Som Haddow, Author at Acquire Convert

Local SEO Guide for Ecommerce Websites

What is local SEO?

Search engine optimization or SEO is the practice of improving your website’s structure and content to become more visible in the search results and grow sales. Local search engine optimization is precisely that, but specifically for local searches.

Local optimization typically includes not only standard search results in the form of links to websites but also the local pack that includes a map with a list of businesses.

Local pack results showing a map and three business listings

Source: Google

It’s important to not just focus on keywords that have your specific location, even though these are important too. Some local searches can be done with “near me” in the search query. In some cases, Google will decide that certain search queries require local results even though the search doesn’t contain a local keyword.

The final goal of local SEO campaigns is to improve your ecommerce site’s visibility in searches done from a local area and receive either traffic to your site and Google Business Profile or improve brand awareness.

All of this means local ecommerce SEO has a bit different playing field, and the top SEO techniques that influence local search rankings are going to be different as well.

Why is local SEO important?

Local optimization is not only a valid investment for any local business owner, but it’s also a necessary digital marketing technique. Here’s why this type of SEO will be beneficial for an online store with a physical location.

  • Online visibility boost. Local online presence on search engine result pages achieves two important goals. It directs local traffic to your website, and it improves brand awareness. Even if a local resident won’t visit your website, they will learn that your business is nearby.
  • Better communication with existing and potential customers. Since you know an important fact about the customers who interact with your site on local searches — the fact that they’re close to your store – you can create tailored experiences for them. Local events and tailored discounts can improve engagement and lead to more sales.
  • Increasing mobile traffic. Most consumers use their phones for near-me searches.  78% of retail website traffic also comes from mobile platforms, so if you increase local mobile traffic, you’re likely going to increase sales as well.
  • Strong reputation management. Leaving reviews is a key element of local SEO strategies. So, as an added bonus, you’re going to improve your reputation on the internet.

Cost-effectiveness. Even though SEO requires initial investment, it can produce results in the long term with little upkeep. That’s more cost-effective than running paid advertising campaigns or traditional advertising.

How does local SEO work?

To form search engine rankings, Google and other search engines consider hundreds of factors. The most prominent ones for regular search are the keywords the page is optimized for, technical optimization of the site, first-rate SEO content, and the number of quality backlinks.

For local search, Google adds a variety of other factors. Local Google search results are formed on the basis of three main principles — relevance, prominence, and proximity.

The factor of relevance refers to how relevant the content of the page is for the keyword of the search query. For local searches, this also includes the relevance of your Google Business Profile to that keyword.

You can influence relevance by optimizing the page for the right keywords and making the content of the page helpful to the consumers.

The factor of prominence refers to how prominent your business is and whether it’s trustworthy. You can influence this by receiving more online reviews and getting mentions from local websites.

The last factor you can’t influence. Proximity is the measure of how close the searcher is to your business location. 

These are the local SEO basics. Now, let’s see what local SEO techniques and tips you can use to optimize your site for local search.

How to optimize your ecommerce store for local SEO

There are ten major local SEO optimization strategies for ecommerce stores. Let’s go through them one by one.

Keyword research

Keyword research is perhaps the first of all types of SEO local ecommerce tasks. The most important step is to find the so-called local keyword modifiers. These are the keywords that people would add to their search query to find businesses in their area.

For instance, if you own a bookstore in Towson, Maryland, there might be plenty of local keyword modifiers users can find your business with.

An example of business location

Source: Google Maps

They might look for “bookstore in Towson,” but also for “bookstore in Maryland,” “bookstore in Baltimore area,” or “bookstore near Yorktown.” You can figure out what these local keywords are by using a specialized keyword research tool like Google Keyword Planner or more advanced SEO tools.

You can also check where the searchers are geographically by running your keywords through Google Trends. It can narrow down interest in keywords to metro areas and cities.

Google Trends showing interest in a keyword by metro area

Source: Google Trends

Another way to get a bit of insight into what keywords can be used for local searches is with Google’s autocomplete. Start writing a keyword in Google Maps, and it’ll show you what alternative keywords can be used.

Google Maps suggestions showing local keywords

Source: Google Maps

One thing to keep in mind is that you don’t want to optimize your site for search engines with keywords containing “near me.” These keywords show companies that are physically close to the searcher, and including “near me” on your pages has no effect on that.

Build links from other local businesses and websites

Google measures the prominence of your business by multiple factors. One of the key factors is the quality of backlinks your ecommerce business page has.

