Forget the stat overload! But here’s a quick peek at some compelling numbers that showcase the power of SEO for local businesses.
46% of all Google searches have “local intent” (Search Engine Roundtable).
29% of all Google SERPs contain a local pack in the results (RankRanger).
76% of consumers who search for something local on their phone visit a store that day (Google).
This makes it obvious that local searches are a massive player in the SEO game. Put your business right before those searches, and customers could be walking through your door in no time!
Same idea, different game. Just like regular Google searches, it’s all about finding the best results for a user’s query.
But here’s the twist: local SEO uses a special set of factors to rank businesses, so you gotta play by a different set of rules to climb the local search ladder:
The Map Pack or Local Pack is the handy box with three listings and a map. It’s your one-stop shop for finding local businesses in a flash. It shows three relevant businesses near you, all powered by the magic of Google Maps.
Say you need a haircut in Sydney. Search “barber Sydney,” and bam! Google’s Map Pack appears right up top.
This is followed by the organic results
I’ll unveil the secrets of Google’s Map Pack ranking later. Trust me, it’s a whole different ball game with its own rulebook. For now, just remember: The Map Pack prioritises businesses based on its own unique algorithm.
You’re right, there’s some overlap! Backlinks, for example, can give you a boost in both local and traditional organic searches.
But others, like NAPs, are pretty much your golden ticket for The Map Pack.
One point I should make:
Google serves up local results even if your search lacks a city or state. They’re smart enough to understand your intent and deliver nearby options when relevant. I’ll unpack this further, but trust me, location can be a secret weapon.
For example, I searched for “Gardner” in Sydney, and I was given a Map Pack by Google.
Local keyword research? Don’t forget the terms “store + city”; those are key. But listen up: Google surprises you with local results even for vague searches.
Sure, “store” alone might rack up more searches than “store + city.” But hold on – Google throws local results your way, even for generic searches.
Now, let’s dive into tracking your local SEO rankings.
Local SEO starts with a pit stop! See where you stand in the Map Pack now, then track your progress over time.
Most rank trackers handle this – I’ll use them to dominate the local game!
With local SEO, your location can be the ultimate game-changer. The Map Pack can do a total switcheroo depending on where you search from – even one kilometre down the road.
Let’s say you search for a coffee shop from our office.
The results are going to be for your exact location
The Map Pack results can do a complete 180, depending on where you search from. The results might be totally different, just a block away!
Tracking rankings from just one spot (Sydney) gives a limited view. The Map Pack shuffles depending on where searches happen – you could be missing out on prime real estate just blocks away!
You need to get super local with local rankings. With this, you can see how you rank in your entire city or local area.
The tool I will use is Local Falcon for our super-local map tracking.
Step one: select your business name (heads up: Google Maps feeds this, so a Business Profile is a must-have!)
Step 2: chose the keywords you want to check your ranking in
Final Step: Choose how wide you cast your rank tracking net. Here, I use an 8km (5 mile) rank tracking radius.
It starts as a 7×7 grid (can get up to 15 x 15). This shows how your business ranks compared to your local competitor
Time to see how you rank!
Local Falcon will give you your rank in each of the points within your tracking radius.
The interactive map provided shows where your business ranks across the city.
In this example, at the centre of the map, the business is ranked highly but gets worse as you move away from the business.
Not a meltdown! Maybe a rival scores better because their location’s more central. Mobile searches from there might favour them as a closer option.
However, you should use the tool to see where your business should be ranking well but doesn’t.
In this example, a paving business ranks 1 almost entirely across the north of the City…. Except in one place.
Clicking on the area reveals which business is outranking you.
You can see a competitor is ranked 1
Here’s the deal: not happy with #2? Check out the competitor’s listing for their address. You can then see their location on this very map here.
Putting their location on the map makes it clear why they rank 1.
Ah-ha moment! This search spot is way closer to your rival, so Google prioritises them as #1. Makes perfect sense, right?
Local business rockstars? The Map Pack is your golden ticket!
However:
Don’t ditch those regular local listings! Yeah, the ones under the map pack
Don’t fall for the Map Pack’s spotlight! Local searches are basically people itching to spend money. This makes it worth it to rank in local SERPs.
Local SERPs follow the same SEO methods as any other Google SERP.
