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Local SEO: The Complete Guide

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Local SEO: The Complete Guide

Local SEO is the way forward if you want to get more customers to your local business from organic search.

But what is local SEO, how does it work, and which ranking factors matter?

In this guide, you’ll learn how to rank your business on local search to get more customers through your door.

Chapter 1. Local SEO basics

First, let’s explore what local SEO is, why it matters, and how it differs from “regular” SEO.

What is local SEO?

Local SEO is the practice of improving your online presence to get more business from local searches. These searches take place on many search engines, but local SEO focuses on optimizing for Google users.

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Why is local SEO important?

Local SEO is important because many people use search engines to find local businesses.

In fact, according to Google:

  • 30% of all mobile searches are related to location.
  • 78% of people who search for something nearby on their phones visit the business within a day.
  • 28% of searches for something nearby result in a purchase.

In short, customers are searching for your business. If you’re not there, you’re leaving money on the table.

How does local SEO work?

Local SEO is a game of two halves because Google shows two types of search results for local searches. These are “map pack” results and organic “blue link” results. You can rank on both of them.

Infographic of types of results on Google SERP

Map pack results

The map pack (aka local pack) is a Google SERP feature that shows the top local business listings and a map. It often appears at the very top of Google’s search results for local searches.

Organic search results

The “regular” organic search results are the “10 blue links” that we’re all familiar with. They usually appear below the “map pack” results.

Chapter 2. Local SEO keyword research

Local keyword research is the process of understanding how people search for the local services you offer.

It’s important because you want to optimize for what people search for. 

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Let’s go through how to do this.

1. Find service-based keywords

Most people don’t think about the different ways that others may search for what they do.

For example, if you’re a plumber, some customers will find you by typing “plumber” into Google. But others will search for queries relating to specific services like “drain unblocking.”

For that reason, you should begin by brainstorming and listing the services you offer. This will help you maximize your presence for queries your customers are searching for.

Here’s what that can look like for a plumber:

  • Drain unblocking
  • Boiler repair
  • Boiler installation
  • Boiler servicing
  • Radiator installation
  • Burst pipe repair

To expand this list, use the service keywords as “seeds” to find more services people are searching for.

For example, if we plug the services above into Ahrefs’ Sökordsutforskaren and check the Matchande termer report, we see keywords like:

  • gas boiler installation
  • combi boiler installation
  • electric boiler installation

Matching terms report results

If you offer those services, you may also want to consider targeting these keywords.

Here’s another way to find “missed” keywords:

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Plug a competing business into Ahrefs’ Site Explorer, go to the Top pages report, and look for URLs that map to services.

Top pages report results

2. Check search volumes

​​Keyword research tools show you national search volumes. If you want search volumes for your state, city, or town, you’ll have to use Google Keyword Planner.

GKP results with location turned on

Unfortunately, Keyword Planner has its issues:

  1. It shows broad search volume ranges (e.g., 1K-10K), not absolute numbers.
  2. It groups keywords and shows a combined rounded search volume.

For that reason, checking the relative popularity of keywords at the national level tends to be more productive. This is because what happens in one city is likely to be similar in the next.

You can do this with a keyword research tool like Ahrefs’ Sökordsutforskaren.

For example, the tool tells us that more people search for “boiler repair” than “boiler installation” in the U.K.:

Keyword Explorer search results

This is probably the case whichever city we’re in, so it’s an excellent way to prioritize keywords.

3. Check for local intent

Local intent means that searchers want to shop nearby. If that isn’t the case for your services, it’s not a local SEO opportunity.

To check a query for local intent, Google it and check the results.

If there’s a map pack and/or some local “blue link” results, it has local intent.

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Google SERP for "boiler installation"; map pack and "blue link" result can be seen

If there are no map pack and local “blue link” results, it doesn’t have local intent.

No map pack and no local "blue link" results

You can still target keywords without local intent, but it’s not a job for local SEO.

4. Assign keywords to pages

Your homepage is unlikely to rank for all your service keywords. So you’ll need to target some with separate pages.

To assign keywords to URLs, think about which services they map to.

If they map to very different services, such as “boiler installation” and “burst pipe repair,” assign them to separate pages.

If they map to the same service, such as “drain unblocking” and “drain unclogging,” assign them to the same page.

