El SEO local marca una gran diferencia en su visibilidad en las búsquedas. Si tiene un negocio físico, es algo que no puede pasar por alto. Aquí tienes una guía rápida sobre SEO local con nueve consejos prácticos que sin duda mejorarán tu posicionamiento en los motores de búsqueda.
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¿Qué es el SEO local?
Each business has its intricate strategies and methods to scale upwards. Local SEO majorly applies to companies with a physical presence and helps them rank high on search engine results, hence competitively standing out from the rest.
If you for a business on a search engine like Google, you will always get three listings at the top, usually known as Google Maps Ranking to help you identify your most viable option. As a business person, having professional local search engine optimization will help your business get to these top positions. To optimize your website or use any local SEO strategy, you must first understand how these search engines operate.
La importancia del SEO local
Local SEO matters because so many people use search engines to find local businesses. Google’s own consumer research, widely cited across the SEO industry, found that around 30% of mobile searches are related to location, and that most people who search for something nearby end up visiting that business within a day.
In short, your customers are already searching for what you offer. If you’re not showing up, you’re leaving money on the table.
- Fosters consistency on the NAP (Name, address, phone number): with the right local SEO strategy, you can get the NAP to appear more consistently on all your pages for easier contact by customers and clients. With simple keywords on the search engines, clients can quickly get all your information, including the contact details.
- Create and optimize platforms such as Google Business Profile: Google Business Profile is a core local SEO tool that acts as Google’s yellow pages. Using this page, your clients will get listings and other business information for quick comparison. Even better, it is a strong tool for confirming a business’s credibility.
- Get a better grip on customer reviews: local SEO will help you as a business owner cultivate and monitor customer reviews. Reviews are an instrumental part of ranking, as most clients will look for reviews before making a major purchasing or investment decision. If clients find negative reviews on your website or listings, they may steer clear, and this may hurt your business. Getting a handle on your reviews is one of the most direct ways to improve both trust and rankings.
How Does Local SEO Work?
Local SEO is a game of two halves, because Google shows two different types of results for local searches.
The map pack (also called the local pack) is the block that shows the map along with the top three local business listings. It usually appears right at the top of the search results for local queries.
The regular organic results are the familiar “blue link” listings, and they usually appear below the map pack.
You can rank in both, and while there’s a lot of overlap between what helps each one, they aren’t ranked in exactly the same way. Your Google Business Profile, for example, matters more for the map pack, while things like backlinks tend to carry more weight for the regular organic results. Keep this distinction in mind as you work through the tactics below, since it helps you understand which lever to pull depending on where you want to show up.
Do Local Keyword Research
Before optimizing anything, it helps to know exactly what your local customers are searching for.
Start by listing the individual services or products you offer, rather than thinking of your business as one broad category. A plumber, for example, shouldn’t just target “plumber,” but also the specific services people search for, such as “drain unblocking,” “boiler repair,” or “burst pipe repair.” Each of these can become its own keyword, and often its own page.
Not every keyword has local intent. To check, search the term on Google and see what comes up. If a map pack and local results appear, the keyword has local intent and is worth targeting as part of your local strategy. If the results are all generic, national content, it’s a keyword worth targeting elsewhere, not through local SEO.
For the full process of finding, checking, and prioritizing keywords, including how to read search volume and difficulty, see our guide on Keyword Research.
Top Ways to Optimise for Local SEO
Local SEO helps search engine users find everything they are looking for near them. It is an investment that every business should make. Let’s explore the tactics for optimization.
Optimice su página de inicio
Su página de inicio es el primer lugar al que llegarán sus clientes cuando visiten su sitio web. Debe contener detalles que muestren quién es usted como empresa, la ubicación, así como lo que hace. Esto hace que el motor de búsqueda tenga una mejor comprensión de su negocio. Al incluir estos detalles, debe utilizar la etiqueta de título de la página, las etiquetas de encabezado y una meta descripción clara.
Metadatos correctos
Aunque persiste el debate sobre la relevancia de los metadatos, es fundamental incluir estos detalles para facilitar la búsqueda. Estas etiquetas de título deben incluir el nombre de la ciudad en la que pretende centrarse, así como los productos y servicios que ofrece.
Obtenga una página para cada producto, servicio y ubicación
Para una mejor organización, debes tener cada una de las entidades por separado. En lugar de poner una página con 'Nuestros servicios', puedes desintegrar cada uno de ellos, de modo que si un cliente requiere 'Diseño web', sepa dónde encontrarlo. El mismo caso se aplica si quieren servicios de 'Marketing'. Es más fácil posicionarse con estas páginas no consolidadas.
