Ever wondered why your competitors always seem to snag the top spots in local search results? You’re not alone! It can be frustrating to watch them consistently outrank you, especially when you know you offer amazing products or services. But don’t despair! The good news is that understanding why they’re winning is the first step towards levelling the playing field. This blog will explore five key reasons why your competitors might be dominating local search and, more importantly, provide actionable steps you can take to beat them and climb the ranks.
Key Takeaways: Ranking Higher Locally
- Consistent NAP (Name, Address, Phone Number) information is crucial. Ensure accuracy across all online directories.
- Competitor analysis is essential. Identify their strengths and weaknesses to inform your strategy.
- Local backlinks are gold. Build relationships with community websites and get them to link to you.
- Hyperlocal keywords are your friend. Optimise your content with specific location-based keywords.
- Engage with your community. Show Google (and your customers!) you’re a local player.
5 Reasons Your Competitors Rank Higher Locally (And How You Can Beat Them)
Let’s dive into the nitty-gritty. Here are five common reasons why your competitors might be outperforming you in local search, along with practical advice on how to turn the tables:
1. Their Google Business Profile (GBP) is a Rockstar
Your Google Business Profile (GBP) is essentially your digital storefront on Google. It’s the first thing many potential customers see when searching for your type of business locally. If your GBP is incomplete, outdated, or poorly optimised, you’re missing a huge opportunity.
Why it matters: A well-optimised GBP signals to Google that your business is legitimate, relevant, and actively managed. It also provides potential customers with essential information like your opening hours, address, phone number, and customer reviews.
How to beat them:
- Claim and verify your GBP: If you haven’t already, claim your listing on Google Business Profile and complete the verification process.
- Fill out every section: Don’t leave any blanks! Provide a detailed business description, accurate contact information, opening hours, and service areas.
- Choose relevant categories: Select the most appropriate primary and secondary categories for your business.
- Upload high-quality photos: Showcase your business, products, and team with professional-looking photos.
- Encourage and respond to reviews: Positive reviews are a powerful ranking factor. Actively encourage customers to leave reviews and respond promptly (and professionally!) to both positive and negative feedback.
- Post regularly: Use the “Posts” feature to share updates, promotions, events, and other relevant content.
- Answer questions: Monitor the “Questions & Answers” section and address any queries from potential customers.
2. Inconsistent NAP Information Across the Web
NAP stands for Name, Address, and Phone number. Having consistent NAP information across all online directories and platforms is crucial for local SEO. Inconsistencies can confuse search engines and erode trust, negatively impacting your rankings.
Why it matters: Search engines use NAP information to verify the accuracy and legitimacy of your business. Inconsistent or inaccurate information can signal that your business is unreliable or even defunct.
How to beat them:
- Audit your online presence: Conduct a comprehensive audit of your business listings across various online directories, such as Yelp, Yell.com, Facebook, and industry-specific websites.
- Correct any inconsistencies: Ensure that your NAP information is identical on every platform. Pay close attention to abbreviations, formatting, and spelling.
- Use a citation management tool: Consider using a citation management tool to streamline the process of updating and managing your business listings.
- Monitor your listings regularly: Periodically check your listings to ensure that they remain accurate and up-to-date.
3. Weak or Non-Existent Local Backlink Profile
Backlinks are links from other websites to your website. They act as votes of confidence from other websites, signalling to search engines that your website is valuable and trustworthy. Local backlinks, specifically, are links from local businesses, organisations, and community websites.
Why it matters: Local backlinks are a strong ranking factor for local SEO. They demonstrate that your business is a recognised and respected part of the local community.
How to beat them:
- Identify local link opportunities: Research local businesses, organisations, and community websites in your area that may be willing to link to your website. This could include local news websites, chambers of commerce, industry associations, and community blogs.
- Reach out and build relationships: Contact these organisations and build relationships. Offer valuable content or services in exchange for a link.
- Sponsor local events: Sponsoring local events is a great way to get your business name out there and potentially earn a link from the event website.
- Participate in local community forums: Engage in relevant online forums and discussions within your community, providing helpful advice and insights. Include a link to your website in your signature.
- Create valuable content that attracts links: Create high-quality, informative, and engaging content that is relevant to your local audience. This could include blog posts, articles, infographics, or videos.
4. Lack of Hyperlocal Keyword Optimisation
Hyperlocal keywords are specific location-based keywords that target a particular neighbourhood, town, or region. Using hyperlocal keywords in your website content and GBP listing helps search engines understand the specific geographic area you serve.
Why it matters: Hyperlocal keyword optimisation allows you to target customers who are actively searching for your products or services in your specific area. For example, instead of just targeting “web agency,” you would target “East Auckland web agency.”
How to beat them:
- Research relevant hyperlocal keywords: Use keyword research tools to identify the most popular and relevant hyperlocal keywords for your business.
- Incorporate keywords into your website content: Strategically incorporate these keywords into your website content, including your page titles, headings, descriptions, and body text.
- Optimise your GBP listing: Use hyperlocal keywords in your business description, category selections, and posts on your Google Business Profile.
- Create location-specific landing pages: If you serve multiple locations, create dedicated landing pages for each location, optimising them with relevant hyperlocal keywords.
5. Failing to Engage with the Local Community
Being an active and engaged member of the local community sends a strong signal to both Google and your potential customers that you are a trusted and invested local business.
Why it matters: Google increasingly values businesses that are actively involved in their communities. Community engagement builds brand awareness, fosters customer loyalty, and generates positive word-of-mouth referrals.
How to beat them:
- Support local charities and organisations: Donate your time, resources, or money to local charities and organisations.
- Participate in local events: Sponsor local events, attend community gatherings, and actively engage with residents.
- Partner with other local businesses: Collaborate with other local businesses on joint promotions, cross-marketing initiatives, or community projects.
- Create content that celebrates your community: Share stories, news, and information about your local community on your website and social media channels.
- Encourage local reviews and testimonials: Actively solicit reviews and testimonials from local customers and highlight them on your website and social media channels.
Closing Thoughts: Local SEO is a Marathon, Not a Sprint
Improving your local search rankings takes time, effort, and consistency. Don’t expect to see results overnight. However, by implementing the strategies outlined in this blog, you can gradually close the gap on your competitors and start attracting more local customers. Remember to stay focused, patient, and persistent, and you’ll eventually see your business climb to the top of the local search results.
Local SEO can feel overwhelming, but the rewards are well worth the effort. By focusing on these five key areas, you can significantly improve your visibility in local search results and attract more customers to your business.
Ready to Take Your Local SEO to the Next Level?
If you’re ready to take your local SEO strategy to the next level and start outranking your competitors, we’re here to help. Contact us today for a free consultation. We’ll analyse your current situation, identify opportunities for improvement, and develop a tailored strategy to help you achieve your local SEO goals. Let’s get you ranking where you belong – at the top!
