What is Local SEO? A Quick Guide To Local Search Engine Optimization
There is one thing on which we all agree—local SEO for any local business is one of the most important stepping stones to success in this competitive market.
In fact, there is a growth of over 150% in local searches on Google. Such that nearly half of all Google’s 8.5 billion searches are for local businesses.
That means if you are a local brick-and-mortar store and do not have your business’s local SEO in order, you must miss out on an opportunity—when anyone searches online for your products or services.
And lots of people are searching.
Nearly 89% of mobile phone users search for local businesses at least once per week, and almost 58% are searching daily.
And from those searches, 72% of people will visit the store within five miles of their location.
Consequently, these users will have a hard time finding you if your local SEO is not in the best condition.
So, if that sounds like something you must be working towards but do not know how to do, we have compiled this quick guide. Therefore, by the end of this, you will have a firm understanding of how your business can reach its full potential and multiply your profits. However, if you do not have the resources to keep it up to date, you can always hire local SEO specialists to help you in this task.
Let us begin with the basics and learn more about them in detail.
Table Of Contents
What Are Local SEO Services?
Why Is Local SEO Important?
Latest Local SEO Google Algorithm Updates 2023
Google Pigeon
Google Possum
Other Local SEO Algorithm Updates
Practical Tips To Boost Your Local Business Profile
Conduct A Local SEO Assessment
Harness the Power of Your Google Business Profile
Make Your Website Mobile Friendly
Establishing Consistent NAP Information
Harness the Power of Citations
Promote authentic customer input
Craft Exceptional Local Content
Improve Your Business Visibility With Local SEO
What Are Local SEO Services?
Let us first understand what local SEO is. Local SEO involves enhancing the online presence of local businesses, particularly those with physical storefronts. Businesses can improve their visibility in search engine results for people in their area by following the rules of local SEO.
Search engines consider factors like locally relevant content, social media profiles, backlinks, and mentions to deliver the most pertinent local search outcomes. Local SEO empowers businesses to leverage these signals to connect with nearby potential customers and cater to the needs of local prospects seeking their products and services.
Local SEO services are strategies and tactics aimed at improving a business’s online visibility within a specific geographic area. These services optimize a company’s web presence for local search queries, making it easier for potential customers in the vicinity to find and engage with the business. It’s vital for small businesses and service providers looking to attract nearby customers and enhance their online reputation in the local market. Moreover, many companies provide some of the best online reputation management services for your business.
Let us go through some of the facts about local SEO to help you understand how important it is for you.
Why Is Local SEO Important?
- There are millions of local searches on Google every minute, and these searches often result in concrete outcomes. In other words, 80% of local mobile searches result in a purchase.
- This should not come as much of a surprise. 97% of people believe that the internet is the best place to learn about a local business.
- 90% of brands said that reviews on the internet had an effect on their local rankings. This is because one of the most important things Google uses to rank local SEO is the quality of the Google Business Profile listings.
- 28% of local searches end with a purchase in less than 24 hours. There is no doubt that local SEO will help your business grow over time.
- 40% of local SEO campaigns get a Return On Investment (ROI) of 500% or more. It is clear that local SEO is a good thing to include in your marketing plan, and it will not break the bank either.
Clearly, local searches constitute a significant portion of the SEO landscape. By positioning your local business within these search results, you increase the likelihood of potential customers visiting your establishment in a matter of minutes. Here are some key algorithmic changes in Google to help you understand what type of content you should seek.
Latest Local SEO Google Algorithm Updates 2023
Google Pigeon, Possum, and other local SEO algorithm updates have significantly impacted how local businesses rank in search results. These updates are designed to improve local search results accuracy and relevance and help users find the most relevant businesses for their needs.
Google Pigeon
Google Pigeon was a prominent local SEO algorithm update in 2014. The goal of Pigeon was to improve the accuracy of local search results by giving more weight to distance and location signals. This update significantly impacted businesses that relied on local traffic, making it more difficult for businesses that were located further away from a user’s search location to rank well.
Google Possum
Google Possum was another major local SEO algorithm update rolled out in 2016. The goal of Possum was to improve the quality of local search results by filtering out spammy and low-quality listings. This update significantly impacted businesses that were using black hat SEO techniques to improve their rankings. Moreover, it affected more than 64% of local SERP rankings overnight.
Other Local SEO Algorithm Updates
In addition to Pigeon and Possum, Google has released several other local SEO algorithm updates in recent years. These updates have focused on a variety of different factors, including:
- Reviews: Google now pays great attention to reviews when ranking local businesses. Businesses with positive reviews tend to rank higher than businesses with negative reviews.
- Social signals: Google also pays attention to social signals, such as likes and shares, when ranking local businesses. Businesses with a strong social media presence tend to rank higher than businesses with little or no social media presence.
- Category specificity: Google now prefers businesses with clearly defined categories focusing on a specific niche. Businesses that are generalists or have a broad range of products or services may have difficulty ranking well.
Let us look at some of the tips you can use to optimize your local business profile.
Practical Tips To Boost Your Local Business Profile
Now that you have a good grasp of what local SEO entails and how it functions, here is a local SEO checklist to assist you in your quest for improved local rankings.
