Local SEO Basics: Learn How To Outrank Your Competitors (Ultimate Guide)

In the YouTube video above, I go over local SEO basics that you have to complete before considering any "advanced SEO strategy".

80% of results come from these techniques.

If you want to improve your local SEO and outrank your competitors you're in the right place

The video covers 3 main points:

1. Keywords in URL

2. Location / Google My Business

3. Title Tags

In this article I'm going to delve even deeper, going over the core content in the video, and shedding light on local SEO topics you need to be aware of.

We'll go cover:

• What is local SEO

• How it works

• On-page SEO for local search

• Keywords in URL

• Title tags

• Meta Descriptions

• Local Citations

• Importance of reviews

• Common mistakes to avoid

By the end of this article, you'll know how to boost your business’s visibility and outrank your competitors in local search results.

Before we dive in.. We need to answer one important question..

What is local SEO?

Local SEO is all about optimising your online presence to attract more business from relevant local searches.

Think about when you search for "best coffee shop near me" or "plumber in Coburg." That's local SEO in action! It helps your business appear in these local search results, making it easier for customers in your area to find you.

Why is Local SEO Important for Small Businesses?

Imagine having a great store or service, but no one knows about it because they can't find you online. That's where local SEO comes in. It provides numerous benefits that can significantly impact your revenue.

Here are 7 reasons why local SEO is essential:

Boosts Your Visibility

Local SEO helps your business appear in local search results, making it easier for potential customers to find you.

When someone searches for services you offer in your area, you want to be at the top of those search results. By optimising local SEO, you increase your chances of being seen by people who are looking for businesses like yours in your local area.

Attracts More Foot Traffic
More visibility online translates to more people walking through your door.

Local SEO ensures that your business appears in Google Maps and local search results, directing customers straight to your location.

This is particularly important for businesses that rely on local customers, such as retail stores, restaurants, and service providers.

Builds Trust and Credibility

When your business shows up in local search results, it builds trust and credibility with potential customers.

They are more likely to trust a business that appears on the first page of Google and has positive reviews. Local SEO helps you establish a strong online presence and reputation, making your business the go-to choice in your community.

Targets Ready To Buy Customers

Local searches often come from people who are ready to make a purchase. When someone searches for a specific product or service in their area, they are usually close to making a buying decision.

By appearing in local search results, you capture the attention of these ready-to-buy customers, increasing your chances of converting them into actual sales.

Improves Online and Offline Integration

Local SEO doesn’t just drive online traffic; it bridges the gap between your online presence and physical location.

By providing accurate and consistent information about your business online, such as your address, phone number, and opening hours, you make it easier for customers to find and contact you.

This seamless integration enhances the overall customer experience.

Enhances Local Marketing Efforts

Local SEO complements other local marketing strategies, such as social media engagement and local advertising.
These efforts create a powerful marketing mix that boosts your business’s visibility and credibility in the local market. Effective local SEO can amplify the impact of your other marketing activities, leading to greater overall success.

Cost-Effective Marketing Strategy

Compared to traditional advertising methods, local SEO is a cost-effective way to market your business.

It focuses on organic search results, which means you’re attracting customers without paying for ads. This makes it an excellent investment, especially for small businesses with limited marketing budgets. Over time, the benefits of local SEO compound, providing long-term visibility and sustained revenue growth.

Now that we know the importance of local SEO.

Let’s take a look under the hood to see how it works..

How Does Local SEO Work?

Let’s break it down by looking at the two main components:

• Local search ranking factors

• Google My Business (GMB)

Local Search Ranking Factors

Understanding the factors that influence local search rankings is crucial.

These factors determine where your business appears in local search results. Knowing these factors will allow you to position your business and capitalise on the traffic.

These are the main ranking factors (Not in order of importance):

1. Google My Business (GMB) Signals

These 3 points contribute to your GMB ranking significantly:

• Relevance: Make sure your GMB listing accurately reflects your business category and services.

• Distance:The proximity of your business to the searcher’s location matters. The closer you are, the better.

• Prominence: This includes your online presence and how well-known your business is. More mentions and reviews can boost your prominence.

2. NAP Consistency

Name, Address, Phone Number (NAP): Ensure your business information is consistent across all online platforms, including your website, social media, and local directories.

Inconsistent NAP information can confuse search engines and lower your local SEO ranking.

3. Online Reviews

Encourage your customers to leave positive reviews on Google and other review sites. Respond to reviews promptly to show engagement and build rapport.

