Local SEO helps Shopify stores attract nearby customers by improving visibility in local search results. If you’re running a store in Australia, like in Brisbane or the Gold Coast, optimising for local search can drive more traffic, boost sales, and build trust with your audience. Here’s how you can do it:
- Find Local Keywords: Use tools like Google Search Console and Google Trends to discover location-focused keywords (e.g., “Surfers Paradise boutiques” or “custom jeweller Brisbane”). Include these in titles, meta descriptions, product descriptions, and content.
- On-Page SEO: Add location-specific keywords in meta tags, write localised content, and ensure your business details (name, address, phone number) are consistent across your website.
- Technical Setup: Use Local Business Schema to highlight your location and optimise your Shopify store for mobile users with fast load times and touch-friendly navigation.
- Google Business Profile: Set up and regularly update your profile with accurate business details, photos, and customer reviews.
- Local Link Building: Partner with local businesses, sponsor events, and list your store in reputable Australian directories like Yellow Pages and True Local.
- Track Results: Monitor local keyword rankings, impressions, and traffic using tools like Google Search Console and Google Analytics.
Step 1: Find Local Keywords
Boost your Shopify store’s visibility by focusing on keywords tied to your location. Here’s how to find and integrate search terms that connect with your local audience.
Keyword Research Tools
Use tools that highlight Australian search habits to uncover location-focused keywords:
Google Search Console Data Analysis
Dive into your search performance to find queries that bring local traffic, such as:
- Suburb-specific phrases (e.g., “Surfers Paradise boutiques”)
- Regional terms (e.g., “Gold Coast fashion”)
- State-based searches (e.g., “Queensland handmade jewellery”)
Google Trends Geographic Data
Explore data on regional search trends, including:
- Seasonal shifts in local interest
- Popular product terms by area
- Shopping patterns unique to specific locations
Once you’ve gathered this data, refine your keyword list by including insights from ‘Near Me’ searches.
‘Near Me’ Search Terms
‘Near me’ searches are a growing trend, especially among Australian shoppers who often seek local businesses. These searches can help connect your store with nearby customers.
Examples of local search formats to consider:
- “[product] in [suburb]” (e.g., “vintage clothing in Brunswick”)
- “[service] [city]” (e.g., “custom jeweller Brisbane”)
- “[product] shop near me”
- “[category] store [region]”
Where to use local keywords effectively:
| Content Location | Example |
|---|---|
| Page Titles | “Handmade Jewellery Shop • Brisbane CBD” |
| Meta Descriptions | “Visit our Gold Coast showroom for Australian-made fashion” |
| Product Descriptions | “Handcrafted in our Melbourne workshop” |
Incorporate these keywords naturally into your content to improve your local search rankings and attract nearby customers.
Step 2: Local On-Page SEO Setup
After completing keyword research, the next step is strengthening your store’s local visibility through on-page SEO.
Local Keywords in Meta Tags
Make sure your meta tags include location-specific keywords to boost local search rankings.
Title Tag Tips:
- Add your primary location and business type.
- Keep titles within 60 characters.
- Place location keywords near the start of the title.
Meta Description Tips:
- Use secondary locations where appropriate.
- Highlight what makes your business stand out.
- Stay between 150–160 characters.
Here’s an example of how to structure meta tags effectively:
| Page Type | Title Tag Example | Meta Description Example |
|---|---|---|
| Homepage | “Premium Jewellery Store Gold Coast • [Brand Name]” | “Discover handcrafted jewellery at our Gold Coast showroom. Browse our Australian-made collections or visit us in Surfers Paradise for personalised service.” |
| Category Page | “Women’s Accessories Brisbane • [Brand Name]” | “Shop our curated collection of women’s accessories in Brisbane. Visit our CBD boutique for expert styling advice and exclusive designs.” |
| Location Page | “Jewellery Store Robina • [Brand Name]” | “Located in Robina Town Centre. Browse our extensive range of contemporary jewellery designs crafted by local artisans.” |
To create a strong local SEO strategy, align your meta tags with your content and contact details.
