The Complete Guide to Local SEO

8 min read

Search Engine Optimization (SEO) remains a critical factor for achieving online success in 2023. While many businesses have a grasp of the fundamental principles behind national SEO, the nuances of local SEO often elude them. Whether you operate a brick-and-mortar establishment seeking to attract more in-store visitors or a business catering to a specific regional audience, the significance of local SEO cannot be overstated.

Diverging from conventional SEO practices, local SEO is a distinct strategy. In response to the evolving digital landscape, we have crafted an updated local SEO guide that elucidates its essence and provides actionable insights to enhance localized website traffic, thereby fostering greater conversions within your target vicinity.

Upon completing this comprehensive local SEO checklist, you will be primed to seamlessly integrate local SEO techniques into your digital strategy, resulting in tangible business growth and an expanded local customer base.


Local SEO vs. National SEO


In the dynamic landscape of 2023, SEO encompasses a spectrum of strategies aimed at enhancing your website’s visibility and driving traffic by elevating its rank on search engines like Google. This multifaceted approach employs both on-page and off-page tactics to achieve its objectives.

For businesses with a wide customer base or those engaged in nationwide product distribution, the geographic origin of your customers becomes secondary. The primary goal is to leverage SEO to amplify qualified traffic to your website, giving rise to what is commonly referred to as national SEO or standard SEO.

National SEO revolves around generic keywords and SEO techniques that do not necessitate geographical specificity. While its implementation may seem relatively straightforward, it is important to recognize that national SEO contends with intensified competition across search engines and keyword domains.

In contrast, local SEO orchestrates a strategic SEO blueprint with a targeted focus on attracting customers from a defined geographical locale. The crux here is to engage searchers within a specified proximity of your central business establishment. If, for instance, your enterprise is based in New York and you notice a substantial influx of traffic originating from regions like Michigan and Illinois, such traffic fails to contribute significantly to the growth of your business.

Local SEO revolves around the meticulous identification of regions that hold strategic importance for your business, and subsequently devising a tailored SEO marketing strategy replete with a gamut of localized SEO techniques. The ultimate aim is to draw in these region-specific searchers and cultivate a robust online presence that resonates with your local target audience.


The Local 3-Pack


In the dynamic landscape of 2023, when customers embark on their quest for local services, their initial encounter takes place within Google’s local 3-pack. This digital showcase, once comprised of seven listings, has undergone recent streamlining, now exclusively featuring three entries, thereby amplifying the intrinsic value of this digital real estate.

The local 3-pack constitutes a curated compilation of three businesses that cater to the specific service or product sought by the user, all within the vicinity of the searcher. Within this compact display, users encounter essential details such as the businesses’ names, direct links to their websites, contact phone numbers, an aggregate review rating, and a geographical map pinpointing the exact locations of each enterprise.

Crucially, these particulars are presented above the conventional standard search results, markedly enhancing their prominence. The insights encapsulated within this updated local SEO guide not only empower you to attain enhanced rankings within Google’s search results but are also strategically aligned with securing a coveted position within the local 3-pack. If the aspiration is to augment foot traffic and garner heightened interest in your business, an inclusion within the local 3-pack becomes imperative.

The Journey Begins with Localization of Your Website

Central to this endeavor is the imperative to infuse your website with a robust sense of localization, ensuring that Google’s algorithms discern your geographical presence and the areas you serve. To achieve this, the incorporation of a dedicated contact page is paramount, housing crucial details including your business name, physical address, and contact number.

Facilitating this process is the integration of a widget that seamlessly embeds your precise location onto the contact page via Google Maps. For heightened precision and clarity, the deployment of schema markup emerges as an invaluable asset, explicitly communicating your business address to Google’s indexing bots.

Incorporating schema markup, a coding language that provides contextual cues for search crawlers, across various sections of your website serves as a navigational beacon for these digital explorers. Beyond mere page scanning and interpretation, schema acts as a definitive indicator signaling, “This is our address.” The repertoire of schema codes spans diverse categories, ranging from categorizing blog posts to delineating recipes.

To further bolster your website’s local resonance, strive for the consistent inclusion of your business address and pertinent details within the footer section, ensuring accessibility and visibility across every page. In scenarios where your business boasts multiple establishments within the region, it becomes prudent to furnish each pertinent address on the contact page, exemplifying your unwavering commitment to furnish comprehensive geographic insight to Google.

In the age of mobile devices, the strategic transformation of phone numbers into clickable entities garners dual benefits. Not only does this measure elevate call rates by expediting the user’s ability to initiate contact, but it also contributes to an enhanced ranking status. By facilitating an effortless transition from a webpage to the phone dial pad, this optimization gesture acknowledges the contemporary user’s penchant for seamless navigation.

In essence, the localization-driven strategies delineated in this guide serve as the compass guiding your trajectory toward securing a pivotal presence within the local 3-pack, culminating in elevated visibility, increased interactions, and a pronounced competitive edge within your local market.


