7 Ways to Score with Local Search Optimization

by Sharon Hurley Hall

Last updated on March 23rd, 2018

Local search optimization is hot. Where once web users wanted global information, increasingly they want more personal results that literally get them right where they live.

Google Local Search results

Consider these facts:

  • A 2011 Search Engine Land report showed that 59% of consumers look for local businesses each month and 54% of searchers use zip codes and city and town names to localize results.
  • Another study cited in SEOmoz’s Beginners Guide to SEO showed that 79% of searchers are looking for local information.

That’s why it’s no longer a question of whether to optimize your business website for local search, but how soon you can do it. And to help, let’s look at some tips to help you get started with local search optimization.

1. Identify Local Search Terms

If you’re going to optimize your site, you have to know what people are looking for. To find this out:

  • Use the Google AdWords keyword tool or something similar to find local keywords in your niche that are attracting search traffic.
  • Check out your web analytics to see what local terms visitors have used to find your site.

Local search terms are usually a combination of the town or city where your business is located and the type of service you offer.

Finally, think about what services you offer locally that you want people to find on your site — is it optimized so that can happen? If not, the next step will address that.

Helpful resourceKeyword Research Tools For Local Markets (Search Engine People)

2. Optimize Existing Pages

Optimize existing pages for Google local search

If you have a business website, you already have pages that describe the services you offer, so your first step is to make it clear that you target a particular local market. You can do this by:

  • including your town or city in page titles and descriptions, along with the name of the service you offer. Remember to keep page titles to 70 characters or less and descriptions to 156 characters or less.
  • adding local contact details (business name, address and phone number) on appropriate pages.
  • add a map to your site (don’t forget to write out location details in text too, so search engines can index the information).

You can also optimize page and post content by including local terms (without keyword stuffing, of course).

Helpful resource: Maximizing WordPress Local SEO with Yoast – Part 1 (MVestor Media)

3. Localize Your Content

If your business has multiple locations, then there are other options. These include:

  • creating landing pages for each location (a combo of Unbounce for landing pages and Crazy Egg for analytics is one way to do this well). Use these pages to group your local service offerings, but be careful to avoid duplicate content.
  • using a software solution to localize your content, like the Yoast Local SEO search plugin, Rio SEO or similar products.

These solutions will help improve your website’s local search engine ranking.

Helpful resource: 7 Ways to Optimize a National Site for Local Search (Geekless Tech)

4. List It So They’ll Love It

After optimizing and localizing your content, the next step is to get listed in local directories.

In addition to the obvious information (business name, address, phone number and other contact details), make sure you write a great description that includes your key local search term. Depending on the directory, you may also be able to add photos and tags. Aim for consistency, so wherever people find you, they see the same information.

It’s a good idea to use Google Webmaster Tools to ensure that your site is shown to target your chosen geographical area. In addition, Tuts+ recommends the use of structured data as another way to share local information.

Helpful resource: Local Search Optimization, It’s All About Timing (Search Engine Journal)

5. Remember Mobile Users

Mobile users are increasingly using their devices and apps to search for relevant information, as this eMarketer data shows. In the 8 months prior to December 2012, there was a 21% increase in the number of mobile searches and a 25% increase in the number of mobile users searching for local information.

A 2012 study by Localeze supports this finding. Recent developments such as the launch of Google Now show that businesses must also be ready for mobile local search.

Helpful resource: Keys to an Effective Mobile Local Search Strategy (SearchEngineWatch)

6. Get Social

Are you in the top 3 for local search?

Speaking of mobile, listing your business in Foursquare and letting users check-in is a good way to leverage the power of local search and build interaction via special incentives and discounts. Optimizing your Facebook business page to take advantage of Graph Search is also useful, as is  Google+ Local.