You can learn more about this process in our local keyword research guide below.

Läs mer: How to Do Local Keyword Research

Chapter 3. Local SEO ranking factors

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You may recall that local SEO is a game of two halves because there are two ways to rank. The first is the map pack, and the second is the “regular” organic results.

Ranking factors vary depending on where you want to rank—but some are important for both.

Venn diagram showing some ranking factors "overlap," i.e., some factors are important to both "map pack" and "regular" results

Below, we’ll look at what SEOs believe are the most important factors for each.

Google Business Profile (formerly Google My Business)

A Google Business Profile is a local listing with information about your business. It’s free and allows your business to appear in the map pack and Google Maps.

What SEOs say

In all, 36% of SEOs think your Google Business Profile is the most important ranking factor for the map pack. And 6% believe that it’s important for the “regular” organic results. That’s according to BrightLocal’s survey.

Bar graph showing percentage of SEOs who think GBP is most important ranking factor for "map pack" and "regular" results, respectively

This isn’t surprising, as you need a Google Business Profile to stand any chance of ranking on the map pack.

Business Profile signals are increasing in their perceived importance for the map pack over time too.

Table showing perceived importance of GBP signals over time for map pack and "regular" results, respectively

Beyond rankings, Google states that customers are 70% more likely to visit businesses with a complete Business Profile. They’re also 50% more likely to consider buying from them. So it’s clear that a complete and optimized Business Profile is essential if you want to attract more business.

Best practices

Many of these best practices come from Google itself:

  • Be specific when setting your business category
  • Set your business hours (including holiday hours)
  • Add your address (if you have a storefront)
  • Set your service area (if you visit or deliver to customers and clients)
  • Add the products or services you offer
  • Add photos
  • Ask customers for reviews

Läs mer: How to Optimize Your Google My Business Listing in 30 Minutes

NAP citations

A NAP citation mentions your business’s name, address, and phone number online. They usually appear on business directories and social media profiles.

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Sidenote.

There are also NAPW citations that mention your website. 

What SEOs say

BrightLocal’s 2021 study shows that 7% of SEOs think citations are the most important ranking factor. That’s true for both the “map pack” and “regular” results.

Bar graph showing percentage of SEOs who think citations are most important ranking factor for "map pack" and "regular" results, respectively

In other words, they’re somewhat important—but not as important as they used to be.

The perceived importance of citations among SEOs has been declining since 2014.

Table showing perceived importance of citation signals over time for map pack and "regular" results, respectively

That said, citations can still help searchers discover your business online. This is because directories often rank on the search results for local queries. So if you’re in those directories, the people who click on them in the search results may find your business. 

Best practices

  • Get listed with big data aggregators (in the U.S., these are Data Axle, Localeze, och Foursquare)
  • Submit to other big players (in the U.S., these include Apple Maps, Yelp, Yellow Pages, Bing Places, and Facebook)
  • Submit to other popular directories in your local area and industry
  • Keep your citations consistent (same name, address, phone number) everywhere

Läs mer: How to Build Local Citations (Complete Guide)

TIP

Here’s a quick way to find industry and local directories:

  1. Paste your homepage into Site Explorer
  2. Gå till Link Intersect
  3. Enter the homepages of a few competing businesses in your area
  4. Set the search mode to “URL” for all targets
  5. Click “Show link opportunities”

This will show you sites linking to one or more of your competitors, but not you.

Link Intersect report results

If a website links to many competitors, it’s probably a directory where you can also add a listing.

Recensioner 

Reviews refer to the quantity and quality of reviews on your Google Business Profile and elsewhere online.

What SEOs say

BrightLocal’s 2021 study shows that 17% of SEOs deem reviews the most important ranking factor for map pack rankings. But only 5% see them as most important for regular organic rankings.

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Bar graph showing percentage of SEOs who think reviews are most important ranking factor for "map pack" and "regular" results, respectively

Reviews have also grown in their perceived importance for map pack rankings over the past few years.

Table showing perceived importance of reviews over time for map pack and "regular" results, respectively

But reviews aren’t only about rankings. Getting reviews on your Google Business Profile and elsewhere builds trust with Google and customers.

