Local SEO for ecommerce: How web sellers attract local sales

Local SEO might not seem like the best strategy for ecommerce businesses. After all, one of the main benefits of ecommerce is the ability to sell to customers worldwide. Some ecommerce businesses, like florists and bakers, can't ship internationally and rely on local customers finding them online. But local SEO for ecommerce isn’t just about ranking high in local search. 

Online sellers can leverage local SEO to build trust, drive traffic, and ultimately boost sales. 51% of shoppers told Think With Google that they use the search engine to research purchases they plan to make online. Local SEO for ecommerce empowers businesses to capture valuable local market share. And with the right tools, it can take surprisingly little effort.

Why local SEO for ecommerce matters

Local search engine optimization involves optimizing your online presence to attract more business from people in your area. When customers enter a search query for products you sell, local SEO helps your ecommerce business appear in the results.

For example, a cake delivery ecommerce business can also benefit from appearing in results for "cakes near me" or "local cake shop." Even though the store might not allow customers to visit, customers can still order online for local deliveries.

A GBP for an ecommerce cake maker that only accepts orders online or by phone

Ranking for a highly coveted local keyword can have a massive impact on your business. The process takes effort, but is achievable with the right tools. A great example of such success is Pastreez, a California-based bakery, who managed to rank first for “Macarons near me,” and found themselves in the envious (albeit difficult) position of having to keep up with a large spike in orders. 

The Pastreez team doing what they do best: macarons. 

With a good local SEO strategy, your ecommerce business can expect:

• to appear in top positions for relevant local searches
• better credibility and trust with potential customers
• higher conversion rates as local customers rate your business
• quality backlinks and citations from local websites and directories

Local SEO is effective, although it doesn’t always come naturally to businesses dedicated to ecommerce. But there’s no need to make local SEO a difficult part of your marketing efforts. Plan your local SEO strategy carefully and make sure you adopt the right tools for maximizing results.

Light work: Ecommerce businesses typically prioritize other marketing strategies like paid ads. With Semrush Local on your side, your ecommerce can start getting some quick local SEO wins. 

How to get your ecommerce products in front of local customers

Fortunately, local SEO doesn’t necessarily require a dedicated expert or agency to see dramatic results. In fact, it’s something you can manage in-house if you've got the tools to help you handle the heavy lifting. 

Claim and optimize your Google Business Profile (GBP) listing

Google Business Profile (formerly known as Google My Business listings) is the place to start. Getting this platform right increases your chances of ranking in Google Maps and local search engine results pages (SERPs).

1. Start by searching for your business on Google or Maps and claim the listing if it exists. Your business may already own it, so check with colleagues and old email accounts.

A screen explaining the business has already claimed

1. If a listing for your ecommerce business doesn’t exist, create a new one and go through the steps to verify your business.
2. Ensure your business name, address, phone number (NAP), and other details are accurate and consistent.
3. Include high-quality images of your team, logo, and day-to-day operations.
4. List your products and services on your GBP to provide customers with direct links to your ecommerce site.

A Google Business Profile product listings feature that aids local SEO for ecommerce businesses

1. You can also make use of ecommerce features designed for specific industries. For example, a bakery can connect food delivery apps for quick local ordering.

 A delivery app menu in Google Business Profile

1. Engage with customers via updates, reviews, and queries to keep your listing active and engaging.

Ensure NAP consistency

Your business name, address, and phone number must be the same across all online platforms. This includes your website, social media profiles, and local directories.

1. Use a free tool like Semrush Local to audit your business listings across a comprehensive list of platforms.
2. Update inconsistent or incorrect information.
3. Regularly check your listings to maintain NAP consistency as your business grows and evolves. For complete peace of mind, subscribe to a listing management tool to guarantee that no mistake escapes your attention.

Leverage local keywords in your content

Using local keywords when creating content for your website and product descriptions helps search engines understand your relevance. This can significantly boost local rankings, so invest the proper time to assess the value of each keyword.

• Identify relevant local keywords for your business’s on-page SEO.
• Choose keywords with decent search volumes and an achievable ranking difficulty.