Ranking there uses the same SEO tricks
you already know! Title tags, URLs, all that good stuff. Local SEO domination, here you come!
Tracking is the only real difference between regular and local SEO. Don’t get hung up on “store + city” keywords – those are just a drop in the bucket.
Think broader! Track “Barber” and “Barber near me” too.
Wanna see how Sydney folks rank you for “barber near me”? Just tell your fancy rank tracker to look for searches in Sydney! Easy peasy.
You want to get a good idea of how you rank in other parts of your area and track your keywords in other local areas.
Local keyword magic! Type a word someone in your area might use to find you, like “best…” or “Painter near me”
And watch the keyword goldmine appear! I’ll use these to craft the perfect local SEO bait.
Ever notice how they throw in keyword curveballs that you didn’t even search for? Those are hidden gems for your local SEO!
In this example, the search ‘Painters’ also suggests the search ‘Roofers’ & ‘Wall paper Removal’
Awesome!
Google Suggest is your BFF! Using Google Suggest works great for Local SEO key work research.
In this example, searching “Air Con” returns these search terms.
Excluding “Near Me”, the keywords don’t fit Local SEO.
When you start to add a local search term such as “Air Con Sydney” local SEO keywords begin to appear.
Google says, “20% of all Google searches done on mobile are now voice searches.”
Voice searches are more like conversations – longer and natural-sounding.
Let’s say I use the local keyword such as “Gluten Free Pizza Sydney”.
If the same search was done by voice, it would be more like “gluten-free pizza in Sydney that’s open right now”.
However, there are little to no tools to help with finding voice search keywords. You should still keep this in your pocket while performing local SEO.
Google Keyword Planner helps you discover new keywords and search volume data for a local area.
If you already have a long list of keywords and want to find the best ones, this is your tool.
If you are searching for NEW keywords, then Google Key Word Planner’s Start with a Website Tool is what you need.
Just enter your competitor’s URL
And Bam! A list of keywords that Google suggests from your competitor’s page appears.
According to the “Local Search Ranking Factors Study” by MOZ, your Google My Business profile was the #1 factor for ranking in the map pack.
Your local business website isn’t deadweight. The content you crank out and the links pointing to you still affect your Map Pack ranking.
To truly rule and rank #1 in the Map Pack, your Google Business Profile needs to be on its game.
NAP (Name, Address and Phone number) is the mention of your business name, address, and phone number anywhere online. The more consistent and widespread these NAP listings are, the better for your Map Pack ranking.
Why are they important?
They’re like little online confirmations that your business info (name, address, phone number) is legit. The more NAP citations you have out there, the more Google trusts you’re where you say you are.
This is why Consistent NAP citations are like gold.
MOZ’s local ranking factors study found that “review signals” significantly affected local SEO.
Moz states that negative reviews on your Google Business Profile can hurt you.
Good reviews (without any shady tactics, of course) can seriously boost your Map Pack ranking. Think online reputation gold. But negative ones can sting.
The MOZ study also found that replying to reviews (even negative) was crucial for SEO.
Even after all these new tips and tricks, classic SEO factors affect Local rankings.
As a result, the better your Local SEO is, the better you rank in the map packs.
Consistency is King! Ensure everything you type into your Google Business Profile perfectly matches your website. But that’s not all! This info should also be the same everywhere your NAP.
When Google sees your name, address, and phone number (NAP) exactly match across your GBP, website, and sites like Yelp, it’s like a big thumbs up. They say, “This business is the real deal, and their local info is on point!” Consistency = Local SEO win!
Imagine your GBP address is different from your website. Google sees that and throws up a giant “warning!” sign.
Moving, rebranding, or switching phone numbers? Update your Google Business Profile ASAP! The same goes for those NAP citations online. Double-check that your address matches everywhere – think of perfect consistency across the web! Why? Because a consistent NAP is your local SEO best friend!
A typo might not stop the mailman, but for Google, it’s a red flag. Inconsistency with your address format (Avenue vs. Ave.) throws them off. Remember, consistency is key for local SEO! Make sure your NAP details are the exact same everywhere online. Simple tweak, big local SEO win!
You receive a score based on how complete your profile is.
Don’t be fooled by the GBP score! It gives high marks for basic stuff. Think of it as a starting point.
To dominate competitive keywords, you gotta go deeper.
