Local Search

How to Revamp Your Local SEO Strategy

SEO September 30, 2024

0 4 3 minutes read

Voice search and digital assistants are revolutionizing how people find local businesses.

This year brings more opportunities for local businesses to boost their visibility on search engines.

Here are six tips to revamp your local SEO strategy:

1. Optimize for Google Lens

Visual search is poised to make a significant impact soon. Many people prefer images over text and will increasingly use images for searches. This new technology is called a visual search engine, with Google Lens being Google’s version of it.

Sundar Pichai describes Google Lens as “a set of vision-based computing capabilities that can understand what you’re looking at and help you take action.” Imagine people seeing your physical store and Google Lens providing them with actionable information about it. This technology can make a considerable difference.

2. Optimize for Voice Search Queries

Google has noted that 20 percent of mobile search queries are made via voice search. By 2020, it’s expected that around 50 percent of queries will be voice searches. Voice search queries tend to be longer and more conversational.

Instead of optimizing for "restaurants in New York City", use conversational queries like "which restaurants are open in New York City". Voice searches often start with words like "who," "when," "where," "how," and "what".

One useful strategy is optimizing for personal assistants like Google Assistant, Apple Siri, or Amazon Echo by providing structured markups for your site, including details like opening hours, address, and telephone number. A full list of local business markups can significantly improve your site’s visibility.

Prepare FAQ pages addressing common questions people might ask through voice assistants. Utilize tools like AnswerThePublic to find relevant questions. Owning the featured snippet can also boost conversions for local businesses.

3. Ensure NAP Data Is Consistent Across Local Business Listings

NAP – standing for name, address, and phone number – are critical for a local business’s online presence. Claim your business on all major listing sites and ensure your NAP information is consistent across them. Positive reviews on popular local directories can enhance your visibility, and optimizing your Google Maps strategy can help customers find you more easily.

Consider using 360-degree virtual tours via Google Business View, allowing potential customers to "see inside" your business.

4. Encourage Customers to Leave Reviews

Positive reviews build trust and attract more customers. Here are some ways to get good reviews:

Ask customers personally or via email to leave reviews.
Enhance user experience to encourage positive feedback.
Ensure accounts on review platforms like Yelp, Google My Business, TripAdvisor, and Facebook.
Make it easy for customers to leave reviews and ensure your website is mobile-friendly.
Offer incentives for reviews.

5. Ask Local Influencers for Help

Influencer marketing works for local businesses too. Local influencers such as bloggers, reviewers, or social media stars can spread your brand’s message. Events like Center City Sips in Philadelphia show how influencer collaborations can boost visibility. Use influencer marketing platforms to identify and collaborate with local influencers. This can create buzz around your brand, which Google may recognize as increased popularity, benefiting your rankings.

6. Earn Local Backlinks

Acquiring local backlinks remains crucial. Focus on links that provide referral traffic and build your reputation. Here are some strategies:

Offer scholarships and collaborate with local universities.
Host events and invite local community leaders.
Sponsor charities or local events.
Get listed in local directories.
Use HARO to connect with reporters.
Ask local blogs to review your business.
Convert client or vendor relationships into backlinks.
Analyze competitors’ backlinks to find new link opportunities.

Local backlinks can significantly improve your site’s visibility in search engines.

Conclusion

Local SEO is increasingly competitive. New businesses launch daily and Google frequently updates its ranking algorithm. These tips can help refine your SEO strategy and drive business success.

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