Innovate Logo White

Optimising Your Website for Local SEO in New Zealand

In today’s digital world, the importance of Search Engine Optimisation (SEO) cannot be overstated. It is a vital tool for any business looking to amplify its online presence, improving visibility and driving organic search traffic. However, a specialised subset of this powerful strategy often doesn’t get the attention it deserves – local SEO; for businesses targeting specific geographical markets, like New Zealand, understanding and leveraging local SEO becomes crucial.

Get seen on search engines with a local SEO strategy.

Local SEO takes the concepts of traditional SEO and applies a localised focus. This optimisation strategy is designed to help your business stand out in local searches and Google’s local pack, the section of search results showcasing local companies related to the query. Since nearly half of all Google searches have local intent, neglecting local SEO would mean missing out on many potential customers.

By focusing on local SEO, businesses can capture traffic, leads, and customer sales within their service areas. This is especially beneficial for small -to medium-sized companies, as it helps level the playing field, and allows them to compete with more prominent, established brands in search results.

Like consumers worldwide, New Zealanders use search engines to find local services, brick and mortar locations, whether the nearest café, a reliable plumber, or a boutique store selling handmade crafts. By optimising local search, businesses can position themselves front and centre in these crucial moments of consumer decision-making. For companies in New Zealand, whether based in the bustling city of Auckland, the tourist hub of Queenstown, or the capital city of Wellington, local SEO provides an opportunity to attract and engage customers right on their doorstep.

If you want your New Zealand business to be found by local customers, you must invest in local SEO. In this blog post, we’ll guide you through the various aspects of local SEO, providing practical tips and advice to help you optimise your website effectively.

Understanding Local SEO

Local SEO refers to optimising your website to show relevant local results and enhance its visibility in terms of results. This strategy significantly differs from general SEO, focusing on global search rankings.

Definition of local SEO

Local SEO is a targeted online marketing approach that helps businesses promote their products and services to local customers. This strategy is essential when you search Google because nearly half of all Google searches seek local information-free business listings.

Benefits of local SEO

Local SEO has numerous benefits. Primarily, it helps businesses appear in local search results when customers search for similar products or services. It also makes a company more accessible to local customers, contributing to increased footfall and improved sales.

Conducting Local Keyword Research

Local keyword research is an essential aspect of local SEO. Identifying and integrating the right local keywords in your New Zealand-focused website can significantly improve visibility when ranking businesses elsewhere in search results.

Identifying location-specific keywords

Start by brainstorming terms relevant to your service area or business and add local words like “New Zealand,” “Auckland,” or “Wellington” to them. For example, “Christchurch bakery” could be an essential keyword if you run a bakery in Christchurch.

Tools for keyword research

Google’s Keyword Planner is a great starting point. It helps identify popular keywords and provides data on local search volumes.

Competitor analysis

Reviewing the keywords your local competitors expect businesses to target can provide inspiration and insights. Look at their websites and note the keywords they use frequently. Tools like SEMrush and Ahrefs can also offer competitive keyword data.

Optimising On-Page Elements

On-page elements significantly influence your website’s visibility in local search results. Here’s how to optimise them:

    • Title tags: Include your target audience and local keywords in your title tags. This helps search engines understand your content and improves your local organic search and SEO ranking.
    • Meta descriptions should be concise and enticing, including relevant local keywords.
    • Heading tags: Utilise local keywords in your H1, H2, and H3 tags to improve your visibility in local search results.
    • URL structure: Keep URLs clean and straightforward, and include your local keywords where possible.
    • Content optimisation: Use local keywords naturally throughout your content. This helps search engines understand your local relevance.
    • Image alt tags: Use local keywords in your image alt tags, as search engines use these to understand image content.

    Creating Location-Specific Content

    Creating location-specific content demonstrates your involvement with the local community and improves your local SEO.

    Local landing pages

    Create separate landing pages for each local listing management service offering each business category and each location your business operates in, using location-specific keywords.

    Localised blog posts

    Write blog posts on local events, local or industry news, or other location-specific topics. These can attract local customers and improve local SEO.

    Customer reviews and testimonials

    Encourage customers to leave reviews and testimonials on online listings of their inbound links. These provide fresh, location-specific content and reinforce your business’s online credibility with potential local customers.

    Optimising Google My Business Listing

    A well-optimised Google My Business (GMB) listing can significantly improve your local SEO visibility.

    Claiming and verifying your GMB listing

    Ensure you claim and verify your GMB listing. This is the first step to Google My Business, which can be found in local search results pages, search engine results pages, and mobile devices via Google Maps.

