Local SEO - The Ultimate Guide 2024

Here’s your comprehensive guide to local SEO for 2024.

This guide covers:

Ranking in the 3-pack
Building NAP citations
Optimising your Google Business Profile
And much more

Let’s dive in.

CHAPTER 1: Local SEO Basics

In this chapter, we’ll cover the fundamental aspects of local SEO.

We’ll start with some data that underscores the importance of SEO for local businesses. Then, we’ll explain how the Map Pack functions and the best methods to track your Map Pack rankings.

What is Local SEO?

Local SEO involves optimising a business’s presence in local search results. This includes identifying relevant local keywords, improving a business’s Google Business Profile, and ensuring consistent NAP citations. Effective local SEO helps businesses attract local traffic, generate leads, and enhance brand visibility.

Why is Local SEO Important?

Rather than overwhelming you with statistics, I’ll share a few key figures that highlight the significance of SEO for local businesses:

46% of all Google searches have local intent (Search Engine Roundtable).
29% of Google search results include a local pack (RankRanger).
76% of consumers who search for something local on their phone visit a store that day (Google).

These statistics demonstrate the substantial role of local searches in SEO. Being visible in local search results can significantly increase foot traffic to your business.

How Does Local SEO Work?

Local SEO operates similarly to general Google search, with a focus on providing the most relevant results for a user’s query.

What sets local SEO apart is its reliance on specific ranking factors:

The user’s location
NAP citations
Google Business Profile listing
Keywords in the Google Business Profile
Online review sentiment
Keywords in online reviews
Number of “check-ins” at the business location
Social media shares
Google Maps star rating

These unique ranking signals help Google deliver the best local search results.

CHAPTER 2: The Map Pack

This chapter covers everything you need to know about the Map Pack.

You’ll learn:

How the Map Pack works
How to monitor your Map Pack rankings
Useful local SEO tools
Tips for ranking in Google’s local search results

If you’re looking to understand the Map Pack and improve your local search performance, this chapter will be beneficial.

Introduction to The Map Pack

The Map Pack, also called the Local Pack, displays three local business listings along with a map showing their locations. For instance, if you search for “Barber Boston,” Google shows a Map Pack at the top of the search results, with standard search results below it.

The Map Pack operates under its own set of rules, different from general search results. Factors like backlinks can influence both local and organic search results, but others, such as NAP consistency, are crucial for Map Pack rankings.

It’s important to note that Google can display local results for searches without explicit location terms. For example, a search for “gardener” in New York City may still show a Map Pack, even though “New York City” isn’t included in the query. This means you should optimize for both specific and general keywords related to your business.

How to Track Map Pack Rankings

To effectively manage your local SEO, start by tracking your position in the Map Pack. Most rank tracking tools include Map Pack tracking features, but results can vary significantly depending on your search location. For instance, the results for a “coffee shop” search in one part of New York City may differ from results just a few blocks away.

To get accurate data, track your rankings from various locations within your city. Tools like Local Falcon or Local Viking can provide detailed insights by showing how your rankings differ across different areas.

Begin by entering your business name and selecting a keyword to track. Then, set the tracking radius to see how you rank in various parts of your city. After the tool collects data, you’ll get a visual map showing your rankings across the selected area. This helps identify where your business performs well and where it might need improvement.

Local Organic Rankings

While the Map Pack is a key focus, don’t neglect traditional local search results, which appear below the Map Pack. Ranking in these organic results is also valuable, as many local searches indicate strong commercial intent.

To improve your local organic rankings, ensure your website is optimised with relevant keywords in title tags, URLs, and other on-page elements. Backlinks are also important.

Track rankings for both specific local keywords like “Boston barber” and general terms like “barber near me” to get a comprehensive view of your SEO performance. Use tools to monitor how your rankings change across different locations to refine your local SEO strategy.

CHAPTER 3: Local SEO Keyword Research

In this chapter, we’ll cover how to identify keywords for local SEO.

Local SEO keyword research is generally a one-time task. Unlike ongoing content creation, you don’t need to constantly find new keywords. You mainly need a set of relevant keywords to start with. Proper keyword analysis will help you find terms that local customers use to find your business.

Yelp Suggest

Yelp Suggest works similarly to Google Suggest. Enter a keyword related to your business, and Yelp will provide suggested results. Sometimes, Yelp offers related keywords that don’t include the exact term you typed. For example, searching “Japanese” might also suggest “Asian Fusion Food.”

Google Suggest

Google Suggest is also useful for local searches. Enter a keyword relevant to your business, and you’ll get a list of suggestions. For better local results, include a location term in your search. For instance, typing “HVAC Boston” will provide more relevant local keywords than just “HVAC.”

Local Voice Searches

Google reports that 20% of mobile searches are now voice searches. Voice searches tend to be longer and more conversational than typed searches. For example, someone might use the voice search “gluten-free pizza in Brooklyn that’s open right now” instead of just “gluten-free pizza Brooklyn.” While there are no specific tools for finding voice search keywords, consider this when planning your SEO strategy.

