Optimizing E-commerce Sites For Local Search

Service businesses targeting local clients are leaving $25,000/month on the table. Let’s fix that in this post. First off: Exact Match Domains (EMDs) are ranking exceptionally well in 2024 and are basically a cheat code. Secure a domain that matches your service and location (e.g., “[City]PlumbingServices.com”). Pair it with optimized GBP and location pages to maximize impact. No EMD? No problem. Here are 10 steps that work for any local business: 1. Google Business Profile (GBP) Optimization Your GBP is the foundation of local rankings. Complete all sections (hours, services, and descriptions). Add high-quality photos of your business, team, and services. Post weekly updates (specials, seasonal services, events). Keep your NAP (Name, Address, Phone) consistent everywhere. Pro Tip: Use Google Posts to showcase promotions—it keeps your profile fresh and increases visibility. 2. Target Local Keywords Focus on geo-specific keywords that match user intent. Include “near me” terms: “emergency plumber near me” or “HVAC repair near Glendale.” Target neighborhoods, city names, and landmarks to improve relevance. Use tools like Ahrefs or SEMrush to find low-competition local keywords. Example: Instead of “roof repair,” target “roof repair in [City]” or “leak repair near [Neighborhood].” Don't forget to get backlinks and aim them at the pages. 3. Create Location-Specific Pages Service-area pages help search engines (and customers) understand where you work. Write pages for each city or neighborhood you serve. Example: “Electrician Services in Beverly Hills.” Mention local landmarks or community-specific details. Include reviews from customers in that area for extra trust signals. Pro Tip: Location pages often outperform blogs for driving leads in local SEO—make them your priority. Point backlinks at these pages as well. 4. Build a Directory Strategy Submit your business to relevant directories. Maintain NAP consistency across listings. Use industry-specific directories for better visibility. 5. Manage Reviews Ask happy customers to leave Google reviews. Respond to all reviews (even negative ones). Highlight location-specific reviews on your site and GBP. 6. Fix Technical SEO Add FAQ schema for common local questions (e.g., “Do you serve [Neighborhood]?”). Use local business markup to boost visibility. Fix site speed issues with GTmetrix or PageSpeed Insights. 7. Build Social Engagement Post local content about services, events, and success stories. Tag local businesses and use local hashtags (e.g., #DallasPlumbing). 8. Publish Local Blog Content (Optional) Focus on seasonal or community-focused topics like “Winter HVAC Tips for [City].” Blogs are helpful but not as essential as service/location pages for local SEO. 9. Build Local Authority Partner with local businesses or sponsor events. Get featured in local news or blogs to earn backlinks. 10. Track Your Progress with Analytics This one is self-explanatory.

If there’s one thing I’ve learned about local search rankings, it’s this:  Proximity is a priority.  When it comes to showing up in the local map pack, which usually displays the top three local results, proximity plays a huge role.  Google prioritizes businesses that are geographically closer to the searcher.  When you search for “HVAC company near me” Google calculates proximity using geo-coordinates. But proximity isn’t the only factor in local search success. These are a few other elements that are often overlooked: 1. Reviews Reviews are more than just social proof. They’re a key ranking factor. Here’s how to use them effectively:  - Ask satisfied customers to leave reviews consistently.  - Respond to every review, and strategically include relevant keywords.  - Use automation tools to scale both review collection and responses. 2. On-page SEO Your website should actively support your local SEO efforts. Here’s how to optimize your on-page SEO:  - Include local keywords in your meta titles, descriptions, and content.  - Create location-specific service pages to boost relevance.  - Make sure your NAPW (Name, Address, Phone number, Website) is consistent across all platforms. 3. Product and service listings Highlighting your products and services on your Google Business Profile can expand your local reach. Here’s how to make the most of these listings:  - Use detailed, keyword-rich descriptions.  - Add high-quality images tagged with EXIF data for better location relevance.  - Regularly update and rotate the featured products or services. Chime in: What have I left out?

Here’s why your Local SEO isn’t hitting the mark (and no, it’s not about cramming in keywords) Using the same landing page for every location just doesn’t work in local search. Here are the reasons: ❌ Lower Engagement Generic pages lead to visitors leaving quickly because the content isn’t relevant to their location. ❌ Higher Bounce Rates Visitors who don’t feel connected to the page are more likely to bounce. ❌ Suboptimal Conversion Rates A lack of personalization = fewer conversions But here’s how to turn it around: 👉 Write City-specific content 👉 Highlight local reviews and testimonials 👉 Craft calls-to-action that feel personal  👉 Optimize each page for its location Make these changes and expect a noticeable increase in leads with improvements ranging from 20% to 50%. No more one-size-fits-all solution. Serve up a customized experience that gets results. Follow Matthew Khorsandi for more tips on local SEO.