The Importance of Testimonials



In the ever-evolving landscape of 2023, the practice of soliciting testimonials from satisfied customers remains a staple for businesses. These commendations, traditionally showcased on flyers and promotional materials, now command a pivotal digital presence on your website. Amidst Google’s unwavering commitment to delivering trustworthy search results, the incorporation of testimonials on your website emerges as a potent marker of credibility that resonates with the search engine’s discerning algorithms.

By strategically embedding testimonials within your website, you signal a noteworthy degree of trustworthiness that Google’s algorithms duly acknowledge. These testimonials, enriched with the inclusion of the reviewer’s city, serve a dual purpose. Beyond substantiating your service’s reach to that specific locale, they offer a cogent indication to Google that your business extends its offerings to that geographical sphere, transcending the confines of your primary address.

In scenarios characterized by minimal competition, attaining prominence within the local 3-pack for your address’s city often proves feasible. However, extending your foothold beyond this core city presents a more intricate challenge. Google’s algorithmic tendencies tend to prioritize local businesses within the corresponding cities, making it imperative for you to forge a compelling case that positions your business as a frontrunner worthy of precedence over the indigenous local establishments.

The pursuit of such positioning necessitates a multifaceted approach. Elevating your website’s standing within Google’s local search hierarchy demands meticulous optimization endeavors. This includes accentuating your digital footprint through high-quality localized content, garnering authoritative backlinks from regionally relevant sources, and systematically curating an array of strategic SEO practices calibrated to augment your online prominence in the target cities.

In this era defined by digital discernment, testimonial-driven trustworthiness emerges as a dynamic conduit that synergizes with Google’s algorithmic preferences. By harnessing the potential of strategically positioned testimonials accompanied by geographical cues, you not only bolster your credibility but also amplify your chances of securing a vantage point within the competitive realm of the local 3-pack.


Localization Keywords and City Pages


Standard SEO uses general keywords without any localization. If you want Google to know you service a specific city, county, or neighborhood, then you need localization keywords. These are standard keywords with a location added.

For example, if you’re a furnace repair company, the standard keyword is furnace repair, but the localized keyword is furnace repair in city name. While you shouldn’t use them much in your main web pages, they are perfect for blog posts and city pages.

City pages are web pages that provide information about your services and are dedicated to a specific city in your service area. You can include them under a header for your service area. The pages should include all the information a person from that city needs about your services. You can also include testimonials from people in that city for added clout.

If you serve multiple cities but don’t have locations in those cities, then this is a way to show Google you want to rank for them. SEO isn’t immediate, but you should notice improvements in rank for localization keywords within a few weeks.


Online Profiles and Local SEO


Countless websites have information about your business, and many allow people to leave reviews. Sites like Google My Business, Yelp, Facebook, and others tend to rank well on Google. While they may have no direct connection to your business, they can still increase traffic to your site.

The first step is claiming your listings, especially Google My Business. Google owns the platform and often uses information from it for local 3-pack and other snippets. You need to claim your business listings, which allows you to make changes.

Fill out the information completely to have a great looking listing and provide search engines with as much info as possible. If the sites allow for reviews, go through them, and respond with thanks to positive reviews and courteously and professionally to negative reviews.

Why is this important? Each business has an overall review rating on the local 3-pack that Google gets from several different sites. It’s important to know what people say about you and respond to it.


Localized Content Helps SEO



We talked a little about using localized keywords in blog posts, but we need to go further. The blog posts should not be general but speak directly to people in your region. You need to localize blog posts as much as possible to attract readers from your area.

It’s not just writing an evergreen piece with keywords but creating topics that relate specifically to the people you service. Blog posts provide Google with your knowledge and expertise in a niche area. Blog posts that provide good information and are localized rank well in searches from those areas.

Good blog posts lead to comments from local people. You should thank and respond to any questions they have.


Local Backlinks



Backlinks show Google your expertise and trustworthiness because your site was chosen by another to link information to. Local backlinks include any organizations you are a part of and media sites such as local newspapers, radio, and television stations.

Don’t know where to find local backlinks? Don’t worry, just check your competitors. Some platforms allow you to see all your competitor’s backlinks and you can go through them. Cherry-pick the best ones and see how your business can get a backlink from them.

Let Local SEO Grow Your Business and Customer Base

When people want information about a business or service, the first place they go is a search engine. They choose the top results and order the product or service. It’s only through local SEO can you earn those top spots including the local 3-pack.

We hope this local SEO guide helps you build your business. If you want more information about local SEO or are interested in an affordable SEO agency, then please contact our experts today.


Sarkar SEO
[email protected]

Mohit Parnami aka Sarkar is an entrepreneur, marketer and Co-Founder of SarkarSEO. He is passionate about SEO and lifelong learner to learn new things. He has been in the internet marketing industry for 10+ years.