Source: Unsplash
ALT: Local SEO
Search engine optimization (SEO) is a significant direction for business promotion. Local SEO remains an important strategy for businesses looking to attract customers from their local area. Today, being able to stand out in local searches can significantly increase traffic and sales. Moreover, Google has updated its algorithm to calculate the distance of each business from the consumer’s location.
According to Marketix, 88% of consumers who search locally on their mobile device visit or call a store within 24 hours. In this article, we will discuss why local SEO strategy is important for small local businesses, along with local SEO tips.
What is Local SEO?
Source: Google
ALT: Local SEO example
Local SEO is a ranking algorithm that takes geo-dependent factors into account when building a SERP (search engine results page) and displays results according to such parameters.
The closer a user is to a local organization, the more likely the company will be located at the top of the desktop and mobile search results page. Dynamic localization of queries is implemented in Google.
Local SEO can and should be utilized by every local company with a physical sales office. Optimizing pages for local search is especially effective for local companies in the following industries:
- Catering;
- Entertainment segment;
- Sales of goods, including FMCG (Fast-Moving Consumer Goods);
- Service provision;
- Any other niche with a pronounced geographic intent.
Users coming from GEO-dependent queries are the most prepared for conversion. Here’s a table comparing the differences between local SEO and traditional SEO.
| Aspect | Local SEO | Traditional SEO |
| Target Audience | Focuses on local customers within a specific region | Targets a global or broader online audience |
| Search Intent | Location-based search (e.g., “coffee shop near me”) | General search intent, not location-specific |
| Google Business Profile (GBP) | Heavily relies on GBP optimization | Not reliant on GBP |
| Ranking Factors | Proximity, local citations, reviews, NAP consistency | Keywords, backlinks, content relevance, domain authority |
| Keywords | Focuses on location-specific keywords (e.g., “plumber in Chicago”) | Broader, non-location keywords (e.g., “how to become a plumber”) |
| Review Management | Reviews on local directories and GBP are essential | Reviews can be beneficial but are less of a ranking factor |
| Search Results Appearance | Appears in local pack (map results) | Appears in traditional organic search results |
What Does a Local Search Look Like?
A local search usually starts when a user types any query related to a service, product, or business within their area. The query might involve location-based keywords, like the name of a city or neighborhood, or the search engine simply detects your location with the help of GPS or an IP address.
Source: Google
ALT: best pizza nearby Local SEO example
Here is what a local search looks like:
- Search Query. The user types in a query such as “best pizza nearby” or “plumber in [city].” At the same time, without including any location-oriented terms, it is common for search engines to interpret the query as having local intention if it implies a local need, such as “coffee shop” or “hair salon”.
- SERP:
- Local Pack. At the top, users often will see a local pack or “3-pack”, which is simply a map showing three local listings relevant to the search. This will usually include the name of the business, reviews with star ratings, address, and hours of operation.
- Google Business Profile. The results usually also correspond to Google Business Profile, offering more detail, including directions, phone numbers, website links, and user reviews.
- Organic search results. Traditional organic results appear in search engines below the map pack. They include local business websites, directories like Yelp or TripAdvisor, and, on occasion, news articles or blogs relevant to the local search.
Users can click to filter to narrow their results, or they can click on the map itself in order to include other options outside of the top three in their search. Google could also provide some information on commonly searched keywords, like neighborhoods or local popular services.
What are the Benefits of Local SEO for Small Businesses?
With the optimization for the local search, you can put your business in front of those people who might just need your services right now. Here are the 7 benefits and specific activities for succeeding in local small business SEO.
Increase More Customers within the Target Area
With local SEO, capturing customers who are actually looking for services like yours is much easier. For instance, when someone searches for “coffee shop near me” or “plumber in [city],”. This person will more than likely be seeking instant solutions. So, by optimizing for local search terms, your business is most likely to pop right up at that important instance.
How to succeed:
- Local keyword research. First of all, it means identifying keywords based on what your potential customers are using. SEO tools like Google Keyword Planner can help you with more specific discoveries to pinpoint high-traffic terms about your location; an example could be “best pizza in” paired with the city or “affordable electrician near” paired with a neighborhood.
- Use localized content. Spread them naturally on your website, especially in page titles and meta descriptions, but mainly in your content. It’s not good enough to rank for general keywords; the goal here is to dominate locally focused searches.
Make sure your Google Business Profile is fully complete with the correct address, phone number, and hours. This ensures that your business will appear in Google’s local pack, which is one of the top three results that get a huge chunk of clicks.
