The Complete Guide to Local SEO in 2023

In an era where local searches wield unmatched influence over consumer decisions, mastering the intricacies of Local SEO has become the beacon guiding businesses toward success. 

As we venture into 2023, the landscape has evolved, presenting new opportunities and challenges for those seeking to harness the potential of their local markets. 

This comprehensive article is your compass, illuminating the path through the dynamic realm of the Local SEO Guide, equipping you with the strategies and insights to thrive in this digital age of neighbourhood exploration.

What is Local SEO?

Local SEO, or local search engine optimisation, is a digital marketing strategy aimed at improving the online visibility of a local business in search engine results when users are looking for products or services within a specific geographic area. 

It focuses on optimizing a business’s online presence to attract local customers. This is particularly important for companies with a physical location or serving a specific local market.

• Example: A user searches for “coffee shops in Manhattan NYC,” and Google displays a list of coffee shops with their Google Business Profile (GMB) profiles, showing their locations, ratings, and reviews.

Components of Local SEO

1. Google My Business (GMB) Profile

Google My Business is a free tool that allows businesses to manage their online presence across Google, including Google Search and Google Maps. 

It provides essential information such as business name, address, phone number (NAP), business hours, customer reviews, and images.

2. Localized Website Content

Creating content that is relevant to your local audience helps search engines understand the geographical focus of your business. 

This includes creating location-specific landing pages, blog posts, and other content that caters to the interests and needs of your local customers.

3. Citations and Online Directories 

Citations are mentions of your business name, address, and phone number (NAP) on various online directories, review sites and social media platforms.

Consistent and accurate citations across these platforms help search engines verify your business’s legitimacy and improve your local search rankings.

4. Online Reviews

Customers’ positive online reviews on platforms such as Google, Yelp, and TripAdvisor not only influence potential customers but also contribute to local search rankings.

To boost your local SEO efforts, encourage satisfied customers to leave reviews.

5. Local Link Building

Improving your local search authority can be achieved by actively building high-quality local backlinks from reputable websites in your area. This may include forming partnerships, collaborating with others, or participating in local events.

6. Mobile Optimization

A significant portion of local searches is conducted on mobile devices. Ensuring that your website is mobile-friendly and loads quickly is crucial for providing a positive user experience.

Why Is Local SEO Important?

Local SEO is important for several reasons, as it directly impacts the visibility, reach, and success of businesses operating in specific geographic areas. 

Here’s a detailed explanation of why local SEO matters:

1. Increased Local Search Intent

• 46% of all Google searches have local intent. (HubSpot)
• 88% of consumers who perform a local search on their smartphone visit or call a store within a day. (Nectafy)

2. Higher Conversion Rates

• 72% of consumers who perform a local search visit a store within 5 miles of their current location. (WordStream)
• Local searches result in purchases 28% of the time. (Joel House Search Media)

3. Google’s Local Pack Significance

• 56% of local businesses haven’t claimed their Google My Business listing. (BrightLocal)
• Businesses that appear in the Local Pack are viewed by users as more credible.

4. Mobile and Voice Search Impact

• “Near me” or “close by” type searches grew by more than 900% over two years. (Chatmeter)
• 58% of consumers have used voice search to find local business information in the last year. 

5. Google My Business and Reviews

• 63% of consumers say they are likely to check Google My Business reviews before visiting a business.
• Businesses with more than 10 reviews are likely to get 3.5 times more clicks to their website. (Moz)

6. Local Business Trust

• 87% of consumers read online reviews for local businesses in 2020, up from 81% in 2019. (BrightLocal)
• 91% of 18-34 year-olds trust online reviews as much as personal recommendations. (BrightLocal)

7. Competitive Advantage

• 56% of local retailers haven’t claimed their Google My Business listing. 
• Only 44% of businesses have claimed their Google My Business listing. 

8. Consumer Behavior and Local Search

• 82% of smartphone shoppers conduct “near me” searches.
• 92% of searchers will pick businesses on the first page of local search results. 

9. Rise of “Best” and “Reviews” Queries

• “Best” and “reviews” related keyword searches have grown by 80% in the past two years.

These statistics underscore the importance of local SEO in the global business landscape. 

It directly impacts consumer behavior, trust, and decision-making processes, making it essential for businesses to optimize their online presence locally

How Does Local SEO Work?

Local SEO works by optimizing various online and offline elements to improve the visibility of a local business in search engine results when users search for products or services in a specific geographic area. 

