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Local SEO (Search Engine Optimization) is a digital marketing strategy that enhances a business’s visibility on search engines for location-based searches. These local strategies are essential for businesses operating within specific cities or states, as Google understands when a search has “local intent.” Local SEO helps businesses attract local customers who are actively searching for their products or services.
As one half of Imprint Digital’s SEO team, I’ve worked with countless local businesses to help them increase their local traffic. In this article, I’m going to help you understand the benefits of locally-targeted search engine optimization.
The Short Answer: What are the Benefits of Local SEO?
Local SEO improves your business’s online visibility within a specific area, making it easier for potential customers to find and interact with the business. This targeted approach drives more relevant traffic to the business’s website and increases physical store visits and overall customer engagement. It is also a great way to ensure you appear in the local map pack within search engine results.
Understanding Local SEO
What is Local SEO?
Local SEO is the practice of optimizing a business’s online presence to attract more customers from relevant local searches. These searches typically occur on search engines like Google and Bing, where users look for businesses and services “near me” or within a specific city, town, or neighborhood. Unlike traditional SEO, which focuses on improving visibility on a national or global scale, local SEO targets potential customers in a defined geographic area.
Importance of Local SEO
Local SEO is essential for businesses that want to be discovered by potential customers in their local area. According to recent statistics, 46% of all Google searches are looking for local information, and 78% of mobile local searches result in an offline purchase. This trend underscores the importance of having a robust local SEO strategy to capture this significant share of local traffic.
For instance, if you run a bakery in San Francisco, local SEO helps ensure that when someone searches for “bakery near me” or “best bakery in San Francisco,” your business appears prominently in the search results. This visibility increases the likelihood of online visits and drives more foot traffic to your physical location.
Local searches don’t always have to include “near me” or a specific city name either. Google can tell if a search has “local intent” without you specifying it. For example, if you were to search “HVAC technician” on Google right now, you’d see numerous results for technicians in your local area.
Key Benefits of Local SEO
Better Online Visibility
One of the primary benefits of local SEO is improved online visibility. Various local ranking factors can be improved via citation building, link building, and maintaining consistent NAP information across various online platforms. These factors help increase your business’s presence on search engines, making it easier for potential customers to find your business when searching for local services or products.
Increased Foot Traffic
Greater visibility in local search results naturally leads to more foot traffic for physical stores. When your business appears in the Local Pack or on Google Maps, it provides essential information like your address, phone number, and business hours, making it easier for customers to visit you. This increased visibility can significantly boost sales for businesses that rely on in-person visits, such as cafes, retail shops, and service providers.
Targeted Web Traffic
Local SEO helps attract more targeted web traffic, meaning visitors who are more likely to be interested in your products or services. By optimizing your website and online profiles for local search terms, you can draw in users who are specifically searching for what you offer within your geographic area. This targeted approach increases the chances of conversions and reduces the time and resources spent on unqualified leads.
Key Components of a Successful Local SEO Strategy
Google Business Profile Optimization
One of the most critical elements of a local SEO strategy is optimizing your Google Business Profile (GBP). This free tool allows businesses to manage their online presence across Google, including Search and Maps. Here are the key steps to optimize your GBP:
- Claim and Verify Your Profile: If you haven’t already, claim your Google Business Profile and verify it to gain full control over the information displayed about your business.
- Complete Every Section: Ensure that all sections of your profile are complete and accurate. This includes your business name, address, phone number, website, hours of operation, and categories.
- Add High-Quality Photos and Videos: Visual content helps attract more views and engagement. Regularly update your profile with high-quality photos and videos that showcase your products, services, and the interior and exterior of your business.
- Use Keywords in Your Business Description: Write a compelling business description with relevant local keywords. This helps Google understand what your business offers and improves your chances of appearing in local search results.
- Encourage and Respond to Reviews: Actively seek customer reviews and respond to them promptly. Positive reviews improve your reputation and visibility in local searches.
Local Keyword Research
Local keyword research involves identifying the search terms that potential customers use when looking for local businesses like yours. Here are steps to conduct effective local keyword research:
- Use Local Keyword Tools: Make use of tools like Google Keyword Planner, Ahrefs, BrightLocal, and SEMrush to find keywords with local intent. Look for terms that include your city or neighborhood.
- Analyze Competitors: Check the keywords for which your local competitors are ranking. This can provide insights into effective keywords that you might have overlooked.
- Incorporate Long-Tail Keywords: Long-tail keywords are more specific and often less competitive. For example, instead of just “plumber,” use “emergency plumber in [city]” or “24-hour plumber near me.”
- Leverage Google Autocomplete: Type your main keywords into Google’s search bar and see what autocomplete suggestions come up. These suggestions are based on actual searches and can provide valuable keyword ideas.
On-page SEO for Local Search
On-page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic in search engines. For local SEO, this includes:
- Optimize Title Tags and Meta Descriptions: Include local keywords in your title tags and meta descriptions to improve your visibility in local search results.
- Use Schema Markup: Implement local business schema markup to provide search engines with detailed information about your business, such as address, phone number, and business hours. This can enhance your chances of appearing in rich snippets.
- Include NAP Information: Ensure that your business’s name, address, and phone number (NAP) are consistent across your website and other online platforms. Inconsistent NAP information can confuse search engines and harm your local rankings.
Local Link Building
Building local backlinks is crucial for boosting your local search rankings. Here are effective strategies for acquiring local backlinks:
- Get Listed in Local Directories: Submit your business to local online directories and citation sites like Yelp, TripAdvisor, and local chambers of commerce.
- Sponsor Local Events: Participate in or sponsor local events, charities, and sports teams. These organizations often provide backlinks to their sponsors on their websites.
- Engage with Local Bloggers and Influencers: Collaborate with local bloggers and influencers who can write about your business and provide valuable backlinks.
Managing Online Reviews
Online reviews play a significant role in local SEO and customer decision-making. Here’s how to effectively manage your reviews:
- Encourage Reviews: Ask satisfied customers to leave reviews on your Google Business Profile, Yelp, and other sites. The more positive reviews you have, the better your local SEO performance.
- Respond to Reviews: Always respond to reviews, both positive and negative. Thank customers for positive reviews and address any concerns raised in negative reviews professionally and promptly.
- Monitor Your Reviews: Use tools like BrightLocal to monitor new reviews and respond quickly. Regularly check your review profiles to ensure you’re aware of all feedback.
Benefits of Local SEO: Final Thoughts
Local SEO is a powerful tool for enhancing the visibility and success of businesses within specific geographic areas. You’ll need to earn & manage customer reviews, optimize your site for local keywords (without keyword stuffing), and earn local backlinks to see the benefits of this strategy. Of course, if you don’t have the time to manage all of this yourself, you could always hire a professional.
Give us a call today if you want to see the benefits of local SEO firsthand. To learn more about local SEO costs, click here.