Best practices

Many of these best practices for getting more reviews come from Google itself:

  • Remind customers to leave reviews (you can create and share a review link in Google Business Manager)
  • Focus on getting reviews on your Google Business Profile
  • Respond to reviews to build trust (you’ll need a verified Google Business Profile to do this)
  • Don’t offer or accept money in exchange for reviews (it’s against Google’s terms)
  • Don’t discourage bad reviews or request good reviews from customers (it’s against Google’s terms)

Links

Links act like votes for your site from other websites.

What SEOs say

BrightLocal’s study shows that 31% of SEOs deem links the most important signal for ranking on regular organic search. And 13% think the same for map pack rankings.

Bar graph showing percentage of SEOs who think links are most important ranking factor for "map pack" and "regular" results, respectively

For many, this won’t come as much of a surprise. In 2016, Google sa den där bakåtlänkar are one of their top three ranking factors. Plus, many studies have found a strong correlation between links and organic traffic.

Line graph showing the more referring domains, the higher the search traffic

Links are increasing in their perceived importance for “regular” local rankings over time too. But their perceived importance for “map pack” rankings has stayed roughly the same.

Table showing perceived importance of links over time for map pack and "regular" results, respectively

Best practices

  • Get links from other top-ranking sites
  • Get links your competitors have (use Ahrefs’ Link Intersect-verktyget for this)
  • Get local citations (these often have links)
  • Claim unlinked mentions
  • Reclaim lost links by redirecting old versions of your pages to new versions

Läs mer: 9 Easy Local Link Building Tactics

On-page

On-page SEO is where you make changes to the content of a page to help it rank higher on organic search results.

What SEOs say

BrightLocal’s study shows that 34% of SEOs think on-page signals are the most important factor for regular organic search. And 16% believe it’s the most important factor for map pack rankings.

Bar graph showing percentage of SEOs who think on-page SEO is most important ranking factor for "map pack" and "regular" results, respectively

On-page signals are also growing in their perceived importance for local SEO. You can see this from the results of BrightLocal’s previous surveys.

Table showing perceived importance of on-page SEO over time for map pack and "regular" results, respectively

Best practices

TIP

One way to find details that matter to searchers is to check what top-ranking pages in your area talk about. You can do this by looking at the pages. Or you can use Sökordsutforskaren to find keywords mentioned on the top-ranking pages.

Here’s how to do that:

  1. Enter [service keyword] [location] (e.g., “boiler repair london”)
  2. Gå till Related terms Rapportera
  3. Hit the toggles for “Also talk about” and “Top 10”
Related terms report results

Here are some of the frequently mentioned keywords on the top-ranking pages for “boiler repair london” and what they likely infer:

  • "gas safe” – Searchers probably want an engineer who’s on the Gas Safe Register, the official gas safety body in the U.K.
  • "greater london” – Searchers probably want to know whether the business supplies this service in their area.
  • "gas boiler” – Searchers probably want to know whether the business can repair their type of boiler.
  • "emergency call” – Searchers probably want to know whether the business does emergency callouts.

It would be worth mentioning these things on your page.

Rekommenderad läsning: On-Page SEO: Complete Beginner’s Guide

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Chapter 4. Local SEO tools

Let’s bring things to a close with a few local SEO tools you may find useful.

Google Business Manager

Google Business Manager, formerly Google My Business, is how you manage your Google Business Profile. Signing up for it is completely free and is something every local business owner should use.

Google Search Console

Google Search Console is a free tool for monitoring your website’s search performance. It tells you how much search traffic you’re getting, where it’s going, and what keywords it’s coming from.

Ahrefs’ Rank Tracker

Rank Tracker lets you track up to 10,000 keyword rankings for “regular” organic search by country, state, city, and even ZIP/postal code.

Ahrefs Link Intersect

Vår Link Intersect-verktyget lets you find websites that link to multiple competitors. This is useful for finding relevant local and industry-specific citations.

Grid My Business

Grid My Business shows map pack ranking positions for a keyword in the area around your business. It’s freemium and is useful for understanding if and where local searchers are likely to see your business.

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Yext

Yext is a tool for syncing and managing business information across multiple listings. It’s useful for keeping citations consistent, although you can do this manually.

Google Keyword Planner

Google Keyword Planner is a free keyword research tool from Google. It’s a useful source of search volume ranges at the local level.

