50+ Local SEO Tactics to Boost Your SMB

Do you have a small to medium-sized business (SMB)?

If so, you understand the challenge of being noticed and standing out in increasingly competitive search results.

Local SEO strategies must adapt to new features and algorithm updates by the top search engines that affect local search rankings.

Most local SEO tactics can be classified into three main categories:

• Optimizing local listings and citations.
• Optimizing your website and its content.
• Optimizing and enhancing incoming links.

This guide offers over 50 actionable strategies to improve your visibility in local search results, categorized accordingly.

Optimizing Local Listings & Citations

Let’s begin with your NAP (Name, Address, and Phone Number) information.

In order to be listed and ranked on Google Maps, you need to be a legitimate business, and sometimes a business license is essential depending on your business type and location.

The NAP information must be consistent and uniform across all platforms to avoid future complications.

Before engaging in local listings and citations, ensure you have the following:

• Accurate NAP of the business.
• Website URL (and internal location pages if applicable).
• A short description (max 50 characters) including your main city name and business type.
• A longer description (max 250 characters) detailing who you are and your services, including city name and areas served.
• Recent photos of your business.
• Business category.
• Keywords you wish to rank for, typically “city name keyword.”

The main local listing strategy involves securing as many listings as possible in the appropriate categories, maintaining consistent information like your NAP.

Local citations refer to mentions of a local business, including NAP data. They may or may not link to your website. Generally, there are two main strategies for obtaining local citations:

• Acquiring local listings independently.
• Hiring someone else to do it for you.

Manually gathering citations can be a massive task, especially in competitive industries. However, in less competitive markets, obtaining a few citations manually can be effective. For a non-competitive local SEO strategy, you should aim to list your business on:

• Google Business Profile
• Facebook
• Yahoo! Local
• Apple Maps
• Bing Places for Business
• MapQuest
• Yelp
• BBB.org
• FourSquare
• TripAdvisor
• Angie’s List
• TrustRatings
• YellowPages
• Home Advisor
• Thumbtack

The last two cater to specific industries, and you should seek out directories relevant to your industry. These are often easily found by their ranking on the first page of search results.

Submitting your business to directories enables you to leverage “barnacle SEO.”

Your business appears on pages on other high-ranking websites for the keywords you’re targeting.

For example, for the term [Dallas carpenters], sites like Yelp.com, homeadvisor.com, thumbtack.com, houzz.com, and angi.com rank well. Being listed on these sites generates business leads as they rank well in Google.

Upon securing and verifying local listings, the next strategy is to get listed with major data aggregators:

• Data Axle (formerly InfoGroup)
• Acxiom
• Localeze

These aggregators distribute business information across numerous websites. Ensure the NAP data and website URLs are correct since rectifying errors once data is aggregated can be difficult and time-consuming.

Outsourcing Local Citations & Listings

Another strategy involves outsourcing citations and listings.

Several third-party services allow you to submit your local business information, which they use to disseminate your data to other websites efficiently. These services include:

• BrightLocal
• MozLocal
• Yext
• Advice Local
• SEMrush Listing Management Tool
• Whitespark
• Synup

These services vary in effectiveness largely due to their agreements with other sites and technology. Some services submit to as few as 30 websites, while others like Advice Local can secure thousands of citations.

Be cautious of businesses that manage local listings but do not provide the business owner with login details.

Importance of Reviews

Securing reviews, especially on Google, boosts rankings and encourages new customers.

People frequently check reviews, especially for service-oriented businesses like hotels or home services.

Establishing a solid review strategy is crucial, encouraging customers to leave reviews. Businesses can incentivize reviews in numerous ways, like displaying plaques that request reviews or offering rewards like gadgets to random reviewers monthly.

Prompt responses to reviews are important, whether positive or negative. If negative, address issues promptly and minimize public disputes.

Even if reviews are dated, responding remains beneficial. Reviews visible on relevant pages merit a response.

Many businesses verify listings but fail to address reviews timely. A proper strategy for encouraging and responding to reviews is essential.

