Local SEO: What is it and how to Improve it?

DeanM on February 12, 2021 at 11:57 am


Anyone who has a business and wants to improve google rankings in local search results on Google must have a clear understanding of the concept of Local SEO and the most effective strategies to optimise its effectiveness.

What is local SEO?

Local SEO refers to the process of optimising a business’s website for local search results on a search engine i.e. Google, Bing, Yahoo

Local search results are based on three factors: relevance, distance, and evidence, which appear in various places on Maps and Search, and are shown to users who want to find businesses and places of interest near their own locality. A local search query generally includes information such as the name of the city, the neighbourhood, or the street, for example: “Restaurant London Camden”.

How to optimise SEO for local search

Refine your Business listings

Bing Places for Business or Google My Business is a service that brings together Maps, Business Pages and local social information. It is designed to help businesses take control of what people see when they do a local business search.

Specifically, the service allows you to verify and modify your information to attract users / potential customers and allows you to interact more easily with them.

It is very important to pay attention to the optimisation of your Google My Business profile and to provide Google with as much information as possible.

  1. Create an accurate description of your business
  2. Choose the correct category of your business
  3. Upload some nice photos in the right resolution
  4. Enter the opening/closing times 
  5. Enter the correct address
  6. Enter the phone number and the various contacts
  7. Request/get reviews from your customers
  8. Update your profile often

All these aspects could make a difference!

Optimise your site for mobile devices.

If you want to improve Local SEO, you must be optimised for mobile devices. A user looking for a service and product wants to find the information right away. For example, if you own a restaurant, make your phone number, address and opening and closing times immediately visible.

Mobile usability is, in fact, a fundamental aspect of local searches. Among the most common mistakes to avoid are:

  • excessive slow loading of the web page;
  • use of incompatible plug-ins;
  • content that is too large for the screen;
  • text too small to read;
  • selectable elements too close together.

Create local SEO content 

Content is the basis of good Local SEO optimisation. Make the most of SEO copywriting and create the content of interest, enhancing the strengths of your business. Optimise business pages and create interesting landing pages that contain certain keywords that you consider fundamental for your business.

Not only that, get the most out of your blog and write news updates or a weekly post related to your city, such as events and things to do nearby.

Local Link building and business directories

A well-structured local link building campaign will bring advantages in terms of organic search positioning. It is therefore important to earn links through quality content and to find authoritative sites and directories where you can place your business. 

Here are some examples of valuable local directories:

  • BingPlaces
  • Yelp
  • Yell
  • Foursquare City Guide
  • Free Index
  • Hot Frog


With this short guide to Local SEO, you have read how to best optimise a website for local organic search positioning that allows users find your business easily. Implementing a few of these ideas can significantly improve the organic visibility of a businesses operating locally.

Do you want to improve your clients digital strategy? Get in touch with one of our digital marketing experts at https://elevateom.com/contact/

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