Do you run a local small business and just want to find more local customers? If so, then local SEO is one of the best marketing strategies. Local search engine optimization (SEO) is what gets your business to the top of Google and local searches in general.
Local and organic searches combine to make 69% of website traffic, which suggests you may be missing out on just over two-thirds of potential customers if you're not optimizing for local searches.
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But what is local SEO, and how does it differ from general SEO? This guide will cover the basics of local SEO and how you can use it to grow your business.
What is Local SEO?
Local SEO aims to optimize your online properties to be friendly in the eyes of search engines and appear above the competition for local queries. These searches on Google and other search engines often include a geographic component, such as "near me" or a specific city name.
In other words, local SEO is a method by which businesses can optimize their websites to be visible in front of an audience who are strictly looking over their region. This is particularly true for businesses with a brick-and-mortar location or that serve particular geographic areas.
Local SEO is not general SEO but an approach to rank in Google universally, especially in the local pack. Local Pack is the section in search results showing the top three businesses relevant to a local query and their location on Google Maps.
Key Features of Local SEO:
- Ranking for Google's Local Pack (the map section of search results).
- Focuses on location-specific keywords and optimization.
- Relies heavily on Google Business Profile (formerly Google My Business) for visibility.
- Local-specific ranking factors such as online reviews, citations, and local links are involved.
Why is Local SEO Important?
The following are some of the main reasons why local search engine optimization is crucial:
1. Increased Visibility: Optimizing your business for local SEO results in higher rankings on Local searches. Therefore, you have a greater chance of being visible in front of local people and actively searching for your services or products.
2. Improved Conversion Rates: Over three-quarters (78%) of local mobile searches result in offline purchases. This indicates that searchers looking for local information are more than willing to convert, and this is an effective way of improving sales using local SEO.
3. Mobile Search Domination: The era of smartphones has made more and more people search for businesses on the move. Local SEO ensures visibility among these mobile users seeking an instant solution.
4. Trust and Reputation: Showing up in local searches, especially with Google's Local Pack, increases business credibility. Businesses here tend to have an extra layer of trust with customers, as Google recommends.
Case Study:
Picture you are a small coffee shop. When anyone around searches for "coffee shop near me" through local SEO, you make sure your café tops in the search result, which may gain one extra footfall. Without the local SEO, you would lose out on this opportunity to reach customers ready to buy otherwise.
Key Factors of Local SEO
To optimize your local SEO, you must establish the major region-based components that directly impact ranking. Here are the 5 factors you need to concentrate on:
1. Google Business Profile (GMB) Optimization
Optimizing SEO for Google My Business can significantly improve your local search rankings. Your profile provides vital information about your business, including address, phone number, hours of operation, and customer reviews.
- Ensure your profile is complete with accurate information.
- Select the most relevant categories for your business.
- Add high-quality photos to engage potential customers.
- Regularly update your business hours, especially during holidays or special events.
2. NAP Consistency
NAP- Name, Address, and Phone number. Your NAP details must be the same across all online platforms. Inconsistent or incorrect information can confuse search engines and hurt your local search rankings.
- Your business NAP should be exactly the same on your website, Google Business Profile, and all directory listings.
3. Local Keywords
Keywords play a role in local SEO, just like normal SEO. However, these keywords often also contain a location element—for instance, "florist New Delhi" or "plumbing services Los Angeles."
- To get the ball rolling, use Google Keyword Planner or free options like Ubersuggest to identify high-volume Local Keywords.
- Include these keywords organically into your website content, meta descriptions, and blogs.
4. Online Reviews
Reviews are a vital ranking factor for local SEO. Good reviews affect your search engine rankings and help you earn the trust of new customers.
- Ask happy customers to write reviews on your Google Business Profile.
- You should respond to reviews (yes, even the bad ones) to show that your business values their feedback.
5. Local Citations
What is a Citation? An online reference to information that includes business name, phone number, and address (NAP). They are mainly found in directories, local blogs, and review websites.
- Submit your details to local directories.
- Maintain consistency across all citations from your NAP details.
How to Implement Local SEO?
Now that you know the importance of local SEO let's look at how to implement it step by step.
Step 1: Optimize Your Google Business Profile
- If you still do not have yours, create or claim a Google Business Profile.
- Please add all the details, including your enterprise's business name, address (shop or office), phone number, and working hours.
- Include pictures that fit well with your business (an inside view, product photos).
Step 2: Conduct Local Keyword Research
- Use tools such as Ubersuggest to access the highest volume of local keywords.
- Add these key terms to your title tags, meta descriptions, and page content.
- Perhaps you should have separate pages for each location or service you offer to target local keywords specifically.
Step 3: Build Local Citations
- Submit your business information to local directories such as Yelp, TripAdvisor, Yellow Pages, and local chambers of commerce.
- Use tools like BrightLocal or Yext to streamline the citation-building process.
- Don't forget to cross-check that all your NAP details are consistent across all platforms.
Step 4: Encourage Customer Reviews
- Ask customers to leave reviews on your Google Business Profile and other review sites.
- Provide a simple way for customers to leave reviews by including a direct link or receipts on your website.
- Respond promptly to reviews to build trust with future customers.
Step 5: Create Localized Content
- Write blog posts or create pages focusing on local events or topics related to your business.
- Include location-specific keywords in your content to rank higher for local searches.
- Feature case studies, testimonials, or local projects to boost engagement and trust.
What are Tools and Resources for Local SEO
There are several tools available that can make managing your local SEO services easier. Here are some recommendations:
1. Google Business Manager
This is the primary tool for managing your Google Business Profile. It lets you update business information, post updates, and track performance on Google. Focusing on SEO for Google My Business ensures better visibility and increased online traffic for your business.
2. Moz Local
Moz Local can help you ensure your business listings are consistent across the web and provide insights into your local SEO performance.
3. Ubersuggest
This keyword research tool allows you to find local keyword ideas and understand each term's search volume and difficulty. It's an essential tool for optimizing your website content for local SEO.
4. BrightLocal
BrightLocal is a local SEO tool that helps you track your search rankings, manage reviews, and audit your citations. It's beneficial for monitoring your local SEO for business performance.
Read Also - How to do SEO for a local business?
Conclusion
As local SEO is critical to any business, no modern-day enterprise that hopes to expand its customer base and remain in business will find it easy. With local searches, you can scale your visibility, establish credibility, and drive people through the door. First, you should optimize your Google Business Profile, establish local citations, and request customer reviews. Implementing the correct strategy can dominate local search and outrank your competition.
Are you struggling to implement your local SEO services or get your GMB SEO services on track? Check out our professional local SEO services to give your business the substantive step it needs!
FAQs
Q1. What makes local SEO different from regular or general SEO?
Ans: Simply put, local SEO is part of general SEO. It promotes businesses in specific locations that directly offer products and services.
Q2. What are citations in local SEO?
Ans: Citations are instances of your business's NAP (name, address, phone number) details on other sites. They will help Google confirm your business information.
Q3. Can I do local SEO or hire a professional?
Ans: You can do local SEO yourself by following the steps outlined in this guide. However, hiring a professional or agency specializing in local SEO services can save time and ensure your business is optimized correctly.
Q4. What is the Local Pack in local SEO?
Ans: The Local Pack section in Google search results features three of the most relevant businesses for any local query.
