When you’re craving sushi for dinner tonight, you’re probably not interested in the top sushi restaurants in Tokyo, right? Most likely, you’re looking for the best sushi in your local area. Search engines like Google know this, and as mobile searches continue to increase, they have designed their algorithms to deliver the most relevant (and local) search results.
Anyone familiar with digital marketing will have heard of SEO. However, in recent years, local SEO has become more and more valuable as people use their smartphones to search online. Local SEO is founded on the same rules as traditional SEO, but key differences exist. Local SEO must be part of your marketing strategy if you want to grow your business and reach more nearby customers. Optimizing your business by ensuring your business address and information are accurate and consistent across various platforms, like directories and social media, can enhance visibility in search results and let search engines know to feature your business in surrounding local areas.
Here, we'll examine the strategies and benefits of local SEO and how it can help you connect with nearby customers to grow your business.
WHAT IS SEO?
Search engine optimization, or SEO, is a set of practices used to optimize your website's performance on search engine rankings. SEO works to improve the quality and quantity of your web traffic through organic search results. Compared to PPC (pay-per-click) advertising, SEO may not deliver immediate results, but this approach to digital marketing looks at the big picture to improve your online presence.
If you want to succeed in e-commerce, your business must be visible. In the digital marketplace, this means showing up on the first page of search engine results (especially on Google). According to Moz, over 70% of search traffic clicks are through sites appearing on the first page of Google Search, making visibility rankings a highly valuable factor to consider.
SEO can take many forms, including backlinks, keywords, image optimization, and quality content. At its core, this digital marketing method is all about making your website and brand more visible to more potential customers searching for your products or services. This exposure is the key to success in the vast ocean of online search results.
HOW IS LOCAL SEO DIFFERENT?
As its name suggests, local SEO focuses on ranking websites for local search results. Local SEO has become more important in recent years for two primary factors.
Reason one: More people use search engines as more services become available online. Twenty years ago, search engines primarily connected users to information. Now, we're using Google to search for practically anything, from new shoes and cars to even your next doctor.
Reason two: Smartphones. Before smartphones' booming popularity, most web searches took place from a stationary computer at home — thus, your location never really changed. Nowadays, however, thanks to smartphones, people are increasingly performing web searches from practically anywhere.
Say, for example, you're looking to get a haircut. With local search results, all you need to do is type “haircut” as your search query, and Google will link it with the GPS on your device to find you the most relevant (and local) results. Local SEO is a much more focused and specific approach to digital marketing aimed at generating traffic and converting customers. Additionally, you can develop a solid online presence and brand recognition through local SEO practices.
WHY IS LOCAL SEO IMPORTANT FOR LOCAL BUSINESSES?
Local SEO is crucial for local businesses because it significantly enhances their online visibility, driving more foot traffic to their physical locations and ultimately boosting sales and revenue. Businesses can effectively reach their target audience and stay ahead of competitors by optimizing their website and online presence for local search. According to Google, 76% of local mobile shoppers visit a store within a day of conducting a local search. This statistic underscores the importance of local SEO in converting online searches into real-world customers. Additionally, local SEO helps businesses build their brand reputation and establish themselves as authorities in their industry, fostering trust and loyalty among local consumers.
HOW LOCAL SEO WORKS
Local SEO optimizes a business’s online presence to rank higher in local search engine results pages (SERPs). This involves combining on-page and off-page optimization techniques, including local keyword research, content creation, local link building, and Google Business Profile optimization. When a user conducts a local search, search engines like Google use algorithms to determine the most relevant and valuable results to display. By optimizing their website and online presence for local search, businesses can increase their chances of appearing in the top results and attracting more customers. This targeted approach ensures businesses connect with users actively seeking their products or services locally.
BENEFITS OF LOCAL SEO
1. Brand Visibility
Why are so many consumers loyal to Apple and its whole line of products? Because they know the brand and what to expect from their digital devices. Local SEO increases your brand's visibility in your region. While you may not become the next Apple, brand recognition does increase trust, which leads to customers.
