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79% of marketers consider local SEO to be a highly effective marketing strategy. For many businesses, both small and large, successful SEO is more about appearing in front of people nearby than it is outranking major players in their industry.
But, optimising for local SEO requires a different approach to more general search engine optimisation. Local optimisations typically involve focusing on map visibility, accurate listings, reviews, and community signals, and managing all of this without the right tools can be difficult. So, what tools should you use to ensure you stay on top of your local search performance? Let's take a look.
Previously known as Google My Business, your Google Business Profile acts as your shop window when you appear in local search results and on Google Maps. It’s crucial that you set up your Google Business Profile with accurate business information, update your profile regularly, and respond to reviews in a timely manner. All of these individual factors can all influence your visibility.
GBP insights can give you valuable data on how your customers found your listing, whether that be through direct searches, discovery searches, or branded queries. This means that this tool can be used to both evaluate and gain visibility in the search results.
It is important to note that Microsoft has a GBP alternative - Bing Places for Business - and although Microsoft’s market share isn’t as significant, ChatGPT does use Bing’s API for web searching as well as Google, so diversifying your coverage is essential.
Knowing where you rank nationally is helpful but knowing where you rank on a more granular level is essential for understanding whether your optimisation efforts are actually working for the audience you want to reach. Especially since results can vary wildly depending on a user’s location.
Using local rank trackers such as BrightLocal, Whitespark, or Semrush’s Position Tracking tool, you can see exactly how your business appears in specific areas and postcodes.
Consistent business information is critical for Local SEO. Inconsistencies over your name, address, or phone number can confuse search engines, leading them to show incorrect information or omitting you from the search results entirely.
Tools such as Yext and Moz Local can push accurate details to a wide range of online directories at once, keep an eye out for errors, and ensure your efforts aren’t being sabotaged by a simple typo.
Reviews are a powerful tool for converting customers, but they’re also a ranking factor. Search engines reward businesses that have high-quality recent reviews with better local rankings.
Platforms like GatherUp, Birdeye, and Podium make it easier to request reviews, monitor what’s being said about your business across platforms, and respond in good time. Reviews also provide insight into your customer service and product offering that can help you improve your business generally.
Targeting ‘accountant’ and targeting ‘accountant in Leeds’ are two completely different things. Local intent is specific and often more competitive, depending on the niche, but identifying those opportunities requires the right data.
Ahrefs, Semrush, and Google Keyword Planner can help you uncover local variations and their search volumes. Combining this with Google Trends and ‘People Also Ask’ insights can give you an effective strategy for creating content that matches what nearby customers are searching for.
Google Analytics is the standard platform for monitoring site traffic, user behaviour, and conversions, and this is incredibly useful. But for many local businesses, calls are the most valuable lead type. Google’s call tracking isn’t always accurate, so using dedicated call tracking tools, such as Mediahawk, which allow you to see which channels and keywords are actually driving phone enquiries is essential.
Local search visibility isn’t restricted to your website or your GBP. Your social media activity, brand reputation, and local engagement are all taken into account. By using tools such as Hootsuite, Sprout Social, or even alert systems like Google Alerts, you can monitor mentions of your business, competitors, or industry, within your area. By engaging with local conversations quickly, you can strengthen your profile and boost your visibility.
Like with any form of search optimisation, local SEO requires ongoing management. Businesses that consistently appear at the top of Maps or local packs don’t always have the biggest budgets. Instead they have accurate listings, strong reputations, and the ability to measure what’s working. By investing in the right tools, you can not only improve your rankings but also gain a much clearer picture of how your local audience finds and interacts with you.
If you’re looking for expert advice and guidance on how to manage and monitor your local SEO efforts, then get in touch with us today.
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