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How Local SEO Works

How Local SEO Works

If you run a service-based or brick-and-mortar local business then you need to have an understanding of local SEO. It’s all very good to know what it is, but let’s take a look at how local SEO works.

But first, a bit of revision.

Local SEO is the process of optimising your online presence so your business will show in local online searches. It helps search engines to display your business at the very moment that local people are searching online for your product or service.

While local SEO works well alongside a broader SEO strategy, there are some specific considerations that will affect your local results.

How Does Local SEO Work?

Local search engine optimisation improves your businesses rankings across a number of local search functions – including the map pack, knowledge graph, and Google Maps.

In order to improve these local search rankings, you’ll need to optimise a few specific sections of your online properties.

Optimise Your Google My Business Profile

If you haven’t done so already, claim your Google My Business profile immediately. Take the time to completely fill out your GMB profile and try to collect some reviews from customers and clients.

Google prefers to share information that it can verify, and since every GMB profile is verified, it can drive your local SEO efforts.

Once you’re all set up:

  • Respond authentically to all reviews
  • Post regularly (similar to how you’d post on a Facebook business page)
  • Claim your Google My Business short name & URL
  • Make sure your information is updated if you make any changes
  • Create multiple locations in GMB if you have more than one location

Create Location Pages

If you serve more than one location, consider creating location pages for each area you service. These location pages should feature the name, address, phone number, location-specific reviews, promos, special offers, and content.

For example, we’ve created a location page for SEO Sydney. Over time, we will add more pages for Melbourne, Brisbane etc.

An important consideration here is to make sure that you don’t use duplicate content on multiple location pages. Create unique content for each page on your website.

Create Local Content

While you will undoubtedly create broad content in order to hit your target keywords, it’s also important to balance this with content that has a local focus. You can create content about your local industry or case studies about a local client or customer.

This local content will help Google and other search engines to link your business to the local area.


This is a sneak peek at some of the more in-depth local SEO strategies that can help your business improve its local search engine results. Make sure you come back to our blog as we build out our local SEO series. If you have any specific local SEO questions, contact us and we’d be more than happy to help in any way we can.

Related Tags:
SEO for Financial Planners
SEO Sydney

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