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BroadVision Marketing Blog

Where To Start With Local SEO

Posted by Jaco Grobbelaar on Tue, Mar 19, 2024 @ 08:27 PM


BroadVision Marketing Local SEO

[This article first appeared here in November 2022 and has been expanded and updated.]

Search Engine Optimization - it’s a phrase that strikes both fear and excitement into the hearts of small business owners everywhere.

On one hand, it has the power to make or break your website's ranking on Google and other search engines. On the other, search engine optimization - or SEO - is a complex and ever-changing world that can be both exciting and difficult to keep up with. 

And, as if that is not enough, add to this mix "Local SEO".

Local SEO is a specific subset of the greater SEO world that focuses on optimizing your website for local search results. And if you’re a small business owner, there’s a good chance that this is exactly what you need to be focusing on.

Why is that?

Because 60 percent of Google searches are for local businesses! (Think with Google)


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When You Aren't Doing Business 'Everywhere'

Sure, local SEO makes sense. And if you're strictly doing business locally, there's little or no need to be found and seen in online by folks who live hundreds or even thousands of miles away.

But where do you start?

Here are some of the basics of local SEO along with some actionable tips to get started. From claiming your listing to building citations and more, read on for everything you need to know about local SEO.

What Is Local SEO?


Local SEO is simply the process of optimizing a website for local search engine results.

This can be done through a number of different techniques, including optimizing your website for specific keywords, adding your business to local directories, and creating geo-targeted content.

Geo-targeted content refers to web content that's specifically created to be relevant to a particular location. This means incorporating geographical information and keywords into your content to attract users searching for local products or services.

For instance, a plumber in Fallon, Nevada might create content around "plumbing services in Fallon" or "drain cleaning near me" to target local users. This increases the website's chances of ranking higher in search results for those terms when users in Fallon conduct those searches.

By optimizing your website for local search, you can ensure that your business is appearing in the search results for people who are looking for businesses like yours in their area. This optimization can help you to attract new customers and grow your business.

(BTW, if you're not sure where to start with local SEO, our team at BroadVision Marketing can help. We can work with you to create a customized plan that will help you achieve your goals. Contact us today to learn more about how we can help you grow your business with local SEO.)

Local SEO Basics

BroadVision Marketing Local SEO Basics - Landing Page Optimization Concept Closeup on Landing Page of Laptop Screen in Modern Office Workplace. Toned Image with Selective Focus. 3D Render.

As we've noted here already, if you’re running a business with a physical location or have an online presence but only targeting customers in a specific geographic area, then Local SEO is essential. Local SEO is how you ensure that your business shows up when people in your area are searching for the products or services you offer.

There are a few key things to keep in mind when optimizing your website for Local SEO:

  • Make sure your NAP (Name, Address, Phone Number) is consistent across every citation and directory listing you create, plus on your website.
  • Build citations by claiming your business listings on popular directories like Google Business Profile, Yelp, and Bing Places for Business.
  • Create content about local events, news, and other businesses in your area to show that you’re an active member of the community. A blog or email newsletter is perfect for that.
  • Encourage customers to leave reviews on your Google Business Profile page and other review sites.
  • Use Schema markup on your website to help search engines understand your business’s location and contact information.

A word about Schema and SEO: As the folks at Search Engine Journal note, "Schema markup, found at Schema.org, is a form of microdata. Once added to a webpage, schema markup creates an enhanced description (commonly known as a rich snippet), which appears in search results."

However, it is also important to understand that there is no evidence that microdata has a direct effect on organic search rankings. "Nonetheless," the Journal adds, "rich snippets do make your webpages appear more prominently in SERPs. This improved visibility has been shown to improve click-through rates."


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The Benefits of Local SEO

There are many benefits that come along with Local SEO. Perhaps the most obvious benefit is an increase in traffic to your website or blog. But this isn’t the only advantage that you’ll enjoy. You’ll also get:

  • Better search engine rankings: When you use Local SEO, your website is more likely to rank higher in search engine results pages (SERPs), meaning you’ll get more organic traffic.
  • Improved click-through rates (CTRs): Higher SERP rankings often provide improved CTRs. If your listing appears at the top of the SERP, there’s a greater chance that people will click on it to see how you can help solve their problem.
  • More leads and customers: Ultimately, Local SEO can help you generate more leads and sales from your online presence.
  • Greater brand awareness and visibility: By appearing in local search results, you can increase your brand awareness and visibility in your target market.
  • Increased customer engagement: When customers can easily find your business online, they're more likely to engage with your brand, whether it's through social media, reviews, or email marketing.

Local SEO is a powerful tool that can help businesses achieve all the abovementioned benefits and more. If you haven’t started using Local SEO yet, now is the time to do so!

