Local SEO Basics: Learn How To Outrank Your Competitors

Read Time: 23 Minutes

In the YouTube video above, I go over local SEO basics that you have to complete before considering any "advanced SEO strategy".

80% of results come from these techniques.

If you want to improve your local SEO and outrank your competitors you're in the right place ⤵️

The video covers 3 main points:

1. Keywords in URL 🔑
2. Location / Google My Business
3. Title Tags
   
   

In this article I'm going to delve even deeper, going over the core content in the video, and shedding light on local SEO topics you need to be aware of.

We'll go cover:

• What is local SEO
• How it works
• On-page SEO for local search
• Keywords in URL
• Title tags
• Meta Descriptions
• Local Citations
• Importance of reviews
• Local link building
• Common mistakes to avoid

By the end of this article, you'll know how to boost your small business’s visibility and outrank your competitors.

Before we dive in..
We need to answer one important question..

What is local SEO ⁉️

⤵️

What is local SEO?

Local SEO is all about optimising your online presence to attract more business from relevant local searches.

Think about when you search for "best coffee shop near me" or "plumber in Coburg." That's local SEO in action! It helps your business appear in these local search results, making it easier for customers in your area to find you.

Boosts Your Visibility

Local SEO helps your business appear in local search results, making it easier for potential customers to find you.

When someone searches for services you offer in your area, you want to be at the top of those search results. By optimising local SEO, you increase your chances of being seen by people who are looking for businesses like yours in your local area.

Attracts More Foot Traffic

Builds Trust and Credibility

Targets Ready To Buy Customers

Improves Online and Offline Integration

Enhances Local Marketing Efforts

Cost-Effective Marketing Strategy

1. Google My Business (GMB) Signals

These 3 points contribute to your GMB ranking significantly:

2. NAP Consistency

Name, Address, Phone Number (NAP):

Ensure your business information is consistent across all online platforms, including your website, social media, and local directories.

Inconsistent NAP information can confuse search engines and lower your local SEO ranking.

3. Online Reviews

Encourage your customers to leave positive reviews on Google and other review sites. Respond to reviews promptly to show engagement and build rapport.

When customers mention your services and location in reviews, it signals relevance to search engines.

Location Keywords

Use location-specific keywords in your :

• Websites URLs
• Content
• Meta descriptions
• Title tags
• GMB listing

Phrases like "best café in Fitzroy North" or "Brunswick plumber" help search engines understand your business's local relevance.

Local Citations

List your business in reputable local directories like Yelp, Yellow Pages, and industry-specific directories.

• Ensure your NAP information is consistent across all citations.

Local Backlinks

Get backlinks from local websites, such as local news sites, blogs, and business associations.

High-quality, relevant backlinks will boost your local SEO.

Website Optimisation

There are a lot of different ways to optimise your website, this is an article in itself. If you want to learn more about comprehensive web design packages that are all-inclusive, check out that page.

Small businesses need to invest in website development to see any meaningful impact on their marketing strategy. Don't cut corners on web design, you will regret it.

For local SEO, focus on these 5 pillars:

• Mobile-Friendly Design: Ensure your website is responsive and works well on mobile devices. Many local searches happen on smartphones, so a mobile-friendly site is crucial.
• Fast Load Times: Optimise your website’s loading speed. A fast site improves user experience and can positively impact your ranking.
  
• On-Page SEO: Use local keywords in your URL structure, title tags, meta descriptions, headers, and content. Include your location in strategic places like your homepage, contact page, and service pages.
• Structured Data Markup: Implement schema markup for local businesses. This helps search engines understand your business information and can improve your visibility in search results.
• Localised Content: Create content that is relevant to your local audience. Write about local events, news, or topics of interest to your community. This will attract local traffic and build engagement.
  

Social Media Engagement

Engage with local customers on social media platforms. Share updates, respond to comments, and participate in local forums to build relationships around your business.

Google ranks by relevance. It wants to show the most relevant piece of information to the person searching for that query.

Show relevance to Google by:

• Placing industry-related keywords in the URL
• Using location-orientated keywords in your copy
• Adding industry keywords in your title tag + meta description

Title Tags: These are the titles that appear in search engine results. A well-crafted meta title should include your primary keyword and location.