Fortsätt lära

Hopefully, you now have a pretty good understanding of how local SEO works. If you want to dig deeper and continue learning, check out these resources:

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10 sätt kodningsfärdigheter kan förbättra SEO-insatser

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10 Ways Coding Skills Can Improve SEO Efforts

It’s not necessary to know how to code to be a good SEO.

Coding skills are not a prerequisite for SEO competency, but additional skills always make one more effective.

Here are 10 ways that understanding code can help turn a good SEO into a great one.

1. HTML Coding Standards And SEO Go Together

En SEO familiar with HTML understands how a web document should be structured and is alert to the consequences of poor coding practices.

An important building block of a webpage is the HTML elements, which are to a webpage what a foundation, door, floor, and roof are to a house.

Search engines may be unable to properly crawl a web page if HTML elements are used incorrectly.

De officiella HTML-specifikationerna begränsar vilka HTML-element som används i <head> avsnitt (plats för metadata som bara webbläsare och botar ser) och vilka HTML-element som används i <body> avsnitt (dokumentet i sig som användarna ser).

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Men när du sätter <body> element (som <a> eller <div>) inuti <head> avsnitt där metadata ska finnas, kommer sökmotorer att börja rendera webbsidan från det normalt dolda <head> avsnitt, vilket resulterar i att metadata indexeras som en del av själva innehållet. Det betyder att Google will fail to index that webpage the way it’s supposed to be indexed.

That error can happen when a Facebook pixel code is placed in the wrong place within the <head> section of a webpage.

Another example of how a lack of coding knowledge influences SEO is the 400 error response message.

Some SEOs believe a 400 error code is a bad thing because they see that word “error” and instantly think it needs to be fixed because we understand errors as something to be fixed, especially when they’re displayed in Google Search Console as errors.

But an SEO who knows HTML coding standards understands that the 400 error response code only means that the browser REQUEST for a page is in error (because the page does not exist).

In most cases, that’s a good thing, it’s what’s supposed to happen, and there is nothing to fix.

Knowing HTML standards makes a person a better SEO because they have the ability to spot even more problems than an SEO who lacks coding knowledge.

They are also better positioned to dismiss common SEO misinformation that springs from a lack of coding ability.

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2. Structured Data

Structured data is a markup language, which means the code has rules that govern how it is written.

There are a few different ways to express Schema.org structured data, but Google’s preference, JSON-LD structured data, is arguably the easiest to understand, which makes it easier to troubleshoot.

Like HTML, JSON-LD has rules that govern how it is written, with a nested structure where you have a subject of the structured data (called a Type) and then the attributes of that subject (called a Property).

Understanding JSON-LD structured data is easy, regardless if you know HTML or any other markup language.

The benefits of understanding how to code structured data cannot be overstated.

Correct structured data markup is essential for achieving many of the highly coveted rich results positions at the top of Google’s search engine results pages (a.k.a. SERPs).

Incorrect structured data markup will make that webpage ineligible for rich results.

One can rely on Google’s structured data markup checker to verify if the JSON-LD structured data is valid and if it’s eligible for a rich result.

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But just because the tool says the code is valid doesn’t mean it’s eligible for rich results. This is where the ability to analyze JSON-LD comes into play to fix the structured data, so that rich results become an option.

Manual troubleshooting ability is important because Google’s structured data checker tells you when it’s broken and provides a general idea of where it’s broken. Still, it doesn’t tell you how to fix it.

One can rely on plugins, of course. There are benefits to setting something and forgetting about it.

But structured data specifications constantly evolve, and plugins don’t always keep up fast enough. Also, they aren’t always specific enough for every situation.

When ranking high in the search results, it’s generally best to know how to code JSON-LD structured data to obtain the highest advantage over the competition.

3. Communicate Better With Clients

Knowing how to code enables a person to simplify an explanation so that a non-coding client can understand the why of a particular problem and the solution.

One cannot explain what they do not understand.

For example, knowing how to code structured data empowers the SEO to explain that not only it is okay to combine structured data, but also explain to explain the benefits of doing so and how to do it.

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Knowing how to code allows one to explain that a client only needs to drop in a few lines of code into their WordPress website’s child theme functions.php file to avoid installing a bloated plugin to do the same thing.