Generally, you want to earn links from large news media websites and industry blogs. For local optimization, you’re looking at a variety of links from local websites. Here’s a complete list of websites you can get local backlinks from:


  • Local news websites
  • Local directories of businesses
  • Local event websites
  • Local business review websites
  • Other local businesses
  • Local bloggers


With event websites and directories, you can just create a profile on these platforms and receive a backlink. To receive a backlink from local bloggers and businesses, you’ll have to create valuable content for them or do something newsworthy. This will also get you links from local news websites.

Optimize for mobile devices

76% of consumers use phones to make purchases online, which is more than purchases made from a desktop. A lot of local searches are also made from mobile. That’s one of the reasons mobile optimization is essential in SEO.

Another important reason is that good loading speed and quality of website performance on desktop and mobile are important factors for both local and general SEO.

Mobile SEO has two main components: user experience and on-page SEO. From the standpoint of on-page SEO, you need to ensure the Core Web Vitals are optimized on both mobile and desktop. Core Web Vitals are key features of your website that boil down to how fast it loads and how correctly it displays website elements.

From the standpoint of UX, you need to follow the best practices of mobile website design. Use a responsive template that changes size and layout based on the user’s device, make pages more vertical instead of horizontal, and use larger buttons. Many website builders provide these features by default, so you won’t have to struggle with optimizing them. What you might want to do is disable most pop-ups on mobile and not play some heavy video files to improve loading speed.

Build local citations

When you’re building backlinks for a regular SEO campaign, you mainly care about getting the link in the first place and maybe attracting some traffic from the page that links to you. With local search optimization, you’re also interested in building citations alongside the links.

Citations are mentions of your business’s name, address, and phone number (NAP) on the public websites that link to you. Building local citations with a backlink and NAP from other sites improves your local search presence as it serves as a signal of trustworthiness to Google.

The main types of sites where you can get a citation are local directories. Other types include event websites and review websites.

Improve your on-page SEO strategy

On-page SEO optimization isn’t very different for local search, but it’s important to mention that you have to work on it too, to have a chance of ranking for local keywords. You should focus on these key areas:

  • Creating unique, descriptive, and keyword-rich SEO tags — meta title, meta description, H1s, and alt texts for images.
  • Clustering keywords to specific pages and using them in heading tags and throughout the text.
  • Linking between pages and prioritizing the pages you need to rank the most to receive more internal links.
  • Ensuring page speed and other Core Web Vitals are optimized.

If you’re unsure where to start, start with running a website audit. It can highlight the most pressing problems with on-page SEO that you can prioritize.

Maximizing Location Pages For Online Ordering

In local search results, your Google Business Profile listing in the local pack results is as important as the link to your site in regular search engine results. You should use that internet real estate to move users towards making a purchase on your site.

The most straightforward thing you should do is add a link to it so users can go directly from the business listing to your website. You could also add products to the listing to let users browse your best products from Google Maps results and go directly to the product they want to buy.

A product being shown in a Google Business Profile

Source: Google Maps

Make sure to add local delivery options and make the whole process of finding and purchasing from your ecommerce website as easy as possible.

Add schema markup to your website

Schema markup is a form of structured data that can communicate facts about your local ecommerce business to Google. These facts can be displayed in local SERP, so it’s an important optimization factor.

With schema markup, you can display information about your business in SERP such as opening hours, location, reviews, as well as images and pricing for product pages.

Price, rating, and delivery options being shown in the SERP thanks to schema markup

Source: Google

Schema markup is added in the form of structured data. You can generate this code with Google’s Structured Data Markup Helper, or you might generate it with an AI tool like ChatGPT.

Claim your Google Business Profile listing

If you don’t have a Google Business Profile, you’re missing out on half of the opportunities for optimization. Claim the GBP of your business if it already exists, or create one. Here’s a brief local SEO checklist for optimizing it:

  • Choose the right category for your business to appear in category searches on Google Maps.
  • Upload high-quality images of your business and encourage customers to tag you in photos.
  • Add basic business information like NAP and opening hours.
  • Add a backlink to your business.
  • Create a Q&A section.
  • Add products to the profile.
  • Encourage reviews and respond to them frequently.

Encourage reviews

The last point is especially important for ranking your GBP listing. Having a lot of positive reviews isn’t the only ranking factor, but in many cases, the listings that rank the highest have more positive reviews. Having positive reviews on Google, Facebook, and other review platforms also works as a strong social signal that can help with improving click-through rates and conversions.

