Want to boost your business's visibility in local searches? This guide covers everything you need to know about local SERP features and how to optimize for them.
Key takeaways:
- Local SERP features include maps, business listings, reviews, and local pack results
- Main ranking factors: relevance, proximity, and prominence
- Optimize your Google Business Profile for better visibility
- Focus on on-page SEO, citations, and local link building
- Manage customer reviews effectively
- Stay updated on mobile optimization and voice search trends
Quick comparison of local SERP features:
| Feature | Purpose | Key Optimization Tips |
|---|---|---|
| Maps | Show business location | Keep address accurate and consistent |
| Business listings | Display basic info | Maintain NAP consistency across platforms |
| Reviews | Show customer feedback | Encourage and respond to reviews |
| Local pack | Top 3 local businesses | Optimize GBP and improve local relevance |
This guide will walk you through each aspect of local SEO, from setting up your Google Business Profile to advanced techniques for staying ahead in local search results.
Related video from YouTube
Types of local SERP features
Common local SERP features
Local SERP features help customers find businesses online and in person. Here are the main types:
| Feature | Description |
|---|---|
| Maps | Shows business location and gives directions |
| Business listings | Displays business name, address, phone, and hours |
| Reviews | Shows customer feedback and ratings |
| Local pack results | Top 3 business listings with map for local searches |
How local SERP features differ from organic results
Local SERP features are different from organic results in these ways:
| Local SERP Features | Organic Results |
|---|---|
| Triggered by location-based searches | Triggered by keyword-based searches |
| Show business info (address, phone, hours) | Don't usually show business info |
| Often include a map view | Don't include a map view |
How user searches trigger local SERP features
User searches can bring up local SERP features in these ways:
- Using location words like "near me" or city names
- Having a complete Google My Business listing
- Searching on mobile devices, which often look for nearby businesses
Main factors in local SERP rankings
Relevance in local search
Relevance means how well a business matches a search query. To improve relevance:
- Keep business name, address, and phone number (NAP) the same across all online listings
- Use local keywords on your website and in meta tags
Proximity in local search
Proximity is how close a business is to the person searching. To improve proximity:
- List your exact location on Google My Business and other online directories
Prominence in local search
Prominence is how well-known a business is. It includes:
| Factor | How to improve |
|---|---|
| Reviews | Ask customers for feedback |
| Local news mentions | Get involved in community events |
| Links from trusted sites | Build relationships with local businesses |
| Social media activity | Post regularly and engage with followers |
Google's local algorithm basics
Google's local algorithm uses many factors to rank businesses. The main ones are:
| Factor | What it means |
|---|---|
| Relevance | How well the business matches the search |
| Proximity | How close the business is to the searcher |
| Prominence | How well-known the business is |
| User behavior | How people interact with the business online |
How to improve Local Pack rankings
To rank better in the Local Pack, focus on these key areas:
Ways to appear in the Local Pack
To show up in the Local Pack:
- Claim your Google Business Profile: This is the most important step.
- Fill out your profile: Add all your business details.
- Use local keywords: Add local terms to your profile and website.
Key parts of a good Local Pack listing
A strong Local Pack listing needs:
| Element | Description |
|---|---|
| Correct info | Make sure your business name, address, phone, and hours are right |
| Good photos | Add clear pictures of your business inside and out |
| Positive reviews | Ask happy customers to leave reviews |
Mistakes to avoid in Local Pack optimization
Don't make these common errors:
| Mistake | Why it's bad |
|---|---|
| Different info in different places | Confuses Google and customers |
| Bad photos | Makes your business look unprofessional |
| Ignoring reviews | Misses chances to improve and connect with customers |
Google Business Profile optimization
A good Google Business Profile (GBP) helps your business show up better in local searches. This section explains how to set up and improve your GBP.
