Local SEO Explained

Rachel Matela     12 July 2017



What is Local SEO?

Local SEO is an online marketing technique that lets you promote your products and services to local customers in an extremely targeted and timely way. Your chances of being discovered by potential customers increase as you rank higher on search engines, but local SEO means your business is discovered on your customer’s terms. The difference is in the approach.


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Why does it Matter?

The fact is, nowadays only 20% of adults get their news from print newspapers. More and more people are turning to the internet to find local businesses, on both desktops and mobile devices. Local SEO has the highest conversion levels of all local advertising channels, partly due to our human nature – we tend to trust what others have already tried and tested. A recent survey found that 84% of people trust online reviews as much as a personal recommendation.

Having localised content on your website is important, but link building plays just as big a role. Paying attention to the kinds of links surrounding your business can help you build a better reputation. Local SEO has a high ROI, it’s free, and it will help you get organic search results.

Strategies for Local SEO

Local SEO needs to be handled very differently to the average SEO campaign. As is the case with anything geo-specific, local SEO must be detailed, traceable and relevant.

Here are some strategies for local SEO:

Google My Business

This is the easiest way to be spotted by your neighbourhood. Your business will appear in front of local customers right when they are searching for businesses similar to yours. It’s free to set up a Google My Business page and it’s a fantastic way to gain exposure and get real reviews from existing customers.

NAP (Name, Address, Phone Number)

If you want visitors, you need to tell them where you live. Consistency is the glue that will hold your local SEO plan together. Make sure your business’ name, address and phone number feature across your entire website. Take care to ensure you write your contact details in an identical format on every other platform, so search engines can find you.

Local Reviews

Word of mouth is the most reliable source of information. Local reviews have a direct impact on local search rankings, so take the time to perfect your customer service. Give your existing customers a call and see if they’d like to leave a review. Offering something in return can encourage them to participate. Discount vouchers and charity donations are some options.

You can also create some extra space on your website for feedback. Have an ‘anonymous’ option, as some people are wary about sharing their name. If your business is new to the game, ask a friend or family member to leave a positive review.

Local Keywords

You can also use the following tools to track the most popular keywords in your area.

  • Google Trends
  • Answer the Public
  • LSI Graph

If you want to learn more about how to optimise your business with local SEO, read about our local SEO services or download our free guide below.


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Author: Rachel Matela

Rachel is a Filipino Kiwi with a passion for the arts. Having graduated with an Arts Degree in English from UoA, she found writing work at PureSEO as a Junior Copywriter and quickly moved on to the role of Editor. In her spare time, she reads Austen and teaches dance classes in the weekend.

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