For example: "Emergency Plumber in Northcote | Northcote Plumbing Company."

💡 Tips for Meta Titles:

• Keep them under 60 characters.
• Include your primary keyword and location.
  

Meta Descriptions: These are the snippets that appear below your meta title in search results.

They should provide a brief overview of your page content and include local keywords. Google has made meta descriptions less relevant as it tends to rewrite them using AI.

Regardless, you’ll sleep better at night and acquire more clients by having your keywords placed in your meta descriptions.

💡 Tips for Meta Descriptions:

• Keep it under 160 characters.
• Include your primary keyword and location.
• Write a clear and enticing description that matches the search intent.
  

Understand Search Intent: Create content that directly addresses what users are searching for.

If someone searches for "best café in Melbourne," they’re likely looking for recommendations, so a blog post listing top cafés in Melbourne would match this intent.

Let's say someone searches for "Emergency electrician Collingwood. They're looking to have their problem solved right now, therefore this searcher's intent is commercial/transactional.

💡 Types of Search Intent:

• ℹ️ Informational: Users looking for information (e.g., "Why is my tap leaking?").
• 🧭 Navigational: Users trying to find a specific website (e.g., "Northcote Plumbing website"). You can think of this as a branded search.
• 💵 Transactional: Users ready to make a purchase (e.g., "buy garden tools Northcote").
  

Content Creation: Develop content that answers common questions, provides local tips, and showcases your expertise in your suburb/town.

The more specific your content is, the better your local SEO visibility.

Common Examples:

• Blog posts about local events
• Guides and how to's
• Customer testimonials and case studies
• Benefits of service for locals
  

Identify local keywords relevant to your business.

Use these keywords to help you write content and copy for your website.

Here’s a list of top SEO tools to help you find popular search terms in your area: 

• Google Keyword Planner
• Ahrefs
• SEMrush
• Surfer SEO 
• Ubersuggest
  

💡 Pro Tip: Optimise your keyword by placing it in the first and last sentence of your landing page.
As well as (titles, meta descriptions, headers).

Implement local business schema markup on your website.

This helps search engines understand your business details, such as your address, phone number, and business hours.

Name, Address, Phone Number (NAP): Ensure your NAP information is consistent across your website and other online platforms.

Place this information prominently on your contact page and footer.

Blog Posts: Create blog posts educating your audience about topics relevant to your industry. This not only builds authority and trust but also engages prospects. Furthermore, it signals to search engines that your business is active in the local area.

Use internal links to guide visitors to important pages on your site. This helps search engines understand the structure of your website and improves user navigation.

💡 Link using anchor text:

Use descriptive anchor text that includes keywords to link to your key pages.

Example: Do you want to know all the key factors that Google uses to rank pages? If the answer is yes,
Check out this comprehensive guide on SEO ranking factors ←

Improves Local Search Ranking

Citations are a key ranking factor for local SEO.

Search engines like Google use them to verify the accuracy of your business information, which helps improve your credibility and trust with search enginges.

Increases Visibility

Being listed on multiple local directories and websites increases your online visibility.

This makes it easier for potential customers to find your business when searching for services you offer in your area.

Builds Trust and Credibility

Consistent and accurate citations across the web build trust with both search engines and customers.

When prospects see your business information consistently, it reinforces your credibility.

Drive Traffic

Citations can drive traffic to your website and physical location.

When your business is listed in relevant directories and websites, it will attract local customers who are searching for your products or services.

Lodge Info With Major Directories:

• Google My Business (GMB): Ensure your GMB listing is complete and accurate. This is the most important citation for local SEO.
• Bing Places for Business: Claim and optimise your listing on Bing’s business directory.
• Apple Maps: Add your business to Apple Maps to reach iOS users.

List Your Business in Local Directories

• Top Local Directories: Get your business listed on popular local directories like Yelp, Yellow Pages, and TrueLocal.
• Industry-Specific Directories: Find directories relevant to your industry. For example, if you’re a restaurant, list your business on platforms like Zomato and TripAdvisor.
  

Ensure NAP Consistency

I've mentioned it a few times in this article and I'll keep banging on about it..

Make sure your business name, address, and phone number (NAP) are consistent across all citations. Inconsistent information can confuse search engines and lower your ranking.

