Navigating Local SEO: Strategies for Dominating Your Market in 2019

Local SEO is no longer a “nice-to-have” for businesses; it’s a fundamental requirement for visibility and growth. With over 46% of Google searches having local intent, ensuring your business appears prominently in local search results is paramount. This guide delves into the best local SEO software available in 2019, equipping you with the knowledge to choose the right tools and strategies to attract nearby customers and thrive in a competitive landscape. We’ll explore the core functionalities of these tools, their strengths and weaknesses, and how they can be integrated into a comprehensive local SEO strategy.

The Evolving Landscape of Local Search

The shift towards mobile search and voice assistants has amplified the importance of local SEO. Consumers are increasingly using smartphones to find businesses “near me,” relying on Google Maps and local search results to make immediate purchasing decisions. This trend underscores the need for businesses to optimize their online presence for local search, focusing on factors like Google Business Profile (GBP) management, local citations, and online reviews. Ignoring these elements means missing out on a significant portion of potential customers. More than 93% of online interactions begin with a search engine, making a strong local SEO foundation critical for success.

Understanding the Core Components of Local SEO Software

Before diving into specific tools, it’s crucial to understand the key features that define effective local SEO software. These tools aren’t simply about ranking higher; they’re about streamlining the entire process of managing and optimizing your local online presence. Here are some essential functionalities to look for:

Google Business Profile (GBP) Management: The ability to manage and optimize your GBP listing is foundational. This includes updating business information, responding to reviews, posting updates, and tracking performance metrics.
Local Citation Building & Management: Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistent and accurate citations are a crucial ranking factor.
Rank Tracking: Monitoring your rankings for relevant keywords in local search results is essential for measuring the effectiveness of your SEO efforts.
Review Management: Online reviews significantly influence consumer trust and purchasing decisions. Tools that help you monitor, respond to, and solicit reviews are invaluable.
Competitor Analysis: Understanding your competitors’ strategies can provide valuable insights and help you identify opportunities for improvement.
Reporting & Analytics: Comprehensive reporting features allow you to track your progress, identify trends, and make data-driven decisions.

Top Local SEO Software Options in 2019

Several software solutions emerged as leaders in the local SEO space in 2019, each offering a unique set of features and capabilities. Here’s a detailed look at some of the top contenders:

1. Moz Local: Moz Local focuses heavily on managing local listings and ensuring consistent NAP information across a vast network of directories. It simplifies the often-complex process of citation building and management, helping to improve your business’s online visibility.

2. BrightLocal: BrightLocal is a comprehensive local SEO platform designed for both small businesses and agencies. It offers a wide range of features, including rank tracking, review management, citation building, and competitor analysis.

3. Whitespark: Whitespark specializes in citation building and management, offering a robust suite of tools for identifying and submitting your business information to relevant directories.

4. SEMrush: While not exclusively a local SEO tool, SEMrush provides valuable insights into keyword research, competitor analysis, and website auditing, all of which are essential for a successful local SEO strategy.

5. Ahrefs: Similar to SEMrush, Ahrefs is a powerful SEO toolset that can be leveraged for local SEO, particularly for backlink analysis and keyword research.

6. Google My Business (GBP): This free tool from Google is the cornerstone of any local SEO strategy. It allows you to directly manage your business listing on Google Search and Maps, providing essential information to potential customers.

A Comparative Analysis of Leading Platforms

To help you make an informed decision, here’s a comparison of some of the key features and pricing of the leading local SEO software options in 2019:

Software	Key Features	Pricing (Approx. 2019)	Strengths	Weaknesses
Moz Local	Local Listing Management, Citation Building	Starting at $129/year	Easy to use, extensive directory network	Limited features beyond listing management
BrightLocal	Rank Tracking, Review Management, Citation Building, Competitor Analysis	Starting at $29/month	Comprehensive feature set, robust reporting	Can be overwhelming for beginners
Whitespark	Citation Building, Local Citation Finder	Starting at $29/month	Specialized in citation building, accurate data	Limited features beyond citations
SEMrush	Keyword Research, Competitor Analysis, Site Auditing	Starting at $99/month	Powerful SEO toolset, comprehensive data	Not specifically designed for local SEO
Ahrefs	Backlink Analysis, Keyword Research	Starting at $99/month	Excellent backlink data, robust keyword research	Not specifically designed for local SEO

It’s important to note that pricing can vary depending on the specific plan and features selected.

Deep Dive: Google Business Profile – The Foundation of Local SEO

While dedicated local SEO software offers valuable features, Google Business Profile (GBP) remains the most critical component of any local SEO strategy. GBP allows you to directly control the information that appears when customers search for your business on Google Search and Maps. Optimizing your GBP listing involves:

Accurate Business Information: Ensure your name, address, and phone number (NAP) are consistent across all online platforms.
Detailed Business Description: Write a compelling and informative business description that highlights your key services and unique selling points.
High-Quality Photos: Upload high-resolution photos of your business, products, and team to showcase your brand and attract customers.
Regular Updates: Post updates about your business, promotions, and events to keep your listing fresh and engaging.
Review Management: Actively monitor and respond to reviews, both positive and negative, to demonstrate your commitment to customer service.

The Role of Citation Building in Local Search Rankings

Local citations play a significant role in local search rankings. Search engines use citations to verify the accuracy and consistency of your business information. Building citations involves submitting your business NAP to relevant online directories, such as Yelp, Yellow Pages, and industry-specific websites. Consistency is key – ensure your NAP is identical across all citations. Tools like Whitespark and Moz Local can automate this process, saving you time and effort.

Measuring Your Local SEO Success

Tracking your progress is essential for optimizing your local SEO strategy. Key metrics to monitor include:

Local Search Rankings: Track your rankings for relevant keywords in local search results.
Website Traffic: Monitor the amount of traffic coming from local search.
Phone Calls: Track the number of phone calls generated from your GBP listing and website.
Direction Requests: Monitor the number of direction requests to your business.
Review Volume & Rating: Track the number of reviews and your average rating.

The Bottom Line: Choosing the Right Tools for Your Business

Selecting the best local SEO software for your business depends on your specific needs, budget, and technical expertise. If you’re a small business owner with limited resources, starting with Google Business Profile and a free citation finder can be a good first step. As your business grows, you can consider investing in a more comprehensive platform like BrightLocal or Moz Local. Remember that no single tool is a silver bullet. A successful local SEO strategy requires a combination of the right tools, consistent effort, and a deep understanding of the local search landscape.