2. A Budget-Friendly Way To Attract Customers
Local SEO connects you with some of the most valuable customers you need — those near your business. Compared to PPC advertising, SEO is designed to increase your ROI and develop a successful web presence for years at minimal cost. Local SEO can also be much more focused and specific, further reducing costs and reaching valuable potential customers. When these valuable customers are satisfied with your business, they are more likely to leave reviews that attract other local customers. Effective management of online reviews is crucial for improving local SEO efforts, as receiving positive reviews and responding to feedback enhances consumer trust and contributes to better rankings on platforms like Google Business Profile.
3. Reach across platforms
While Google is certainly the search engine of choice for most online searches, there are other platforms, such as Yelp and Trip Advisor, that allow you to reach potential customers. This strategy is especially effective with local SEO when it’s difficult to match up with larger companies on a national scale.
4. Enhance Credibility
Quality content and online reviews are two fundamental aspects of a comprehensive local SEO strategy. Quality content and reviews also boost the credibility and authority of your website because it shows you’re working to fulfill your users' search queries by offering high-quality, consistent, and unique content. Positive online reviews also help potential customers learn more about what you can offer.
5. Establish Local Presence
Social media presence is an essential factor in local SEO. Customers want businesses to be engaged with the local community and be responsive to customer reviews, feedback, and needs. Consider how diligent use of various social media platforms, like Facebook and Instagram, can enhance your local presence and connect you with your community.
LOCAL SEO RANKING FACTORS
Local SEO ranking factors are the criteria used by search engines to determine the relevance and usefulness of a business’s online presence for local search queries. Some of the most important local SEO ranking factors include:
- Google Business Profile Optimization: Ensuring your Google Business Profile is complete and accurate.
- NAP (Name, Address, Phone Number) Consistency: Maintaining consistent NAP information across all online platforms.
- Online Reviews and Ratings: Encouraging positive customer reviews and managing your online reputation.
- Local Keyword Usage and Relevance: Incorporating relevant local keywords into your content.
- High-Quality and Relevant Content: Creating content that addresses the needs and interests of your local audience.
- Mobile-Friendliness and Page Speed: Ensuring your website is optimized for mobile devices and loads quickly.
- Local Link Building and Citations: Acquiring links from reputable local websites and directories.
Optimizing their website and online presence for these ranking factors can help businesses improve their local search visibility and attract more customers.
HOW TO OPTIMIZE LOCAL SEO
In addition to working with a top SEO agency, there are many ways to improve your local SEO to reach more potential (and nearby) customers.
1. Google My Business
One of the most fundamental steps is to ensure that you have completed your Google My Business account. This free tool allows businesses to manage their online presence and helps connect users to their business when performing search queries and using Google Maps (think of this as almost a modern-day Yellow Pages directory).
An optimized Google My Business account is a completed one. When filling this out, include your location, hours of operation, logo, products, payment methods, and images of your business.
2. Customer Reviews
Knowing which businesses to trust in the vast online marketplace can be challenging — which is why customer reviews are so important. According to statistics, roughly 85% of customers trust online reviews as much as they would a personal recommendation from a friend or family member. Online reviews are the new “word-of-mouth” and can help your local SEO presence. Having numerous positive reviews, of course, will also help attract more local customers to your business.
3. Localized Content
What news is happening in your local area? We've all read countless generic online articles, but when you can customize your content to respond to local issues and events, you'll draw in the eyes of the users that matter most — your local ones. Try writing your content about current and local events, whether it's blogs, articles, or videos. Not only does this boost SEO, but it also makes your web presence that much more relevant for your community.
4. Mobile Optimization
Local SEO has become so valuable because more and more people are performing searches on the go from their smartphones. While it may seem obvious, many people overlook the fact that your website needs to function just as well on a mobile device as it does on a laptop or desktop. Make sure your site loads quickly and has a strong UI for mobile users. You may also consider increasing the font size to enhance this experience.
Drive Local SEO With Peaks Digital Marketing
Google and other search engines are dedicated to providing users with the most relevant results. If you're looking for dinner, a haircut, or even a new car, you want local and relevant results, which is why designing your website and web presence with local SEO in mind is an absolute must.
At Peaks Digital Marketing, we specialize in a wide range of SEO services, including local SEO, to help you climb the Google ladder. In the digital world, there's never been more competition for healthcare services. Learn more about how Peaks Digital Marketing can help you reach the summit of success.
