Wherever you operate your business, you likely rely on local traffic and you might have already been advised to focus on your Local SEO.
Why is Local SEO so important? Because it matches your business with purchase-ready customers near you.
It’s crucial to understand the nuances of Local SEO and its evolution, in order to master and implement a strategy specifically tailored to your local audience.
What is local seo?
Local SEO is the practice of optimizing your digital presence to appeal to web searches with local intent. Local intent is determined in search queries for products or services that Google deems geographically relevant.
For example, search queries like “pizza near me” or “ gas station,” have local intent. When Local SEO is implemented properly, your business will rank higher on search engine results pages for these local-specific queries for the searches within your service area.
Why is local SEO IMportant?
Ranking locally is essential to capturing local audiences who’ve already expressed the intention to convert.
Whether you own a coffee shop or a Pilates studio, search engine users are constantly searching for products and services in their area. You just need to get your brand in front of them, at the right time.
Considering that there are over 2 trillion Google searches a day and 46% of all Google searches are done with local intent, the importance of Local SEO should not be underestimated.
Local SEO leads to better returns on your marketing dollars because you are targeting users who are already in-market for your product or service. 80% of local searches lead to a conversion within a day. Without Local SEO, you could be leaving money on the table.
How Does Google Rank Local Searches?
Google’s complex algorithms are dynamic and non-disclosed, however, there are three known key factors that make up local search rankings.
Google’s local algorithms rank your website based on user proximity, prominence, and relevance. All of these elements are closely related to the health of your Google Business Profile listing, the powerhouse of Local SEO.
1. User Proximity
This is where the user is in relation to your brand’s geographical location.
It’s simple really. Closer searcher = higher ranking. This is why it is important to have accurate listings for each location you have.
2. Relevance
This is simply how relevant your business is to the search query.
As a pizza parlor, you won’t rank highly for the search term “sandwiches near me,” but you might rank highly for a more ambiguous term “food near me.”
You can improve your relevance by posting fresh content, centered on asking common questions relevant to your business’s product and services. Make sure your GBP is in the correct business category, include local keywords, and ensure you implement on-page SEO best practices.
3. Prominence
This is how important Google believes your business to be in relation to your top competitors.
You improve your prominence ranking by building domain authority, encouraging reviews, increasing foot traffic, and gaining recommendations. Basically, by providing and demonstrating value to users, but demonstrating it takes a coordinated effort with your clientele, and you’ll need a strategy to solicit the right interaction
Understanding the local pack
“The Local Pack” is three select businesses Google displays at the top of a search engine results page. These businesses are not shown as direct websites but are pulled from the Google Business Profile directory.
To win a spot in the esteemed Local Pack, you must have a Google Business Profile page, (formerly known as Google My Business) that Google deems worthy based on their local search algorithms.
Landing a spot in The Local Pack gives your business a unique edge. 50% of users who make a search query on their mobile device will visit a nearby business within 24 hours, and it is actually 60 times more likely a customer with local intent will see your business listing.
However, as with any SEO ranking, you can easily slide out of the Pack. Continuing to monitor and optimize your discovery channels and GBP profile can help you to maintain your standing.
How TO IMprove Your Local Ranking
How can you properly leverage local SEO to improve your conversions and bottom line?
The following 8 sections cover several techniques to incorporate into your website and GBP that search engines will love.
1. Encourage Customer Reviews
Customer Reviews are the first things users look at when deciding whether or not a business is credible.
Building your reputation online is guaranteed to drive more conversions. Proactively ask customers to leave reviews, and make it a seamless process to avoid pain points.
Once you have ample, fresh reviews, your local SEO rating will soar.
2. Conduct Keyword Research
Customer Reviews are the first things users look at when deciding whether or not a business is credible.
Building your reputation online is guaranteed to drive more conversions. Proactively ask customers to leave reviews, and make it a seamless process to avoid pain points.
Once you have ample, fresh reviews, your local SEO rating will soar.
3. IMPROVE DOMAIN AUTHORITY
Including relevant links (both internal and external), will bump up your local rating while driving traffic to other pages on your website.
Your goal should be to make your site answer all the questions a person might have, optimizing for question-based searches and user experience. But it doesn’t mean dumping an encyclopedic amount of detail on a single page. Your pages need to have content that is relative to the different stages of a buyer’s journey, from information gathering to clarifying why you are worthy of a call, visit, or purchase.
4. Optimize Your Google Business Profile Listing
Think about the last time you viewed a business with no reviews or missing information. Consumers make snap decisions on whether or not a company is credible. Make sure you are doing everything you can to present a legitimate and professional brand image.
Ensuring your GBP profile is up to date, including relevant links, hours, and contact information is only the beginning. Encourage customers to leave reviews and integrate third-party services for engaging with shoppers in real-time.
Routinely-uploaded, quality photos let customers know your business is thriving and applicable to them.
There are more tips and tricks for advanced users and those ready to commit to Local SEO management, but these few will get you started.
5. Create Local Content
Creating feature-rich and relevant content on both your website and GBP is extremely valuable when it comes to Local SEO. Imagine content as micro-blogging focusing on certain aspects of your business delivery.
Your content should be deliberately tailored to your local-specific strategy. Consider answering commonly asked local questions, creating community-centered social media posts, or writing showcases on local events and news stories.
6. Utilize A Mobile-Friendly Design
61% of all search traffic is done on mobile phones, so your site must be crafted to run smoothly and responsively on a variety of devices and screen sizes. Make it easy for browsers to view your website.
And for mobile users around the corner, it’s likely they are driving or walking your way. Specific driving, parking, and access directions should be prominent to make finding you easy.
7. Pay Attention to your Competitors
You should be routinely running competitive analyses to discover how you are ranking against competitors on different search queries, engines, and content. These analyses will allow you to uncover any areas where you may be falling behind, and strategically remedy them.
Be cognizant that Google will show different search results to different people based on location, search history, and even device. So, what you see from your device may not paint an accurate picture of your positioning to others. Competitor research takes more effort than a simple search. You’ll need to verify your SERP results with a service that evaluates from a broader perspective as seen in Semrush or Ahrefs.
8. Maintain Your Online Presence
All information should be routinely updated with business hours, contact information, and accurate products/services offered. If an interested user encounters a broken link or an inaccurate phone number, it can cost you valuable conversions. Remember that maintaining accurate information and links is important across all customer discovery channels.
Flatten your SEO Learning Cruve
Local SEO is essential for businesses targeting local customers. With millions of local intent searches daily, it’s crucial to optimize your online presence. Local SEO connects you with ready-to-buy customers, leading to quick conversions. Mastering Google’s ranking factors—proximity, prominence, and relevance—is key. To enhance your strategy, encourage reviews, research keywords, boost domain authority, and maintain your Google Business Profile.
Search Engine Optimization for local businesses is one of the most impactful digital marketing moves you can make, but it is not always obvious. Partnering with the best local SEO agencies like Fahrenheit Marketing can amplify your local visibility and conversions, ensuring you don’t miss out on valuable opportunities.