Local SEO (Local Search Engine Optimization) is the promotion of a business or website in search results aimed at a local audience. Since most potential customers are now on the Internet and when they need a service like yours, they will of course turn to Google.
Working with local SEO is a bit like regular SEO. Using multiple url opener is also useful in SEO. The biggest difference is that it focuses on local search, which means you need to be more specific with this type of promotion. You need to select local search queries and target local customers who are either interested in learning more about your business or are ready to buy the service right now.
First, a little theory.
Let’s say you want to drink coffee and you are looking for coffee shops on Google Maps. Which coffee shop would you choose? I’ll bet the one that’s open right now, within walking distance, highly rated and well-reviewed, has a terrace if you’d rather be outdoors or have a takeaway option.
Let’s now look at the other side, you are the owner . You would have many times fewer visitors to the coffee shop if such information was not available to potential customers on the Internet or if you were not displayed on the maps at all.
But you would get even more visitors if you added information about payment methods, delivery, whether it is mandatory to enter in a mask, whether it is possible to come with animals, and more. In this way, you set the right expectations for potential customers, which will increase their level of satisfaction. That is why you need to do local promotion.
As with regular SEO, the first step is to find search terms, but in this case, local . A local keyword is a keyword that potential customers enter into a search engine when searching for products or services in a particular area. Once you start ranking for these keywords, you can drive targeted, quality local traffic from your competitors to your site.
When optimizing content with key phrases , it’s important to study them properly . A good way to start is to brainstorm and then list all the different services you offer. For example, a dentist may offer dental cleanings, emergency dental care, root canal treatments, and so on.
If you’re not sure what services you offer or what services a client might ask about, check with the team and existing clients. Then, once you’ve decided on the terms, check out the synonyms that customers might use when they search for your business on Google. For this, you may find the Serpstat report ” Similar Phrases ” useful.
For example, I use Google Maps to find new cafes. Others prefer TripAdvisor, Facebook, Brownbook or Foursquare , and each location has a different list!
This is why listing your business in local directories makes your business much more visible in search results. Once added, users searching for your product or service in your region will see it in their search results. They will see your address, phone number (if you added one), any other contact information, as well as hours of operation and customer reviews.
For example, if you are a massage therapist in Kyiv and someone searches for “masseur in Kyiv”, there is a good chance that your business will appear next to other massage therapists in the results.
How to add your business to local directories?
Of course, you can add it separately, first to one catalog, then to another, to the third, etc., and then after a while you can also enter and update the information separately. But you must admit that it will take a lot of time, especially if your business operates in different locations and in different countries. There is a way out – manage the online presence and reputation of a business in various directories from a single tool. We will show you how to work with Local SEO in Serpstat.
Collect statistics for all locations
Don’t waste time updating information about your business in dozens of directories individually – enter the information into Local SEO and automatically sync it to directories available in your region.
This tool is an integral part for the development of both online and offline business.
Let’s look at all sections of the tool.
Dashboard shows summary statistics for all locations combined . The tool will tell you the percentage of completeness of the profile, the number of directories in synchronization, directories requiring additional actions and whether there is duplicate information in your listings.
The menu on the left allows you to easily switch between sections, and the activity feed on the right notifies you of any events related to locations.
Below you will find statistics about the average rating, percentage of reviews answered, rating dynamics, Google and Facebook impressions and clicks.
Information from Google and Facebook will not be pulled up immediately – first you need to connect your GMB and Facebook accounts:
1. go to Locations;
2. choose a location;
3. go to the Directories tab;
4. connect your Facebook and Google accounts.
Monitor directory sync status
One of the most effective strategies to improve local SEO rankings is tofill in as much information about your business locations in local directories as possible. This ensures that all the important data about your business is presented to the right audience. If all your data is up-to-date and contains accurate information, you are less likely to experience the negative effects of changing or updating algorithms.