• Tools to Help: Use tools like Moz Local, Yext, Get BirdEye and BrightLocal to manage and check the consistency of your citations.

Build Citations on Social Media

Ensure your business information is accurate on social media platforms like Facebook, Instagram, TikTok,  LinkedIn, and X/Twitter.

💡 Get expert advice from a professional facebook ads agency in Melbourne to boost your social media citations

💡 Regularly update your social media profiles and engage with your audience to build a stronger local presence.

Monitor and Update Citations

Periodically audit your citations to ensure they are up-to-date and accurate. This is especially important if you change your business location or contact information.

💡 Tools like Whitespark and BrightLocal can help you monitor and update your citations efficiently.

Get Listed on Niche Sites

Look for niche websites related to your industry or services. For example, if you’re an interior designer, get listed on sites like
The Design Files.

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By building and managing local citations effectively, you improve your local search visibility, build trust with customers, and drive more traffic to your business.

Speaking of building trust with your clients, the next topic of focus will be ⭐️ reviews. This is a crucial component if you want to rank your business at the top of the map pack. 

Boosts Local SEO

Reviews are a key local search ranking factor.

Search engines like Google consider the quantity and quality of reviews when ranking local businesses.

💡 Reviews often include keywords relevant to your business, helping search engines understand what your business is about.

Build Trust and Credibility

Positive reviews act as social proof, showing potential customers that others have had a good experience with your business 

📊 95% of customers read online reviews before buying a product.

📊 Over nine out of ten customers (95%) read product reviews before they choose to purchase something.

📊 Additionally, 58% of these shoppers say they are willing to pay more for products that have good reviews 🤯

Increase Your Visibility

Reviews appear in your Google My Business listing, making it more likely for your business to stand out in local search results and Google Maps.

💡 Being active on review sites like Yelp, TripAdvisor, and industry-specific platforms increases your online visibility.

Provide Valuable Feedback

Reviews provide insights into what customers like and what could be improved. Use this feedback to tailor your offering to your customer avatar.

People will tell you what they want, give it to them and reap the rewards 💸

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Now that we know why local reviews are important, let’s look at effective strategies for getting more of them

Ask for Reviews

Mind blowing tip, I know...

I've audited hundreds of small businesses by now, the majority don't actively ask for reviews! 

To be fair, I struggle with this myself personally..

Here are three ways you can ask for local reviews:

• Direct Requests: Simply ask your customers for reviews. A personal request can go a long way. For example, after a service or purchase, ask, "Would you mind leaving us a review?"
• Email Requests: Send follow-up emails after a transaction asking for a review. Include direct links/QR codes to your review profiles to make it easy for customers.
• In-Person Requests: Train your staff to ask for reviews during interactions with customers. A friendly request at the end of a positive interaction can be very effective.
  

Make It Easy

Include links to your review profiles on your website, in emails, and on receipts. The easier it is for customers to leave a review, the more likely they are to do it.

💡 Have a dedicated page on your website with instructions and links to where customers can leave reviews.

Generate a QR Code

Generate a QR code that links directly to your review page. Display this QR code prominently at your physical location, on receipts, and business cards.

Set Up an Email/SMS Campaign

Use email/sms to reach out to customers after their purchase or service experience. Include a friendly message asking for a review and provide a direct link to your review page.

💡 Utilise email and SMS automation tools to schedule and send review requests :

• Klaviyo
• Bravo
• HubSpot
• Twilio
• ConvertKit
  

 Sample Scripts for SMS & Email Campaigns 📝

Here are some sample scripts you can use for your email and SMS review request campaigns.

These scripts are short, friendly, and designed to encourage your customers to brag about their positive experiences.

Sample Email Script

Subject: We’d Love To Hear From You

Email Body:

Hi [Customer Name], 

Thank you for choosing [Your Business Name]!

 We hope you had a great experience with us. We would really appreciate it if you could take a moment to leave us a review. 

Your feedback helps us improve and helps others learn about our services.

 
[Leave a Review Button/QR Code] 

Thank you for your time and support! 

Best regards, [Your Name] [Your Business Name]

Sample SMS Script

SMS Body:

Hi [Customer Name], thanks for visiting/using [Your Business Name]!

Could you please spare a minute to leave us a review?