To encourage reviews, you can reach customers via SMS, newsletter, or other channels of communication and simply ask them to share their experiences on Google. You can make this campaign more effective by personalizing the request for reviews.

Ask people who have recently made a purchase or leads that are likely to be brand promoters, and you’ll have a higher likelihood of them acting on it.

Ensure NAP consistency

Since Google uses mentions of your business on the internet to verify its authenticity, you need to make sure that mentions of the basic information about your business are uniform across the web.

This means double-checking that your GBP listing and profiles on the local directory and review websites don’t have typos in name, address, and phone number. Also, ensure that punctuation or abbreviations are the same on all platforms and change the NAP everywhere if you have to change, say, your phone number.

A single typo probably won’t amount to a significant drop in local search rankings, but if NAP mentions are inconsistent, you might run into problems.

Top local SEO tools

No organic SEO project is possible without proper tools to measure success and fix errors. The same is true about local SEO. Here are the seven tools that should be in your arsenal.

SE Ranking’s local keyword rank tracker

Many important metrics in SEO can’t be seen with Google’s native set of tools. Google can show you core metrics like organic traffic and the number of new users, but it’s more convenient to track more advanced metrics with specialized SEO tools.

One of the tools like these is SE Ranking. This platform has multiple features that are handy in SEO, from a backlink checker to a website audit. The tool that is relevant for this case is the local keyword rank tracker. It can track your website’s positions for keywords in general and for specific locales. You can choose a city or a zip code to monitor positions. You can also track which keywords give you local pack results and how you rank in map searches.

Tracking your site’s positions for all keywords helps you understand how well-optimized each page is, see changes that result from your SEO efforts, and judge overall campaign success. It’s possible to keep tabs on keyword rankings of competition as well and see your top competitors in local search.


BrightLocal is another company that offers local SEO services that focus on creating and managing citations and reviews.

This platform can do the heavy lifting in building citations for you. All you have to do is pick the platforms from the list. It will then monitor citations to ensure none disappear.

Another part of the platform that helps you run great local SEO campaigns is the reputation management features. With BrightLocal, you can upload lists of your clients and their contact data and use it to review campaigns via email or SMS.

Google Business Profile

Your Google Business Profile is the only tool from this list that you absolutely must have in your arsenal. GBP listings are the basis of Google Maps search, and they can be used to convert users into buyers.

That’s why you should keep your GBP filled with useful information, updated, and respond to customer feedback quickly.

Uberall Store Locator

Uberall is a local online marketing management tool. It can help you automate responses to reviews and improve engagement on your GBP profile.

The feature that many ecommerce local businesses can benefit from is the store locator. It’s a page you can host on your website that helps users find your nearest store.


Vendasta offers a set of agency tools that range from CRM to workflow automation tools.

The tools that Vendasta offers for local optimization cover mostly business listings management. You can also run an audit that shows your business’s local optimization score across several points like reviews and listing visibility in search. It also provides insights into what can be changed to improve optimization.


Yext is an all-rounded platform for managing multiple aspects of local optimization. Some of the most useful features include managing reviews and monitoring photos from one place, automated citation building, and a content production network. It also offers a page builder along with SEO services that help optimize them.


Synup is another citation and reputation management system for local businesses. It can help you distribute business listings at scale and bulk edit them when you have a change in your business, as well as manage and respond to reviews.

It also offers a social media publishing platform with the option to use AI to generate posts.


How to create an ecommerce local seo strategy?

To create a local optimization strategy, you’ll have to go through the following steps:

  • Analyze your competitors’ strategies
  • Find local keywords
  • Optimize key pages for these keywords
  • Claim and optimize your GBP listing
  • Building local citations
  • Earning local backlinks

How long does it take to see the results of local SEO?

All site SEO efforts don’t have instant results. The reason is it takes some time for Google to pick up on the changes being done to the website or listing and change your local ranking based on that.

In this regard, you might need to wait upwards of several months for the changes to register.

Another factor that can delay SEO results is the speed with which you can hope to get the most popular SEO services done, backlinks, and reviews. If you’re only starting and don’t have any reviews or backlinks, it may take up to six months to earn enough of them to change your rankings.

How often is it necessary to update the local business listings?

You should update all of your listings as soon as you have a meaningful change in your ecommerce local SEO company, like changing the address or phone number. Make sure to update those changes across all platforms with your NAP.


