When you search for something online, you’re hit with hundreds of results. But let’s be real—you’re probably clicking one of the top three. You’re not alone. Those top spots snag nearly 54.4% of all clicks on Google.
So, how do you get your business up there?
Three words: Search Engine Optimisation (SEO).
SEO helps your business climb the ranks and outshine competitors on Google’s search results. But, it doesn’t happen overnight. You need time, a well-thought-out strategy, and decent knowledge about upcoming trends. It usually requires around 6-8 months minimum of strategic effort towards an SEO campaign to see the results you’re hoping for. So if you’re looking for guidance, we’re here to help.
What is local SEO?
SEO is all about boosting your online visibility on search engines like Google and Bing. But when you zoom in, local SEO solutions can help you attract people searching in your specific area—your city, suburb, or neighbourhood.
Let’s say your business sells running shoes in Melbourne. With SEO strategies in place, they can help your business rank when users search for the brands you stock, the term ‘Melbourne,’ or even ‘near me’ if they’re close to where your business operates.
Why do businesses love SEO? Because it works. It drives more website traffic, increases sales, gets more people through your doors, and boosts brand awareness. If you’re looking to increase prospective customers, it’s a great way to tap into a new audience that has yet to be reached.
How can SEO benefit your business?
While paid ads can give you short-term interest, SEO supports your business in becoming a steady leader for the long haul. It’s true that SEO requires an investment of time and effort, but the payoff is worth it because it offers a variety of valuable benefits and growth opportunities you might not have otherwise seen. Let’s dive into the 3 main ways it can benefit your business:
- Local SEO attracts who you want. Not every lead is a good lead. Thankfully, local SEO is built to help your business reach your ideal customer—the people your product or service is designed for, in the region you prefer. You’ll first need to start with researching customer demographics to understand who they are, how to connect with them, and how you’re relevant to them. From there, a pathway is created to get them onto your page.
- Local SEO increases relevant traffic. Having a local SEO strategy in place improves the traffic that comes onto your website. The more exposure your website and offerings get from your ideal target audience, the higher the chance they’ll go into your marketing funnel.
- Local SEO drives more conversions. Once your targeted demographic is on your website, there’s a higher chance that conversions could happen. This means people may be purchasing online or coming into your store. For them, it aligns with their needs, and for you, it aligns with who you are trying to sell to.
The more recognisable your brand becomes through SEO, the more likely it is to resonate with your community and drive long-term growth.
How does local SEO work?
Local SEO looks at a variety of ranking factors—from relevant keywords to website user experience and the credibility of your content. When it comes to local searches, Google also takes into consideration:
- Is your business relevant to the user’s initial search?
- How close or far is your business from the user?
- How trustworthy is your business based on online customer reviews, backlinks, and more?
These factors are determined by Google and will rank differently depending on how well-designed and thorough you make your website, code and content. When you rank higher than your competitors in Google’s eyes, that’s when your site will appear higher on the search engine results page.
7 key strategies for dominating local SEO
So now that we’ve discussed what local SEO is, why it can improve your business, and how it works in Google, let’s take a look at 7 key strategies that can elevate your online presence and help you dominate your local market.
Know local keywords and use them to your advantage
Local keywords will become your best friend. They help your website show up when people search for businesses like yours. To find the right ones, using SEO tools like Google Keyword Planner, Ahrefs or SEMrush will help. These tools uncover high-ranking keywords in your industry and show how competitive they are. The sweet spot, however, is finding keywords with lots of searches but low competition. You can then localise it by adding city names like “Melbourne” or phrases like “near me” to your keywords to attract nearby traffic.
Once you have a list compiled of keywords, sprinkle them into your website content, meta descriptions, headers, and image alt texts. These can be short-form (one to two words, like ‘plumber’) or long-form (three to five words, like ‘best plumber in Melbourne’). Be strategic with where you put them and integrate the words to flow naturally as viewers read. SEO isn’t instant, it usually takes between 3 to 6 months for a website with relevant keywords to start ranking, but the payoff is worth it.
Complete a Google Business Profile
What’s the first thing people see when they search for a business online? Yep, that little box on the right—your Google Business Profile. If your business profile isn’t filled out or consists of little detail, users might think your business is unavailable or inactive. Most people won’t think twice before clicking somewhere else.