Helpful resource: Facebook Graph Search Optimization: 3 Tips for Small Businesses (ReachLocal)

7. Ask Your Customers

The last piece of the local search ranking puzzle is recommendations, reviews and general feedback from your customers. It doesn’t much matter if there are a few negative or neutral reviews — as long as customers are talking about you, you’ll be considered more relevant in local search. If you do get great reviews, use them on local search pages on your site to make both search engines and users even happier.

Helpful resource: The Most Important Element In Local SEO: Reviews And Recommendations (Business2Community)

Have you optimized your site for local and mobile search yet? What issues have you found most challenging? Additional help is available from:

Image credits (Flickr): Danny Sullivan/ Bob Massa/ Mint Social



Get updates on new articles, webinars and other opportunities:

Sharon Hurley Hall

Sharon Hurley Hall is a professional writer and blogger. Her career has spanned more than 25 years, including stints as a journalist, academic writer, university lecturer and ghost writer. Connect with Sharon on her website.


Comment Policy

Please join the conversation! We like long and thoughtful communication.
Abrupt comments and gibberish will not be approved. Please, only use your real name, not your business name or keywords. We rarely allow links in your comment.
Finally, please use your favorite personal social media profile for the website field.


Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

  1. HarryP says:
    July 14, 2017 at 8:31 am

    Very nice and useful information. Local Search Optimization is in great demand. What I would like to suggest that we can use some Meta Data in HTML to localize our search result better .. may be like this …

    All this meta data will help to get better local search result …

  2. Shellie says:
    October 5, 2016 at 10:12 am

    Paid search is logical part of a advertising campaign however has no direct impression in your place in the natural search outcomes.

  3. kumar says:
    July 24, 2015 at 11:17 am

    The SEO scores are very important to get, and if you are not a hobby blogger, then probably you understand making good SEO marks. This article is having a quality to teach others.
    Thanks for sharing information.

  4. JAGADEESH says:
    June 25, 2015 at 10:49 pm

    Firstly, Thanks for the useful and interesting post I am going to run a small startup that was related to web development business, so can you tell some advanced tips to improve our local customers using with local search terms.

    • Sharon Hurley Hall says:
      June 26, 2015 at 11:30 am

      Glad you enjoyed the article, Jagadeesh.

  5. richard gilbert says:
    November 19, 2014 at 12:42 pm

    Nice information, great post i forgot about moble users lol i should know better

  6. August 26, 2014 at 7:30 pm

    Wow. I have just (like moments before I read this) sent an email to someone who had asked about local optimisation. This is what I said about what we do:

    Make sure the clients site is optimised for Mobile

    Google Plus page creation, local optimisation, incorporating verification of address

    Assist in the creation of Business descriptions and consistent details across all media; Name, Address, Phone for instance (NAP)

    Ensure good SEO of the clients site and make sure local elements such as town/suburb/city are included where possible on every page (ensuring consistency of NAP). Embed a local map. Ensure schema and opengraph markup with NAP. Where relevant create location specific landing pages. Ensure meta tags are location specific and do keyword research for location and subject specific keywords/phrase. Ensure onsite content incorporates relevant local keywords.

    Local Business citation, particularly in directories and sites with high PR/Domain Authority

    Initiate customer review processes, so encourage businesses/clients to ask their clients for reviews on their google + local page and often, to formalise a process for that to occur.

    Where customers have a blog and/or social media presence encourage the creation of location specific content and again ensure consistent NAP. Where there is no blog/social media look at creation of this.

    Encourage membership of and links from local associations and groups. Solicit blog posts/mentions in local blogs/sites.

    • August 26, 2014 at 10:29 pm

      Sounds like we’re all on the same wavelength! Way to go, David.

    • Neil Patel says:
      August 27, 2014 at 12:17 pm

      David, Glad the article could validate a lot of the things you already do 🙂

  7. August 20, 2014 at 9:15 am

    Very impressive information for increasing local business.. Thanks for sharing

    • Neil Patel says:
      August 20, 2014 at 1:56 pm

      Ranjana, glad we could help. Looking forward to hearing more from you 🙂

  8. April 15, 2014 at 1:56 am

    Thanks Sharon for the useful set of tips. it really comprehensive & truly concise. This will be useful for those small businesses like to promote their products or services locally and increase local visibility. As far as i think the most important part of local search optimization is reviews and recommendations. This sets any local business apart in the eyes of search engines.