Setting up your Google Business Profile
Follow these steps to set up your GBP:
- Go to Google My Business and find your business
- Claim your listing
- Fill in your business details
- Wait for Google to send a postcard to verify your address
Keeping information correct and consistent
Make sure your business info is the same everywhere online:
| What to check | Where to check |
|---|---|
| Business name | Website, social media, online directories |
| Address | Website, social media, online directories |
| Phone number | Website, social media, online directories |
| Hours | Update on GBP when they change |
| Categories | Pick the right ones for your business |
Using GBP features
GBP has tools to help you connect with customers:
| Feature | What it does |
|---|---|
| Posts | Share updates and offers |
| Products | Show what you sell |
| Services | List what you do |
Handling customer reviews
Reviews are important for your GBP. Here's what to do:
- Answer reviews within 1-2 days
- Ask happy customers to leave reviews
- Look at review data to see what you can do better
On-page SEO for local businesses
On-page SEO helps local businesses show up better in search results. Here's how to improve your website for local searches:
Using local keywords
Add local words to your website content:
- Use words about your business and where it is
- Put these words in your page titles, descriptions, and headings
- Example: "New York plumber" or "plumbing services in NYC"
Making location-specific content
Write about local topics:
- Create blog posts about local events or news
- Show how your business fits in the community
- Example: A Los Angeles restaurant could write about food festivals in LA
Adding local schema markup
Schema markup helps search engines understand your website:
| What to add | Why it's important |
|---|---|
| Business name | Helps identify your business |
| Address | Shows where you're located |
| Phone number | Makes it easy for customers to contact you |
| Hours | Lets people know when you're open |
Writing good title tags and meta descriptions
Title tags and meta descriptions are important for SEO:
| Element | What to do |
|---|---|
| Title tag | Describe the page and use local keywords |
| Meta description | Summarize the page and make people want to click |
Building business citations
Business citations are online mentions of your business name, address, and phone number (NAP). They help your local SEO.
Why NAP consistency matters
Having the same NAP info everywhere online is important because:
- It helps search engines understand your business
- It improves your local search rankings
- It builds trust with customers
Finding and claiming citation sources
To build citations:
- Look for online directories and websites that list your business
- Claim your listings on these sites
- Use tools like Moz Local or Yext to find citations
- Search for your business name and phone number in quotes to find online mentions
Checking and updating citations
| Task | How often | Why it's important |
|---|---|---|
| Check citations | Regularly | Ensure accuracy |
| Update incorrect info | As needed | Keep NAP consistent |
| Review new listings | Monthly | Improve local SEO |
Using industry-specific directories
List your business on directories for your field. This helps:
- Increase your online visibility
- Build credibility in your industry
| Business type | Example directories |
|---|---|
| Doctors | Healthgrades, RateMDs |
| Restaurants | Yelp, TripAdvisor |
| Hotels | Booking.com, Expedia |
Local link building tips
Building local links helps your business show up better in local searches. Here's how to get more local links:
Getting local backlinks
To get local backlinks:
| Method | How to do it |
|---|---|
| Partner with local businesses | Ask for links on their websites |
| Create local content | Share on local online platforms |
| Join local events | Get links from event websites |
| Work with local influencers | Make content together for links |
Working with local groups and events
Work with local groups to build relationships and get links:
- Support local events and charities
- Team up with local organizations
- Go to local meetups and conferences
- Make content about local events
Using local PR for links
Use local PR to get links from news sites:
| PR Method | What to do |
|---|---|
| Contact local reporters | Share stories about your business |
| Write press releases | Post them on local websites |
| Use local PR firms | They can help get news links |
| Make newsworthy content | Share with local journalists |
Creating local content for links
Make content that gets local links:
- Write about local topics on your website
- Create content about your area
- Make posts about local events
- Write helpful info for local people
sbb-itb-8201525
Improving Local Finder results
Local Pack vs. Local Finder
Google shows local businesses in two ways: the Local Pack and the Local Finder. Here's how they differ:
| Feature | Local Pack | Local Finder |
|---|---|---|
| Number of businesses shown | 3 | Longer list |
| Information displayed | Basic | More detailed |
| Extra features | None | Website links, directions, reviews |
Ways to improve Local Finder rankings
To rank better in the Local Finder:
-
Update your Google Business Profile
- Fill out all details
- Keep information current
- Ask for customer reviews
-
Work on your website
- Use local keywords
- Make content about your area
- Add local schema markup
-
Build citations and links
- Get listed on trusted websites
- Make sure your business info is the same everywhere
Choosing categories and attributes
Picking the right categories and attributes helps Google understand your business better. This can make you show up more in local searches.
To do this:
- Choose categories that fit your business
- Add details like:
- When you're open
- How people can pay
- What extras you offer (e.g., parking, Wi-Fi)
Remember: Be honest and pick only what applies to your business.
