Location-Based SEO: Beginners Guide to Geo-Targeting a Local or Regional Area

Over the years search engine optimization (SEO) strategy has evolved to keep pace with changes to Google’s search engine algorithm. Google constantly updates its search algorithm to better serve its users. Location-based SEO strategies have had to adapt significantly to the algorithm and the way users today perform local search. Below, we offer tips and more information about local and regional SEO strategy.

What Is Location-Based SEO?

Location-based SEO, also known as local SEO, is the practice of tailoring your online presence to a specific local area. To do this, you need to optimize your website and information on other websites to feature your business’ location. This will help Google and users on your website learn that your company operates in a certain location.

However, SEO strategy is not always based on a business location. An online organization, such as an online course platform, which solely operates online, generally won’t need a regional or local SEO strategy.

On the other hand, a business that physically provides a service or product to a local area will need to implement a location-based SEO plan as a part of their larger digital marketing strategy.

Why Location Targeting Is Important for Your SEO

Targeting a specific location within an SEO strategy is critical for local businesses such as law firms, pest control companies, restaurants and auto repair shops. Over the years, Google has improved location based search results within Google Search and Google Maps. That means that local businesses have more opportunities to reach their target audience. However, in this modern digital age, there are also many competitors capable of finding these same opportunities. How does your business compete?

At MediaSmack, our digital marketing team provides effective SEO services for clients nationwide. We understand what it takes to compete at a local or regional level. Below, we’ve listed a few tips to help you get started.

3 Tips for Your Location-Based SEO Strategy

1. Location-Based Keywords

Location-based keywords are keywords that focus on a specific location. These keywords will contain the location in the keyword. For example, “truck accident lawyer phoenix az” is a great location-based keyword for a personal injury law firm based out of Phoenix, Arizona.

Location-based keywords are generally long-tail keywords. Long-tail keywords are keyword phrases that contain three or more words. In addition to shorter (simpler) keywords, we also recommend utilizing long-tail keywords for a balanced keyword strategy. These keywords are essential components to a law firm’s keyword strategy, especially in a competitive market, as it tends to be less difficult to rank for these keywords. These keywords also allow us to directly target a client’s local audience.

To learn more about keyword research for law firms, visit our keyword research blog.

2. Google My Business

Google My Business is one of the most important listings you can manage for your business. Google My Business helps you manage your presence on Google Search and Maps. Many users find businesses through Google Search and Maps, so your Google My Business profile must stay up-to-date with the following:

  • Hours
  • Services or Products
  • Special hours
  • Service areas
  • Business Description
  • Photos
  • Logo
  • Regular posts

This can help your business compete for higher rankings on local results. After all, the Google algorithm considers relevance, distance and prominence when deciding which results to show.

For more information and tips on Google My Business, visit our local seo blog.

3. Backlinks and Competitive SEO Listings

At MediaSmack, we build backlinks on competitive listings and directories for our clients everyday. We do this after extensive research and planning. Our goal with backlink building is to improve the authority of a website in the eyes of Google. You can think of backlinks as an endorsement, more or less, of your website and business.

If you are starting this for your business, we recommend conducting competitor research first. You will want to look at the Domain Authority (DA) score. The DA score is a metric developed by Moz that attempts to predict how well your site can rank against competitors. Understanding how your DA score compares to your competitors will help you determine how to compete online.


For a more in-depth guide to backlink building for your local business, visit our backlink building blog.Visit our digital marketing blog to learn more about SEO and our local search engine optimization services. If you have questions and would like to speak to our digital marketing team, you can contact us online or call at (888) 530-2935.

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Author Priscila Aguirre