What is Local SEO?
Local SEO is a crucial strategy for businesses aiming to boost their visibility in local search results. It involves optimising online presence to attract nearby customers and stand out in a competitive digital landscape. Local SEO improves a business’s ranking in local search results, helping potential customers find them more easily when searching for products or services in their area.
This specialised form of search engine optimisation focuses on factors like Google My Business profiles, local citations, and location-specific content. By implementing effective local SEO tactics, small businesses can compete with larger companies and attract more local business.
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Why is local SEO important?
To highlight the importance of local SEO, here are a few statistics:
⚡46% of Google searches in Australia have local intent
⚡”Near me” searches grew by 136% in 2023
⚡28% of local searches lead to a purchase
Source: RedSearch
Perhaps the most concerning statistic is that 55% of Australian local businesses have not claimed their Google Business Profiles.
So, it’s clear that local searches make up a substantial amount of the total internet traffic. If you can get your business showing at the top of Google results and in the “Map pack”, there’s a good chance you will receive a significant amount of enquiries for your services.
What does local SEO entail?
Local SEO functions much the same as traditional SEO. Google’s main goal is to provide the best results possible for the user’s query.
What makes local SEO different is the user’s search intent and the set of ranking factors Google uses to provide the result to the user.
These ranking factors include:
⚡Proximity to the searcher’s location
⚡NAP (name/address/phone number) citations
⚡Online reviews such as Google and Yelp reviews
⚡Backlink profile
⚡Behavioural signals (CTR/brand mentions/mobile click to calls)
⚡Local landing pages
⚡Local content marketing
A local SEO campaign aims to optimise for all of these main ranking factors in order to climb the rankings in your local area.
Download our complete electrician local SEO checklist.
Google Map Pack
The map pack (better known here as the “snack pack”) is the top 3 results that Google presents for any search query with local intent. It also displays these listings in a map from Google Maps.
44% of all clicks are on the businesses featured in the map pack. The #1 result receives 17.8% of click-throughs, followed by 15.4% for #2 and 15.1% for #3.
These are the results when “Electrician Melbourne” is searched. Bear in mind that these results will vary based on your search location.
The regular organic SERP results will then be displayed underneath this.
Tracking Map Pack Rankings
When we start a new local SEO campaign, we will track the business’s current rankings to establish a benchmark. The tool we prefer to use is called Local Falcon. It provides a map view of keyword rankings, acting as if a search was being made from specific locations within a radius of the business.
As you can see in the below image, the example business ranks in the top 3 around the Melbourne CBD, but when we look further out of the city, the rankings aren’t as strong. A local SEO campaign aims to get a business ranking in the map pack in as many locations as possible.
We will discuss strategies for achieving these rankings later in the article.
Another way to check your and your competitors’ local rankings is to use a rank-tracking tool such as Semrush. Search the domain in “domain overview” and look through the keywords for which rank. Once your business reaches the map pack for a specific keyword, it will present an icon that looks like the below image.
For this business example, the search term is “Electrician Melbourne.”
This monitoring method is not quite as comprehensive as Local Falcon as it does not view the rankings from several different locations to provide a picture of the level of authority the businesses have in the area.
However, it can track a range of different keywords that you are targeting and easily compare them to competitors in your local area.
Traditional Organic Rankings
While the map pack is a crucial focus for local electricians, traditional SEO and organic rankings remain important components of a comprehensive online marketing strategy. The map pack offers high visibility for local searches, but organic search results still attract a significant portion of user attention and clicks. Many users scroll past the map pack to explore detailed information in the standard search engine results pages (SERPs), making it valuable to maintain a strong presence in both areas.
Investing in traditional SEO efforts not only improves your visibility in organic search results but also contributes to your overall site authority. This enhanced authority can positively impact your performance in the map pack, creating a synergistic effect. By optimising for long-tail keywords relevant to electrical services, you can capture specific customer queries that may not trigger map pack results.
Local Keyword Research
Before optimising your online presence, it’s crucial to understand what terms potential customers use to find services like yours in your area. Good local keyword research shapes your entire SEO strategy. It helps you identify valuable search terms and focus your efforts where they’ll have the most impact, increasing your chances of connecting with local clients who need your services.
