The Power of Presence: Local SEO Strategies for Growing Businesses

We’ve all heard the saying “sometimes, business is about being in the right place at the right time.” But when you’re growing your business, that place might be closer to home than you think. 

While many small and medium-sized businesses see expanding globally as the ultimate goal, the real power often lies in mastering your local market first. Thanks to local SEO, visibility in your local area will not only help you connect with nearby customers, it’ll also help you build the solid foundation you need for long-term growth. 

But what exactly is local SEO? And what strategies can you implement to establish yourself locally, before taking things further afield?

We’re here to fill you in!

What Is Local SEO?

Local SEO (or “Search Engine Optimization”) is the process of optimizing your online presence for local search results. That means, when people in your town or city search for the products or services you provide — they find you!

By focusing on local SEO, you’re not only positioning yourself as a trusted authority in your area. You’re also attracting business that can easily convert into loyal, long-term customers — giving your business the stability it needs to expand further.

Sounds good, right?

Now let’s explore some strategies to help you master it!

1. Claim Your Google Business Profile (Formerly Google My Business)

At surface level, your Google Business Profile (GBP) is like a digital shopfront for your business, showing your company name, address, hours of operation, reviews, and more. And, if you haven’t claimed your Google Business Profile listing yet — you’re missing out on a major opportunity to make this digital storefront count. 

In terms of SEO, Google Search prioritizes businesses with complete and accurate profiles, so when potential customers search for services in your area, your business is more likely to show up at the top. It’s also a great way to show Google (and your local customers!) that your business is not only legitimate, but also active online.

Once you’ve claimed your Google Business Profile, here’s how to optimize it for local searches:

• Complete Your Business Information: Make sure your address, phone number, website, and business hours are accurate. Not only do these details boost local search rankings and help local customers find your business, they also build trust with your audience.
• Use Relevant Local Keywords: In your business description and posts, include SEO keywords that reflect your services, location, and the search intent of your customers. This helps Google understand what you offer and improves your chances of being discovered by your target audience (more on SEO keywords in the next section!).
• Add High-Quality Photos: Showcase your business, products, or services with clear, professional images. Visuals help your profile stand out and give potential customers a sense of what to expect.
• Encourage Customer Reviews: Ask satisfied customers to leave reviews. Positive reviews boost your credibility, and can influence how your business ranks in local search results.
• Respond to Reviews: Show that your business is ready to engage with local customers by replying to customer feedback, both good and bad! This demonstrates that you value customer experiences and are willing to address concerns.

2. Optimize for Local Keywords

When people in your area are searching for services, your goal is to be the business they find first. And, while search engine algorithms have certainly gotten more advanced over the years, focusing on local keyword research is still the best way to achieve this.

Local keywords are the specific phrases your potential customers are typing into search engines to discover businesses like yours. But here’s the catch: it’s not just about being seen, it’s about being seen by the right people, at the right time.

So, how do you know you’re using the right keywords to stand out and connect with your local audience? 

• Research Local Search Terms: Start by finding the terms or phrases people in your area are using to search for your products or services. While local SEO tools like Google Keyword Planner and SE Ranking can be useful, we suggest working with a local SEO expert to ensure your local SEO efforts align with your overall marketing strategy.
• Incorporate Keywords in Key Places: Once you have your list of local keywords, make sure to use them in strategic places like your website’s title tags, meta descriptions, headers, and throughout your content. And don’t forget to include your location to make it even more specific — for example, if you own a bakery in Chester County, include phrases like “Chester County bakery” or “best cakes in Chester County”.
• Optimize Your Content: Integrate your local keywords naturally into your web pages and blog posts. Google wants to provide relevant and useful content, so focus on answering your customers’ questions or solving their problems. It’s also important to “pepper” keywords throughout your content naturally, rather than “stuffing” them in awkwardly.
• Use Location Pages: If your business has multiple locations, consider creating dedicated web or landing pages for each one. These should be optimized with location-specific keywords and information relevant to each location.
• Localize Your Social Media: Don’t forget to use local keywords in your social media posts, bios, and hashtags. This helps you stay visible on social platforms where your local audience is active.

Remember: When it comes to local SEO, important keywords for your business are likely to change over time. That’s why it’s crucial to keep your website design, brand messaging, and overall marketing strategy updated.

3. Build Trust Through Local Backlinks

Creating quality content and optimizing it for key terms and phrases is a great way to boost local visibility for your business, but this is just the beginning. Local link building is another great way to strengthen your online presence while building trust and authority with your audience.

Backlinks, or inbound links, are essentially endorsements from other websites that lead back to yours. These local citations help search engines like Google view your business as more credible, which in turn helps improve your local SEO rankings.

So how do you build these valuable links?

• Partner with Local Businesses: Reach out to other businesses in your area to form mutually beneficial partnerships. This might include guest blogging, sharing each other’s content, or offering exclusive local deals. When other local businesses link to your website, it also strengthens your connection to the local community and gives your SEO a lift — a no-brainer if future growth is on your mind!
• Get Listed in Local Business Directories: Make sure your business is listed in relevant online directories, like Yelp, TripAdvisor, and local business associations. These directories not only help customers find your business online, they also serve as trusted sources of backlinks that search engines will love!
• Send Out Press Releases: If your business has a big announcement or event coming up, consider sending out a press release to local news outlets. If they cover your story, they may include a backlink to your website, giving you added exposure.
• Encourage Reviews on Local Platforms: Customer reviews are another form of backlink, especially when they’re left on platforms like Google or Yelp. Encourage your happy customers to leave reviews, and always engage with them to show you value their feedback.

Tip: Sponsoring or participating in local events can also earn you a mention on the event’s website or in local news articles covering the event. It’s great for your business and the local community!

Tate Design: Your Local SEO & Digital Marketing Specialists in Chester County

SEO for local businesses isn’t just a one-time task — it’s an ongoing process. But, with the right strategies in place, you’ll not only make sure your business is seen locally, you’ll set yourself up to expand when the time is right.

Ready to take your local SEO to the next level? We don’t just offer local SEO tips — we can take charge of your entire SEO strategy!

Contact us today and let’s get started.