What is the best strategy for local SEO?

1. Claim and Optimize Your Google Business Profile (GBP)

Your Google Business Profile is the cornerstone of Local SEO.

Steps to optimize:

• Verify your listing

• Use accurate NAP (Name, Address, Phone)

• Choose the most relevant business categories

• Add a keyword-rich business description

• Upload high-quality images and short videos

• Post weekly updates and promotions

• Answer Q&A and reply to reviews quickly

Pinned recommends updating your profile at least twice a week to stay active in Google's eyes.

2. Maintain Consistent NAP Across Directories

Google checks your business info across directories. Inconsistencies hurt rankings.

Best practices:

• Match your NAP exactly across Yelp, Apple Maps, Bing Places, and industry directories

• Use Local SEO tools like Moz Local, BrightLocal, or Yext

• Avoid duplicate listings

Even a small variation in address format can affect your trust score.

3. Conduct Local Keyword Research and On-Page SEO

Use tools like Google Keyword Planner, Ubersuggest, or Ahrefs to find local search phrases.

Where to place keywords:

• Title tags and meta descriptions

• Headings (H1, H2s)

• Body content

• ALT text for images

• URL structure

Create city- and service-specific landing pages for targeted visibility.

4. Create Locally-Focused Content

Content that speaks to your community builds both traffic and trust.

Ideas:

• “Best of” lists featuring local places

• Customer case studies

• Event recaps or sponsorships

• How-to articles using local scenarios

Don’t forget:

• Add schema markup like LocalBusiness, Review

• Use location-based keywords naturally

5. Get and Manage Online Reviews

Reviews boost trust and influence rankings.

How to get more:

• Ask customers right after a job

• Use follow-up emails or texts

• Display QR codes at checkout

• Create “Leave a Review” cards

Always respond, especially to negative feedback—it shows credibility.

6. Earn Local Backlinks

Local backlinks show search engines that your business is relevant and active.

Tactics:

• Sponsor community events

• Write guest posts on local blogs

• Collaborate with local journalists

• Join business chambers or associations

Pinned uses a proven local backlinks strategy to help clients boost domain authority.

7. Use Social Media and Community Engagement

Stay active on Facebook, Instagram, and Nextdoor.

Tips:

• Share GBP posts

• Tag local locations

• Use city-specific hashtags

• Engage with followers regularly

Social signals may not directly boost rankings, but they increase visibility and trust.

8. Use Location Pages for Multi-Area Coverage

If you serve multiple cities, build separate pages for each.

Each page should include:

• Unique copy

• Testimonials from that area

• Service area map

• Photos of local work

Avoid copy-pasting content—Google penalizes duplication.

9. Ensure Mobile Optimization and UX

Most local searches happen on mobile.

Checklist:

• Fast loading (under 3 seconds)

• Clickable phone number

• “Get Directions” buttons

• Live chat or form

A slow, clunky website means lost leads—optimize now.

10. Track Performance with Local SEO Tools

Use data to make smart decisions.

Key metrics:

• GBP views, calls, and direction requests

• Keyword rankings

• Local traffic

• Conversions (calls, form fills)

Top tools:

• Google Analytics

• Search Console

• GBP Dashboard

• BrightLocal, Whitespark

Pinned uses all of the above to track Local SEO success for our clients.