Location-Based SEO: How to Rank for a Targeted Area [Beginner's Guide]

Location-based SEO: what is it and how can you use it to improve your marketing results and increase the volume of local, organic traffic hitting your website?

The discipline of SEO has evolved greatly in recent years. You can attribute this change to Google’s ever-evolving search algorithm and the introduction of AI overviews,  but also to the fact that the way we’re searching is changing.

As a result, the way we optimise our pages for search needs to change, too.

Long-tail, conversational keywords have become standard, with a report suggesting that search terms of 5+ words make up 41.7% of the overall keyword length distribution. As more and more content is appearing in search results, and AI is generating more direct answers within search results, we’re adapting our method of search by using long-tail keywords to sift through content.

Voice search is also on the rise, which correlates to the increase in conversational long-tail keywords.

Voice search, now enhanced by sophisticated conversational AI, is also on the rise, which correlates to the increase in conversational long-tail keywords. Furthermore, AI is increasingly personalising search results based on user history and real-time location, making location-based SEO even more critical. In this increasingly competitive SEO battlefield, how do you get your content seen by your demographic?

If you're just getting started with SEO, you can discover 12 quick, easy SEO tips here. For the purposes of this article, we'd like to tell you about location-based SEO. We've used this to great success for several of our clients, and you can use it to dominate your local searches, too. Read on to learn how.

What is location-based SEO?

Location-based SEO, also known as geo-targeting, is the practice of optimising your content to appear for your target location. It's fair to say that Google is getting better and better at creating location-based search results on more generic topics, where searchers are looking for something.

For example, if I’m sitting in our offices in Abingdon and search for the term 'restaurants', Google knows to display me local results. A desktop search will return restaurants in the wider local area, whereas a mobile search will show restaurants in close vicinity.

Google believes the intent is different between desktop and mobile search; those on a desktop are more likely to be researching while those using mobile search want more immediate results.

"This, however, does have its limitations. For less commonly searched terms, such as 'SEO agency', Google tends to display mostly national results."

However, even with less common terms, AI is beginning to understand and predict local intent more accurately. This means that even if a search isn't explicitly local, AI may still prioritise local results if it detects a local need.

Although location-based search terms have far fewer search volumes, they carry a lot more intent and can deliver traffic to your site that has a greater chance of converting. Those searching locally are far more likely to be in the consideration or purchase stage of the buyer’s journey.

Don't just take our word for it — see how we helped Westminster City Council Commercial Waste Services increase its online presence by 200%

4. Use a Schema markup 

And finally, let's talk schema markup. In the realm of local SEO, it's like providing search engines with a highly detailed, annotated map of your business. 

By implementing schema, you're essentially offering structured data that clarifies key information – your name, address, contact details, operating hours, and customer feedback – in a format search engines readily understand. This clarity translates into richer, more informative search results, often featuring elements like star ratings and map integrations. 

Ultimately, schema markup streamlines the process for search engines to connect your business with relevant local customers, improving your discoverability and enhancing the overall user experience.

Can you optimise your website’s SEO for multiple locations?

Yes! As you’re aware, duplication of content is a big no-no in Google’s eyes. In order to rank for different locations, you must create unique content that is specific to your target areas. For each different location, you should almost create a 'mini homepage', which provides an overview of services you provide in that area with links off to relevant subpages. It’s important to make sure that the location is included in the slug.

Let’s go back to the estate agents example. Say I’d decided to set up a branch in London. I’d repeat my same location keyword strategy, although the content optimised would be different. Informative content is key and, where possible, should be tailored to reflect the buyer persona's needs. Those buying property in London will have different concerns than those buying property in Abingdon — your content should reflect that.

Remember, those searching with local intent are usually ready to buy. Your landing pages should include a prominent call-to-action that reflects this.

Can I optimise for local search on LLMs?

While large language models don't have physical listings like traditional search engines, they are of course capable of providing locally relevant information. You can't directly "optimise" an LLM profile, but you can take key steps to ensure your business information is accessible and accurate - and it’s similar to what we spoke about above:

• Maintain accurate online data: LLMs gather information from vast online datasets. Ensure your business details (name, address, phone number, hours, services) are accurate and consistent across platforms like Google Maps, Yelp, and other online directories. 
• Structured data (Schema Markup): Implementing schema markup on your website helps LLMs understand your business information. 
• Reviews: LLMs can analyse reviews to provide summaries and recommendations. Encourage genuine customer reviews on relevant platforms, as these contribute to the LLM's understanding of your business's reputation.  
• API Accessibility: If your business has an API for accessing information (e.g., real-time menus, product availability), ensure it's well-documented and accessible. L
• Relevance: Create content that is relevant to your local area. This can include blog posts, articles, and social media updates that mention your location and local events. 

But above all else, remember that LLMs are not traditional search engines - they are information retrieval tools. Your goal is to make sure your information is available to those tools.

Next steps

So, we've explored the landscape of location-based SEO but here's the real question: are you simply going to observe the shift in search behaviour, or are you going to actively shape it? In a world where "near me" searches dominate and local intent drives conversions, standing still is not an option. 

Don't let your competitors capture the local market share. Take the next step and discover how our marketing consultants can unlock your business's local potential. Schedule a consultation today, and let's turn those local searches into loyal customers.