Google Keyword Planner

Google Keyword Planner provides search volume data for specific geographic areas. If you already have some keywords, use this tool to identify the most effective ones. To discover new keywords, use the “Start With a Website” feature. Enter a competitor’s homepage URL, and Google will suggest keywords based on that site’s content.

CHAPTER 4: Local SEO Ranking Factors

In this chapter, we’ll explore how local SEO rankings work on Google and review the most crucial factors that influence these rankings.

Google Business Profile vs. Your Website

A few years ago, Moz’s “Local Search Ranking Factors Study” revealed that the primary factor for ranking well in the Map Pack is your Google Business Profile (GBP). Although your website remains important—both in terms of its content and the links to it—the GBP is key for top Map Pack rankings. That’s why optimizing your GBP is crucial, and we’ll cover that in detail in Chapter 5.

The Importance of NAP Citations

NAP (Name, Address, Phone number) citations are a vital local SEO factor. These citations help Google verify your business information. The more consistent and widespread your NAP citations are across reputable sites, the more Google trusts your business details. This, in turn, boosts your local search rankings.

The Role of Online Reviews

Reviews are another significant ranking factor. Moz’s study found that both positive and negative reviews impact your local SEO. Negative reviews can hurt your ranking, while positive reviews can improve it. Google also considers reviews from third-party sites like Yelp. Engaging with reviews, including addressing negative feedback, can enhance your local SEO efforts. Reviews and responses build consumer trust, which is essential for ranking well.

Traditional SEO Still Matters

Traditional SEO practices still apply to local SEO. Google confirmed that your performance in organic search results affects your local search rankings. Thus, best practices for content creation, page optimization, and backlink building remain crucial for improving local SEO, especially in competitive fields like legal services and dentistry.

CHAPTER 5: Google Business Profile

In this chapter, we’ll focus on optimising your Google Business Profile (GBP), which is essential for local search rankings.

Maintain Consistency

Consistency is crucial for your GBP. Your business details in your GBP must match those on your website and across other sites where your business is listed. This consistency helps Google confirm that your business information is accurate. If there are discrepancies—like different addresses or phone numbers—Google might question the legitimacy of your business. Make sure to update any changes in your business name, address, or phone number promptly across all platforms.

Complete Your Profile

Google assigns a completeness score to your profile. While this score may appear generous, aiming for a high level of detail is beneficial, especially for competitive keywords. Make sure to select the appropriate primary category for your business and add relevant secondary categories. This will help your business show up in more relevant searches. Also, fill in the “Services” and “Products” sections to inform Google about what your business offers.

Keep Business Information Updated

Ensure your business hours, holiday schedules, and other essential information are accurate and up-to-date. While these details might not directly affect your rankings, they impact customer experience. Incorrect information can lead to frustration and negative reviews, so keep it current.

Manage Reviews

Reviews are a key factor in local search rankings. Aim to gather as many positive reviews as possible. Regardless of whether reviews are positive, negative, or neutral, responding to all reviews shows that you value customer feedback. You can manage and reply to reviews from your GBP dashboard.

To encourage reviews, ask your customers directly and make it easy for them to leave feedback. One effective method is to send an email with a review link. You can create this link by using Google’s Place ID Finder or by generating a short URL from your GBP account.

By following these steps, you can optimise your Google Business Profile and improve your local search rankings.

CHAPTER 6: On-Site SEO for Local Businesses

In this chapter, we’ll look at specific on-site SEO strategies that can help local businesses improve their search engine rankings.

Create Unique Content for Each Location

Ensure that each page on your website has unique content, especially if your business serves multiple locations. For example, if you operate in Boston and Brookline, each page should have distinct content relevant to each area. Although this won’t affect your Map Pack ranking (for which a Google Business Profile is required), it can help you rank in local organic search results for different keywords related to those areas. Even if you don’t have physical locations in every city you target, unique location-specific pages can still attract relevant traffic.

Implement Schema Markup

Schema markup is not essential for local SEO, but it can be beneficial. Use Schema to mark up your business’s address and phone number. While Google might not heavily rely on Schema for Map Pack rankings, it can still be useful. For instance, review markup can enhance your search result’s appearance with rich snippets, although Google no longer supports review snippets for certain Schema types like “LocalBusiness” or “Organization.” However, you can still use review schema for other types of content on your website.

Use Title Tag Cliffhangers

A technique from Facebook Ad expert Nicholas Kusmich involves using compelling, benefit-focused statements in your title tags. Start with a strong statement and extend it beyond Google’s current title tag limit (500-600 pixels or 50 characters). This creates an open loop that can increase clicks. Local business sites that have used this strategy, like Andrew Holland’s local agency, have seen improvements in click-through rates and rankings.