Your feedback would be extremely valuable to us. [Review Link/QR Code]

[Your Business Name]

Incentivise Reviews (Carefully)

Offer a small discount or incentive for leaving a review. I like to do this for multiple previous purchasers who haven't left a review.
Be careful to follow the guidelines of the review platforms, as some discourage or prohibit incentives.

Respond To Reviews

Responding to reviews shows that you value customer feedback. Moreover it makes your GMB profile look and feel more engaging.

Utilise Social Media

Highlight positive reviews on your social media profile.

This not only shows appreciation but will also encourage others to leave reviews.

Follow Up

Periodically check in with your customers and ask for feedback. This keeps your relationship strong and encourages customers to recommend your business and become loyal brand ambassadors.

By understanding the importance of local reviews and implementing these strategies, you will build a strong online reputation and improve your local SEO efforts.

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Speaking of building a strong reputation, the final topic we’ll be covering is local link building. This by far is the most critical component of SEO.

If you build the authority of your site properly, you will create a moat around your business. Your competition will struggle to keep up with you.

Significant Ranking Factor

Backlinks are a significant ranking factor for search engines. Local links from reputable sites signal to search engines that your business is relevant and trusted in your local area.

Backlinks are vital to get your business ranking higher in local search results.

Increase Visibility & Traffic

Backlinks from high-authority websites expose your business to a greater local audience.

This can result in more targeted traffic, increasing your customer base.

Creates Authority & Trust

Links from reputable local sites serve as trust signals to both search engines and potential customers.

They indicate that your business is a reliable and integral part of the local community.

Think of backlinks as votes 🗳️

The higher the quality of votes you have, the greater authority and trust Google will have in your website.   

Use a tool like SEMrush to find the backlink gaps that exist between you and your competition. Once you find them narrow that gap by creating content that matches intent. You can use a tool like Rankability! to help with content.

⚓️ Make sure you use the correct anchor text when acquiring backlinks

Local Directories

Ensure your business is listed in local directories like TrueLocal, Yellow Pages, and Yelp Melbourne.

Lodging your business with these local directories is an easy win. You can automate this process within a couple of hours.

Local Sponsorships and Partnerships

Sponsor events like the Melbourne Food and Wine Festival or the Melbourne International Comedy Festival.

Local Blogs and News Sites

Write guest posts for local blogs such as The Urban List or Broadsheet Melbourne.

Provide valuable content related by educating your readers and include a backlink to your website.

📰 🗞️ Send press releases about your business events, news, or achievements to local news outlets like The Age or the Herald Sun. 

They will naturally link back to your website resulting in backlinks from high-authority domains.

Community Involvement

Participate in local forums and community groups like Reddit Melbourne or Quora.

Share your expertise and link back to your website's high-value assets where relevant.

🎤 Host events or workshops in your community. Promote these events on your website and local event listing sites like Only Melbourne to gain backlinks.

Local Influencers

Partner with Melbourne-based influencers or bloggers to review your products or services.

Influencers like @melbournegirl or @thefitfoodieblog can provide high-quality backlinks from their websites and social media platforms.

Offer free products or services to local influencers in exchange for reviews and mentions.

Educational Content

Create resource pages on your website that provide valuable information regarding your industry and niche.

Reach out to local websites to link to your resource pages as a helpful reference.

📚🎓 Develop comprehensive guides educating your readers. The higher the perceived value the more likely your readers will link to that asset.

Inconsistent NAP

❌ Problem: Your Name, Address, and Phone number (NAP) are not consistent across all online platforms. The most common mistake and easiest to fix. 

✅ Solution: Use one of the tools mentioned below or scroll up to the citations section. There's no reason why you should have inconsistent NAP in 2024.

🔨 Tools to Help: Use tools like Moz Local, Yext, Local Falcon Get BirdEye and BrightLocal to manage and check the consistency of your citations.

Ignoring Google My Business

Not claiming is very rare. Commonly GMB profiles are neglected and under utilised.

❌ Problem: Not claiming or optimising your Google My Business listing.

✅ Solution: Claim your GMB listing, fill out all the information accurately, and keep it updated. Create a simple content calendar to publish news and latest case studies.

Use Local Keywords Effectively

The bare basics that will get you 80% of results is keyword placement. When relevant add the local area that you're trying to target.

