Attract Local Customers

Local SEO Services

Evolving local SEO services provide new ways to gain exposure

Trying to Get Noticed Can Be Exhausting

Let’s face it – with Google constantly updating the way it displays local business results, succeeding at local search can be hard.

In today’s marketplace you can’t afford to only focus on a single element of search. If you hope to dominate, you need a complete local SEO strategy that drives customers to your business and not the competitor down the street.

Our SEO team lives local search day in and day out. Our local SEO experts have been doing this for quite some time – almost two decades – so we know a thing or two about driving results. We stay up to date on local search changes and adapt our strategies accordingly.

There is no magic bullet. There is no instant rankings. Instead, we work with you to deliver a proven process and long-term strategy that will consistently build your digital presence.

%

of all Google searches are local

%

of smartphone searchers visit a store within a day

%

of local mobile searches result in an in-store purchase

How Local Search Works

What is a ‘Local Search’?

First, let’s look at the differences between a standard informational search and what’s known as a local search.

DID YOU KNOW? According to Google, 46% of searches now have a ‘local intent’.

Whereas anyone in the world with good enough SEO and authority can rank for a search query like ‘how to fix a blocked drain’, when the query has much more purchase intent behind it, it becomes ‘plumbers near me’ or ‘best plumber in [location]’.

For these types of search query, which typically include a location or ‘near me’ (which aren’t even necessary if searching using Google Maps), search engines understand that what the searcher wants is business suggestions or lists based on location, and so that’s precisely what they offer up in the local search engine results pages (SERPs).

What are Local SERPs?

First, let’s look at the differences between a standard informational search and what’s known as a local search.

What local businesses need most to improve traffic to their websites or through their doors is visibility on what’s known as the ‘local pack’ or ‘3-pack’. This is the block of three business listings that appear below the map in the results displayed after a Google search with local intent.

Below is the local pack that results from the search ‘plumbers syracuse’.

plumbers syracuse ny local pack

You’ll notice plenty here that’s different from standard organic results, such as opening times, review ratings, and even photos. Although Google is getting clever enough to pull this information directly from your website, that’s not where these elements come from.

Everything that’s displayed in the local pack comes from the business’ Google My Business profile, a critical part of Local SEO that’s becoming more important as Google tries to satisfy more search queries directly in the SERPs.

Want to know what we can do for you?

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contact the team at Rank Foundry today, and get an assessment of your business.

Improve Your Local SEO

What is Local SEO?

Local SEO (Search Engine Optimization) is an incredibly effective way to market your local business online. It helps businesses promote their products and services to local customers at the exact time they’re looking for them online. This is achieved through a variety of methods, some of which differ greatly from what’s practiced in standard SEO.

What is Google My Business?

Previously known as Google Local, and for a time, even Google+ Local, Google My Business (GMB) is, as the name suggests, your business profile on Google. You can find out how to add or claim your Google My Business listing here.

It feeds information to a variety of places, including the local pack and Google Maps search results, but the most familiar appearance will likely be when it’s in the top right (or top on mobile) of a branded search for your business, as below.

Mr. Rooter Plumbing of Syracuse - Google My Business Profile

Your GMB profile can include a host of information submitted by yourself, such as services you offer, contact details, business description, category, and opening times but it’s important to note that features such as GMB attributes, GMB Q&As, and Google Reviews are almost entirely generated by consumers, ideally with experience of your business.

A big part of local SEO is making your GMB profile as up-to-date and accurate as possible, so that it has a higher chance of appearing in the local pack, and trustworthy, attractive and appealing enough to warrant a click-through. Although it’s incredibly powerful, Google My Business is just one example of what’s known as a ‘citation’.

What are Citations?

A citation is any place your business’ NAP-W (Name, Address, Phone number, Website URL) information appears online, typically in an online directory or business listings website.

These are particularly important to get in place for local SEO, as if you don’t appear in the places people are looking for businesses like yours, you’re likely to get overtaken by the competitors that do.

There are two types of citation: unstructured and structured. Structured citations typically appear in business listings and come from form fields being filled in when the listing is claimed. Below we’ve highlighted in yellow the structured citation for a Yelp listing.

Mr Rooter Plumbing Syracuse NY Yelp Citation

Unstructured citations are more likely to be the result of press and social media, wherein your NAP-W information is visible and connected on a web page (perhaps throughout a local news piece about the business), but not in a structured format.

Getting citations for your local business isn’t just important, it’s widely known as ‘table stakes’ in local SEO, as in ‘if you don’t get citations, you can’t play the game’. While it’s key to get this foundational aspect right in the first place, by building citations in the most relevant websites, research shows that if they’re not regularly updated and cleaned up, there can be serious consequences.

DID YOU KNOW? 68% of consumers say they would stop using a local business if they found incorrect information in local directories.

How Do I Rank Well in Local Search?

So now you know what local SEO’s all about, you’ll probably be wondering how to actually achieve success in it! First, we’d recommend familiarizing yourself with the three core elements of local search ranking:

  • Proximity: How close is your business to the searcher?
  • Relevance: How relevant to the search query are your products and services?
  • Prominence: What do other consumers say about your products and services?

What are the main Local SEO services

Local SEO is a lot to work on. It’s always changing, and can take a lot of time and effort to get right. This is why so many SEO agencies and consultants specialize in local SEO rather than broader SEO. The rules are very different as you’re aiming to achieve different goals, and in many cases clients don’t mind if the high visibility of their businesses in local search and business listings directories leads to more direct contact and foot traffic than website visits.

We’ve covered some of the key things that help to achieve success in local SEO; now here’s an overview of every local SEO service that can make a difference:

Website Localization

Search engine optimization strategically targeted towards the audience in your community. Localizing your website means including your city, county or region name naturally throughout your website. From on-page SEO to local business schema markup, our local SEO team drives customers in-store and online.

Reputation Management

What do customers think of you? Make sure you put your best foot forward by balancing and monitoring your reviews across a host of sites. Our team will guide you through the process of cultivating positive reviews, and assist you in handling the inevitable negative ones gracefully.

Google My Business

Optimize your Google profile for maximum exposure on the search results page and within Google Maps.

Local Citations

Fix, create and clean up your local listings. Local directory listings (citations) play a major role in local search optimization; our team will get your business listed in all of the necessary directories (350+) to improve your exposure.

Content Creation

Locally optimized content, written by experienced copywriters. Our team has a deep understanding of creating local content that connects with your customers.

Schema Markup

English is great, but we can help translate your website content into a language that search engines will understand. Schema markup is a coding language our SEO team implements that clearly tells the search engines what your web content is about.

Relevant Backlinks

Naturally obtained backlinks from well-regarded websites help search engines recognize your site as a trusted source of information and boosts the ‘prominence’ aspect of the local search algorithm. Links from local newspapers, bloggers and business associations, as well as citations, can all help improve your search visibility.

Grow Your Business Using Local SEO

These local search trends are strong now and they’re only going to get stronger and more significant in the future, especially considering how keen Google is to keep the local search experience off your website.

Now is the time for you to take advantage of local SEO services and boost your business before your competitors catch on. All local businesses, from plumbers and builders to florists and accountants can improve their business and make more money through local SEO, so get started today!

What our clients say

Need more visitors on your website? Kevin is your man! Rank Foundry has been incredibly helpful in helping my organize my very own prospecting systems. I highly recommend setting in for quick a chat with him because he will absolutely bring you tremendous value and clarity for your online business!

James Smith

Uno Prime Media

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