Localized Search Engine Optimization (Google My Business)
Some of you may have noticed that when you’re doing a Google search, the results tend to be more localized than they used to be. For example, if you type the query “Mexican restaurant” into Google, the results you see will mostly be from your local area rather than from across the country or around the world. You may also be familiar with Google Business Profile (formerly Google Places). If your business hasn’t claimed or optimized its listing yet, it’s something worth looking into. These changes reflect a much Google Business Profile larger shift in how search works today — the continued rise of local search engine optimization (local SEO). For some businesses this is extremely important, while for others it may not matter much at all. If your physical location matters to your customers, local SEO is something you should pay attention to.
The first thing to consider when thinking about local SEO is whether it really applies to your business. If most of your customers are national or international, your location may not be a big factor in how people find you online. But if you’re a local business serving a local audience, then local SEO can be very important. Take the example of a hairdresser. Someone looking for a haircut is almost certainly searching for a nearby salon, so appearing in local search results can make a big difference in attracting new clients.
A good starting point is to review your keywords. Think about the phrases a typical customer might type into Google to find your business. “Madison hairdresser” would probably be high on that list. Building a keyword strategy that includes location-based phrases can help distinguish your business from similar businesses in other cities — for example, “Madison hairdresser” versus simply “hairdresser.” Keep in mind that searchers may phrase things differently, so both “Madison hairdresser” and “hairdresser Madison” can be useful variations to include.
There are several places on your website where including your city, region, or service area can help reinforce your local relevance. These include your page title tags, headings, page content, URLs when possible, image alt text, and meta descriptions. You don’t need to force the same phrase into every location, but incorporating your location naturally throughout your website helps search engines understand where your business operates and who you serve.
In addition to your website, make sure your Google Business Profile, business directories, and online listings all contain accurate and consistent information about your location and services. This consistency helps strengthen your visibility in local search results.