❌ Problem: Not using local keywords in your

• Website URL/Subfolders
• Title Tags
• Meta Descriptions

✅ Solution: Conduct keyword research with tools like:

• Semrush
• Google Keyword Planner
• Ahrefs
• Ubersuggest
  
  

Once you identify local keywords relevant to your business. Use these keywords naturally in your website content, meta titles, descriptions, and URLs.

🛜 Ensure that your URLs include local keywords. For example, use URLs like "www.example.com/preston-plumbing-services" or "www.example.com/emergency-plumber-thornbury" to make it clear to search engines and users what your landing pages are about.

Mobile Optimisation

💡 Over 60% of global traffic is on a mobile phone

❌ Problem: The website is not optimised for user experience on the mobile device. This usually means long load times and horrible display.

✅ Solution: Ensure your website is mobile-friendly with a responsive design and fast load times. You can speed up your website by compressing down images and videos.

A website builder like Duda automatically does it for you.

⚙️ Use Google’s Mobile-Friendly Test to check your site’s mobile compatibility.

Review  Management

❌ Problem: Neglecting customer reviews.

✅ Solution: Actively encourage satisfied customers to leave reviews on Google, Yelp, and other relevant platforms.

Don’t assume customers will go out of their way to leave reviews.

You have to make a conscious effort.

Use the scripts and processes mentioned in the reviews section to help with your processes. Try to respond to all reviews, thanking customers for positive feedback and addressing any concerns in negative reviews.

Thin/Duplicate Content

❌ Problem: Having thin or duplicate content on your website.

For example, multiple pages with the same content for different suburbs, resulting in search engines penalising the site.

✅ Solution: Create unique, valuable content that addresses the needs of your audience.

Again, use a tool like Semrush to find search volume/demand. Focus on that keyword/topic thoroughly.

📝 📑 Tips to reduce duplicate content:

• Write blog posts about local events relevant to your industry
• Create segmented service pages for each suburb
• Talk about local testimonials from clients in that suburb. This adds a personal touch and ensures your content is unique
• Integrate local keywords into H1, H2, H3
• Tailor FAQ to match the suburb/town
• Talk about local permits and or regulations
• Discuss local environmental considerations if applicable
  

Recap of Everything We Spoke About 📋

We’ve covered a lot of ground in this guide.

Let’s quickly recap the key points we discussed:

1. What is Local SEO

Local SEO is all about getting your business noticed by people searching for services like yours in your local area.

2. How Local SEO Works

We delved into the key ranking factors like Google My Business, consistent NAP info, local keywords, and backlinks.

3. On-Page SEO for Local Search

Optimising your website with local keywords in your:

• Content
• Meta titles
• Meta descriptions
• URLs

The core four are crucial. If you take anything away it's the core for + review strategy.

Plus, make sure your site is mobile-friendly and fast.

4. Building Local Citations

Local citations are mentions of your business's NAP on other websites. We talked about listing your business in local directories and ensuring your info is consistent everywhere.

5. Earning Local Reviews

Reviews are gold for local SEO. They build trust and help with rankings. We shared strategies like asking for reviews, using QR codes, and scripts for email/SMS campaigns.

6. Local Link Building

Local backlinks boost your SEO and increase your visibility. We discussed ways to get these links, like guest blogging on local sites and collaborating with local business owners.

7. Local SEO Mistakes to Avoid

We touched on pitfalls to avoid like:

• Inconsistent NAP information
• Ignoring GMB
• Lack of local keywords
• Poor mobile optimization
• Neglecting reviews
• Duplicate content
  

Looking for an expert local SEO Agency ⁉️

🛜 Website Audit: Comprehensive look at your website, conversion rate optimisation and UX

🔎 SEO Audit: Thorough look at your website on page/off-page SEO, backlinks, technical SEO + more

📍 Local SEO Audits: We’ll take a deep dive into your current local SEO efforts and find opportunities for improvement

🌟 Review Management: We’ll help you get more reviews and manage them effectively.

🤝 Your Core Offer: Help you craft a core offer that cuts through the noise and resonates with your target audience

🔗 Local Link Building: We’ll use proven tactics to get high-quality local backlinks for your site.

🌪️ Marketing Funnel: We’ll dissect your campaigns and construct state of the art marketing funnels.

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