What is Local SEO?

Local SEO

Marketing

07 February 2022, by

For sure, you have read about several different types of Search Engine Optimization – SEO. The data show that 46% of Google Searches in 2019 were related to local information, while “near me” searches have increased 900% in two years. The need to improve local visibility brings Local SEO to the fore.

What does Local SEO mean?

Local SEO is an SEO process that helps local businesses rank higher in local searches on Google and other search engines. For Local SEO, a search engine is any tool related to local searches, such as the well-known Google Maps.

Local SEO matters

Google results for many businesses are related to the user’s localization (where they are) or the area they are searching for. Consequently, if you search for a “shoe store” on Google, it will first show you the local results (Local SERPs) from the stores near you. Similar results will be shown, if you search for something in a specific area, for example, “shoe store in Chalandri”.

That is why Local SEO does matter for every local business, today. There is a special opportunity for each area, search term, and business.

Local SEO & Google MyBusiness

Google My Business is your business profile for the Google environment. Today, it is one of the most critical factors for a local business. The profile you create on Google My Business appears in both Google Maps and Google Search. 

 To help your business grow locally, you need to fill in all the options of your profile. Pay special attention to the following:

  • Verify your Business Profile
  • Fill in all the necessary fields
  • Keep your profile up-to-date
  • Upload logo, opening hours, payment methods, services, and many photos
  • Motivate your customers to evaluate your business
  • Reply to all customer reviews (positive and negative)
  • Fill in the category that best describes your business
  • Share posts related to updates, products, offers, events on your profile

How to achieve better local rankings

Mention your area

Make sure your website mentions the area your business locates and serves. The search engines crawl the website and show the most relevant matches on their results page.

A separate landing page for each one of your business locations will help search engines find your listing and display the appropriate location. If you only serve locally in an area, regarding SEO, it would be better to use “business name +service+ area” in combination, not necessarily in the title, but even within the page.

Ratings / Reviews

Google will influence your Business profile appearance on maps and search results taking into account, among other factors, the reviews you receive. When looking for a store, Google wants to provide the best result. The higher the score in your category, the more views you can achieve. Of course, this is not just about Google.

 

Go to where the Local Content is

You can use area directories, blogs, Facebook groups, or anything related to local content with your presence. Consider ways to get closer to your audience through the existing network in your area for both Local SEO and Local Branding backlinks.

Create Local Content

Your local customers love local content. Create useful content for your blog or others’ local networks to gain your audience and grow your business locally.

Mobile Users & Local SEO

When 60-70% of searches are from mobile devices, especially in the case of local search, the importance of the mobile site is critical. 

Make sure your business website is 100% mobile-friendly, loads quickly, and gives all the information needed to your prospective customer. Allow him to call you, contact you and get on the maps to find you.

Be the one in your category for your area

Perhaps this is the simplest way to explain Local SEO. The biggest challenge is this: How will you manage to make your business name and the category for your area synonymous in the public mind.

Use the Google My Business Insights

The Insights tab will help you better understand how others find your business on Google. It gives you information such as:

  • Were you searched or discovered? (Direct vs Discovery)
  • What did they type to find you?
  • Where did they see your business? (Google Search, Maps, etc.)
  • Which were their actions? (contact, call, site visit, etc.)
  • How many asked for navigation instructions to visit you, and from where?
  • Which days do they make more clicks for a call?
  • How many photo views do you have?
  • When do they visit your store the most?

Insights is a simple way to understand more about your clients. Combine this knowledge with data from Social Media Insights and Google Analytics to improve your Local SEO strategy.

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