    Optimising business information

    Provide complete, accurate, and up-to-date information. Include your business name, address, phone number, website link, hours of operation, and a brief business description.

    Adding relevant photos and videos

    Images and videos also give potential customers a visual insight into your local business. This not only attracts more local customers but also improves your local SEO.

    Encouraging customer reviews: Positive reviews on your GMB listing can significantly improve your local search ranking.

    Building Local Citations

    Local citations are mentions of your business inbound links on other websites. They are essential for local SEO as they provide better local search rankings and help improve your business website’s local search visibility.

    Importance of consistent NAP (Name, Address, and address and Phone number) information

    Inconsistencies in your business hours NAP data across different platforms can confuse search engines and hurt your local SEO. Make sure your business’s NAP information is consistent across all platforms.

    Popular local citation sources in New Zealand

    Use popular New Zealand citation sources like Yellow, Neighbourly, and NZPages to your local authority and improve your local SEO.

    Submitting your business to online local directories

    Submit your business to online directories to create smaller listing directories with more local citations. This helps create free business listings to improve your visibility.

    Acquiring Local Backlinks

    Local backlinks from credible local sites, businesses or organisations can significantly improve your local SEO. Here’s how to gain valuable backlinks and acquire them:

    Reaching out to local businesses and organisations

    Connect with local businesses, trade associations, and organisations for link-building opportunities. This increases your business account website’s domain authority and improves local SEO.

    Sponsoring local events or charities

    Sponsoring local events or charities can earn you high-quality local backlinks.

    Creating valuable local content for outreach

    Create high-quality local content that local businesses or organisations want to link to. This robust regional content strategy can improve your SEO and attract more local customers.

    Monitoring and Measuring Local SEO Performance

    Understanding how your local SEO efforts are complete and correct business performance is crucial for continued success.

    Using Google Analytics and Google Search Console

    These tools can provide valuable insights into your local SEO performance, including how much traffic you get from local searches.

    Tracking your engine optimisation rankings

    Please check your rankings in local search results to see how your local SEO efforts work.

    Monitoring online reviews and rating

    Regularly monitor and respond to online reviews and ratings. This can help you get more authentic customer reviews and improve your online reputation and local SEO.

    Optimising Your Website for Local Searches

    Optimising your New Zealand-based website for local search is a multifaceted process. It’s about ensuring people in your local area can find you when looking for your services or products. Here’s how you can achieve this:

    Create a Locally Focused User Experience

    Your website should reflect your local identity. Include pictures of landmarks, use local language or slang, and tailor your content to address regional issues or needs. The more local your website feels, the more likely local customers will connect with your brand.

    Implement Local Schema Markup

    Schema markup is a form of microdata that helps search engines better understand your website’s content. Implementing local business schema markup can provide search engines with more specific information about your business, such as its location, hours of operation, and reviews, improving your chances of ranking in local search results.

    Optimise for Mobile

    Many local searches are conducted on mobile devices. Ensure your website is mobile-friendly and provides a seamless user experience, from browsing to checkout.

    Integrate Local Keywords Throughout Your Website

    Local keywords should be used naturally and sensibly, from meta descriptions to blog posts. This will increase your visibility in local search results.

    Include a Localised About Us Page

    A localised About Us page that describes your New Zealand business and its ties to the local community can significantly boost your SEO. Share your story, introduce your team, and highlight your involvement in local events or initiatives.

    Optimise Your Contact Us Page

    Your Contact Us page should display your local contact details, including your New Zealand address and phone number. Consider embedding a Google Map of your location for added local SEO benefits.

    Leverage Local PR

    Collaborating with local influencers, press, or other businesses for joint ventures can result in valuable backlinks and increased brand awareness within your local community.

    Focus on User Reviews

    Encourage satisfied customers to leave reviews of your business. This provides social proof for prospective customers and signals to search engines that your company is reputable and trusted within the local community.

    By aligning your SEO strategy with these localised techniques, your New Zealand-based website will be well-positioned to climb to the top of local search results, ultimately bringing more customers through your doors.


    Mastering SEO is critical for any business to establish a robust online presence in the New Zealand market. By understanding local SEO, conducting comprehensive local keyword research, optimising on-page elements, creating location-specific content, optimising your GMB listing, building local citations, acquiring local backlinks, and diligently monitoring your local SEO performance, you can significantly improve your visibility in local online search results. Successful local SEO requires continual effort and adaptation to the ever-evolving digital landscape. So, keep optimising your New Zealand website for local search, and reap the rewards of a solid local online presence.