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How to Optimize Your Site for Local SEO

There are many factors to consider when optimizing your site for local SEO. Here is a Local SEO Checklist to power up your Local search results:

  • Claim and optimize your Google Business Profile (GBP)profile: This is crucial for local search! Fill out all details and encourage customer reviews. [Note: GBP replaced the venerable Google My Business back in July 2022.]
  • NAP Consistency: Ensure your Name, Address, and Phone Number are consistent across all online listings.
  • Local Citations: Get listed in relevant online directories and local business websites.
  • Location Pages: Create dedicated pages for each business location you serve.
  • Local Content: Craft content that targets local keywords and interests, like city guides or neighborhood events.
  • Optimize for Mobile: Make sure your website is mobile-friendly, as many local searches happen on smartphones.
  • Positive Reviews: Encourage satisfied customers to leave reviews on Google Business Profile and other platforms.

In addition to these checklist items, here's a shortlist of "off-page" actions to boost your local SEO:

  • Get Involved Locally: Sponsor local events, partner with other local businesses, or participate in community initiatives.
  • Online Reviews: Encourage customer reviews on Google Business Profile, Yelp, and other relevant platforms.
  • Digital PR: Secure mentions in local news outlets or online publications through press releases or outreach.

And along with these actions, you should definitely boost your brand's social media engagement. This means be active on social media, connect with local communities, and share local content.

Using Social Media to Boost Your Local SEO Efforts


Businessman holding tablet with social media icons

Social media platforms like Facebook, YouTube, and Instagram can be extremely useful for local SEO. By creating and regularly updating business profiles on these sites, you can ensure that your business is visible to potential customers in your area. In addition, social media can be a great way to connect with customers and build relationships with the community.

When using social media for local SEO, it’s important to post relevant and engaging content that will appeal to your target audience. Posts should be optimized for keywords and include links back to your website. In addition, regular updates and interaction with customers will help to boost your visibility on these platforms.

We recommend using Facebook and LinkedIn for written content that will engage your audience. If you want to engage your audience with images, Instagram is still the best, although some business might do well with platforms like Pinterest, as well.

For those who want to catch their audience’s attention through video, you want to use YouTube and TikTok, although the latter may be undergoing some legal challenges. Regardless of which social media platforms you choose, the best way to engage your audience for Local SEO efforts is through a strategized combination of these platforms. 

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Social Media and Local SEO  

Here are some tips for leveraging Facebook, LinkedIn, and Instagram to supercharge your local SEO:


  • Claim and Optimize Your Facebook Page: Fill out all information accurately, including your address, phone number, and website.
  • Local Targeting: Utilize Facebook Ads to target users in your specific area with promotions or special offers.
  • Community Building: Join or create local Facebook groups, participate in discussions, and offer helpful advice to establish yourself as a local expert.
  • Run Contests and Giveaways: Encourage local engagement with contests or giveaways that incentivize following your page and tagging friends.
  • Post Local Content: Share news, events, or interesting stories happening in your area to connect with the local community.
  • Customer Reviews: Encourage customers to leave reviews on your Facebook page.


  • Optimize Your Profile: Include your location and target keywords relevant to your industry and services offered locally.
  • Engage with Local Groups: Join LinkedIn groups specific to your city or industry to connect with potential customers and network with other local businesses.
  • Publish Local Content: Share articles, blog posts, or insights showcasing your expertise and establish yourself as a thought leader in the local market.
  • Recommendations: Encourage satisfied clients or colleagues to leave recommendations on your profile, building trust and credibility.
  • Partner with Local Businesses: Collaborate with other local businesses for cross-promotion opportunities to reach new audiences.


  • Local Hashtags: Use relevant location-specific hashtags to ensure your posts are discoverable by users searching for local businesses.
  • Geo-tags: Include geo-tags on all your posts to pinpoint your location and attract local users.
  • Visual Storytelling: Showcase your work, your location, or your team through high-quality photos and videos.
  • Run Local Promotions: Announce special offers or discounts exclusively for your Instagram followers.
  • Partner with Local Influencers: Collaborate with local micro-influencers to promote your business and reach a wider local audience.
  • User-Generated Content: Encourage customers to share their experiences with your business using a branded hashtag and re-post the best ones.

Remember, consistency is key! Regularly create engaging content, interact with your followers, and participate in online conversations to build a strong local presence on these platforms. By following these tips, you can leverage social media to significantly boost your local SEO efforts and reach more potential customers in your area.


Bing Places for Business

BroadVision Marketing - Bing Places for Business Is An Often Overlooked Tool


Be Found. Be Seen. Bing Places for Business 

Bing Places for Business is a free online local business directory. Listed businesses appear on the top or right side of the Bing search results page. And contain information like address, contact details, and operating hours.

If you haven't started using Bing Places for Business yet, now is the time! This powerful tool allows you to manage your business information on Bing, helping you to control how your business appears in search results.