The Ultimate Guide to Sustainable eCommerce Fulfillment

In this guide, we will help you understand what sustainable eCommerce fulfillment means and which strategies can help you make your e-commerce operations more environmentally friendly. 

What Does Sustainable eCommerce Fulfillment Mean?

Sustainable eCommerce fulfillment represents a commitment to conducting order fulfillment operations in an environmentally and socially responsible manner. It encompasses various practices aimed at reducing the negative impact of eCommerce on the environment and promoting ethical, fair, and responsible business practices.

  1. Eco-Friendly Packaging: Sustainable fulfillment often starts with packaging. It involves using recyclable or biodegradable materials and minimizing excess packaging, reducing waste and pollution.
  2. Green Warehousing: Sustainable fulfillment also means adopting energy-efficient practices in warehouses. This includes using renewable energy sources, optimizing lighting and temperature control, and implementing efficient equipment to reduce energy consumption.
  3. Ethical Sourcing: Ensuring products are sourced and produced ethically, with fair labor practices and minimal harm to the environment. This involves scrutinizing the supply chain to minimize negative social and environmental impacts.
  4. Efficient Logistics: Sustainable fulfillment strives to optimize logistics and overcome its challenges, reduce emissions, and use environmentally friendly delivery options whenever possible.

Why Does Sustainable Order Fulfillment Matter?

With economies improving and demand goods supply increasing worldwide, there has been an annual increase of 50% in global greenhouse gas emission as per Statista. This makes incorporating and implementing more important than ever. 

Here’s a quick over why sustainable order fulfillment has become the need of the hour:

  1. Environmental Impact: Unsustainable practices contribute to pollution, resource depletion, and habitat destruction. Sustainable fulfillment helps reduce these environmental consequences.
  2. Customer Preference: Today’s consumers are increasingly eco-conscious. Many prefer to support businesses that adopt sustainable practices, making sustainable fulfillment a key factor in attracting and retaining customers.
  3. Cost Savings: Sustainable practices, such as reducing packaging waste and optimizing energy use, can lead to cost savings, making businesses more financially resilient.
  4. Long-Term Viability: As sustainability becomes more critical in the business world, companies that adopt sustainable fulfillment practices are better positioned for long-term success and growth.
  5. Regulatory Compliance: In an evolving regulatory landscape, adhering to sustainable practices can help businesses stay compliant with environmental and labor laws.

How eCommerce Fulfillment Impacts The Environment?

eCommerce fulfillment has revolutionized the way we shop, providing convenience and accessibility like never before. However, this modern shopping phenomenon comes with a significant environmental footprint that cannot be ignored. 

Here’s quick rundown of how eCommerce fulfillment impacts the environment:

  1. Packaging Waste

eCcommerce fulfillment often means individual packaging for each product, which can result in excessive packaging waste. The use of cardboard boxes, bubble wrap, and plastic envelopes adds to the growing problem of packaging pollution. The disposal of these materials, especially when they are not recyclable, can have a harmful impact on the environment.

  1. Transportation Emissions

The need for rapid delivery has led to increased transportation emissions. From delivery trucks to airplanes, these vehicles release greenhouse gases into the atmosphere. The use of expedited shipping options, while convenient for customers, often results in more frequent and less efficient delivery routes.

  1. Returns and Reverse Logistics

The convenience of online shopping also leads to higher return rates. Returns are a complex aspect of eCommerce that contribute to environmental waste. Returned products may not always be resellable and can end up in landfills, further polluting the environment.

  1. Energy Consumption

Warehouses and distribution centers require significant energy to operate efficiently. The lighting, heating, cooling, and machinery used in these facilities contribute to energy consumption and, in many cases, a higher carbon footprint.

  1. Resource Depletion

The demand for online shopping can lead to overconsumption and overproduction, depleting natural resources for manufacturing and shipping products.

5 Practices of Sustainable eCommerce Order Fulfillment 

By using these sustainable order fulfillment strategies, businesses can reduce their carbon footprint, minimize waste, and demonstrate a commitment to environmental responsibility, which can be appealing to eco-conscious consumers and contribute to the long-term sustainability goals. 

Here are five sustainable order fulfillment strategies:

  • Green Packaging Materials

Use eco-friendly packaging materials, such as recycled or biodegradable options.  These materials often include recycled content, biodegradable or compostable options, and materials from renewable sources, such as bamboo or corn-based plastics. Some common examples are cardboard made from recycled fibers and paperboard packaging. Labels and information on packaging can educate consumers about the environmental impact and disposal options for the packaging, encouraging responsible choices.