Local Content Writing
Enhance your SEO efforts by creating content tailored to your local audience. Focus on topics like local events, area-specific promotions, community stories, customer reviews, and shopping guides for your region.
For example, you could write neighbourhood shopping guides or spotlight local artisans who contribute to your store. This type of content not only engages your audience but also reinforces your connection to the community.
Business Information Consistency
Ensure your business details are consistent across your Shopify store. This includes your name, address, phone number (NAP), operating hours, ABN, and contact information. Consistency builds trust with both search engines and customers.
Add an interactive map, clear directions, and any important local access details on your contact page. If you operate in multiple locations, create separate pages for each one. Each page should have unique content, helping search engines and customers easily find the information they need for a specific location.
Step 3: Technical Local SEO Setup
Once you’ve fine-tuned your keywords and on-page elements, it’s time to focus on the technical aspects that can improve your local SEO.
Local Business Schema Setup
Use structured data markup to clearly communicate your business’s location to search engines. For Shopify stores, your local business schema should include:
- Business name (using the “LocalBusiness” type)
- Physical address (formatted as a PostalAddress)
- Contact details, like a phone number
- Geographical coordinates (latitude and longitude)
You can also add other relevant details as needed.
Example Schema:
| Property | Example |
|---|---|
| @type | LocalBusiness |
| name | Your Store Name |
| address | {“@type”: “PostalAddress”, “streetAddress”: “123 Main Street”, “addressLocality”: “Gold Coast”, “addressRegion”: “QLD”, “postalCode”: “4217”} |
| geo | {“@type”: “GeoCoordinates”, “latitude”: “-28.0167”, “longitude”: “153.4000”} |
| priceRange | $ |
| telephone | “+61 7 5555 5555” |
After setting up the schema, make sure your website design is optimised for mobile users to provide a smooth local search experience.
Mobile Site Optimisation
A mobile-friendly Shopify store is crucial for capturing local search traffic. Here’s what to focus on:
Touch-Friendly Design
- Ensure buttons and links are at least 44×44 pixels.
- Leave enough space between interactive elements.
- Use clear, readable fonts (minimum 16px).
Mobile Navigation
- Create a clean, intuitive menu structure.
- Place key information within easy thumb reach.
- Add a prominent “Click to Call” button.
Local Content Display
- Highlight store hours and location.
- Show local inventory availability.
- Include the distance to your store from the user’s current location.
Once your site is mobile-friendly, work on improving its speed for an even better user experience.
Site Speed Improvements
Fast load times are essential for both user satisfaction and SEO. Here’s how to optimise your site’s speed:
Image Optimisation
- Compress images without reducing quality.
- Use responsive image sizes.
- Enable lazy loading for content below the fold.
Code Optimisation
- Minify CSS, JavaScript, and HTML files.
- Remove unused code.
- Set up browser caching.
Content Delivery
- Enable AMP for local landing pages.
- Use a Content Delivery Network (CDN).
- Implement progressive loading techniques.
Use tools like Google PageSpeed Insights to monitor your site’s performance. Aim for load times under 3 seconds and test regularly on different mobile devices and connection speeds.
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Step 4: Google Business Profile Setup
Once you’ve fine-tuned your site’s technical elements, it’s time to connect with your local audience. Setting up and maintaining a Google Business Profile (GBP) can help your Shopify store stand out locally. A complete and regularly updated profile not only attracts nearby customers but also improves your search rankings.
Managing Your Google Business Profile
Think of your GBP as your online shopfront. To make it as effective as possible:
- Verify your business name and location to ensure accuracy.
- Add trading hours, including adjustments for public holidays.
- Upload high-quality photos and select the right business categories.
- Keep details up-to-date, like seasonal offers or changes in store information.
Regular updates keep your profile relevant and appealing to local customers.
Handling Customer Reviews
An optimised GBP is just the start – managing customer reviews is equally important. Encourage honest feedback with follow-up emails, and take the time to respond to both positive and negative reviews. Acknowledge compliments and address issues respectfully. Reviews not only shape your reputation but also give you insights into areas for improvement.
Step 5: Local Link Building
Strengthen your Shopify store’s presence in local search results by creating quality local links and building connections within your community.