As Bing explains, you can add your business in three easy steps:

  1. Claim your listing
    Chances are Bing has a listing for your business already. Claim an existing listing or add a new one. If your business has multiple locations you can add them in one go using the bulk upload tool.

  2. Complete your listing profile
    Adding complete information about your business helps you tell the best story about your business. You can add photos of your business & services, hours of operation, services offered and list the various ways customers can reach your business.

  3. Verify your listing
    Protect your listing from unauthorized changes by verifying it. You can verify your listings by receiving a PIN at your business address, phone or email. All businesses must provide a valid address, but some types of businesses can hide their address in search results.

Be sure to keep your listing up-to-date, adding accurate hours, descriptions, photos, and more.

Bing Places for Business is a great way to ensure that your business information is accurate and up-to-date whenever someone searches for your business or industry on Bing. By taking advantage of this tool, you can help improve your visibility in search results and attract more customers.

Customer Reviews: Tips for Getting More and Better Reviews

If you're working on local SEO for your business, one of the best things you can do is to get more reviews from your customers. Reviews are one of the most important ranking considerations for all local businesses, so the more you have, the better.

There are a few things you can do to encourage your customers to leave reviews:

  • Make it easy for them. Add links to your Google Business Profile page and other review sites on your website and in your email signature.
  • Give them an incentive. Offer a discount or coupon code for customers who leave a review.
  • Ask them directly. Send an email or text message to customers after they've made a purchase, asking them to leave a review if they're satisfied with their experience.
  • Make it fun. Run a contest where customers can enter to win a prize by leaving a review.

By following these tips, you can start getting more reviews from your customers and improve your local SEO at the same time!

BroadVision Marketing - Backlinks Are A Cornerstone Of Local SEO


The SEO Power of Backlinks

If you’re starting from scratch with local SEO, the first thing you need to do is build up your local link profile. What is that, you might ask? 

Well, a local link profile is simply a collection of hyperlinks from other websites that point to a local website (your website!) and are relevant to the local area (your area!). These links can come from a variety of sources, including local directories, newspapers, blogs, and other businesses or organizations in the area. Local links can help a website carve a niche in the local digital landscape, making it more likely to appear in localized search results and attract locally focused traffic

Local links are one of the most important factors when it comes to good local SEO results, so it’s important to start working on this as soon as possible.

There are a few different ways to build local links. One way is to submit your business to online directories that list out local businesses. This can be time-consuming, but it’s worth it to get your business in front of potential customers.

Another way to build local links is through social media. Make sure you have a strong presence on platforms like Facebook, Pinterest, TikTok, and Instagram. Post engaging content and include links back to your website. You can also run social media ads that target people in your area.

Finally, you can reach out to other businesses in your area and support each other, providing natural backlinks for companies in similar industries. This can be a great way to build relationships with other businesses while also improving your local SEO.

Here are some other ways to earn local links:
  • Local sponsorships
  • Local events
  • Scholarships
  • Charities
  • Volunteering
  • Team up with other local brands: For example, a bakery shop can reach out to a local community college for a potential partnership or sponsorship related to culinary arts.

CTA - Local Target Audience

The Power of Content and Local SEO

Content marketing is another powerful tool for local SEO, attracting users and improving search rankings. Here are some types of content that can significantly support your local SEO efforts:

  • Blog Posts: Create informative and engaging blog posts targeting local keywords and interests. This could include "best of" lists for your area, guides on local activities, or tips related to your service.
  • Location-Specific Landing Pages: Develop dedicated landing pages for each business location you serve, highlighting unique offerings and local details.
  • Customer Testimonials and Case Studies: Feature success stories from satisfied local customers, building trust and social proof.
  • Local Events and News: Share updates about local events, festivals, or relevant news stories to connect with the community and demonstrate local awareness.
  • How-To Guides and Listicles: Create content that provides valuable local information, like "Top 10 Hiking Trails Near [Your City]" or "Best Local Coffee Shops for Remote Work."
  • Videos: Produce video content showcasing your business, services, or your team engaging with the local community.
  • Live Q&A Sessions: Host live question and answer sessions on social media or your website to address local concerns and establish yourself as an expert.

Remember to optimize your content with relevant local keywords throughout the text, meta descriptions, and image titles. Focus on providing genuine value to local users and establishing yourself as a trusted resource within your community.

Let BroadVision Marketing Help You with Your Local SEO Efforts

 Local SEO can be a daunting task, but it's important to get started if you want your business to be visible in search results. Our experts can help get your business in front of your local audience. Contact BroadVision Marketing today to find out more about Local SEO and how it can help boost your business! 



Topics: SEO, affordable SEO, local SEO, SEO strategy, local seo marketing, affordable local seo, local seo basics

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