Local SEO Strategies for Ecommerce - Best Practices for Local SEO for Ecommerce Businesses
According to a 2023 Local Consumer Review Survey conducted by BrightLocal, 98% of US consumers use the internet to find local businesses. For e-commerce business owners, it’s crucial, more than ever before, to focus on a massive, high-value segment of local search traffic.
The importance of local SEO for any online store cannot be overstated. At Sapphire SEO Solutions, we have been helping small businesses rank higher since 2007. We know local SEO is crucial for your business, and we can employ effective local SEO strategies to help your business appear in local search results.
Without a solid local strategy that takes your business to the top of the search engine results page (SERPs), your e-commerce marketing plan can flop big time. In this guide, we will help explore how local SEO for ecommerce can drive more traffic to your site. We will also cover the fundamentals of ecommerce SEO.
This guide will focus on the four main strategies of local SEO for ecommerce, which include the following:
On-page SEO and Technical SEO
Google Business Profile (GBP) optimization
Content targeting local searches
Off-page SEO
Key Takeaways
Local SEO helps e-commerce stores capture high-intent local search traffic.
Optimize on-page SEO, GBP, content, and citations to rank in local results.
Proven strategies like schema markup and local backlinks boost authority.
Start with quick wins: add NAP to the footer and claim your Google Business Profile.
How Do You Optimize an E-Commerce Website for Local SEO? (On-Page Optimization and Technical SEO for E-Commerce Stores)
To know the importance of local SEO, we would like you to read our previous blogs, which include:
Now that you know why local SEO is important for your e-commerce site, it’s time to fix your online presence, starting with on-page optimization or on-page SEO.
You need to optimize your digital footprint to let search engines know more about your business, offerings, and location, among other things.
I’ve seen business owners investing in off-page SEO strategies without creating a strong on-page SEO foundation. The impact? They end up wasting time and a lot of money!
Here’s how you can tell Google that you’re a relevant answer for local search queries:
Optimize Your Homepage
While your homepage needs to appear to a global audience, it must also signal your local presence. The key is to balance both opportunities.
At Sapphire SEO Solutions, we help clients incorporate local elements naturally without burying the key message.
For example, if you sell handmade furniture and have a workshop in Austin, Texas, your homepage could feature headers like “Buy Authentic Handmade Furniture in Austin, Texas”.
You can also include a small, well-placed mention in your footer, like "Handcrafted in Austin, TX." This is a great way to use local cues effectively across your ecommerce website.
Finding and Using Local Keywords
Another major element of local SEO is finding and using the right keywords. Business owners must figure out what their local customers are actually searching for.
A simple product name isn't enough. You need to add location-specific modifiers. This is known as a local keyword.
For example, instead of just "yoga mats," people might search for "yoga mats Dallas." Or, if they're ready to buy, they might use a query like "buy custom yoga mats near me."
Whether you’re writing a blog post or updating product descriptions, you must optimize them for local intent. Using local keywords requires a strategic approach. Here’s what you should do:
Brainstorming: Always think like your customer. What questions do they ask? Where do they live? How do they describe your product or service?
Location + product: Combine your primary products or services with cities, neighborhoods, or even landmarks. For example, "women's hiking boots in Portland" or "bike repair near Pioneer Square."
The "Near Me" searches: Google's algorithm understands this phrase. But keep in mind that you shouldn’t stuff your content with "near me". Instead, a natural mention in a heading or on a dedicated location page can be very effective for optimizing for local searches.
Location Pages
Have an e-commerce business with more than one physical location? Selling services across multiple locations? You should have dedicated location pages for each of the locations you serve. This is an impactful strategy that can help build a strong website for local SEO.
That said, there is an art to creating location-based pages. They must include the following:
NAP (Name, Address, Phone Number): This must be consistent across all your online properties. We've seen countless businesses lose rankings simply due to a street name typo.
Unique content: This is critical. Do not just copy and paste the same content for each location. Write a unique description for each store or location, highlighting its specific characteristics, history, or a unique feature. Mention nearby landmarks or local events to add a personal touch.
Google Maps embed: Include an embedded Google Map of the location.
Local testimonials: Feature reviews or testimonials from customers who have visited that specific location.
When different location-based product or service pages have detailed information, it shows the local search engine that you’re an authoritative and credible figure in that area. While this can be a time-consuming process, the effort pays off in higher rankings.
Technical SEO for Local Success
Business owners run far away from technical SEO. In their defense, it can sound intimidating, and learning the ropes is daunting. However, technical SEO can substantially improve your local visibility, which means it is super important for your e-commerce business.
Need to optimize your site for technical SEO? Here are the key aspects to focus on:
Local Business Schema Markup
A schema markup is a specific type of code you can add to your e-commerce website. It signals to Google what your business is and where it is located.