The biggest miss? Category selection! Google makes you pick the main category for your business.
Google has pre-set categories you gotta choose from (no inventing your own!).
Secondary categories: Many folks forget these, but they’re gold for local SEO. Picking the right ones expands the keywords and searches your biz can show up for. It’s like adding magic keywords to your listing!
Also, fill in the products and services section of your GBP
It tells Google exactly what you sell. Don’t miss out! Consider it a giant “This is what we offer!” sign for local searchers.
Double-check that opening hours, holidays, and other basics are updated.
This will not directly affect your ranking.
But imagine a “hangry” customer driving to your “open” restaurant, only to find a closed sign. Bad reviews galore! So, update your Google Business Profile whenever your hours or info changes – it’s local SEO hygiene!
Like we mentioned back in Chapter 4, reviews are a local SEO goldmine.
The more positive ones, the better!
But reply to ALL reviews, even the not-so-great ones!
It shows potential customers (and Google) that you’re all about customer care.
See how this reply transforms things:
Replying to that negative review softened the blow for potential customers, right? You can easily reply to all reviews within your Google Business Profile dashboard.
When it comes to getting reviews, there are two things to keep in mind:
You need to ask customers to leave reviews (most happy customers won’t without a little prodding)
You need to make it SUPER easy for them
And one of the best ways to do both?
Send customers an email with a review link.
There are two ways to generate a review link:
The first way: Go to Google Place Finder and search for your business
Add your place ID to this URL :
https://search.google.com/local/writereview?placeid=
When the link is clicked, it will tell the person to leave a review.
The second way: Go to your GBP and find “get more reviews”.
This will generate a short URL to send to customers.
Unique content is king; you know that
If your business is in two different locations, then you want the content for those pages to be different.
Avoid using duplicate content; you can craft separate landing pages for cities you aren’t physically based in.
This doesn’t affect your Map Pack.
However, you can still rank highly in the local organic results with many local keywords. If your customers are in that area, traffic will follow.
For example, our website feature pages for google ads optimised around “Sydney” and “Adelaide”.
While it’s not essential, local businesses can definitely score bonus points with Schema markup. There’s a whole section specifically designed for you! Think of it as adding bling to your local SEO strategy.
While Google already has your info in your GBP, Schema markup can add some extra shine to your local SEO. Think of it as fancy chrome for your website! You can use it to mark up your address and phone number, but…
Reviews are where Schema markup really shines. Those star ratings can transform your listing into an eye-catching Rich Snippet, making you stand out in the search results.
We have a local SEO trick up our sleeve. Start your title tags with a BANG – a benefit-driven statement that grabs attention! Let’s craft titles that make people want to click and learn more about your awesome local business!
Start with a strong, benefit-driven statement that grabs attention and overflows Google’s character limit(500-600 pixels or 50 characters)
It’s like an ad headline that makes people want more! We’ll craft titles that get clicks and turn lookers into local business lovers!
Make your NAP data (name, address, phone number) the same everywhere online.
Website? Check.
Google Business Profile? Double-check!
Business directories and listings? You got it!
Consistency is key across the web. Feeling overwhelmed by a million citation tools? Don’t sweat it! I recommend WhiteSpark and Semrush.
I mentioned there are many citation tools:
The two most important things to have before you begin are:
Armed with this intel, your chosen citation tool will scan the web for NAP mentions. Get ready for a report like this:
Now, you have a list of citations from your tool (like WhiteSpark or Semrush). Time to identify the enemy: inconsistent or incorrect NAP info!
Okay, you’ve scanned your citation report (courtesy of WhiteSpark or Semrush) and identified those pesky inconsistencies. Now it’s time to take action! Think of incorrect NAPs as two villain types:
Updating NAPs one by one is a time-suck. Fear not! Services like Yext and Bright Local Local can bulk-update those listings, saving your sanity.
For citations requiring an outside fix (think news mentions), craft-friendly, targeted emails to request updates.
For example:
Yelp, FourSquare, Angie’s List – nailed it! But local SEO never sleeps. We’ll show you how to find niche directories and local sites to expand your NAP reach and dominate the local game!
In my opinion, you should target local gems beyond the usual sites! These super-relevant citations can supercharge your Map Pack ranking. We’ll show you how to find them and dominate local SEO!
