Building a strong online presence is crucial for the success of any business, especially small businesses operating in a specific geographical area. SEO (Search Engine Optimisation) plays a vital role in ensuring your business is visible to customers in your local area, and building backlinks is the foundation of the SEO process.
Search engines like Google consider backlinks a vote of confidence from other websites. When a business receives backlinks from local sources, it signals to search engines that it is relevant and trusted within that community — this, in turn, increases the chances of appearing highly in local search results and attracting local customers.
So, what’s a quick and simple way to build links for a local business?
Local SEO citations.
Let’s dive right into the ins and outs of local link building and the power of citations!
What are local citations for SEO, and what are the benefits of building them?
Local SEO citations reference your business name, address, and phone number (NAP) on external websites. They serve as online mentions of your business and play a significant role in improving your local search rankings.
Local SEO citations can be structured or unstructured:
- Structured citations provide your NAP information in a specific format, like business directories, review sites, or social media profiles.
- Unstructured citations, on the other hand, are mentions of your business in a contextual manner, like blog posts or forum discussions.
Local SEO citations offer numerous benefits for small businesses. Here are some key reasons to incorporate local citations into your SEO strategy.
Benefit #1: Enhanced online visibility
By having your business listed on reputable local directories and review sites, you increase your backlinks and, in turn, your online visibility. When potential customers search for businesses in your area, having consistent and accurate local citations will make your business more discoverable, leading to increased website traffic and potential sales.
Benefit #2: Improved local search rankings
Search engines, like Google, consider local SEO citations as a trust signal. The more consistent and high-quality citations your business has, the more likely it is to rank higher in local search results. This can significantly boost your local search rankings and increase your chances of appearing in the coveted “Local Pack” or “Map Pack” results.
Benefit #3: Increased trust and credibility
When potential customers come across your business on reputable directories and review sites, it builds trust and credibility. Positive reviews and accurate business information strengthen your reputation, making customers more likely to choose your business over competitors.
Benefit #4: Targeted local traffic
Local SEO citations help you reach your target audience effectively. When your business is mentioned on local websites and directories, you are more likely to attract customers specifically searching for products or services in your area. This targeted traffic can lead to higher conversion rates and increased revenue.
Benefit #5: Competitive advantage
By actively building local SEO citations, you gain a competitive edge in your local market. Many businesses overlook the power of local link building, so by proactively creating accurate and consistent citations, you position your business ahead of competitors who may neglect this important aspect of local SEO.
How to build effective local citations
Building effective local SEO citations requires a strategic approach — here are some smart, effective steps you can take to build quality citations in your local area.
#1: List your business on local directories
Start by listing your business on relevant local directories. This is a simple yet crucial step in building local SEO citations. Look for reputable business directories, industry-specific directories, review sites, and social networks that are popular in your area. Ensure your business information, including NAP, is consistent across all listings.
#2: Create local content
Local content plays a significant role in boosting your local SEO efforts. Create blog posts, articles, or resources specific to your local area. Talk about local events, landmarks, or relevant features to your target audience. By incorporating local keywords and mentioning your business in these pieces of content, you increase the likelihood of attracting local citations from other websites.
#3: Guest post on local blogs
Reach out to local bloggers or influencers who have a strong online presence in your area. Offer to write guest posts on legal topics or subjects relevant to your industry. Ensure that the content provides value to their audience and includes a link to your website. By guest posting on local blogs, you not only gain valuable backlinks but also increase your brand visibility within the local community.
#4: Collaborate with local businesses
Build relationships with other local businesses that are complementary to your industry. Consider partnering with them on joint marketing initiatives, events, or sponsorships. By collaborating with local businesses, you can earn local citations through cross-promotion and mutual backlinking. These partnerships can significantly enhance your local link building efforts.
#5: Engage with the local community
Active participation in the local community can lead to valuable local SEO citations. Attend local events, sponsor local charities or sports teams, and participate in community initiatives. When local organisations or websites mention your business in relation to these activities, it creates opportunities for local citations. Additionally, engaging with the local community helps build brand awareness and fosters trust among potential customers.
#6: Leverage your chamber of commerce
If your local area has a chamber of commerce, ensure your business is listed on their website. Chambers of commerce often have high domain authority and are trusted local information sources. Getting listed on their website can provide valuable local SEO citations and increase your chances of being discovered by potential customers searching for local businesses.
#7: Publish press releases
Whenever your business achieves a significant milestone or has newsworthy updates, consider publishing press releases. Submit them to local news outlets and online platforms in your area. Press releases can generate local citations and improve your local search rankings by showcasing your business as a reputable and active participant in the local community.
#8: Request testimonials on local review websites
Encourage your satisfied clients to leave reviews on reputable local review websites, including your Google Business Profile and even Facebook.
Positive reviews not only enhance your online reputation but can also serve as valuable local citations. Identify local review sites with high domain authority and request your clients to leave reviews on those platforms. This will help build trust and credibility while improving your local SEO rankings.
#9: Build a local landing page
Create a dedicated landing page on your website focusing on your local area. Optimise the page with local keywords and include relevant information about your business and services specific to the local market.
This landing page can serve as a target for local SEO citations and provide a valuable resource for potential customers looking for local businesses in your area.
#10: Monitor and evaluate your local link profile
Regularly monitor and evaluate your local link profile to ensure its effectiveness. Use tools like Moz’s Open Site Explorer or Ahrefs to analyse your backlink profile, identify high-quality links, and fix inconsistencies or errors.
Regular evaluation of your local link profile will help you make informed decisions and optimise your local SEO citation strategy.
Local SEO citations are a powerful tool for boosting your business’s online visibility and improving your local search rankings
By incorporating local link building into your SEO strategy, you can attract targeted local traffic, enhance your brand credibility, and gain a competitive advantage in your local market. Follow the step-by-step guide outlined above, and you can build effective local SEO citations to maximise the potential of your small business online.
Remember, consistency, quality, and relevance are key to successful local link building.
With a well-executed local link building strategy, you can establish a strong online presence in your local community.
Need a hand building links and local citations for SEO? Contact the team at Gorilla. We have a team of expert link building specialists and SEO professionals on hand who can manage the entire process for you while delivering top-notch reporting and results.