Note

When customers mention your services and location in reviews, it signals relevance to search engines.

4. Location Keywords

Use location-specific keywords in your :

• Websites URLs

• Content

• Meta descriptions

• Title tags

• GMB listing

Phrases like "best café in Fitzroy North" or "Brunswick plumber" help search engines understand your business's local relevance.

5. Local Citations

List your business in reputable local directories like Yelp, Yellow Pages, and industry-specific directories.

• Ensure your NAP information is consistent across all citations

6. Local Backlinks

Get backlinks from local websites, such as local news sites, blogs, and business associations.High-quality, relevant backlinks will boost your local SEO.

7. Website Optimisation

There are a lot of different ways to optimise your website, this is an article in itself. If you want to learn more about comprehensive web design packages that are all-inclusive, check out that page.Small businesses need to invest in website development to see any meaningful impact on their marketing strategy. Don't cut corners on web design, you will regret it.For local SEO, focus on these 5 pillars:

• Mobile-Friendly Design: Ensure your website is responsive and works well on mobile devices. Many local searches happen on smartphones, so a mobile-friendly site is crucial.

• Fast Load Times: Optimise your website’s loading speed. A fast site improves user experience and can positively impact your ranking.

• On-Page SEO: Use local keywords in your URL structure, title tags, meta descriptions, headers, and content. Include your location in strategic places like your homepage, contact page, and service pages.

• Structured Data Markup: Implement schema markup for local businesses. This helps search engines understand your business information and can improve your visibility in search results.

• Localised Content: Create content that is relevant to your local audience. Write about local events, news, or topics of interest to your community. This will attract local traffic and build engagement.

8. Social Media Engagement

Engage with local customers on social media platforms. Share updates, respond to comments, and participate in local forums to build relationships around your business.

Google My Business & Local SEO (GMB)

Google My Business (GMB) is foundational to local SEO.It boosts your visibility in local searches and Google Maps. Making it easier for customers to find you.Here's how you can make the most of it in 4 easy steps:

1. Create and Verify Your GMB Profile

• Claim Your Business: Start by claiming your business on GMB. Google will send you a verification code to the specified address to confirm ownership.

• Complete Your Profile: Fill out all the information, including your business name, address, phone number, website, and business hours. Be as detailed as possible.

Pro Tip

Place the keyword and location that you want to rank for in your profile name

Note

Save a copy of your business info (NAP) so you can sync it accurately across all directories and social channels.

2. Optimise Your GMB Profile

• Choose the Right Category: Select the category that best represents your business. This helps Google understand what your business is about.

• Add High-Quality Photos: Upload photos of your business, products, services, case studies/finished works. High-quality images make your listing more attractive and engaging.

• Write a Unique Description: Use local keywords to describe your business. Mention what makes your business unique and what benefits choosing you will bring.

3. Manage Reviews and Questions

• Encourage Reviews: Ask happy customers to leave reviews on your GMB listing. More positive reviews can boost your ranking.

• Respond to Reviews: Engage with your customers by responding to their reviews. Thank them for positive feedback and address any concerns in negative reviews.

• Answer Questions: Monitor and respond to questions posted on your GMB listing. Providing quick and helpful answers builds trust and credibility.

4. Utilise GMB Posts

Use GMB posts to share updates, promotions, events, and news about your business. This keeps your audience informed and engaged.

By focusing on these local search ranking factors and optimising your Google My Business profile, you can significantly improve your local search traffic.

"Secret" SEO Tips that Guarantee Map Pack / First Page Rankings

OK so the heading is pretty hooky and I put secrets with inverted commas because these tips aren't really secrets. It's actually fundamental knowledge.

The thing is...

99% of agencies and business owners don't implement these fundamentals so I've classified these tips as "secrets".

If you read and action these tips you will outrank the majority of your competitors.

Here are my top local SEO tips that won't harm your rankings in the long run and will allow you to leap from your competition.

On Page SEO

Optimising your website for local SEO is a crucial step in improving your local search visibility.

Let’s dive into the core aspects, focusing on:

• Meta titles

• Meta descriptions

• Keyword usage in URLs

• Content that matches search intent

Tip

Google ranks by relevance and intent.

A simple way to signal intent / relevance is to put service specific & location orientated keywords in your URL, Title Tag & Meta Description

Title Tags

Title Tags: These are the titles that appear in search engine results. A well-crafted meta title should include your primary keyword and location.

View example below:

Meta Descriptions

Meta Descriptions: These are the snippets that appear below your meta title in search results.