Google Keyword Planner (GKP)
The Google Keyword Planner offers free insights into the search volume and cost per click (CPC) for specific keywords. This tool reveals how often people search for terms like “emergency electrician” or “electrical repair” in your area. It also shows keyword competitiveness in paid advertising, indicating potential organic SEO value.
Though designed for Google Ads, the Keyword Planner is valuable for SEO research, enabling data-driven decisions for your local marketing strategy.
Keyword Research Tools
Semrush and Clicks.so are our top picks for keyword research tools.
With Semrush’s Keyword Magic Tool, you can easily uncover valuable data for your electrical business. Start by searching for location-based keywords like “electrician Melbourne” to target your local market. Then, explore service-based keywords such as “smoke alarm installation” for your specific service pages.
For blog content ideas, Semrush’s Questions tab is handy. It provides a list of informational intent topics your audience is searching for. This feature helps you create content that answers commonly asked questions.
The research tool Clicks.so stands out as an excellent alternative to Semrush. It offers a compelling price point at just $25 USD per month without compromising on essential features. This tool provides ample data for effective keyword research, including search volumes, keyword difficulty, and backlink analysis.
Clicks.so delivers more than enough information to guide your SEO strategy, from identifying profitable local keywords to uncovering content opportunities. Its user-friendly interface and focused feature set make it an ideal choice for businesses that need detailed keyword insights without the higher cost of more complex agency platforms.
Note: if you purchase through one of our links, we may receive a small kickback.
Google Suggest
Google’s autocomplete feature, often called “Google Suggest,” is a simple yet powerful tool for keyword research. As you type a query into the search bar, such as “electrician near” or “how to fix electrical,” Google offers suggestions based on popular searches. These autocomplete results provide valuable insights into what potential customers are looking for, helping you discover long-tail keywords and understand your audience’s language.
This free method taps directly into Google’s vast data on user behaviour. By analysing these suggestions, you can tailor your content and services to match what people are actively searching for, giving you a direct line to your audience’s needs and questions. Since Google aims to provide the most relevant results, these suggestions are a goldmine of SEO opportunities for your electrical business.
Google Business Profile (GBP)
Your Google Business Profile (GBP) plays a crucial role in your local SEO campaign. One key aspect to remember is consistency across all your online listings. Your GBP should display the exact same business information as your NAP (Name, Address, Phone number) citations elsewhere on the web.
This consistency is vital for establishing trust with both search engines and potential customers. It helps Google verify your business’s legitimacy and improves your chances of appearing in local search results. Ensure that your business name, address, phone number, website URL, and business hours are identical across all platforms.
We’ll delve deeper into the process of building and managing these crucial NAP citations in the next section, but for now, let’s focus on making your Google Business Profile as accurate and compelling as possible.
Business Information + Categories
When setting up your Google Business Profile (GBP), it’s crucial to provide as much information as possible. Google offers numerous fields to fill out, and each one plays a role in your local SEO success. Start with the basics: your NAP (Name, Address, Phone number), website URL, and accurate business hours. Don’t stop there – add your social media profiles, service area, and a detailed list of services you offer as an electrician.
Google encourages comprehensive profiles by providing a profile strength gauge. This visual indicator shows how complete your GBP is and what areas need attention. A fully optimised profile not only improves your chances of appearing in local search results but also provides potential customers with all the information they need.
The categories” section of your Google Business Profile is arguably the most crucial element, yet it’s often overlooked or incorrectly filled out. This seemingly simple feature can significantly impact your local search visibility.
To optimise your categories, start by researching what top-ranking competitors are using. Simply search for your main keyword plus your location, such as “electrician Melbourne”. Look at the businesses appearing at the top of the local pack. Since these businesses are ranking well, it’s safe to assume Google is rewarding their category choices along with other factors.
Pay close attention to their primary category, as it carries the most weight. While you should never misrepresent your business, choosing the most relevant and specific categories used by top-ranking competitors can help improve your visibility.
To fine-tune your secondary categories on Google Business Profile, we recommend using the Google Chrome extension called GMB Everywhere. This free tool streamlines the category selection process. Simply type in your main category, and GMB Everywhere will generate a list of related secondary categories ranked by search volume.