Plus, local outreach = crazy-high conversion rates.
The question is:
How do you find local citations?
The best tool I use is Backlink Gap feature in Semrush.
Don’t let the name fool you! Semrush’s Backlink Gap tool is a secret weapon for building local citations too.
Semrush’s Backlink Gap tool helps you snag citations, and sometimes even backlinks, from the same place!
Here’s how you do it:
Step One: Pop your website and 2-3 local rivals into Semrush’s Backlink Gap tool.
HOT TIP: Don’t limit yourself to direct competitors in Semrush’s Backlink Gap tool. Any local biz can be your intel! They’re building citations, too.
You’ll get a treasure trove of websites after spying on your local rivals (or any local business) with Semrush’s Backlink Gap tool. These sites are linked to your competitors, and guess what? They could be perfect citation opportunities for you, too!
Sifting through the intel from Semrush, you’ll unearth a goldmine of citation opportunities.
Don’t get caught up in nofollow links here. The priority is getting your NAP on as many pages as possible. Bonus points if you snag a link (even a nofollow one) in the process!
Competitor analysis can also be conducted using the same tools you use for NAP audits.
Using Competitors’ NAP details, you’ll get a list of all their mentions online.
In my opinion, skip the link Intersect. Citation tools track all mentions, links or no links for a more complete competitor footprint.
Local businesses often form partnerships and collaborations to benefit each other’s customer base.
Leverage your existing network first for local backlinks. Cold email outreach can always be your secret weapon later.
The first step I recommend is to list out every:
That you know.
Find the perfect fit on their site.
Many miss this step.
Your local Chamber is an easy link-building win. They practically hand them out!
For example:
Different Chambers have different rules. Some charge a yearly fee, while others require ongoing membership.
Chamber links are local SEO gold, so a little membership fee or annual cost is a bargain compared to the boost they give.
Added bonus: you get a NAP for your troubles.
HOT TIP: Talk to your chamber of commerce and ask if they would consider letting you provide a talk on your expertise. As a result, you can get a contextual link.
All local events need sponsors!
Sponsoring a local event can provide a link to your website.
For example, this local non-profit has a page for its supporters:
You don’t just have to provide cash to support! You could provide a free service for the event.
Local media outlets crave stories that resonate with their communities.
Do something buzz-worthy (anniversary bash, anyone?), and local media might just come knocking.
Don’t ambush the news! Give them a friendly heads-up about your event (a few days in advance works wonders). Bonus points if you offer background info to make their job easier – it’s a win-win for local coverage!
This really emphasises to Google that you are located where you say you are.
All you need to do is find your business on Google.
Hit the burger menu in the top left and select ‘share or embed map’.
Finally, embed on your contact page.
Don’t underestimate this one! In my experience, this simple tip can seriously boost your local organic rankings.
This tip is a game-changer! Make sure your main local keyword is the first thing visitors see – right at the top of your page in a killer headline.
For an extra boost, wrap that local keyword in an H1 tag
SEO magic aside, this is all about keeping users happy.
Why?
Local searchers are impatient! They gotta know you’re their local solution within 2 seconds of landing.
Don’t underestimate the old-school approach!
A homepage title tag optimised with 2-3 local keywords is gold for local businesses.
Think “Kitchen Renovation Sydney” or “Bathroom Renovation Sydney” – clear, concise, and perfect for grabbing attention in search results.
Forget fancy internal linking for local SEO – most local sites get next to no links to those pages anyway! (Think 90% pointing to the homepage, based on my experience).
That’s why squeezing every ounce of value out of your homepage is crucial.
Stuffing it with a few relevant local keywords is a goldmine for grabbing local search traffic!
Don’t underestimate that meta description! It’s a golden opportunity to grab attention and increase organic CTR.
I personally use this formula for my meta descriptions:
HOT TIP:
Stuck on description writer’s block? Here’s a secret weapon: Google Ads! Those descriptions are click magnets for a reason. Use them for inspiration, but remember to craft your own unique message – don’t just copy and paste! It’s all about sparking ideas and finding your own click-worthy voice.
For example, when I search for “hotel Sydney”, I notice that Google ads use terms like “save”, “free upgrade” and “free cancelation”.
Its your turn to tackle local SEO. Contact Digital Marketing Tribe for a free SEO Audit.
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