This will help to establish the “localness” described above.
Pro Tip: Don’t be afraid to ask customers to provide Google reviews that reference the specific service they received and the location where they received it. For example, “We were so pleased ABC Roofing Company was able to repair our roof in [location] on time and on budget!”
Post Content Regularly
GBP provides all businesses the opportunity to easily post content regarding their services, promotions, and links to external content like blog posts, events, etc., which is quite often underutilized.
This feature enables businesses to demonstrate engagement with their customers and authority on the topics they want to be found for.
If you are a local business creating content on a regular basis to share to social channels or via an email newsletter, sharing this content via GBP as well is a must.
2. Build A Solid, Mobile-Friendly Web Presence With Local SEO In Mind
While GBP is a primary landing place for many local searchers, a local business website still serves an important role as an online storefront and information resource.
When it comes to SABs and local SEO, here are a few specific considerations:
Create Location-Specific Pages
If you serve multiple areas, create dedicated pages for each location with unique, relevant content, contact information, and locally oriented keywords.
For example, if you offer specific services in different areas or have specific mobile technicians dedicated to specific service areas, be sure to call this out.
Another good tactic is to embed a Google map of the specific service area into its dedicated location page.
Be careful not to simply duplicate content across your location pages by incorporating something unique into each.
Locally Optimize Your Website Pages And Content
Use relevant local keywords throughout your localized website pages, including in your page titles, headings, meta descriptions, and image alt tags.
Ensure Mobile-Friendliness
This should go without saying, but it’s essential today for all businesses to have a responsive website.
According to Statista, in 2023, 58.67% of all website traffic worldwide came from mobile phones.
Build Local Citations
In keeping with the need to prove “localness,” it is also important to list your business on relevant online directories and platforms, ensuring consistency in your NAP (name, address, phone number) information.
Much like reviews, for SABs, this means identifying and obtaining listings in relevant directories in each of the applicable service areas.
Again, the goal is to show Google the business operates in the area, so there should be an online presence in the area.
Pro Tip: When deciding which local directories you should appear in for free, or especially for a fee, conduct a few Google searches on the keywords you want to be found for and see if these directories appear. If they don’t, then they likely won’t add much value to you.
Alternatively, you can simply ask the directory to provide statistics on how much traffic/business you can expect to receive through them based on similar businesses they have worked with in the past.
3. Local Link Building
Building high-quality, relevant local backlinks can significantly improve your website’s authority and local search ranking. Here’s how:
Reach out to local businesses: Partner with complementary businesses in each of your service areas for link exchange opportunities.
Engage in community involvement: Sponsor local events, participate in community forums, and build relationships with local organizations to earn backlinks. Note: Links from your website (perhaps in a Local Events section) can also provide a signal to Google of your localness.
4. Leverage Service-Area Focused Content Marketing And Social Media
Modern SEO, beyond website structure and relevant backlinking, is very much about creating valuable and informative content to answer all of the questions your target audience has about your services, thereby establishing your business as a trusted resource in the eyes of your customers and search engines.
Here are a few local content marketing recommendations to further help build authority:
Create local, topically relevant content: Publish blog posts, articles, and guides addressing local issues, events, or topics related to the services you offer and of interest to your target audience. Again, as a service area business, try to identify topics specific to the various areas serviced and link from this content to the specific location pages on the website. Some examples of this type of content may include:
Blog posts about local events or community initiatives.
Case studies featuring customers from your different service areas.
Promote your content locally: Creating content is just half the battle. As noted above, content can be shared via your GBP, as well as via social media (provided you’ve established an online following), local online communities (e.g., Nextdoor, Facebook Groups), and email newsletters to reach the widest potential audience. Relevant, local, social SAB content may include:
Before-and-after photos of completed projects in different service areas.
Customer testimonials.
Behind-the-scenes glimpses of the business in action at different locations.
Read More: 9 Types Of Content That Will Help Your Local SEO
5. Monitor And Track Your Local SEO Performance
Regularly monitoring and tracking your local SEO performance is essential to understand which content and channels are working or not, to identify areas for improvement, and to measure the overall effectiveness of your strategies.
There are five primary areas a local SAB should focus on when considering performance.
Analyze your GBP insights: Regularly review your GBP’s performance, including views, searches, clicks, messages, and calls, to understand how users find and engage with your profile.
Screenshot from Google Business Profile, November 2024
Use Google Analytics: Track the sources of your website traffic, performance of your landing pages, user behavior, and conversions to understand how users find and interact with your content. Use this information to focus your SEO and content marketing efforts.
Monitor your local rankings: Use rank tracking tools to monitor and optimize your website’s position in the local Map Pack and organic search results for relevant keywords.
Track your social media reach and engagement: All social media networks offer tools to measure the reach and engagement of your presence and individual posts. Pay attention to who your most engaged followers are and be sure to engage with them.
Read More: 5 Common Lcoal SEO KPIs And How To Measure Them
Targeting Your Local Presence
Local SEO is critical for service area businesses looking to reach prospective customers within their target area.
By implementing the strategies outlined above, SABs can effectively target their coverage areas, attract local customers, and grow their businesses.
Remember to focus on:
Optimizing and leveraging your GBP to share content and engage with your customers.
Obtaining reviews from customers in the various areas you service, particularly if your reach is broad.
Similarly obtaining backlinks from directories, partners, or other relevant websites across your service area.
Maintaining a solid, consistent, mobile-friendly website.
Creating and sharing relevant content to answer all of your customer’s questions.
Monitoring your performance to see what’s working and what isn’t.
With all of this in mind, do not try to over-extend your reach, as it will be difficult to convince Google you are truly “local” if your service areas are beyond the two-hour driving time range.
More Resources:
Featured Image: BestForBest/Shutterstock