In fact, you need a schema markup for every page or blog you publish. A schema markup acts as a digital ID card for your site or page.
To specify your business type, address, phone number, and opening hours, you should use the local business schema. In our experience, we’ve found that even a basic implementation of this local business structured data can boost your chances of appearing in the "Local Pack."
Here’s an image of a blog schema markup for this article to give you an idea of what it looks like:
Clear NAP in the Footer
Make sure that your site displays your Name, Address, and Phone Number (NAP) in the footer of every page. This approach can help Google quickly confirm your location information. Plus, it shows consistent information, which is a sign of good SEO.
Mobile-First Design
Never compromise on a fast, responsive ecommerce site. Google loves mobile-friendly sites, especially those that are optimized for local search queries. See how your site appears on a mobile phone before making the relevant changes.
Why Is a Google Business Profile Essential for Your Online Store? (Optimizing Your Google Business Profile)
One of the most important tools in your local SEO efforts is your Google Business Profile (GBP). When people search for your business, it should be the first thing they see in the Local Pack, which is a group of the top three local results.
With a fully optimized GBP, you can tell Google to recommend you for relevant local searches. Based on our experience, this is the quickest way to start ranking higher in local search.
Want to know how to optimize your GBP? Here’s what you should do:
Follow the Best GBP Optimization Practices
Most businesses claim their GBP, add their basic info, and then forget about it. There are many other steps that you need to take to properly optimize your Google Business Profile.
According to the best practices of GBP optimization, these are the steps to follow after the basic profile setup:
Choose the right categories: Business owners need to be specific. If you sell custom-made shoes, "Shoe Store" is good, but "Custom Shoe Store" is even better (if it's an option). To fully describe your business, take advantage of both the primary category and secondary categories.
Write a keyword-rich description: Integrate keywords naturally into the business description. Make sure to use phrases that potential customers might search for. Instead of just "We sell shoes," you could write, "We are a local shoe store in Austin, Texas, specializing in handcrafted hiking boots and custom-fit running shoes." See the difference?
Showcase products and services: List your top-selling items using the product feature. To attract your target audience, add local product lines or services. This is a great way to inform customers and tell search engines what you offer.
Manage Your Reviews
For any local SEO strategy to succeed, you need reviews. They act as trust signals to search engines. Plus, reviews are a form of social proof, encouraging potential customers to make an informed decision.
At Sapphire SEO Solutions, we advise clients to actively manage their reviews. It should be part of your post-purchase process. Always send a follow-up email to customers with a direct link to leave a review.
Another thing business owners must focus on is leaving feedback on reviews. Whether customers leave positive or negative reviews, it’s important to leave a genuine response to keep them engaged. When potential customers see that, it immediately sends a good message.
Learn more about the impact of reviews on your business by reading our blog on “The Role of Online Reviews in Local SEO Rankings”. We’re going to leave you with templates that you can use to respond to the following types of reviews:
Positive review feedback template: "Thank you, [Customer Name]! We are so happy that you tried our [Product/Service Name]. Your feedback means a lot to us, and our team will continue to provide the best experience. We look forward to serving you again soon!"
Negative review feedback template: "Hi [Customer Name], we are incredibly sorry to hear about your experience. Our team takes every feedback seriously. Please contact us directly at [Phone Number/Email] so we can make this right for you. We hope you will give us the chance to serve you again!"
Google Posts
Most businesses completely ignore this feature, which is a big mistake. Google Posts are short updates that appear directly in your profile. They’re a great way to keep your listing fresh and dynamic. Unfortunately, most businesses fail to use this feature properly, which can limit their online growth.
Here’s how you can use Google Posts to drive more organic traffic to your site:
Announce new products or sales
Promote local events
Share customer testimonials
Google Posts is best for telling the search engine that your business is active. It also signals fresh content, which can boost your local search rankings.
The GBP Q&A Section
While the GBP Q&A section offers a huge opportunity, it is one of the most underutilized features. Here, anyone can ask a question regarding your business or product/service, and anyone can respond to it.
For businesses, it’s important to always monitor the GBP Q&A section so that they are the first ones to respond to any questions. This ensures accurate answers, providing potential customers with the information they are looking for.
Another great way to utilize this section is to write and answer all of the questions a potential customer may be thinking. Businesses should also incorporate relevant local keywords in their answers while providing up-to-date information. This can help them address user concerns while appearing for long-tail queries.
For detailed step-by-step information on optimizing your GBP, don’t forget to read our blog on “Attract More Visitors to Google Business Profile in 2025.”
What Content Helps E-Commerce Stores Rank for Local Searches?
When it comes to SEO content writing for your online store with local customers, product descriptions are the first thing that comes to mind. However, content creation goes beyond product descriptions.
