SEO is a commonly followed practice that enables businesses to increase the visibility of their websites and consequently, their rankings across search engine platforms. While general SEO tactics will help a business get customer views, it is broad-based and leads to views from a far wider geographic area – often beyond the servicing reach of the business. This translates into plenty of clicks but very few conversions or opportunities of real business. What a business needs is for its SEO to focus on a specific target area that’s within a conveniently reachable radius of the business, for the generated leads to convert into maximum in-person visits and transactions. This is where local SEO plays a key part in the growth story of local businesses. Here’s a blog that will help you understand the basics of local SEO and techniques to optimize it in order to achieve improved rankings for your business on platforms that matter.
A bit about Local SEO
Imagine a customer who’s looking for products or services that match your business’ expertise or offering. Moreover, this customer is in close proximity to your business. The only catch is, the customer doesn’t know that you exist. Is there a way the customer can be made aware of your business at the exact moment he/she is looking for the products / services that you offer? This is where local SEO comes in. Local SEO or local search engine optimization ensures that your business gets listed in search results when local customers look for products / services that match your business’ offering.
The impact of Local SEO
It’s a fact. Over 50% of online searches are done by people who are looking for products, services, skills or experts in their local area. These searches will typically begin with a description of the product/service that’s needed – for example ‘plumbing service’ and end with the words ‘near me’ – a clear indication of local preference.
According to a study, Google identified a 900% increase in searches that used the phrase ‘near me’. This prompted Google to start providing results on the basis of proximity, relevance and prominence. This means, if your business is close to a customer who’s looking for products, services or expertise offered by businesses like yours, then you have better chances of being discovered online; provided of course, you also satisfy the last criteria of having optimized local business listings.
Some facts that will change the way you look at local SEO:
- 70% of customers doing mobile searches will call a business directly
- 59% of searches on Google are from customers looking for a local business
- 87% of people searching on Google will either call or visit a local business within 24 hours
Benefits of Local SEO
Here’s a range of advantages that come your way when you decide to allocate your digital spends towards local SEO practices:
- Get to the top of search results
When doing an online search, customers mostly look at the top-of-the-page results. Research indicates that the first five results generated by Google for any search account for 67.6% of customer clicks. A local SEO strategy will help your business make it into the top league that matters. - Benefit from the local community
Local SEO practices will also enable your business to link and connect with other local businesses. This way, you can recommend other businesses that are relevant to your customers and vice-versa. A community spirit that focuses on serving the customer better while also empowering local businesses is a win-win for everyone.
- Target your traffic better
A local SEO approach ensures your business connects with people who show a higher probability of visiting your business and transacting with you. According to statistics, 72% of local searches lead to a physical visit to businesses within a radius of 5 miles. This makes better sense than a broad SEO approach where your content will reach out to people spread all over, with little chances of actual visits or leads. - Create loyalty among customers
With sustained local SEO efforts, you will make your business ‘discoverable’ to local customers. You’ll also ensure these customers keep seeing your business in subsequent search results, which will lead to relationship building and repeat business opportunities. - Gain trust and respect
Listing among the top ranks of Google search results clearly communicates that your business is vetted by Google on multiple quality parameters. Occupying a prime slot also tells customers that your business is among the best in your field, which makes it easier for them to trust you and do business with you. - Reduce your costs
Businesses are increasingly preferring traffic generated by organic means as opposed to paid means. Local SEO will help your business improve its Google ranking which in turn, will impact your visibility in online searches. This way, you’ll be able to generate higher quality leads and gain more valuable clicks, while reducing your expenditure on paid ads. - See a rise in sales
Local SEO will expand your business’ reach and awareness among local customer communities. This coupled with a favorable Google ranking will help your business become a go-to destination for local customers looking for trustworthy businesses. You will notice the impact on sales.
Ways to optimize Local SEO
Here are some proven techniques that will enable you to not just try out local SEO but max it in terms of efficiency and performance.
- Ensure appropriate business details
Customers will find it easier to locate your business when provided with the right information. Local Citations cover your business’ essential details like business name, address and contact. Make sure your local citations are complete and updated across the web, to ensure consistent delivery of information to customers no matter where they look you up. - Get your business listed in Online Directories
Google checks the entire web for your presence. A higher visibility of your business across platforms like Google My Business, Yelp, Bing etc. will firm up Google’s impression and ranking of your business as a legitimate and credible entity. Make sure to list your business data and information accurately and consistently across all digital platforms because consistency for Google, is a sign of authenticity. - Set Up & Maintain a Google My Business Profile
A Google My Business Account enables your business to gain visibility when customers look for you in Google searches or try to locate you in Google Maps. You also get other advantages like the facility to check reviews left by customers, make updates to your business information and respond to customer queries. - Update your GMB profile
Your Google My Business Page is a window that allows customers to understand more about your business. By adding photos of products or services, providing details relevant to your service experience or quality standards etc., you can turn your GMB page into your best promotional tool. Also, you can leverage this page to educate your customer community about any changes in your address, timings etc. - Respond to Reviews
A business that takes efforts to respond to customers sends a clear image that it cares about how customers view its products and / or services. Make it a priority to respond to customer reviews that come your way, good or bad. In fact, you have the opportunity to amplify the power of positive reviews and learn from and correct the reasons behind negative reviews. - Add relevant keywords
Adding keywords that connect customer searches to your business’ strengths or services will play a significant role in driving traffic to you. For instance, if you’re a dentist in Philadelphia, including keywords like ‘dentist in Philadelphia’ across your website and other communication will enable Google and other search engines to understand what you do, where you’re located and then match you to searches that are relevant to your business.
Optimizing your local SEO could prove to be one of the best strategies to not just grow your business but also make lasting and rewarding connections with customer communities. We hope this detailed blog will help you optimize and get the most out of your local SEO. If you think you need a little help from an expert, we’d be glad to help. We’re SocioSquares, a digital marketing agency with over 11 years of experience in helping small businesses and start-ups across wide-ranging domains like home improvement, dentistry, oil and propane delivery, therapy, coffee e-commerce, pet healthcare and more, get the best out of their digital marketing plans and spends. Call us and we’ll develop a customized local SEO plan that will change the way both Google and prospective customers view your business.