  9. Malik Adnan says:
    February 6, 2014 at 4:54 am

    nice information

  10. Budi says:
    January 26, 2014 at 11:20 pm

    Nice post, very helpful. What is the best way to get reviews from your customer?

  11. Johannes says:
    November 2, 2013 at 7:20 am

    I wonder how some Sites manage to return exactly the City thats searched for in their results – any city! seems they substitute the city with some plugin ? do you know any of these that is doing it the right way ? is Yoast doing that ?

  12. June 20, 2013 at 8:14 pm

    I always recomend listing in relvant niche directories and all of the major ones, Be social with deals promtoions and updates, and optimize the site for USER EXPERIENCE. Play by the search engines rules but the most important factor is user experience.

    • Sharon Hurley Hall says:
      June 21, 2013 at 2:22 pm

      Absolutely, Sean – if the users aren’t happy then you’re wasting your time.

  13. Seoraj says:
    June 11, 2013 at 4:27 pm

    I agree with Vincent, Social media will be the next generation SEO statergy. it can surely boost traffic and popularity.

    • June 11, 2013 at 5:39 pm

      Good point, Seoraj and Vincent. These days, it’s almost impossible to connect with people if you don’t have a social strategy. Thanks for commenting!

  14. May 22, 2013 at 5:02 am

    In seo if you are not targeting your local search its just a waste. Use social media which will boost up your business also add your business to local listings which will surely help.

  15. Missy says:
    May 16, 2013 at 12:03 pm

    I wonder how the tips above differ when it comes to a local city blog as opposed to a local business?

    Thanks for the tools, resources and info though. Have placed it in my Pocket app.

    • May 16, 2013 at 12:48 pm

      I’m sure many of the same tips apply, Missy – after all, it’s still about local search. Think of each blog post as a page of local information and you’ll be on the right track.

      • Missy says:
        May 16, 2013 at 1:29 pm

        Thanks, Sharon. When I write a post on my blog I do tend to use local terms and highlight the city quite abit to get that search traffic. However I dont think I have done anything with Google Maps – how would a blogger go about using this tool in a blog post – for traffic?

        • May 16, 2013 at 1:33 pm

          There are two options, Missy. If you are dealing with a single local area, you could include a map in the blog footer or sidebar. The second option is to embed a map right into your post. There’s a Google Maps Embed plugin I’ve used before and there are other tools as well. Be sure to include the address/location that you are mapping in text form too – that way people who search can find the text, your map and your blog post.

        • Anonymous says:
          May 1, 2017 at 3:17 am

          In one case I actually liked the new content enough that I changed the date of the post and made it my new post for the day…nice having content that goes back a couple or three years, most of my visitors had not seen this content ever.Busy couple of weeks so far fixing my blogs and optimizing. I have also been posting up a storm over the last couple of days but still have not been adding many affiliate links like I should be.Using this process you can go in and fix each post in very short order. I think that most marketers as well as writing a few blog posts a week, you should also spend some time each week optimizing blog posts

        • top searches says:
          May 5, 2017 at 8:18 am

          According to Google, an estimated 73 percent of all online activity is related to local searches. Customers turn to local search to learn about the businesses available in their area and evaluate what companies they would like to patronize.

          For businesses who want to take advantage of the opportunities presented by these searchers, optimizing your Google local listing is an excellent way to get started. These listings are featured prominently in local SERPs on the popular search engine and are perfect for attracting attention and bringing in new customers.

Show Me My Heatmap

@AndreaFine @CrazyEgg is an awesome tool! #semrushchat

Netvantage Marketing


What makes people leave your website?