To avoid this problem, fill out your business profile early with as much detail as you can. Add your business name, address, phone number, email, hours, website and social media links. Upload high-quality photos of your space, team, or city to give it personality. And don’t forget to ask for reviews—they’re like digital word-of-mouth notes and will show that consumers trust you. It’s important to respond back to all your reviews, whether they’re positive or negative. This demonstrates that your business is attentive, reliable, and always improving.
Build all the links: backlinks, outbound links, & internal links
Link building is the best way to improve your credibility. It’s all about getting quality links that show search engines (and people) that your business is connected to trusted, reputable brands. The more credible your connections, the more authority you build—helping you rank higher than competitors without those links.
Here are the 3 types of links you’ll want in your toolkit:
- Backlinks: Links from external websites, such as local news orgs or industry leaders, that advertise your brand on their site and then direct readers to your site.
- Outbound Links: Links that refer to outside content like news articles or blogs in your own content.
- Internal Links: Links within your website that connect different pages, such as a category page linking to a contact us page, helping search engines understand site structure. Reminder: avoid linking back to your homepage, because that will disrupt the hierarchy of your website.
Audit and optimise your website for success
Ever clicked on a link only to land on a dreaded 404 Page Not Found? Yeah, that means it’s time for a website audit. Think of it like a health check-up for your site—spotting broken links, slow-loading pages, and content that’s not pulling its weight.
Here’s how to keep things in top shape:
- Fix Broken Links: No more dead ends—every click should lead somewhere useful.
- Speed It Up: Optimise images, reduce file sizes, and clean up your code to make your pages load faster than ever.
- Mobile-Friendly Design: Ensure your site looks great and works smoothly on every screen size with responsive design.
- Simple Navigation: Make it easy for visitors to find what they need with clear buttons, readable text, and intuitive menus.
- SEO Basics: Optimise URLs, title tags, meta descriptions, and content with relevant keywords that match each page (as mentioned earlier).
- Content is Vital: Publish high-quality blogs, guides, and eBooks packed with the industry keywords you want to rank for.
A well-audited website isn’t just good for SEO, it also keeps your visitors engaged and coming back for more too.
Build locally and stay consistent
Aside from Google My Business, there are a couple other online spots you should consider adding your business to: Yelp, True Local, Yellow Pages, Trust Pilot, LinkedIn, Facebook Business, and many more—just depends on your industry. All of these resources will help your business to become more visible and known, which in turn generates more leads and new customers.
Make sure you stick to NAP consistency, which refers to keeping your name, address, and phone number the same across all online platforms. It helps to verify a business’s legitimacy, build trust among customers, and prevent confusion. So if you’re located on 75 Grain Road, make sure it’s always Road and not Rd. Keep it the same.
Leverage reviews
Reviews can make or break a business. In fact, most people base their buying decisions on them. But they don’t just influence potential customers, they also affect your search rankings. Search engines use reviews to gauge the relevance and importance of your business to local audiences. The more positive, authentic feedback you have, the more credible your business looks—not just to people, but to Google, too.
No reviews? That’s a red flag. Potential customers might assume your business is inactive or untrustworthy, making them less inclined to engage. So, start building that review portfolio—it’s one of the simplest ways to boost both your credibility and visibility.
Create content that stands out
When posting online, there’s a lot of noise these days. Too many people, all doing the same thing. If you want to be memorable, find ways to create high-quality, interesting content that will keep your leads wanting more. To get the local SEO marketing booming, start posting relevant content to your suburb or city and think of strategies in which you can actively keep bringing them back. Engage with them on socials, respond to comments, highlight customer stories, create educational guides — there are endless ways to do it.
With these 7 SEO strategies in full-swing, you’ll be able to stay visible, build trust, and connect with the right audience in your area. From there, your business has the power to rank higher than it ever has before.
Build a stellar online presence for your business
Building an online presence in a local landscape isn’t always easy, but you don’t have to go about it alone. With a combination of traditional, local SEO tips and the knowledge of current industry trends, you can create a strategy that drives real results.
Are you searching for local SEO near me? Haha, look, we’re implementing some SEO right there. If so, connect with our epic SEO team at Media Exchange for specific SEO insights, hands-on guidance, and the tools you need to elevate your local visibility. Let’s grow your business, because we’re always better together!
