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SEO 16 min read July 13, 2023

Top 5 Tips for Local SEO to Achieve Impressive Rankings

Top 5 Tips for Local SEO to Achieve Impressive Rankings
Joseph Kahn
Joseph Kahn
Founder of Harmonic Growth
Club and HumJam

In highly competitive segments, which include most sectors of modern business, a large part of the success depends on local SEO. To connect with local audiences and convey your company's values, you should use creative techniques, such as harmonic marketing. 

We prepared a simple five-step plan to help a local business get a higher ranking. Together, we'll learn how to boost your SEO strategy and achieve impressive results in no time. Let's go!

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Experience, Expertise, Authoritativeness, and Trustworthiness in Local SEO

Harmonic marketing is one of the best ways to implement Google's E-E-A-T formula into your website's local promotion strategy. It implies broadcasting a unified appeal through all communication channels. In this way, your customers get accurate information that they can trust. It is very useful for local reputation management. 

Before getting to know more about harmonic marketing, you should pay more attention to the Google E-E-A-T formula. It consists of the following elements:

1.Experience. To rank highly in local searches, you must present your content from the perspective of someone who has used a particular product. Tell about the impression it left, its pros and cons, and share a couple of tips or secrets. 
2.Expertise. Content should be created by a qualified person. To demonstrate it to readers and search crawlers, add an authorship section to the site. Indicate in it the position, level of education, and merits of the author, and preferably share a link to their profile on social networks. 
3.Authoritativeness. In SEO, the same rules apply as in the academic environment. The more experts link to your submission, the more popular and authoritative it becomes.
4.Trustworthiness. Only accurate and trustworthy content can make it to the first page of local search results. It should be in line with the scientific consensus in the industry. It should be free of errors and baseless assumptions, as well as links to resources with a negative reputation. 

The last point is considered the most important. It harmonizes the entire formula, allowing you to bring all the factors of ranking sites under a common denominator. Trust is based on the real user experience. It is established when the author declares their qualifications. Trust is solidified when the accuracy and trustworthiness of the content are confirmed by reputable experts. 

The last point is considered the most important. It harmonizes the entire formula, allowing you to bring all the factors of ranking sites under a common denominator. Trust is based on the real user experience. It is established when the author declares their qualifications. Trust is solidified when the accuracy and trustworthiness of the content are confirmed by reputable experts. 

Experience, Expertise, Authoritativeness, and Trustworthiness in Local SEO

When people trust your site, they are more willing to share their experiences with the product. As a result, the page rises to the top 10, top 3, or even the first position of local search results. 

Tips in Local SEO That Will Boost Your Website's Ranking

If you have an agency, establish a trusting relationship with your clients. To help them rank better in the local competition, hold regular joint brainstorming sessions. Give your customer access to your working materials so they can get into the essence of your website promotion strategy, share valuable insights, correct mistakes, and generate successful ideas. In addition, you should familiarize yourself with the portrait of your client's customers. Delve not only into the essence of the business but also into the peculiarities of its target audience.

A close, trusting relationship with the customer will be the background that will help you put into practice several expert tips. We tell you more about them.

1. Optimize your website for local keywords

The general scheme looks simple. To get a local keyword, combine the region/city name with the product/service name. For example, "air conditioning repair in Dallas." For perfect results, use this combination in the following elements of your resource:

Step 1: Organize and plan

However, you need to realize that such a keyword will not only have a wide consumer audience but also serious competition. To optimize your site faster and more effectively, you need to refine the keyword by making it long-tail. To do this, you should use specialized tools, for example, Serpstat Related keywords report:

Serpstat Related keywords report

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The secret of local SEO success is the right keyword research. Once you have a list, sort it by the potential amount of income that optimization in this direction can bring. Professional advice: if you find it difficult to estimate this figure, focus on cost per click (CPC). If a business is willing to pay a lot of money for a particular keyword, optimization for it brings even more profit. 

Be sure to pay attention to the potential volume of traffic. Choose those words that will bring you real visitors. If the search volume of queries is too low or the keyword popularity is declining, investment in this area will be unprofitable. And don't forget to compare your domain authority with the average of your competitors. The more you lag behind other representatives of your market segment, the more time and effort optimization will take.

The main thing you need to keep in mind when creating your local SEO strategies is to focus on easily accessible targets. Don't ignore them in the name of long-term benchmarks. The sooner your work starts bearing fruit, the better results you will get.

When working with keywords, you should also keep the following proven SEO tips in mind:

1.Focus on the user's intent. If they are searching for instructions on replacing the bathroom faucet, offer them a blog article; if they want to buy plumbing, suggest a commercial page.
2.Monitor your competitors. By evaluating your business environment with Serpstat, you can borrow quite a few successful ideas. Most newcomers achieve great results by copying the marketing methods of the leaders.
3.Don't take on goals that are too difficult for you. If the difference in domain authority is too great, it will take years and hundreds of thousands of dollars to achieve success. Choose keyword groups that fit your budget and planning horizon.

2. Evaluate the competition in the search

To develop your business, you need to know what other companies are doing. And to do that, you should identify your real competitors. Using the competitor monitoring feature in Serpstat, see who is optimizing in the same direction as you are.

Step 2: Sizing up the competition

Highlight among them those companies that you work with on the same level. If you sell smartphone cases in a small store, you can't really compete with Amazon. But a similar retail outlet and a small chain of mobile accessory stores will be your direct competitors.

It is important to realize that search services are intermediaries that connect you with target audiences. Do not perceive them as competitors. Your strategy should be created keeping in mind the market segment leaders — search ranking rules are more likely to be its background than key details. 