It involves both on-page and off-page strategies that contribute to a business’s online presence within its local community. Here’s a detailed breakdown of how local SEO works:

1. Google My Business (GMB) Optimization

• Claim or Create Your GMB Listing: Start by claiming or creating a Google My Business listing for your business. Provide accurate and complete information, including business name, address, phone number (NAP), business hours, and category.
• Add Photos: Upload high-quality images of your business, products, and services to make your listing more appealing to users.

• Customer Reviews: Encourage satisfied customers to leave positive reviews on your GMB profile. Also respond to reviews, both positive and negative, to show engagement and improve your online reputation.

• Posts and Updates: Regularly post updates, offers, events, and news related to your business on your GMB listing to keep it fresh and engage users.

2. On-Page Optimization

• Localized Content: Create location-specific content on your website, such as blog posts, articles, and landing pages, using local keywords that reflect the geographic area you serve.
• Meta Tags and Descriptions: Optimize your meta titles and descriptions with relevant local keywords to improve your chances of appearing in local search results.
• NAP Consistency: Ensure your business’s name, address, and phone number are consistent across your website, GMB profile, and other online directories.

3. Off-Page Optimization

• Local Citations: List your business on relevant online directories and citation websites with consistent NAP information. These citations validate your business’s legitimacy and location.
• Local Backlinks: Earn high-quality backlinks from local websites, community organizations, and local news sources. These backlinks enhance your local search authority.
• Social Media: Engage with your local audience on social media platforms, sharing local news, events, and promotions.

4. Online Reviews and Reputation Management

• Encourage Reviews: Encourage satisfied customers to leave positive reviews on platforms like Google, Yelp, and Facebook. Positive reviews enhance your credibility and attract more customers.
• Respond to Reviews: Engage with both positive and negative reviews professionally and promptly. Responding to reviews shows that you value customer feedback.

5. Local Keyword Optimization

• Keyword Research: Identify relevant local keywords that users are likely to search when looking for your products or services in your area.
• Incorporate Keywords: Use these keywords naturally in your website’s content, headings, and metadata to signal to search engines that your business is relevant to local searches.

6. Mobile-Friendly and User Experience

• Mobile Optimization: Ensure your website is responsive and mobile-friendly, as a significant portion of local searches occurs on mobile devices.
• Fast Loading Speed: Improve your website’s loading speed to enhance user experience and reduce bounce rates.

7. Local Maps and Geo-Targeting

• Google Maps: Optimize your business’s appearance on Google Maps by ensuring your GMB information is accurate and complete.
• Geo-Targeting: Use geographically targeted keywords and location data to improve your local search rankings.

8. Tracking and Analytics

• Google Analytics: Monitor your website’s traffic, user behaviour, and conversion rates to measure the effectiveness of your local SEO efforts.
• GMB Insights: Analyze data from your GMB Insights to understand how users are interacting with your listing and what actions they’re taking.

Implementing Local SEO Strategies

Let’s say you own a small pizza restaurant in Chicago. You implement local SEO strategies as follows:

1. You create a detailed and accurate Google My Business profile with high-quality photos of your restaurant, menu items, and interior.
2. On your website, you optimize content with keywords like “best pizza in Chicago” and create blog posts about pizza trends in the local area.
3. You actively encourage satisfied customers to leave positive reviews on Google and Yelp, boosting your online reputation.
4. You partner with local food bloggers to write reviews about your restaurant, earning high-quality local backlinks.
5. You maintain consistent business information on online directories and citation websites, ensuring NAP accuracy.
6. Your website is mobile-responsive and loads quickly, providing a seamless experience for users searching on their smartphones.

As a result of these efforts, when someone in Chicago searches for “pizza near me,” your restaurant appears in the local search results, accompanied by positive reviews, accurate information, and enticing images, increasing the likelihood of potential customers visiting your establishment. 

This demonstrates how local SEO can have a direct impact on driving local business success.

What more can you do?

Leverage Schema Markup

• Implement schema markup to provide search engines with detailed information about your business, such as opening hours, reviews, and addresses.

Engage on Social Media

• Share local news, events, promotions, and engaging content on your social media platforms.
• Encourage local engagement and interaction with your posts.

Participate in Local Events and Partnerships

• Collaborate with local businesses, charities, and events to gain exposure and backlinks.
• Attend local events and share your participation on your website and social media.

Incorporating local SEO into your overall SEO strategy is a pivotal element, especially for businesses operating within a specific locality.  

By implementing local SEO practices, your business becomes discoverable to your target audience when they conduct online searches, particularly if you have a physical storefront or a designated service area. 

With the seasoned expertise of digiXL media, embracing local SEO empowers your audience to effortlessly discover your presence online – whether you boast a brick-and-mortar storefront or an expansive service area.

We trust that this article will prove invaluable as you embark on the path to establishing notable brand visibility and credibility on the digital landscape.