We’re back with the fifth instalment in our comprehensive local SEO guide for small businesses in the UK. In the previous post, we explored crucial on-page optimization techniques to boost your website’s visibility. Now let’s look at powerful off-page optimization strategies to complement those efforts.
Attract Backlinks from Local Sites
One of the most effective off-page SEO tactics is building quality backlinks from relevant, trusted sites. This gives your website credibility in the eyes of search engines. But for local SEO, you need to focus on earning backlinks specifically from local websites whenever possible.
Start by identifying directories, blogs, publications or organizations in your geographic area that list or link to local businesses like yours. Reach out and request to be included. You might also connect with local influencers who may be open to featuring your business somehow in exchange for a contribution or collaboration.
Look for opportunities to guest post or contribute expertise to niche blogs or sites frequented by your ideal customers. A bio link back to your website is often included.
Partner with complementary local businesses to co-host events, co-create content, or find other ways to mutually promote one another online. These partnerships can naturally lead to valuable local backlinks.
And ensure any local events, news or other content assets you produce are truly shareworthy for local sites. Quality over quantity is key when building local links.
Manage and Optimize Citations
Citations are references to your business name, address and phone number on directory listings, review sites and other third-party sites relevant to customers in your geographic area. Properly managing your citations is a key local ranking factor.
Start by ensuring your business NAP (name, address and phone number) is completely consistent across all citations, directories and review platforms. Even slight inconsistencies can negatively impact local SEO.
Make sure to claim and optimize your business profile on every Google My Business, Bing Places, Yelp and other relevant directories. Complete your profile fully, include good photos, encourage customer reviews and respond to all feedback.
Beyond the major directories, look for industry-specific directories, local chamber and business association sites, and any other platforms frequented by your potential customers where you can list your business and garner more citations.
The more complete, consistent and quality citations you accumulate on authoritative sites, the more your local ranking strength will improve. Auditing and managing citations takes effort but delivers results.
Harness the Power of Social Media
With billions of active users, social media presents a tremendous opportunity for businesses vying for local customers’ attention. Crafting social media marketing strategies to support your local SEO can give you a leg up on the competition.
Focus your social media efforts on building awareness and engagement specifically with potential customers in your geographic service area. Tailor your messaging, visuals and calls to action to resonate with locals.
Strategically use location tags and geotargeting options available on each platform to ensure your updates reach the right people in your target locations. This will amplify your reach and relevance with nearby customers.
Make sure your posts highlight what makes your business special in the local area. Share news of events, sales promotions, new products and other happenings that would interest potential local customers. Respond promptly to all comments and questions to provide good service.
And don’t forget to include links to your website and landing pages in your social media bios and posts. This can help drive website traffic and signals to search engines that your site is relevant.
Consistently posting engaging, local-focused content across your social media channels will attract more followers and website visitors, supporting your local SEO goals.
Build Local Links through Outreach
Beyond social media, actively build local links by identifying and contacting potentially valuable link partners in your area.
Reach out to local publications, radio stations, TV news programs, community websites, influencers and other media outlets to pitch stories or content partnerships. Even a brief mention can yield an important backlink, while expanded features can bring significant traffic and leads.
Partner creatively with fellow local businesses through co-marketing campaigns, guest blogging, joint PR initiatives, local philanthropy programs, and more. Brainstorm win-win ways to help promote each other online.
Offer your expertise by contributing articles or resources to local organizations and associations. Having your business linked as the source lends tremendous credibility.
The key is being proactive and persistent to build relationships with local sites your customers know and trust. The more high-quality backlinks you earn from reputable area sites, the better your local SEO foundation.
The Sky’s the Limit!
Gaining visibility and trust locally requires both on-page and off-page optimization. Our two-part guide should give you a solid local SEO launch pad.
Now you’re ready for the advanced tactics that can rocket your rankings even higher… But more on that in the next edition of our series!
Until then, start building your local SEO strength by optimizing and promoting your business across local directories, review platforms, social media channels, and trusted community sites. Consistency and persistence are key – with the right strategy, your success is boundless!