They should provide a brief overview of your page content and include local keywords. Google has made meta descriptions less relevant as it tends to rewrite them using AI.

Regardless, you’ll sleep better at night and acquire more clients by having your keywords placed in your meta descriptions.

Note

Keep them short and sweet...

• Title tags: Under 60 characters

• Meta Descriptions: Under 160 characters

Content That Matches Search Intent

Understand Search Intent: Create content that directly addresses what users are searching for.
If someone searches for "best café in Melbourne," they’re likely looking for recommendations, so a blog post listing top cafés in Melbourne would match this intent.

Let's say someone searches for "Emergency electrician Collingwood. They're looking to have their problem solved right now, therefore this searcher's intent is commercial/transactional.

Types of search intent

• Informational: Users looking for information (e.g., "Why is my tap leaking?").

• Navigational: Users trying to find a specific website (e.g., "Northcote Plumbing website"). You can think of this as a branded search.

• Transactional: Users ready to make a purchase (e.g., "buy garden tools Northcote").

Content Creation

Develop content that answers common questions, provides local tips, and showcases your expertise in your suburb/town.

The more specific your content is, the better your local SEO visibility.

Common Examples:

• Blog posts about local events

• Guides and how to's

• Customer testimonials and case studies

• Benefits of service for locals

Pro Tip

Type your service or target keyword into Google search. Scroll down to the "People also ask" section and use the common questions that Google is highlighting as content topics.

Accumulate Reviews Like Your Business Depends On It

Earning reviews on your GMB profile is like oxygen for your local rankings factors.

Reviews will make or break your local SEO. Here are 4 reasons why you need to prioritise review collection:

1. Reviews boosts local SEO: Google will consider the quality and quantity of reviews when ranking your business.

2. They showcase trust & authority: Positive reviews act as social proof, showing prospects what it's like working with you

3. Increase your visibility: Reviews fill up your listing in organic and paid search results making you stand out in the map pack

4. Provide valuable feedback: Reviews provide insights into what customers like about your service and what could be improved. People tell you what they want, if you listen and implement you'll reap the rewards.

Did you know?

95% of customers read online reviews before buying a product

Build Local Citations (Low Hanging Fruit)

Building local citations is a critical part of local SEO.

Citations help improve your business’s visibility in local search results and ensure that potential customers can find accurate information about you.

Local citations are easy to acquire. There's websites and tools that automate the process for you.

What local citations?

Local citations are mentions of your business's name, address, and phone number (NAP) on external websites. These mentions can appear in various places across the internet, such as local business directories, websites, apps, and social media platforms.

Why are local citations important?

Similar to reviews, they build trust + authority and make it easier for potential prospects to find your business. It won’t skyrocket your rankings, but listing your business is still a smart move that works in your favour.

Are there tools that will automate local citations for me?

• Brightlocal

• SEMRUSH

• Moz Local

• Yext

• Get BirdEye

Common Mistakes (Don't Be Like The Majority, Stay Ahead of the Curve)

Local SEO can be a game-changer for your business, but only if done correctly. Avoiding common pitfalls can help you achieve better results and improve your local search rankings.

Here are the biggest pitfalls to watch out for:

• Inconsistent NAP - Make your name, address and phone number are consistent across every directory and platform. Write it down somewhere if you

• Ignoring your Google My Business listing: Not claiming your GMB listing is rare. Often they are neglected, more common is the address hasn't been verified. If you don't verify the address the GMB is useless.

• Review Management: This is very common. Sometimes we work with services that complete up to 30+ jobs a month but have under 10 reviews. Don't be lazy with your reviews, it will cost you.

• Neglecting Your Service & Location in your GMB Title: Few know about this, it's your secret weapon. Place the search term that has high intent and location that you want to rank for. This tip alone can shoot you up to the top spot.

Final Thoughts

Now that you’ve got local seo basics down, it’s time to put the knowledge into action. Here are your next steps:

1. Review Your Current Local SEO

• Take a look at where you stand. What’s working? What’s not?

2. Implement the Strategies

Star to bridge the gaps that you found in your review:

• Start optimising your website

• Building citations

• Earning reviews

• Get those valuable local backlinks

3. Monitor & Tweak

Keep an eye on your performance with tools like:

• Moz Local

• Rank Falcon

• SEMrush

• Ahrefs

• Google Analytics

Make adjustments when needed. Tweak if things aren't moving in the direction you want.

Frequently Asked Questions