This data-driven approach helps you identify categories that are both relevant to your electrical business and popular among searchers. Be sure to add as many of these suggested categories as possible, provided they accurately represent your services.
Review Management
Review management is a critical component of your local SEO strategy. Reaching out to past customers and politely requesting reviews can significantly boost your online reputation. For the best impact, encourage customers to include photos of the electrical work you’ve completed in their reviews. These visual testimonials add credibility and give potential clients a clear view of your craftsmanship. Make sure to always reply to these reviews, whether they are positive or negative.
It’s equally important to make review requests a standard part of your process for new customers. After completing a job, promptly ask for feedback on your service. To streamline this process and make it easier for customers to leave reviews, send them your unique Google Business Profile review link. Here’s how to access it:
From here, you can directly email the link or copy it and send it via instant message.
Local Citation Management
Local citation management is a key element of local SEO. Citations are online mentions of your business’s name, address, and phone number (NAP) across various websites and directories. These references boost your credibility and visibility in local search results. Consistent and accurate citations help search engines verify your business’s legitimacy and make it easier for potential customers to find you.
Submit Business Citations
Submitting your electrical business to relevant local directories and websites is a crucial step in building a strong citation profile. This process involves listing your business information on popular platforms like Yelp, Yellow Pages, and industry-specific directories.
We’ve compiled a list of the top 50 citation sources for electricians to jumpstart your citation-building efforts. This curated list includes a mix of general, local, and industry-specific directories that can significantly boost your local SEO.
Download our top 50 citation list.
Get Listings Indexed
Getting your citations indexed is a crucial step that’s often overlooked in local SEO campaigns. Simply creating citations isn’t enough; search engines need to discover and index these listings for them to impact your rankings.
To see if your citation is indexed, enter site:https://examplelink.com.au* into your search bar. If it is not indexed yet, it will display similar to the following image:
To ensure your citations are recognised and counted, we recommend using an indexing service called Speedy Index.
Speedy Index is an efficient tool that can significantly speed up the process of getting your citation links crawled and indexed by search engines. For just $22 USD, you can purchase 5000 credits, which is more than sufficient for your entire SEO campaign. This investment is minimal compared to the potential boost in your local search visibility.
To use this indexer, you will need to download the Telegram application, which allows you to interact with the Speedy bot. Then, create a new task and submit your citation URLs.
On-Page SEO
On-page SEO involves optimising individual web pages to improve search engine rankings and drive targeted traffic. Key elements of on-page SEO include optimising title tags, meta descriptions, header tags (H1, H2, etc.), and URL structures.
It also encompasses creating high-quality, relevant content that incorporates target keywords naturally. Other important factors include internal linking, image optimisation with appropriate alt tags, and ensuring your site has a mobile-friendly design with fast loading speeds.
Content Creation
Content creation is a crucial aspect of on-page SEO. Every service you offer should have its own dedicated landing page optimised for a specific keyword related to that service. These pages should provide comprehensive information about the service, address potential customer questions, and showcase your expertise. Include detailed descriptions, benefits, and any relevant technical information. Each page should feature a clear call-to-action with an enquiry form, making it easy for potential clients to reach out.
For effective local SEO, your website should include a “Locations” tab in the header or footer menu. This section should contain individual pages for each suburb or area you service. Each location page needs unique, area-specific content that goes beyond simply changing the place name. Discuss local electrical regulations, common issues in the area, or how your services cater to specific local needs. Explain why you’re the go-to electrical expert in that particular locality, highlighting your experience and understanding of the area’s unique challenges. These location pages not only improve your visibility in local searches but also build trust with potential customers in each specific area you serve.
Local Link Building
Local link-building shares many similarities with standard link-building campaigns, but it offers unique opportunities due to the strong connection to a specific city or state. While the overall strategy remains similar, local businesses can leverage their geographical ties to acquire links that national or international companies can’t access.
Other Local Businesses
Local businesses, especially those in the electrical industry, have a unique advantage when it comes to link-building through established relationships. Suppliers, contractors, wholesalers, and even neighbouring businesses can be valuable sources of high-quality backlinks. These connections, built through years of professional interactions, can translate into mutually beneficial online partnerships.
