SEO isn’t just for large companies. As a small business or local business, there is actually a lot you can do to achieve local goals yourself. Many of these things relate to focus. In this ultimate guide for local and small business SEO, we’ll tell you about finding your niche, optimizing pages and social media efforts.
Way back in 2014 we promised you in our post on local SEO that we’d be writing a bit more about local and small businesses. Considering that local SEO is basically the optimization process for the local results in search engines, we can say that local SEO is often closely related to small business SEO. This is why we decided to discuss both in this article.
In this article, you’ll find a variety of related topics:
- Finding your shop's niche
- Low budget branding
- Share your content on social media
- Local ranking factors that help your small business SEO
- In conclusion
As long as Google’s local search result pages continue to grow and improve, we’re not done with this subject. But in the meantime, we’d like to present you our ultimate guide to local and small business SEO. Let’s start at the beginning of your SEO process.
Finding your shop’s niche
Especially for local or small businesses, determining your niche is very important. When you know your niche, you can emphasize what makes your products or brand unique, therefore improving your odds to rank well for them. If you have a clear niche, you can locally compete with large national brands in spite of their multi-million advertisement budgets.
Find out who your customers are and what words they use to describe your product, because people will use the same terms to find your website. Using these terms, often made into long-tail keywords, can really help you optimize your local business SEO. Make your keywords as specific as possible. Once you’ve done all this, don’t forget to monitor your niche as it evolves with the growth of your company.
Low budget branding
We have mentioned this over and over: branding is very important for SEO. Branding deals with things like your logo and your tagline. How do they represent your company without further context? What do your logo and tagline reveal about your values and your field of expertise? It’s all about recognition.
A tip for branding: share your expertise! You can do that in blog posts and on social media. We’ll talk about this some more, further down this guide.
Start writing great content
Your small business SEO will get a significant boost from the right content. Many small business owners put products and contact details on their website and that’s basically it. But there is so much more to tell and share!
Focus on making an awesome first impression on your potential customer. Write about your business, your business goals, how great your products are and things like that. You can also discuss market developments or local events that relate to your business. These are just a few tips for your local SEO content strategy.
When writing your content, be realistic about the chances of that content to rank. If you are in a highly competitive market, content works very well as a marketing tool and/or as input for social media. But it will probably not get you that number one spot in Google, and that’s fine. Manage your expectations.
Picking the right keywords to optimize for is very important. Usually, it’s a good idea to pick mid-tail keywords, including the local area you are focusing on. It really doesn’t matter if you add this content to your site as a page or blog post. Just make sure that you write about things that people want to talk about or that make people talk about your business in a positive way.
Share your content on social media
Did you know you can actually sell your products on social media itself? While that’s very cool, in most cases social media are used for brand awareness or to lead potential customers to a sale. Using social media as a small business is all about promoting your brand, your company, and your products to establish a certain image and to get the right traffic to your company website. Social media, used in the right way, can contribute to small business SEO.
I tend to compare social media to a marketplace where all the stand owners know each other and customers browse among the products. At some point, someone will tell other visitors where to go to for a product: “The cheese over there is delicious”, “you should really check the fruit over there”. This is what real life social media are like. So make sure people start talking about you. And start talking about yourself online, to make others start talking to you on social platforms. Lastly, actively engage in social media conversations, to let people know you are listening.
Local ranking factors that help your small business SEO
There are many things that influence your local rankings, but there is one very obvious one: your address details (NAP). Make sure to add these in the right formatting (in code), using schema.org details. You can use our Local SEO plugin for that. Furthermore, ask your web developer to dig into AMP, like Joost mentions in this Ask Yoast about AMP for small businesses. Besides that, it may help to add your city, and perhaps your state, in the title of your pages for easier recognition as well.
Google My Business
Make sure you use the exact same NAP details on both your website and your Google My Business listing. This is the only way for Google to understand the relationship between them. Add these details for instance in your footer and of course, on your contact page. Google My Business really is your friend if you want to rank in your specific geographical area, so get your details right!
Adding ratings and reviews
Google My Business, like Facebook, allows others to leave a review of your company. If your company has a good rating, people will be more inclined to click to your website from any of these two websites. Be sure to monitor and maintain these reviews.
If you get a negative review for some reason, react by solving your customer’s problem. Ask them to change their review afterwards. In other words, turn that dissatisfied customer into a brand ambassador!
It’s not that hard to get involved in these reviews and ratings. Find more information on that in the article below.
Links from related small businesses
Social ‘proof’, like the ratings and reviews mentioned above, should be backed by a sufficient amount of links from local directories like:
You should be mentioned on these pages, for the obvious reason that this means your website is linked. If you manage to get some links from the related local websites in that directory, that will also help your site’s findability. Note that the last category of links has to be from websites that are in a related profession. It’s of no use to have your bakery website linked from an accountant’s website.
If your small business is closely related to other businesses that are not located in the same area, you should definitively also ask these businesses for a link. Google spiders the web link by link. If your business is linked from a website that is in the same field of business, that link is extra valuable to you.
Near me searches
When speaking about local rankings, we also have to mention near me searches. These are searches and search suggestions that include words like “near me”, “closest”, “open” and “nearby”. Optimizing for these searches is similar to optimizing for local, but applies for global brands as well (“buy legos near me”). So you’ll have to think a bit outside of your usual box – there’s probably more to optimize for. Google really focuses on search terms like these, as you can read here:
As we’ve seen, there are many things you can do as a small business to improve your site and rank better. You should start by focusing on your niche and emphasizing your uniqueness. Think about how you present your brand: logos and tag lines are important to give your customers an idea of who you are as a business.
You can increase your visibility by creating great content on your site, optimized for the right keywords. Also, it always helps if you present yourself actively on social media. There are several factors related to local SEO that help small businesses. Make sure Google My Business has the right details, keep track of your ratings and reviews, and try to get linked by related small businesses. Finally, try to optimize for ‘ near me’ searches.