Here are additional review management strategies:

• Designate employees to handle reviews and responses.
• Encourage reviews by asking customers post-service or at checkout.
• Send postcards or letters requesting reviews.
• Outsource monitoring and response of reviews.
• Link to review platforms on your site.
• Provide a feedback form on your site for reviews.
• Create a local comment box with options for online posting permission.

Direct feedback can be used on company websites with customer permission. Third-party platform reviews can’t be copied, though they significantly influence local rankings.

To expand reviews, use postcards or handouts requesting feedback, listing preferred review sites.

Optimizing Your Local Website’s Content

Key on-site strategies include:

• Optimizing for “Near Me” queries.
• Focusing on local content.
• Becoming a local content hub.
• Acquiring a local website or blog.

Optimize For “Near Me” Search Queries

Searches like [restaurants near me] assume knowledge of the searcher’s location. While this trend isn’t as dominant as it was five years ago, it retains significance.

Conduct keyword research to determine “near me” queries in your location. If prominent, consider optimizing at least one webpage for these terms.

Local Ranking Factors

Local SEO experts emphasize:

• Google Business Profile Signals
• Reviews
• On-Page Optimizations
• Links
• Behavioral Signals
• Citations
• Personalization

An optimized GBP listing is crucial. Thus, optimizing your listing matters. Reviews and responses remain influential.

“On-Page” optimization is rising in importance, ensuring your website’s Local Schema markup aligns with your GBP. Secure more backlinks for location-specific pages using “city name + keyword” as anchor text.

Becoming a Local Content Machine

Consider turning your business site into a local content hub, producing articles on local events and news. Though not directly related to your business, this increases company branding locally. When services are needed, your business remains top-of-mind.

An example is a local attorney writing about area accidents, boosting social media shares and enhancing city-wide recognition. This leads to links to your site, aiding local rankings.

Acquiring a Local Website or Blog

If quickly adding content is crucial, consider buying a local site with existing relevant content. Merge its content into your business site, using redirects to transfer link equity and history, boosting your local business presence.

Optimizing Links

Links remain a vital ranking factor. Google’s algorithm favors them. Local links from regional businesses and organizations are key components of a local strategy.

Greg Gifford suggests leveraging existing relationships to find link opportunities through local sponsorships and governmental links.

For more ideas, use Majestic.com to analyze similar businesses’ link profiles in other cities.

Getting competitor links is another tactic. Use tools like Screaming Frog SEO Spider to analyze competitor websites and their outbound links. Identify potential sites to get links from to benefit your site.

Additional Local SEO Tips

Beyond listed strategies, some other tips include:

Local Listings

• Proximity to the search point is a primary ranking factor.
• Maintain up-to-date local online listings.
• Address inconsistencies promptly.
• Regularly audit your local citations.
• Update and add photos frequently on profiles.
• Budget for local ads.
• Constantly seek more reviews.

On-Site Local SEO

• Add schema.org markup to your NAP.
• Use telephone links on your number.
• Accelerate website load times.
• Geo-tag images with appropriate information and keywords.
• For multiple locations, create sub-sections for each.
• Consolidate separate websites to a main domain.

Local SEO Audits

• Conduct various audits like link and citation audits. Monitor for any deceptive local listing practices, like "bad data" listings initiated by rivals.
• Use link audits to monitor link quality and relevance.
• On-page audits can help discover areas needing improvements for better rankings.

Off-Site Local SEO

• Utilize customers’ email addresses for targeted campaigns.
• Optimize for voice search.
• Foster “barnacle SEO” by appearing prominently on other ranking platforms.
• Engage in local sponsorships and volunteer work for visibility and potential backlinks.

Final Thoughts

A comprehensive approach combining on-site and off-site optimizations will significantly enhance your local search rankings.

More Resources:

• Learn how to develop a Winning Local SEO Strategy.
• Discover ways to create compelling Local SEO content.
• Navigate definitive guides to improving Local Search Rankings.