CHAPTER 7: NAP Citations

NAP citations are crucial for local SEO, much like backlinks. In this chapter, we’ll look at how to build local citations effectively.

Run a NAP Audit

First, ensure your NAP (Name, Address, Phone number) data is consistent everywhere online: your website, Google Business Profile, business directories, and local listings.

Tools like WhiteSpark and Semrush can help with this. You’ll need your current NAP details and any historical information. These tools will search the internet and generate a report highlighting where your NAP appears.

Fix and Correct Incorrect NAP

With your list of citations, identify those that are incorrect or inconsistent. There are usually two categories:

Citations you can change (e.g., Yelp).
Citations that require someone else to update (e.g., a local resource page).

For the first category, services like Yext and BrightLocal can help update these automatically. For the second, you’ll need to reach out with targeted emails to request updates.

Find Citation and Link Opportunities

Once you’ve covered the basics like Yelp and FourSquare, look for local citation opportunities. Local citations are highly relevant and can boost your Map Pack rankings.

To find these, use the Backlink Gap feature in Semrush. Input your website and a few competitors’ websites to see which sites link to them. These sites are potential citation opportunities for you too. Look for sites where you can get both a citation and a link.

Reverse Engineer Competitor NAPs

Use the same tools for NAP audits to analyze your competitors. By inputting their NAP details, you’ll get a list of places where they are mentioned online. This can be a more effective way to find citation opportunities, as it doesn’t rely solely on links but also on straight NAP listings.

CHAPTER 8: Local Link Building

When it comes to local link building, most strategies that work for non-local websites also work for local businesses like dentists, pizza shops, and locksmiths.

But there’s an advantage for local businesses: they have unique backlink opportunities tied to their specific city or state. In this chapter, we’ll explore effective local link-building strategies.

Other Local Businesses

Most local businesses have relationships with other businesses in their area. While you might need to do some cold email outreach, start by building links from people you already know. Make a list of:

Distributors
Suppliers
Wholesalers
Contractors
Neighbouring businesses

Look for a specific page on their site where a link to you would fit naturally. For example, a paving contractor might have a page linking to their favourite distributors.

Your Local Chamber of Commerce

Getting a link from your local Chamber of Commerce is one of the easiest you can get. These links are highly relevant and usually worth the effort. Some Chambers require an annual fee or membership maintenance, but they often include a NAP (Name, Address, Phone number) with your link.

For a more contextual link, consider giving a talk to the local Chamber. Sharing your knowledge on local SEO or another topic of interest can be beneficial.

Sponsor Local Events

Many local events need sponsors, which can lead to valuable links on the event’s website. For example, a local non-profit circus might link to its supporters. Sponsorship doesn’t always mean cash; offering services or products can work too, like donating pizzas or printing flyers.

Local PR

Local newspapers and news sites are always looking for stories. Hosting an anniversary event or a grand reopening can attract media coverage. Make sure to notify news sites a few days in advance and provide background information to help them write the story.

If hosting an event isn’t feasible, offer to be a source for local stories. Twitter is a great tool for finding these opportunities. Search for terms like “Looking to speak to” + your city or use hashtags like #journorequest + your area.

These strategies can help build valuable local links and improve your local SEO efforts.

CHAPTER 9: Advanced Local SEO Tips and Strategies

In this chapter, we’ll explore advanced local SEO tips, strategies, and tactics. These won’t replace traditional NAP building or GBP optimisation, but they can give your rankings a nice boost.

Thumbtack Suggest

Thumbtack Suggest is a useful tool for finding local keywords to optimise around. For example, if you type “Cleaners,” you get several suggestions, including specific terms perfect for creating landing pages.

Embed a Google Map on Your About Page

Embedding a Google Map on your About or Contact page can help emphasise your specific location to Google. To do this, find your business on Google Maps, click “Share or embed map,” and use the provided code to embed the map on your site.

Use Your Location-Focused Keyword Above the Fold

Make sure your local-focused keyword appears at the very top of your page in a headline wrapped in an H1 tag. This helps local searchers immediately know you serve their area, improving user experience and potentially boosting local organic rankings.

The Title Tag Double Dip

Optimise your homepage title tag around 2-3 keywords. This works well for local businesses because most backlinks tend to point to the homepage. For example, a business might optimise for both “kitchen remodeling San Diego” and “bathroom remodeling San Diego” and rank well for both.

Optimise Meta Descriptions for Local Searchers

A well-crafted meta description can improve your organic CTR. Avoid keyword-stuffed descriptions. Instead, use a formula that highlights benefits and offers. Look at Google Ads for compelling copy ideas, as these are tested to get clicks.

Conclusion

These advanced local SEO tips and strategies can give your rankings a boost and help you stand out in local search results. Which technique will you try first? Are you going to find keywords with Thumbtack Suggest or optimise your meta descriptions? Let us know in the comments.