Once you've selected your direct competitors, compare your business to them. Pay attention to such aspects as:

  • keywords
  • local link-building strategies
  • content quality and topics
  • social media tactics
  • the number of ratings, reviews, and testimonials 

The difference between your metrics and those of your competitors will be the basis for a website optimization strategy.

3. Create localized content and landings

One proven SEO tip that works effectively at this level is to use existing content instead of writing new content. Update it regularly — optimize the structure, experiment with new calls to action, add new details and clarifications, improve internal linking, and so on. 

Don't forget to inform search engine crawlers about content updates on your site. Use standard webmaster tools for this purpose, for example, Google Search Console. 

For outranking competitors, it is not enough to invest time, money, and effort in resource optimization once. This process must be ongoing. To get the desired result, you will need to set up analytics. Take advantage of competitor monitoring, rank tracking, and technical audit modules presented in Serpstat. 

If you work in several regions and want to attract a local target audience, create local landing pages for each of them. To boost their rankings quickly, use the effective tips for local SEO outlined in this article

4. Create and optimize your Google Business Profile (Google My Business)

A mandatory step for any company that wants to reach out to potential customers living nearby. It should sign up for a Google My Business account; otherwise, its profile will be generated automatically and might not contain the right content.

Google Business

To increase local site rankings, add the following information to your profile:

  • company name;
  • actual address;
  • contact numbers;
  • website link;
  • email;
  • products and product categories;
  • photos.

Update your Google My Business content regularly with useful and interesting information. Approach this task creatively — it should not be a mere formality for you. Don't forget about Google Maps optimization as well. Generate location-based and geotargeted content so customers can quickly find your store, office, or showroom.

Use a review tool to engage local consumers. Monitor feedback and provide responses promptly. Learn to work with negativity — if a customer is dissatisfied with the service, promise to fix the defects and offer them decent compensation. This will help you to increase the level of trust, automatically improving your search engine rankings.

5. Create high high-quality local links

Link building is one of the most effective SEO tools. Local backlinks can help you close the gap with your most successful competitors in a matter of weeks and months. To achieve a higher ranking, use the following sites to post your content:

  • Blogs willing to publish guest posts;
  • Affiliate resources;
  • Local directories;
  • Professional communities;
  • Business Improvement Bureaus;
  • Government agency and registrar websites.

Dealing with so many resources can be extremely tedious. Fortunately, Serpstat has a simple and effective local SEO tool that gives you access to all local directories in one section.

Ways to get backlinks

But the primary means of building local links will be reviews and ratings. They fulfill all the requirements of Google's E-E-A-T formula: build brand trust, increase authority, and contain a personal user experience. Motivate customers to post reviews on all available platforms — your website, Google My Business, maps, specialized platforms, blog comments, social media, and so on. 

To encourage the generation of reviews and testimonials, interact with your target audience. Participate in local events and sponsorships, conduct regular surveys, use hashtags to increase your reach, and integrate user-generated content into your marketing materials. To send the right social media signals, engage influencers. 

Perform technical SEO tasks

This point could be the sixth, but we'll actually put it at number zero. If you follow all the local SEO tips but forget about technical optimization, all your efforts will be in vain. To avoid such a fatal mistake, check your website using the following checklist.

  • Connect Google Search Console and Google Analytics as early as possible;
  • Index pages as soon as the content is updated;
  • Use an effective technical auditing tool;
  • Create backups to quickly restore the website after failures;
  • Choose a hosting service with sufficient bandwidth;
  • Monitor content loading time — check it with Google Lighthouse or other similar tools;
  • Connect modern cybersecurity tools to protect against DDoS and malware;
  • Eliminate 404 errors — use redirects with a 301 code;
  • Fill robots.txt and sitemap.xml files correctly;
  • Monitor the use of HTTP and HTTPS prefixes;
  • Specify the canonical version of the page to avoid errors during the site crawling by search crawlers.

You should also understand that mobile optimization is included in the list of ranking factors. Therefore, you need to use a responsive design for the layout of each page and test it repeatedly with different screen resolutions. Also, focus on the convenience of voice search — optimize your content so that it is presented in the search engine snippets. Using Schema markup will also be a plus, helping the visitor navigate to the right section instantly. 

KPIs Important to Local SEO

Usually, business success is measured by metrics such as the number of conversions, return on investment (ROI), bounce rate, and link clickability. They are essential for any company regardless of the scale of its operations. But in local content marketing, you should consider other benchmarks as well:

1.The number of views to your website.
2.Number of requests for address/phone number/other contact information.
3.Number of entries/orders/bookings.
4.Number and duration of telephone calls.
5.Number of posts and comments on Google My Business. 
6.Number of completed signup forms. 
7.Number of testimonials and reviews from local customers.
8.Representation in online business directories. 
KPIs Important to Local SEO

Conclusion: How to Succeed in Local SEO

The harmonic formula for success in local SEO consists of five elements:

1.Proper keyword research in collaboration with the client.
2.Continuous monitoring of competitors and evaluating their marketing strategies. 
4.Representation in Google My Business. 
5.Creating localized links that build an authoritative image of the company.

The rules of local optimization are generally in line with global SEO laws. However, to attract a local audience, you need to consider more aspects and go deeper into the details. It is important to develop a harmonic approach to marketing, broadcasting a unified appeal in all communication channels. In addition, the right approach is to combine smart optimization tools and your own expertise to highlight key features of your business environment. 

The opinion of the guest post authors may not coincide with the opinion of the Serpstat editorial staff and specialists.

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