Local SEO
Local SEO
Local SEO is a marketing technique that involves optimizing your online presence for better visibility within the local search results. This enhanced visibility is achieved through a variety of tasks, such as:
- managing your Google Business Profile;
- developing your reputation;
- optimizing your website;
- building citations;
- monitoring your competitive search landscape;
- monitoring and exploiting changes in Google;
- local link building; and
- spam fighting.
Who needs local SEO?
A number of different business types can benefit from implementing a local SEO strategy, such as:
- local businesses;
- SEO agencies working with local clients;
- multi-location brands and franchises; and
- service-area businesses (SABs).
Local Businesses
It should go without saying that all local business owners will want—and need—to attract the attention of anyone who’s searching to use a business like theirs in the area.
If your business isn’t showing up in the local SERPs, then you’re missing out on a huge chunk of potential custom.
Local business types that can benefit the most from local SEO include:
- medical services;
- legal services;
- hospitality venues;
- real estate services;
- pet services;
- fitness and leisure venues; and
- many more!
GBP offers users the opportunity to choose from a wide range of categories, and can therefore be used by all kinds of different business types.
SEO Agencies Working with Local Business Clients
There are several important differences between traditional SEO and local SEO. This means that agencies working with local businesses need to understand these differences and have a local-specific strategy in place.
If you’re an agency working with local business clients, then you’ll need to have the knowledge and expertise to help them reach their specific goals.
Multi-location Brands and Franchises
Multi-location brands and franchises are in the complex position of needing to rank in many different places. This could be a handful of locations, or it could be hundreds.
Succeeding at multi-location SEO will require a comprehensive strategy and a collective effort from all locations. Learn more about the SEO essentials that need to be considered.
Service-area Businesses
Service-area businesses are those that deliver or serve customers in their own homes or businesses, across a wide area—as opposed to having a physical location that customers can visit.
This includes:
- plumbers;
- electricians;
- builders;
- cleaners;
- pest controllers;
- locksmiths; and
- many more!
SABs will generally work in a range of different locations, some of which may be far from where they’re based. If you operate a SAB, then local SEO is an essential tool for getting your services seen in all of the locations that you serve.
What are the benefits of local SEO?
There are numerous benefits to implementing a local SEO strategy. They include being able to reach more people, drive more conversions, and build your reputation.
When you successfully begin to achieve these outcomes, then it’s natural to expect that your business will grow.
Reach More People
Better visibility in the local search results will lead to more people discovering your brand. From here, the searcher might visit your GBP, click through to your website, or decide to visit your business in person.
Appearing in the Local Pack is one of the best ways to reach potential local customers, and successfully ranking here should be an SEO priority. However, it’s not just the Local Pack that you should pay attention to. Increased visibility in map apps—such as Google Maps and Apple Maps—can also increase footfall to your business.
People who are searching for a business on the move, such as those looking for a cafe or restaurant to visit, will often do so via their map app of choice.
Drive More Conversions
Taking action to increase search visibility will naturally lead to more people visiting your business website—and more web traffic can result in more conversions.
Depending on your specific business type, a conversion may be one or more of the following:
- product sales;
- service sales;
- account signups;
- newsletter signups;
- phone calls;
- free trials; or
- form submissions.
Since online consumers can often find the information they want within your GBP, they don’t always need to visit your website to convert. This increases the value of ranking in the Local Pack and means that businesses with websites that have low organic search authority can still perform well.
Enhance Your Reputation
Regardless of what type of business you’re in, your reputation is imperative to your long-term success. Certain local SEO actions will contribute to building your reputation and establishing you as a leader within your industry.
Your review profile is one of the most important aspects of your online reputation. It demonstrates to potential customers why they should choose you over your competitors. It also allows consumers to observe how you deal with unhappy customers when you respond to negative reviews, and to get a taste of the personality of your brand.
What are the key local SEO services and tactics?
The practice of local SEO encompasses a wide range of different services and tactics, including:
- managing your GBP;
- developing your reputation;
- optimizing your website;
- building citations;
- monitoring your competitive search landscape;
- monitoring and exploiting changes in Google;
- local link building;
- spam fighting; and
- local SEO reporting.