Categorize keywords by intent:

1. Navigational: Users looking for a specific webpage
2. Informational: Users wanting to learn something (e.g., “local bakery opening hours”)
3. Commercial: Users researching a buying decision (e.g., “Glendale florist reviews”)
4. Transactional: Users are considering a purchase (e.g., “order fresh fish”)

Create localized content that speaks directly to your local audience, addressing their specific needs and preferences. Use your keywords in website content, listings, product descriptions, blog posts, and meta tags.

Collect and respond to customer reviews

GBP is also an influential platform for local shoppers who check reviews before making a purchase online. Positive reviews boost credibility and can improve local search rankings. 

1. Ask satisfied customers to leave reviews on your GBP listing and other review platforms.
2. Reply to all reviews promptly, both positive and negative, to engage and show appreciation. Actively responding to reviews shows potential customers you value their feedback.
3. Use review management tools to track and manage your online reputation.

Technical SEO and website optimization

Google values websites that provide a good user experience, and that means making sure it’s running optimally. In fact, Google has strongly hinted that Core Web Vitals are a local ranking factor.

1. Run a site audit to learn what might be preventing your site from ranking as highly as it could.
2. Fix any simple errors like broken links, overlong page titles and missing metadata.

A site audit example from Semrush

1. Hire a developer to optimize your website for mobile-first indexing and improve loading times. 
2. Have some testers use the website and utilize feedback to improve navigation, increase engagement, and reduce bounce rates.
3. Use local business schema markup to help search engines find your essential information and verify your NAP.

All-in-one: Combine Semrush and Semrush Local tools to give your ecommerce business the best chance of success.

Local SEO for ecommerce: Tools and platform functionality

Local SEO often falls by the wayside for ecommerce businesses focused on broader reach. Leveraging specialized tools simplifies your local SEO strategy, freeing up time for other marketing efforts. And fortunately, you don’t need to use multiple platforms to get the job done; the right set of tools can handle everything.

Keyword research tools

• Google Keyword Planner helps you discover which keywords your target audience is searching for. It provides basic data on search volumes, but the free tool offers limited insights compared with paid solutions.
• Semrush’s Keyword Overview offers comprehensive keyword research functionalities. It shows which keywords your competitors rank for, allowing you to target them effectively. Semrush also monitors the performance of your keywords, so you can adjust your strategy based on real-time data.

Semrush’s Keyword Overview tool

• Ubersuggest is another free tool that provides search volume, keyword difficulty, keyword suggestions, and competitive analysis.
• Keywords Everywhere is a browser add-on that provides keyword data directly in your browser. This tool is particularly useful for quickly gathering keyword insights without leaving your current web page.

Listing management tools

• Semrush Local empowers ecommerce business owners with a thorough listings audit. You can make quick updates to information across multiple platforms to ensure consistency for local SEO success.
• Semrush’s free AI Google Business Profile Description Generator helps create compelling GBP descriptions that drive traffic.

Semrush’s free AI Google Business Profile Description Generator

• The Google Link and QR Code Generator from Semrush generates links and QR codes for your Google listings. Place them in your various business emails to encourage more reviews from your satisfied customers. The tool makes it easier to find and interact with your ecommerce business, simplifying the customer journey. 

Review management tools

• Semrush Local provides review management functionalities. It tracks your review scores, centralizes review monitoring, alerts you to negative reviews, and generates personalized AI responses.

The Review Progress Chart from Semrush Local

• Podium, Signpost, ReviewTrackers and Birdeye offer similar review management tools to monitor and respond to reviews effectively. These platforms vary in pricing structures and functionality, but all aim to streamline the review process, from collecting and analyzing feedback to facilitating direct responses to customers.
• Yotpo and Bazaarvoice cater specifically to ecommerce businesses, offering a suite of tools designed to handle the unique demands of online retail. These tools integrate seamlessly with ecommerce platforms to automate review collection through post-purchase emails and in-depth analytics to track customer sentiment. They also facilitate the display of user-generated content on product pages and social media, enhancing credibility and overall engagement. 

Backlink tools

• Semrush’s Backlink Analytics helps you identify local websites, directories, and blogs that can provide valuable backlinks. It also tracks your backlinks to ensure they remain relevant and high quality.

Semrush’s Backlink Analytics

• BuzzStream is a comprehensive outreach and backlink management tool. It helps you identify backlink opportunities, manage outreach campaigns, and track the status of your links. BuzzStream also offers CRM-like features to manage your relationships with webmasters and influencers.