Improving local knowledge panels
Local knowledge panels help businesses show up better online and get more customers. These panels appear on the right side of search results when someone looks for a business. They show key info like the business name, address, phone number, hours, and reviews.
Claiming and verifying knowledge panels
To make your knowledge panel better:
1. Set up a Google My Business account
2. Claim your panel
- Search for your business on Google
- Click "Claim this knowledge panel"
3. Verify your business
- Google will check it's really you
- They might send a postcard or call you
Adding content to knowledge panels
After you claim your panel, you can add more info:
| What to add | Why it's important |
|---|---|
| Good photos | Shows what your business looks like |
| Up-to-date hours | Tells customers when you're open |
| Contact info | Makes it easy for people to reach you |
| Answers to reviews | Shows you care about customers |
You can also use schema markup on your website. This helps Google understand what your business does and show it in your panel.
Using entity connections
Entity connections link your business to other related things or people. This helps Google show more useful info about your business.
For example:
| If you're a... | You could connect to... |
|---|---|
| Restaurant | The chef or owner |
| Store | The brands you sell |
| Service provider | The areas you serve |
To make these connections, use Google's Knowledge Graph API. It helps you find and link to relevant entities.
Mobile optimization for local search
Most people use their phones to find local businesses. This means your website needs to work well on mobile devices. Google now looks at mobile versions of websites first when deciding how to rank them in search results.
Why mobile matters
Having a website that works well on phones is very important for local businesses. Here's why:
| Reason | Explanation |
|---|---|
| More phone searches | Most people use phones to find local businesses |
| Better search rankings | Google prefers mobile-friendly websites |
| Easy to use | Customers can find your business quickly |
Making mobile sites better
To make your mobile site better:
1. Make it fast
- Aim for a loading time under 3 seconds
- Slow sites make people leave quickly
2. Make it easy to use
- Simple menus
- Clear buttons
- Easy-to-read text
Showing up in 'near me' searches
To show up when people search for businesses 'near me':
| What to do | How it helps |
|---|---|
| Use local keywords | Helps Google understand where you are |
| Make local content | Shows you're part of the community |
| Check your site | Use Google's Mobile-Friendly Test tool |
Managing customer reviews
Customer reviews are key for local SEO. Good reviews help your business show up more online, make people trust you, and improve your local search rankings. Here's how to handle reviews well:
How to get more reviews
Getting more reviews can be as easy as asking. Here are some ways to do it:
| Method | How to do it |
|---|---|
| Ask in person | Simply request a review when customers visit |
| Use signs | Put up signs in your store asking for reviews |
| Send postcards | Mail thank you cards with review requests |
| Use social media | Share your review link on your social pages |
| Email customers | Include review requests in your emails |
Best ways to respond to reviews
Answering reviews shows you care about what customers think. Here's how to do it right:
| Do this | Why it matters |
|---|---|
| Answer quickly | Shows you're paying attention |
| Be personal | Makes customers feel heard |
| Fix problems | Helps solve issues in bad reviews |
| Say thanks | Shows you value good feedback |
Using reviews in local SEO
Reviews can boost your local SEO. Here's how to use them:
| Action | Benefit |
|---|---|
| Put reviews on your website | Makes people trust you more |
| Use review markup | Helps search engines understand your reviews |
| Check all review sites | Keeps your online reputation good |
| Learn from reviews | Helps you make your business better |
Advanced local SEO methods
Using customer-created content
Customer-created content helps businesses improve their local SEO and connect with nearby customers. Here's how to use it:
| Method | How to do it |
|---|---|
| Get local reviews | Ask happy customers to review your business |
| Show customer content | Put reviews and photos on your website |
| Use local keywords | Add local words to customer content |
| Engage on social media | Reply to customer posts about your business |
| Run content campaigns | Ask customers to share stories or photos |
| Add to marketing | Use customer content in your ads or emails |
| Check regularly | Keep an eye on what customers are saying |
| Track results | See how customer content affects your SEO |
For example, a local shop could ask customers to leave reviews on Google or Yelp. Good reviews help the shop show up more in local searches.
Creating local content groups
Local content groups help businesses connect with nearby customers. Here's what to do:
1. Write about local topics
2. Talk about local events and news
3. Share customer success stories
4. Show you know your area well
For instance, a health food store could write about "The Best Organic Farms in [City Name]" or make videos about "Healthy Eating in [City Name]". This helps the store become known as a local expert.