Partnering with Local Businesses
Collaborating with local businesses is a great way to earn backlinks and build relationships in your area. Focus on businesses that share a similar audience to yours:
- Chamber of Commerce: Join your local Chamber of Commerce to get featured on their website and participate in community events.
- Community Events: Sponsor local festivals, markets, or sports events. These sponsorships often come with mentions and links on event websites.
- Collaborative Promotions: Work with complementary businesses on joint campaigns. For instance, if you sell sporting goods, consider teaming up with local gyms or sports teams.
Start small with 2–3 partnerships and make sure the links you earn are active. After that, expand your local reach by listing your business in trusted directories.
Listing Your Business in Local Directories
Adding your business to reputable Australian directories can help improve your local SEO. Here are some options:
| Directory Name | Benefits | Listing Type |
|---|---|---|
| Yellow Pages Australia | Strong domain authority, mobile-friendly | Free and paid plans |
| True Local | Location-based categories, customer reviews | Free basic listing |
| Localised Google Maps | Syncs with your Google Business Profile | Free with verification |
| Local Council Business Directory | Builds local trust, geographically relevant | Usually free |
When setting up directory listings, keep these tips in mind:
- Keep NAP Consistent: Ensure your business Name, Address, and Phone number are the same across all listings.
- Pick the Right Categories: Choose categories that closely match your products or services.
- Use Quality Photos: Add professional images of your products or storefront.
- Update Your Hours: Make sure your operating hours are accurate, especially during holidays.
Focus on accurate and complete listings in reputable directories rather than spreading yourself too thin across many platforms. Regularly check your listings to ensure all information is up-to-date.
Step 6: Track Local SEO Results
SEO Performance Tools
Google Search Console is a great way to keep an eye on how your Shopify store performs in local searches. Pay attention to these metrics:
| Metric | What to Track | Why It Matters |
|---|---|---|
| Local Search Impressions | How often your store shows up in local search results | Measures visibility in your target area |
| Click-Through Rate (CTR) | Percentage of users clicking on your site | Reflects how appealing your listing is |
| Local Keyword Rankings | Your ranking for location-specific keywords | Tracks the success of your SEO efforts |
| Mobile vs Desktop Traffic | Device-based traffic split | Helps you optimise for the most-used platform |
Google Analytics 4 can help you dig deeper by segmenting local traffic. Look at conversion rates, average order values, session durations, and bounce rates to understand user behaviour better.
Use these insights to refine your local SEO approach.
Data-Based Improvements
Analyse how your store performs for local search queries and how users interact with your site. Focus on keywords that perform well and tweak your content to improve areas with high bounce rates.
Check your mobile speed using PageSpeed Insights. Aim for these benchmarks:
| Mobile Metric | Target Range | Priority Level |
|---|---|---|
| First Contentful Paint | Less than 2.5 seconds | High |
| Time to Interactive | Less than 3.8 seconds | Medium |
| Core Web Vitals | Achieve “Good” ratings across the board | Critical |
Review your local SEO metrics every month. Update meta tags, content, page speed, and business details as necessary to stay ahead.
Conclusion: Next Steps for Local SEO
To succeed with local SEO, focus on consistency and regular monitoring. Building on technical improvements, on-page tweaks, and local link strategies, a data-driven approach can help you maintain and grow your results over time.
Here’s a handy framework to keep your local SEO efforts on track:
| Priority | Action Item | Implementation Timeline |
|---|---|---|
| Critical | Review and update business information | Monthly |
| High | Monitor local keyword performance | Fortnightly |
| High | Analyse mobile site speed metrics | Monthly |
| Medium | Update local content and meta tags | Quarterly |
| Medium | Build new local partnerships | Regularly |
This framework serves as a guide for making updates and staying aligned with the technical and on-page strategies already discussed.
If you run a Shopify store, consider working with experts like Alinga, a certified Shopify Plus agency. They specialise in creating scalable, sales-focused eCommerce solutions, which can complement your SEO efforts.
“We use proven strategies, tailored design, & innovative technologies to make beautiful and conversion optimised eCommerce experiences.”