Leaving aside that an SEO without coding skills wouldn’t even know about the functions.php file solution, a person who codes and is literate in PHP can understand when it’s better to use a plugin over the coding solution and then explain it to the client.

Knowing how to code confers the ability to look at the HTML code and zero in on why the site isn’t indexed adequately or is performing poorly.

I once audited an ecommerce site that used a custom-made template and (poorly) featured a crazy level of incompetent coding. Just fixing those codes sitewide enabled the site to have its content indexed accurately.

Knowing HTML allowed me to catch the errors and then explain to the client why it was broken and how they could fix it.

4. .htaccess Knowledge Is Power

.htaccess is (in my opinion) a tricky language to learn but reasonably easy to understand how to use it.

Simply learning about the benefits of .htaccess and what it’s useful for, and then how to add it to a file can generally take a person far.

For example, you can use a plugin to redirect HTTP to HTTPS, a plugin to redirect specific pages that changed, and a plugin to fix broken URLs to the correct URL.

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But all that can be accomplished with a .htaccess file.

Taking the time to educate oneself on .htaccess can help understand how to improve a website without resorting to another plugin.

A .htaccess file can also be used to prevent other sites from linking to your images and other media files (hotlinking).

The use of a .htaccess file can even be used to stop rogue bots from copying your content by blocking the IP address ranges of bad bots that repeatedly access a website.

Doing something like that with a .htaccess file is significantly better than using a plugin or mod that writes the IP addresses to a database because adding tens of thousands to millions of IP addresses to a database will dramatically slow your site down.

5. Diagnose Hidden Problems

In general, coding-related problems are tucked away from view in the HTML code.

Because most sites are templated, the errors will be multiplied across every page that shares the templated structure. Learning how to use an HTML validator is straightforward, but understanding HTML is important for interpreting the results.

Coding errors can be glaring and obvious, like omitting a closing bracket (>).

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Or it could be subtle, like the use of a non-standard character in the code, like a smart quote, the curly type of quotation mark (“ ”) instead of the expected straight form of quotation mark (” “).

This error commonly occurs when someone copies code from a software device that inserts smart quotes as a default feature.

The curly quotes issue can dramatically disrupt how a webpage is indexed and parsed.

That means that if you use something like this in the HTML code:

<meta name="robots content="noindex>

Google will not see it because the curly quotes (smart quotes) stop it from seeing it as a meta robots tag and will therefore proceed to index the content.

Here’s another example.

If you code a link in this manner:

<a href="https://www.searchenginejournal.com/10-ways-coding-can-help-your-seo/45402/example.com/test.htm">exempel</a>

The link will be interpreted like this:

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https://example.com/test.htm

If, however, you use curly quotes for the same code:

<a href="/sv/“example.com/test.htm”/">exempel</a>

The link will be interpreted like this:

https://%E2%80%9Cexample.com/test.htm%E2%80%9D

These kinds of errors are not the kind of thing that an auditing tool is going to automatically find and conveniently add to a list.

You need to know how to code to recognize broken code on a visual inspection or at scale if it shows up as an anomaly on a Screaming Frog scan.

Otherwise, the source of a crawling error will stay hidden until someone who can read HTML or understands the output from an HTML validator can inspect the site.

6. Coding Can Help Break SEO Stalemates

The word stalemate is from the game of chess. It describes a situation where the gameplay is brought to a standstill in which neither side can move to win. It’s essentially a state that counts as a tie.

The same situation happens in competitive industries where everyone uses the same publishing platforms, the same optimization plugins, the same content strategies, and the same link promotion strategies.

The competition between the sites is largely equal, with no site having a clear advantage over the other.

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An SEO with coding skills can break that kind of stalemate.

Coding skills allow an SEO to implement solutions that improve templates, CSS, and JavaScript.

For example, many templates ship with liberal use of headings for things that don’t require a heading element, like the navigation on the side panel.

With coding skills, it’s easy to create a child theme and fix the rogue heading elements so that they use CSS and not headings for styling on-page elements.

I’ve used my coding skill to completely change sections of a template so that it’s more user-friendly, change the colors of various on-page elements so that they’re more accessible for color-blind visitors, and add dynamic bits of content using PHP to custom-make title tags as well as to remove superfluous parts of a webpage.