Optimizing for voice search locally
More people are using voice assistants like Siri or Alexa to find local businesses. To show up in these searches:
| What to do | Why it helps |
|---|---|
| Use everyday language | Matches how people talk |
| Focus on local search | Helps you show up for nearby searches |
| Make your site mobile-friendly | Voice searches often happen on phones |
| Add schema markup | Helps search engines understand your site |
For example, a business could use phrases like "Where's the best coffee in [City Name]?" on their website. This matches how people ask questions when using voice search.
Measuring local SEO results
Checking how well your local SEO is working helps you know if your efforts are paying off. By looking at the right numbers, you can see what to improve and get more customers.
Important local SEO numbers to watch
When checking your local SEO, look at these key numbers:
| Metric | What it means |
|---|---|
| Clicks from Google Business Profile | How many people click on your GBP listing |
| Local search traffic | How many people find you through local searches |
| User behavior | How people act on your site (time spent, pages viewed) |
| Conversion rates | How many visitors do what you want (like calling or filling out forms) |
| Reviews | How many reviews you have and your average rating |
Tools for checking local search success
To measure your local SEO results, use these tools:
| Tool | What it does |
|---|---|
| Google Analytics | Shows website traffic and user actions |
| Google Search Console | Gives data on search terms and clicks |
| Google Business Profile Insights | Shows how people use your GBP listing |
| Local SEO tools | Helps you improve your local SEO (e.g., Moz Local, BrightLocal) |
Understanding data and making things better
After you get the numbers, look at them to improve your work:
- What are you doing well in local SEO?
- Which methods are getting you the most customers?
- Where can you make your online presence better?
- How can you change your plan to reach more local customers?
Future of local SERP features
Local search is changing fast. New tech and how people use search are making it more personal and exact.
New tech affecting local search
Voice search, AI, and machine learning are changing how we search. More people use voice assistants like Siri or Alexa to find local businesses. This means businesses need to change how they do local SEO.
Expected changes in local SERPs
Local search results will keep changing. Here's what to expect:
| Change | What it means |
|---|---|
| Hyperlocal targeting | Businesses can focus on very small areas |
| Better user experience | Search engines will prefer fast, mobile-friendly sites |
| More personalized results | Users will see results based on their location and habits |
Getting ready for future local search changes
To do well in future local searches, businesses should:
- Make content work for voice search
- Speed up their websites
- Make sure sites work well on phones
- Make websites easy to use and safe
- Learn about small area targeting
- Keep up with new local SEO tips
Conclusion
Summary of main strategies
To do well in local searches, businesses should:
| Strategy | What to do |
|---|---|
| Google Business Profile | Fill it out completely and keep it up-to-date |
| Website | Use local keywords and make it work well on phones |
| Citations | Make sure your business info is the same everywhere online |
| Reviews | Ask for reviews and answer them |
| Stay informed | Keep learning about new local SEO tips |
Thoughts on local search changes
Local search is always changing. Here's what to expect:
| Change | What it means for businesses |
|---|---|
| Voice search | Make content that matches how people talk |
| Small area targeting | Focus on very specific locations |
| Personal results | Search engines will show different results to different people |
To keep up with these changes:
- Make your website fast and easy to use on phones
- Learn about new ways to target small areas
- Keep your online info up-to-date
- Pay attention to how local search is changing
FAQs
How to do well in local SEO?
To do well in local SEO, focus on these main areas:
| Area | What to do |
|---|---|
| Google Business Profile | Fill it out fully, keep it up-to-date |
| Online listings | Make sure your business info is the same everywhere |
| Website content | Write about local topics and use local keywords |
| Customer reviews | Ask for reviews and answer them |
| Stay informed | Keep learning about new local SEO tips |
Here's more detail on each area:
1. Google Business Profile
- Fill out all sections
- Add photos and posts
- Answer customer questions
2. Online listings
- Check your business info on all websites
- Fix any wrong details
3. Website content
- Write about local events or news
- Use words that describe your area
4. Customer reviews
- Ask happy customers to leave reviews
- Thank people for good reviews
- Try to fix problems mentioned in bad reviews
5. Stay informed
- Read about new local SEO tips
- Try new methods to improve your local search results
