What is Local SEO
Local search engine optimization, sometimes referred to as local search engine marketing, is an exceptionally effective way for local businesses to market online. It helps companies promote their products and services to local customers at the very moment they search for them online. Smaller, cross-site businesses can grow and attract more customers with the help of a local SEO strategy. In this blog post, we explain what it is, why it matters, how it works, and why improving your company’s local SEO can help enhance your online visibility and, thus, increase sales.
What is local SEO?
In general, SEO helps people across the Internet to find your business through search. Local SEO, on the other hand, focuses on the process of optimizing your site for local searches. Local searches are online queries that feature a geographical component such as ‘Tattoo shops near me’ or ‘Truck Finance Brisbane’. Even conducting more simple searches, such as: ‘groceries’ or ‘café’ in Google will bring up three immediate local business results for the area where the search was made. This is known as the local 3-pack, and to make sure that your business ends up in the local 3-pack, you need to implement a good local SEO strategy.
Why it matters?
The goal of a local SEO campaign is to make sure that Google wants to link to your site when people are looking for your service through local searches, making sure prospective customers can see your company on the search engine results pages (SERPs). By ranking as the most relevant business to the search enquiry, you are certain to be competing amongst your business-competitors, when potential customers are looking to buy a product. If done properly, local SEO efforts will help you improve your site’s rankings, but if done incorrectly, they are likely to have a negative impact in search engine results.
How do I improve my local SEO?
Now that you understand more of how local SEO works, you may be wondering what it takes to beat your competitors and use search engines, like Google, as a way to attract new customers to the company. There are many steps to improving your local SEO, and the better you want it to be, the more specific you must get. Due to limitations of length, we will provide you with the fundamentals to starting your local SEO efforts.
The first thing you need to implement to ensure a local listing is to create a profile on Google my Business. This is a feature made by Google for businesses that want to establish the presence of their business on the search engine. Google my Business feeds information to a variety of places, but arguably one of its most important features is creating a ‘Knowledge Panel’. A so-called ‘Knowledge Panel’ presents the searcher with a bunch of information about your business upon brand-search, such as: Name, services you offer, opening times, location, and contact details. By providing Google with essential information, such as the localization and type of service, you enable the possibility for proximity- and relevance tracking. Proximity-tracking relates to how close your business is to the searcher (physically), and relevance-tracking to how relevant your product or service is to the searcher – both being crucial for local SEO success.
In Addition to creating a profile on Google my Business, there are other things that play a major role in ranking highly on Google-searches, one of these being ‘Localisation blogging’. Localisation-blogging bases around creating content on your website that highlights your business’ location. Content that also relates to specific events or places in your city, county, or region, can come to be extremely helpful. They can help search engines better understand where you are located, and how your business relates to other activities or businesses’. This further helps developing the search-engines’ understanding of connections between your business and the consumers’ needs – helping Google in understanding your relevance to people’s online queries.
Reviews and ratings
Local SEO ranking bases a lot around managing your online presence in the right way, but unfortunately there are external factors that you cannot control directly. One of the main factors used to determine ranking is the customer’s experience with your product or service. Customer reviews and ratings play a substantial role in the ranking of websites and even if you have the best optimized website and SEO-strategy, consistently bad reviews will strongly affect your SERP ranking negatively. Therefore, to establish a good ranking you also need a product or service that pleases the consumer’s needs’.
Is this all I need to know?
Unfortunately, it is not. The constantly evolving algorithms of search engines make local SEO out to be a lot of work. It is a continuous process of updating content, information, web-design, etc., and is why so many SEO- and Digital Marketing agencies specialize within local SEO. Local SEO has the upper hand on general SEO in that it brings customers into your physical store or business’, often leading to higher rates of conversions. As such, it is a very competitive market and you can be certain that if you are not on top of the leaderboard, your competitors are going to be.
These days, people are so accustomed to technology that they tend to use the internet to look for products or services before paying for anything. This opens many opportunities for businesses’ to get new customers by being the first results of the searches made. If your business is not ranking for local search results, you can be sure that you are losing many potential customers to your competitors. As such, it is important to implement a local SEO strategy, ensuring that customers do not miss out on your incredible product or service! If you are looking to increase leads and conversions, contact us at Link Pixel for an obligation-free conversation with our SEO-experts about how we can get your business ranking locally today.