Coding skills help provide a ranking edge to any site and can be used to improve the user experience beyond what a template offers.

It is especially important in competitive niches where competitors are optimized to the highest degree and where squeezing out advantage is at a premium.

7. Troubleshoot A Hacked Site

Website security doesn’t seem something an SEO should be concerned about.

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But it becomes very clear that website security is indeed an SEO problem when the search rankings of a hacked site start to disappear.

Knowing how to code, particularly with gaining a general understanding of how PHP files work within a given content management system (CMS), can help demystify a hacking event.

Just knowing the broad outlines of how PHP works and how all the parts of the CMS work together goes a long way to understanding what went wrong and how to fix the problems.

Knowledge of JavaScript is also helpful. Many hacks are based on uploading JavaScript files or injecting JavaScript into other files.

Analyzing recently modified JavaScript files can help confirm that a site has been hacked. More to the point, it can help pinpoint if a specific plugin or WordPress itself is responsible for the hacking.

Some vulnerabilities can lay hidden for months or years before they are discovered. WordPress 5.9.2 was released to address cross-site scripting vulnerabilities that were in the WordPress core itself.

In the case of the WordPress vulnerability, the problem arose due to an arcane coding mistake where the order in which security processes were coded created the situation where a hacker could bypass those same security measures.

It illustrates how mistakes can sneak in through legitimate software and not necessarily be caught in time to prevent a hacking event.

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Google might notify the site owner through Google Search Console about a hacked site, but Google Search Console won’t fix it for you.

Some knowledge of how HTML, JavaScript, and/or PHP works can go a long way toward confidently troubleshooting a hacked site.

8. Knowing How To Code Provides Control

When working in a corporate or educational environment where the templates are locked in, and one can’t plug in their way out of a predicament, knowing how to code can speed up the otherwise painful process of publishing webpages.

Whether one works in a Drupal or WordPress environment, having the ability to keep a cheat sheet of code snippets saves so much time, even with something trivial like changing a link without having to go through 10 steps using the native WYSIWYG interface and dealing with idiosyncratic code.

9. Optimize For Page Speed

The suggestions for improving page speed that Google’s PageSpeed Insights provides will no longer be cryptic once one learns how to code.

It’s not like one has to learn how to code an entire website from scratch, either.

All it takes is a general understanding of JavaScript, CSS, and HTML to make sense of what one is supposed to do to make a website work faster.

Concepts like inlining CSS, combining JavaScript, and minifying JavaScript makes more sense when one understands how servers deliver webpages and browsers render the data for site visitors.

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10. Master Python

Python is a programming language that can be used to automate a wide range of SEO tasks from crawling, data analysis, natural language processing (NLP), and much more.

One of the great things about Python is that there might not be a need to code a tool from scratch because there are many Python SEO scripts that can be downloaded online.

A great thing about Python is that one doesn’t have to code scripts for all the different SEO tasks that are needed. Many of those scripts are available as downloadable Python libraries containing the relevant modules.

A Python library is a collection of modules. Python modules are the files themselves.

Enligt Ruth Everett in her Introduction to Python, these are some useful Python libraries:

  • “Pandas: Used for data manipulation and analysis.
  • NumPy: Useful for scientific computing.
  • SciPy: Used for scientific and technical computing.
  • SciKit Learn: Machine learning for data mining and analysis.
  • SpaCy: A great natural language processing library.
  • Requests: A library for making HTTP requests.
  • Beautiful Soup: Used to extract data from HTML and XML files.
  • Matplotlib: For creating visualizations from data.”

Another important Python library is TensorFlow, a free and open source library that can be used for creating machine learning applications.

With TensorFlow, a search marketer can build a neural network or a recommender system.

Directly related to SEO, TensorFlow can be used to automate the process of creating title tags at scale.

En skicklig SEO som lär sig använda Python kommer att kunna skala sina befintliga färdigheter till nya nivåer.

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Lär dig koda

Att få förmågan att koda är (förmodligen) valfritt, och man kan fortfarande vara en kompetent SEO utan den kunskapen.

En person som kan koda är inte nödvändigtvis en bättre sökmarknadsförare än en som inte vet hur man kodar.

Men att lära sig koda kan göra en bra SEO ännu bättre eftersom kunskap ger fördelar.

Fler resurser:


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