Obtener una página de perfil de empresa de Google
El perfil de empresa de Google es la versión de Google de las "Páginas Amarillas". Cuando tienes tu sitio, los clientes pueden encontrarte rápidamente y hacer negocios contigo. Siempre que optimice correctamente su sitio web, no debería tener miedo de las muchas empresas que aparecen en el "Perfil de empresa de Google".
A few things worth getting right when you set it up:
- Choose a specific and accurate business category.
- Set your business hours, including holiday hours.
- Add your service area if you deliver to or visit customers, or your address if you have a storefront.
- List the products or services you offer.
- Add photos regularly.
Cite correctamente su NAP
NAP es el acrónimo de Nombre, Dirección y Número de teléfono. Al optimizar sus páginas web, debe comprobar estos datos y asegurarse de que son correctos. Deben aparecer de la misma forma en todas sus páginas.
Beyond your own site, getting listed consistently on business directories also helps. A few worth prioritizing: your Google Business Profile, Apple Maps, Yelp, Bing Places, Facebook, and any directories specific to your local area or industry.
Comprender la importancia de las reseñas
En los tiempos que corren, no hay nada mejor que las reseñas. Los clientes siempre buscarán opiniones antes de comprar algo en su página o sitio. Por ello, debe idear estrategias que le ayuden a fomentar las reseñas. Anímeles a dejar reseñas en la página o el sitio para ayudarle incluso a mejorar su posición en el ranking. Si dejan una reseña positiva, agradézcales que hayan trabajado con usted e invíteles a otra compra. Si la reseña es negativa, debe abordar el problema que señalan.
Obtenga sus señales en las redes sociales
Las redes sociales son otro hermoso lugar en el que maximizar. Si su empresa no está en Facebook, Instagram y Twitter, está perdiendo clientes.
Improve Your Website’s E-A-T
There is no doubt that you must optimize any website for E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Still, there are additional aspects to keep in mind when it comes to improving E-A-T specifically for local businesses.
One of the clearest signals is using LocalBusiness schema on your site, which makes it explicit to search engines that you are a specific physical business, with the details to match.
Beyond that, several other local factors play into E-A-T:
- Avoid the pogo-sticking effect: this happens when a user lands on your site and quickly returns to the search results to click on another one. It can damage your authority, so make sure your pages match user intent and actually deliver what the searcher is looking for.
- Being active on community sites that rank well can show Google that you’re a recognized expert in your field.
- Get links from high-quality local sites to improve your authority.
- Define your category and services clearly on your Google Business Profile to state your industry.
- Local citations and reviews from sites like Facebook and Yelp help demonstrate that customers trust you.
- Add images to your Google Business Profile, since photos, including ones uploaded by users, help build authority.
- Keep your hours of operation accurate, this is a small but real signal of reliability.
- Respond to Google Business Profile Q&As, which can help build both expertise and authority.
Local Link Building
Backlinks matter for local SEO too, especially for the regular organic results rather than the map pack.
A few approaches worth focusing on:
- Get links from local news sites and blogs covering your area, often through sponsorships, local events, or being featured as a business to know.
- Sponsor or participate in local events, which frequently earns a mention and a link from the event’s own site.
- Get links your competitors already have, since businesses that link to one competitor in your area are often open to linking to others too.
- Claim unlinked mentions, cases where a site has mentioned your business by name without linking to you, and ask them to add the link.
Local SEO Tools
A few tools worth having in your local SEO toolkit:
- Google Business Profile Manager: free, and the tool you’ll use to claim and manage your listing.
- Google Search Console: free, and useful for seeing which local queries are already bringing traffic to your site.
- FandangoSEO’s Competitive Analysis: helps you see how you stack up against local competitors, including which keywords and pages are outperforming yours in your area.
The map pack is the block with the map and top three local listings that usually appears at the top of local search results. The regular organic results are the familiar “blue link” listings that appear below it. You can rank in both, but the ranking factors that matter most differ slightly between the two.
Yes. Your website and your Google Business Profile serve different purposes, and the profile is what allows you to appear in the map pack and on Google Maps, which your website alone can’t do.
There’s no fixed number. What matters more is a steady, ongoing flow of recent reviews, and how you respond to them, rather than hitting a specific total.
The core process is the same, but you’ll generally want a dedicated page and Google Business Profile for each individual location, rather than one page trying to represent every location at once.
It varies by competition and how established your business already is online, but most businesses start seeing meaningful movement within a few months of consistent work, since local SEO relies heavily on incremental trust signals rather than a single big change.
