, the location from which you’re searching can significantly impact the results you see.
For example, a search for “coffee shop” on one street in NYC might show different results than the same search just a few blocks away.
This makes it essential to get granular with your tracking, so you can see where your business ranks across various locations within your city or area.
To do this effectively, tools like Local Falcon and Local Viking can help you track your rankings across multiple points on a map, giving you a clear picture of your local SEO performance.
These tools allow you to enter your business name, choose a keyword, and specify the area you want to track, providing you with a detailed map of your rankings.
This visual representation can help you identify areas where your business ranks well and spots where you might need to improve.
For example, if your business ranks #1 in most areas but drops to #2 in a particular spot, you can investigate why and what you might do to improve that ranking.
Sometimes, it’s simply a matter of proximity—Google may favor a competitor that’s physically closer to the searcher’s location.
Understanding these nuances can help you refine your local SEO strategy and focus your efforts where they’re most needed.
Local Organic Rankings
If you’re a local business, getting into The Map Pack is crucial, but it’s not the only goal.
You shouldn’t overlook the traditional local results that appear below the Map Pack in Google search results.
These local organic rankings are valuable because they attract users with strong commercial intent, making it worthwhile to rank there as well.
Unlike Map Pack results, local organic results tend to be consistent across different searches.
To optimize for these rankings, use your keywords in the title tag, URL, and on-page SEO elements.
And don’t forget backlinks—these are crucial for boosting your local organic rankings.
When tracking your rankings, remember that “store + city” isn’t the only type of local search to monitor.
You should also track broader terms like “barber” or “barber near me,” and specify your location in your rank tracking tools to get a comprehensive view of where you stand.
By tracking these rankings across various locations, you can better understand your local SEO performance and adjust your strategy accordingly.
Chapter 3:
Local SEO Keyword Research
In this chapter, I’m going to walk you through the process of finding keywords for local SEO.
The good news is that local SEO keyword research is usually a one-time task.
Unlike blogging, where you constantly need fresh keywords, local SEO only requires a short list of key terms that your potential customers are using to find businesses like yours.
These keywords are crucial for ensuring your business shows up in local searches.
That’s why it’s important to conduct a thorough keyword analysis to identify relevant and high-traffic terms that resonate with your target audience.
Yelp Suggest
This method works similarly to Google Suggest.
Start by typing in a keyword that someone in your area might use to find your business, like “HVAC near Boston.”
As you type, Yelp will suggest related keywords that can be valuable for your local SEO strategy.
What’s interesting is that Yelp sometimes suggests keywords that don’t directly include the term you entered.
For instance, searching for “Japanese” might also bring up suggestions like “Asian Fusion Food.”
This can give you fresh keyword ideas that are still relevant to your business.
Google Suggest
Google Suggest can also be a valuable tool for local keyword research.
When you start typing a term like “HVAC,” Google offers a list of suggested searches.
However, many of these suggestions might not be ideal for local SEO unless you include a local modifier, like “HVAC Boston,” which refines the suggestions to more relevant local terms.
It’s also important to consider voice searches, as 20% of all Google searches on mobile are now done through voice.
Voice searches are often longer and more conversational, so when optimizing for them, think about how people naturally ask questions.
For example, instead of searching “gluten free pizza brooklyn,” someone might say, “gluten free pizza in Brooklyn that’s open right now.”
While there aren’t specific tools for finding voice search keywords, keeping this in mind during your research can help you better optimize for local searches.
GKP “Start With a Website”
The Google Keyword Planner is a powerful tool for finding search volume data tailored to specific geographic areas.
If you already have a list of keywords, you can use this feature to identify the ones with the highest search volume in your target area.
But if you’re looking to discover new keywords, the “Start With a Website” feature is invaluable.
Simply enter the URL of a competitor’s homepage, and Google will generate a list of keyword suggestions based on the content of that page.
This can help you uncover terms that are relevant to your local SEO strategy.
Chapter 4:
Local SEO Ranking Factors
Now, let’s dive into how local SEO works in Google.
I’ll cover the most important Google local search ranking factors and share some tips on how to optimize for them.
These factors include elements like your Google Business Profile, local citations, and the relevance of your content to local searches.
By understanding these ranking signals and optimizing accordingly, you can improve your visibility in local search results.
Let’s get started on boosting your local SEO!
Google Business Profile > Your Website
A few years ago, Moz conducted its annual “Local Search Ranking Factors Study” and discovered that the top-ranking factor for appearing in the Map Pack is your Google Business Profile (GBP).
While your local business website still plays a significant role, especially with the content on your page and the backlinks pointing to it, your GBP is crucial for securing a top spot in The Map Pack.
That’s why I’ve dedicated an entire chapter, Chapter 5, to optimizing your Google Business Profile, ensuring it’s fully optimized for local search success.
NAPs are HUGE
NAP (Name, Address, and Phone number) citations are another crucial ranking factor in local SEO.
These citations are instances where your business’s name, address, and phone number are listed on various websites.
Google uses NAP citations to verify that your business information is accurate and consistent across the web.
The more consistent and widespread your NAP citations are, the more confident Google becomes in the validity of your business details.
This consistency helps boost your rankings, so it’s important to get your NAP citations on as many reputable websites as possible.