To build authority and attract high-intent customers, you need to create content that provides valuable information. It should resonate with the community while generating valuable traffic from local searches. This is what we call organic SEO.
To become a community resource, focus on these four things:
Local Blog Content
The blog section on your website should provide more than sale announcements. You need to provide valuable information for your local audience, so start brainstorming local topics.
Once you’ve found the right search terms to create content around, you’ll be better able to address the interests of your local customers. Whether it’s content creation or content refresh, make sure to follow E-E-A-T guidelines. You can also read our blog on “What is E-E-A-T?” for more information.
But what type of content should you publish?
Here’s a quick example to guide businesses:
A sporting goods business in Seattle could write about “Top 5 Hiking Trails in Seattle”.
In this blog post, they can provide valuable information to customers by mentioning the best places for a quick hike. At the same time, the business could encourage readers to buy their new boots for a comfortable walking/jogging experience on those hiking trails.
User-Generated Content (UGC)
To build trust, you can publish images of products being used by consumers. Encourage them to share photos or videos of their purchases, which you can then feature on your website. This can not only provide social proof but also help attract local customers.
Visual Content
For an e-commerce business, high-quality images and videos are crucial. When you publish any visual content, always make sure to geo-tag it. This adds location data, which boosts local search visibility and improves credibility.
Case Studies and Testimonials
Make it a habit to publish successful customer stories, case studies, and positive testimonials. It demonstrates real-world success, which is a critical part of local SEO for ecommerce.
How Can Local SEO Strategies Like Citations and Backlinks Build Local Authority?
Producing content should be a consistent effort. But you must also take the time to build authority outside of your e-commerce store. Here is where off-page SEO comes into play, and it includes the following:
Consistent Local Citations
Gaining local citations is a part of off-page local SEO tactics. They are online mentions of your business's NAP (Name, Address, Phone Number).
Start shortlisting online local directories that are relevant to your business and create profiles with the exact NAP that’s on your GBP account. Some online directories that we highly recommend include Yelp, Facebook, Apple Maps, Foursquare, Yellow Pages, and TripAdvisor.
Seek Local Backlinks
For any e-commerce business, local backlinks are crucial. These are links from other local websites to yours. They act as a vote of confidence, helping build trust and authority in the eyes of Google and other search engines.
Never buy backlinks. They can harm your site’s SEO. Here are some of the most effective local SEO best practices for earning these links:
Pitch local bloggers and influencers: Find bloggers in your area who write about topics related to your products. For instance, if you sell outdoor gear, find a blog that reviews local hiking trails and pitch them your product for a review.
Sponsor a local event or team: Sponsoring a community event or youth sports team often gets you a mention and a link from the event's website or the team's page.
Join your local Chamber of Commerce: Many local Chambers of Commerce have a directory of their members and will link to your website. This is an easy way to get a backlink from reputable local sources.
Leverage Local Social Media
Use social media channels as part of your off-page strategy. Run geo-targeted ads to promote sales and engage with local customers. Share product photos and relevant stories to grab users’ attention.
What Does a Successful Local SEO for E-Commerce Campaign Look Like?
Up until this point, whatever we have discussed are the best practices. The best way to understand whether or not your strategy is working is to see it unfold in real time.
Let’s look at how Flyhomes achieved massive success after focusing on content for the local audience.
The Problem
Flyhomes is an AI-powered home search platform that was struggling to gain online traffic and become an authoritative figure for potential home buyers.
The Strategy
By working on a solid content strategy for local audiences, Flyhomes was able to gain remarkable online growth. It started publishing cost-of-living guides and housing-related blogs to provide valuable information to its readers.
The Results
Through robust content and an effective local SEO strategy, Flyhomes transformed its online presence in just three months. It has published over 425,000 pages on its site, resulting in 2 million monthly visitors.
More than 55% of their online traffic came from the cost-of-living guides, which addressed the major concerns of the local audiences across different cities.
Read our case study to learn how an SEO strategist boosted organic traffic by 158% in just one month!
Create a Long-Term E-Commerce Local SEO Plan and Boost Your Local SEO Efforts with Sapphire SEO Solutions!
This guide to local SEO strategies for ecommerce covers different elements of optimizing your e-commerce site. It provides the best practices to improve your site’s SEO performance and gain more visibility in local search results.
At Sapphire SEO Solutions, our experts can help refine your local SEO efforts and bolster your online presence in local searches. We will help your e-commerce store keep up with Google’s local ranking signal changes by using several SEO tools.
Need help creating the best local SEO strategy for e-commerce. Fill out our online contact us form to schedule a free consultation with an SEO expert today!
Looking to create amazing content for your local audience? Check out our content writing tiers before placing an online order using our intuitive client dashboard.