Difficulties may already arise here . While it is important to complete location profiles in all directories, this is not always easy to achieve. One of the main reasons is that filling in all the information in different locations and in different directories takes too much time. And if you do not update outdated data, then due to inaccuracy or lack of information, you can miss conversions. With Local SEO in Serpstat, you canenter information only once and automatically synchronize it with other directories . This is where the question of checking the status of directory synchronization comes in.
The Directories tab in the menu just above shows all the available directories in your region. Listings are divided into groups:
- Pending actions are directories that require your actions. Usually these are Google, Facebook and others, to which you need to additionally connect;
- Search, Voice & Discovery – the largest traffic sources like Siri, Google Search and Apple Maps;
- Social & Reputation – social networking applications like Instagram;
- Navigation Services – navigation applications, such as Google Maps or Uber;
- Business Directories – Authoritative Sites Like Brownbook
Near each directory, you can see the status of its synchronization. Statuses can be:
- Listings in sync – synchronized;
- Listings being updated – in the process of synchronization;
- Requiring your attention – requires your attention;
- Claimed by others – another application controls this profile and we cannot update it until that application releases control.
In addition, on the right you can see a summary of how many listings are in sync, being updated, etc.
Manage listings from one interface
Whether you’re just starting out or have an established business, keeping in touch with customers and letting them know you’re available when they need you is the key to a successful business. Adding your location to business directories makes it easy for people to find your services and contact you . When someone searches for a service nearby, they will be able to find you on the map if you do local SEO for your business.
If we talk about basic information, then the profile of your location definitely needs a title and description.. The profile must include the company name, address and phone number. You also need to add your site, if any, and a short or long description. In addition, you can add a few key phrases to your description text to increase the chances that your business will appear in the results when someone searches for a similar service or service. These are mandatory items for your profile, but there are more to add.
By the way, check out the YouTube video where Product Manager Julia shows you how to use the Local SEO tool !
It’s so convenient to manage locations in business directories from one tool – let’s take a look at how to do it in Serpstat!
The list of your locations is stored in the Locations section – this is where you add new addresses, manage locations and fill out their profile.
Also, you can add locations individually, or you can import them in bulk.
The Locations section contains the following information:
- location status;
- The number of directories in which the location is synchronized;
- Profile completeness percentage;
- missing data;
- The number of published posts;
- Average score;
- The total number of ratings and reviews;
- Proposals for completing the profile;
- Shortcuts for internal grouping and sorting;
- The date of the last sync.
By clicking on the location you will see 4 tabs that the location profile consists of.
1. Basic data – the following information is entered here:
- title;
- address;
- phone number and other contact details;
- schedule;
- service industries;
- categories;
- key phrases;
- short and long descriptions;
- imprint;
- labels.
2. Rich data – this tab allows you to enter additional information:
- profiles in social networks;
- attributes (varies depending on the category selected in basic data);
- Payment Methods;
- brands;
- languages;
- services.
3. Photos & Videos – can be downloaded:
- logos;
- cover
- exterior;
- interior;
- menu;
- goods and more.
4. Suggestions – recommendations to fill out the profile if empty fields were found in some directories.
Manage your business reputation
Let’s move on to the opinions and reviews of your customers. Reviews on the Internet are a very important part of local SEO promotion, there is nothing to discuss here.
Online reviews help potential customers decide whether to choose Company A or Company B. Also, if you have no (or very few) reviews, a client who has not yet used your services is unlikely to choose you over another company.
If you want to rank high in local SERPs and be visible to potential customers, you need to generate as many reviews as possible .
Naturally, you cannot write your own reviews. Instead, find other ways to get customers to leave a review. Here are some tips :
- Take the first step! It is not illegal to send an email to a customer asking for a review. The main thing is to wait a few days after they have purchased your service or product;
- Make it easy to leave a review – immediately add a link to the letter;
- Explain to customers why their feedback is important;
Mutual Benefit – Reward customers for leaving a review. It can be additional options for services, a mention in a blog, merch … fantasize!