  • Reducing Packaging Waste

One key principle of green packaging is to minimize the amount of packaging used. This involves right-sizing packaging to fit the product, reducing excess materials, and eliminating unnecessary packaging components. Avoid over-packaging, which can lead to excess materials and shipping space. 

  • Increase Efficiency Warehousing, and Logistics

Another green strategy is to invest in energy-efficient lighting, heating, and cooling systems to reduce energy consumption. Use of automated and just-in-time inventory systems can optimize storage and retrieval can also reducing energy consumption.

  • Reduction in Product Returns

Reducing product returns is important for improving customer satisfaction, cutting costs, and minimizing environmental impact. Improve product descriptions and imagery and accurate sizing and fit Information can help customers to select the right sizes. It is vital that the products are packaged securely to prevent damage during transit and thus reducing returns. 

  • Encouraging Sustainability Partnerships

By collaborating with suppliers and carriers that prioritize sustainability and choosing suppliers with eco-friendly practices and ethical sourcing can act as a catalyst in encouraging more businesses towards green practises. Partners can also be inspired to donate unsellable but usable products to charitable organizations or to Implement a product recycling program to repurpose or recycle returned items.

How to Implement Sustainable eCommerce Fulfillment?

Implementing sustainable order fulfillment processes is a crucial step in reducing the environmental impact of your business while maintaining operational efficiency and costs in check. 

Here are six steps to get started with Sustainable eCommerce order Fulfillment:

  • Assess Fulfillment Processes and Plan

Start by conducting a broad assessment of the current order fulfillment processes. Identify the areas where environmental impact can be reduced. The energy use, packaging waste, transportation emissions, and inventory management are examples of such areas. Establish a sustainability plan that defines specific the goals and targets for the order fulfillment operations. Make sure the plan aligns with the organization’s broader sustainability objectives.

  • Choose the Right eCommerce Fulfillment Partner:

Selecting the right eCommerce fulfillment partner is a critical decision on the path to achieving sustainable eCommerce fulfillment. This partner will be your ally in embracing eco-friendly practices and ensuring a seamless, environmentally responsible order fulfillment process. From their commitment to sustainable packaging to their logistics and energy-efficient warehousing, your choice of partner can significantly impact your journey towards sustainability. 

  •  Employee Sustainability Training and Engagement

Employee sustainability training and engagement are pivotal components when implementing sustainable eCommerce fulfillment. Your team plays a critical role in embracing and executing eco-friendly practices. From understanding the importance of sustainable packaging to optimizing energy usage in warehouses, involving and training your employees ensures that sustainability becomes a collective goal. 

  • Sustainable Packaging

Adopt the eco-friendly packaging materials like recyclable, biodegradable, or compostable options and minimize the use of plastics and choose materials with a lower environmental impact. Right-size packaging to reduce waste and shipping costs. Implement efficient packing techniques to maximize space utilization.

  • Transportation Optimization

Implement route optimization software and use data analytics to minimize transportation emissions and reduce fuel consumption. Consider utilizing shared transportation options to reduce the number of vehicles on the road. Explore the alternative transportation methods, such as electric or hybrid fleet of vehicles, and consider rail or water transport for long-distance shipping to lower carbon emissions.

  • Inventory Management

Adopt just-in-time inventory management mechanisms to minimize excess stock and reduce waste. Regularly review the inventory levels to avoid over-ordering and prevent product obsolescence. Prioritize the use of sustainable sourcing and materials in products to minimize the environmental impact of the supply chain. 

  • Monitoring and Reporting

Implement a system for ongoing monitoring and reporting of sustainability metrics related to your order fulfillment processes. Track key performance indicators such as energy consumption, emissions, waste generation, and transportation efficiency. Regularly review and analyze the data to identify areas for improvement and opportunities to reduce your environmental footprint. Share the results and progress with stakeholders, employees, and customers to demonstrate your commitment to sustainability.

Sustainable eCommerce Fulfillment

In essence, sustainable eCommerce fulfillment is not only about being environmentally responsible but also about meeting the demands and expectations of a socially conscious consumer base. By embracing sustainability in order fulfillment, businesses can create a positive impact on the planet, enhance their brand image, and secure their position in a more sustainable future.

Start by partnering with an eCommerce fulfillment partner like ShipTop that has incorporated all the green practices making eCommerce fulfillment sustainable.