Many businesses have “Partners” or “Preferred Vendors” pages on their websites. As an electrician, you can approach your suppliers, wholesalers, or contractors and suggest a reciprocal link exchange. For instance, if you regularly purchase supplies from a local hardware store, they might be willing to list you as a preferred electrical service provider on their website.
Similarly, other contractors you’ve worked with on projects, such as plumbers or HVAC technicians, might be open to featuring you on their “Recommended Services” page. Even neighbouring businesses in your local area might have a “Local Services” section where they could include a link to your electrical business.
Chamber of Commerce
Joining your local Chamber of Commerce offers a dual benefit for electrical businesses: valuable backlink opportunities and networking prospects. Many Chambers of Commerce maintain a directory of member businesses on their website, providing you with a high-quality, locally relevant backlink. This can significantly boost your local SEO efforts, as Chamber websites are often viewed as authoritative sources by search engines.
Beyond the digital advantages, Chamber membership opens doors to numerous networking events. These gatherings allow you to connect with other local business owners, potential clients, and community leaders. By attending Chamber events, you can build relationships with potential referral partners, stay informed about local business trends and opportunities, participate in community initiatives, enhancing your local reputation, and gain insights from other successful business owners in your area.
Sponsor Local Sports Team
Sponsoring a local sports team is a powerful strategy for electrical businesses, offering both SEO benefits and community engagement. By becoming a sponsor, you can secure a backlink from the team’s website, often on a dedicated sponsors page. This local, relevant link can boost your SEO efforts significantly.
Beyond the digital realm, your sponsorship typically includes a physical presence at the sports ground. Your business name and logo may be displayed on signage around the field, on team uniforms, or on scoreboards. This increased visibility puts your electrical business regularly in front of a local audience, reinforcing brand recognition.
Moreover, local sports teams often have active social media profiles. They frequently acknowledge sponsors in posts, sharing your business information with their followers. This social media exposure not only increases your online visibility but can also lead to more backlinks as people share and discuss the team’s sponsors.
Indexing Links
In the final step of your local link-building efforts, it’s crucial to ensure that these newly acquired backlinks are indexed by search engines. This process is done exactly the same way as we discussed earlier with citation indexing, using a tool like Speedy Indexer. By submitting your new backlinks through this service, you’re accelerating the rate at which search engines discover and count these links towards your site’s authority.
The goal is to get these links indexed as quickly as possible. Rapid indexing allows your website to benefit from the authority boost these local backlinks provide without delay. This can lead to a significant jump in your organic rankings, particularly for local search terms. Remember, unindexed links are essentially invisible to search engines, so this step is vital in maximising the impact of your link-building efforts.
Advanced Local SEO Strategies
Schema Markup
Schema markup is an advanced SEO strategy that helps search engines better understand and interpret the content on your website. Implementing schema markup can significantly improve how your business information appears in search results, potentially increasing click-through rates and visibility.
Schema markup provides structured data that allows search engines to display rich snippets in search results. These snippets can include details like your business hours, services offered, customer ratings, and even pricing information, making your listing stand out and providing more valuable information to potential customers directly in the search results.
If you’re using WordPress, the RankMath plugin simplifies the process by automatically applying schema markup to your site once enabled. This is a convenient option for many people managing their own websites.
However, if you’re using a different content management system (CMS), we recommend using the Schema Markup tool from Rank Ranger. This tool allows you to input all necessary information about your electrical business and then generates a code snippet. You can then embed this snippet on your homepage, ensuring search engines have access to your structured data.
Firstly, select “Local Business” as the schema you would like to create. Then, fill out all the necessary information:
You then want to copy this code and validate it through the Schema.org validator:
If this test returns with no errors, you are now right to embed the code on your website:
Google Map Embeds
Embedding Google Maps on your website is an effective way to enhance your local SEO and improve user experience for your electrical business.
To embed Google Maps on your website, follow the steps below:
From here, you want to click “embed a map” and copy the HTML code.
If you use WordPress with Elementor, create a new container and select a Google Maps element. Search for your address and adjust the size.
For your location pages, follow a similar process, but search for each specific suburb instead of an address. Embed these maps on their corresponding location pages. This visual representation of your service areas reinforces your local presence to both visitors and search engines.
Does this all sound a bit much? Let us handle your marketing. You’re in safe hands!