More Foot Traffic Resulting from Higher Rankings in Google Search
Ranking higher in Google can greatly increase the number of customers who come through your front door. Highly ranked small businesses for relevant local search terms enjoy greater visibility, driving more foot traffic.
How to succeed:
- Competitor research. Identify which keywords or geographic areas competitors are ranking locally that you are not. Refine content marketing strategy and the local SEO strategy to capture those keywords or geographic areas.
- Local keywords tracking. By using the SE Ranking, you are provided with the possibility to track rankings for multiple keywords on specific grid points on the map around your business location. This would give full visibility of exactly where you’re most visible and where you need to improve. You can compare rankings with local competitors and find opportunities to move higher in the search results.
As most local searches happen on mobile, we recommend making your website mobile-friendly, fast-loading, and offering users a wonderful experience. Google likes websites that are optimized for mobile, and a fast website will retain users.
Better Online Visibility
Local SEO is not just about optimizing a website but also about growing online in general. By citations and link building around a business, for example, local SEO allows search engines like Google to trust a business more, which will give way to better visibility and more chances for potential customers to find them.
How to succeed:
- Building citations. Make sure your business shows up on every relevant site, from business listings like Yelp to social media profiles and review sites. That means having the same consistent NAP (Name, Address, and Phone number) data out on the internet everywhere.
- Link building. Acquire backlinks from locally-based high-domain authority websites. By partnering, sponsoring, or even guest blogging on local blogs, those links will tell Google that your business can be trusted.
By enhancing your online visibility with content marketing, you open up more avenues for potential customers to discover your local business.
Better Reputation Management
Source: Google Business Profiles
ALT: GPB reviews example
Reviews are one of the most crucial elements of local SEO. A good review secures trust from potential customers but also raises your search ranking. Google rewards local businesses with stellar, natural customer reviews.
How to succeed:
- Encourage reviews. When people are happy with your business, don’t be afraid to ask for a review. Send them directly to your Google Business Profile, your Facebook page, or any other review website. Positive feedback helps raise your credibility and also your visibility in local search results.
By managing your online reputation effectively, you can build authority, leading to more conversions.
Google Maps and Google Business Profile Optimization
Source: Google
ALT: Google Business Profile example
First, a well-optimized GBP and stronghold on Google Maps can garner direct leads, calls, and sales. That is where most customers within the same locality can first find your business.
How to succeed:
- Correct map location. Be sure that your local business appears at the proper location on Google Maps. Incorrect listings might irritate customers and cause you to lose potential clients.
- Post regularly. Google lets you post updates on offers and events right in your GBP. Regular posts will show that your business is alive and active, which would bring in better local rankings.
- Optimize GBP. Utilize the Q&A feature to answer common questions and provide helpful information. This way, you can improve both user experience and keyword relevance.
Optimizing your GBP is crucial for attracting local customers and increasing direct interactions with your local business.
Website Optimization to Boost Conversion Rates
It is not good enough that tons of traffic may be directed to your site. You need to convert them into customers. Website optimization with a locally-driven perspective may bring drastic changes to your conversion rates.
How to succeed:
- Optimize for local intent. Each page on your website should have a localized content marketing strategy catering to the audience’s needs. Place your NAP information on each of the pages, ensuring the local keywords are in the title tags and meta descriptions.
- Landing pages. If you service a number of regions, then have a separate landing page for each region. Each page must define services that are available in that particular region, using keywords relevant to that specific area and content.
- Conduct CRO. It should be easy to place an order or contact on the site. You need to add call-to-action buttons, a clickable phone number, and a live chat. This way, the user will be more easily converted.
A slow website kills conversions. Check your site on Google PageSpeed Insights to see where to improve.
Competitive Advantage
When done right, local SEO gives small businesses an edge over larger competitors. While big brands have vast resources, they may not target specific local areas as effectively. Local SEO allows you to position your business as the go-to provider for your neighborhood or city.
How to succeed:
- Capitalize on local trends. Keep an eye on local news, events, and trends, and tailor your marketing or SEO strategy accordingly. Seasonal offerings, special deals, or community partnerships can set you apart from the competition.
Regular updates to your website, Google My Business profile, and social media will ensure your business remains relevant and competitive.
Conclusion
All in all, local SEO is critical for small local businesses interested in reaching out to local customers, gaining visibility, and gaining dominance. Your business will enjoy popularity in your locality, anchored on keyword research, online reputation management, and optimization for search engines and users. Local SEO tools will help you adjust your local SEO strategy and get the maximum out of your efforts.