Conduct A Local SEO Assessment
One of the initial steps in crafting a local SEO strategy is to perform a thorough local SEO assessment. This process will give you deeper insights into your current rankings, strengths, and weaknesses.
A comprehensive local SEO assessment should encompass various elements, including:
- Researching local keywords
- In-depth analysis of your competitors
- Evaluating your Google Business Profile(s)
- Examining website factors like page speed, schema, and duplicate content
After thoroughly examining the local SEO landscape, you will be better equipped to implement a comprehensive strategy that can yield positive results. Conducting a local SEO assessment every six months or so is advisable to stay updated on further enhancements or refinements.
Harness the Power of Your Google Business Profile
Formerly recognized as Google My Business, your Google Business Profile (GBP) is an indispensable asset for individuals seeking to enhance their business’s presence on local Search Engine Results Pages (SERPs).
Entrepreneurs can input diverse information into their GBP, which encompasses essential details such as Name, Address, and Phone (NAP) particulars, operating hours, and key features related to their products and services. Furthermore, you can embellish your GBP with images, enabling you to showcase your storefront and assist potential customers in confirming their destination.
During the setup of your GBP, it is imperative to ensure the utmost accuracy of the information you provide. All the information must align with what is available elsewhere on the internet. Prior to publishing, conduct a thorough review to rectify any disparities.
Subsequently, once your GBP is established, it is of paramount importance to maintain and update it. For instance, if a bar extends its services to include food, it is imperative to modify the GBP categories to reflect this expanded offering. Doing so significantly enhances your chances of ranking higher for relevant search queries.
Make Your Website Mobile Friendly
With Google’s mobile-first indexing approach, having a mobile-friendly website isn’t merely a suggestion; it’s a vital component of any effective local SEO strategy.
Today, people frequently turn to their smartphones when on the go to access information like directions, contact information, and operating hours. Ensuring your website is mobile-responsive is essential to prevent potential customers from abandoning your site due to a slow or frustrating experience.
Several factors need consideration to ensure your website is compatible with mobile devices. Firstly, adopting a responsive design is crucial, ensuring optimal viewing on various screen sizes and shapes.
Additionally, page loading speed is paramount. The longer it takes for a page to load, the more likely users will leave your site in favor of a competitor’s. To address this, you can optimize your images by compressing them to a more appropriate size and writing efficient Cascading Style Sheets (CSS) to reduce loading times. Refer to our dedicated guide for more in-depth guidance on improving page speed.
Establishing Consistent NAP Information
Incorporating NAP details into your business operations is essential to any local SEO strategy. This information enables Google’s crawlers and potential customers to identify your business, its location, and contact details, ultimately enhancing your chances of appearing in relevant search results.
To get started, you must ensure that your NAP details are prominently featured on your website. While they can technically be placed anywhere, including them in the website’s header, footer, or dedicated contact page is customary.
Maintaining NAP consistency is crucial whenever your business information is shared online. This consistency is a key indicator that search engines monitor closely. Every online mention of your business must display the same up-to-date information. This ensures customers are not led to outdated locations while seeking your services or products.
Harness the Power of Citations
Citations refer to any instances where your business’s information is mentioned online. Acquiring mentions from reputable and authoritative websites sends positive signals to search engines, enhancing your overall trustworthiness.
Various citation types warrant your attention, including structured and unstructured citations. Structured citations involve your business details being featured in directories like Yell.com and Yelp. Conversely, unstructured citations entail your NAP information appearing on websites that aren’t dedicated business listing directories.
For example, if a business organizes an event and another website includes your NAP details in the invitation, Google’s web crawlers will recognize this and factor it into their local ranking algorithm.
To promote your business, actively seeking out and capitalizing on these citation opportunities is essential. However, remember to maintain consistency in your NAP information, as previously emphasized.
Promote authentic customer input
In the quest for superior service, it’s essential to acknowledge that a whopping 98% of consumers turn to online platforms like Tripadvisor, Yelp, and Yell to peruse reviews and glean insights on local businesses and their offerings. Moreover, in its quest to calculate a five-star rating, Google aggregates these online reviews from across the web.
When your service excels, you can rest assured that positive reviews will bolster your online presence. However, in times of adversity, addressing negative feedback online actively becomes imperative. This demonstrates your responsiveness and showcases your commitment to improving potential customers and the discerning eye of Google’s ranking algorithms.
Craft Exceptional Local Content
High-quality, original content has always been a fundamental element of a well-structured SEO strategy, and its advantages in the realm of local SEO are widely recognized. Local content on local business listings serves as a means to maintain a prominent presence in the minds of your target audience and can significantly boost your search engine ranking when executed correctly.
While there’s no one-size-fits-all solution, there are various strategies at your disposal. One approach involves launching a blog to delve into topics that pique the interest of your local community. Alternately, you can optimize your service pages for specific, and less competitive local keywords.
In the end, your content must provide added value to your customers while aligning with your broader objectives. Irrelevant or low-quality content can be more detrimental than beneficial, so it’s crucial to consider the purpose and relevance of each article or page before embarking on content creation.
Improve Your Business Visibility With Local SEO
Navigating the competitive landscape of search engine rankings can be quite challenging for businesses, particularly for smaller enterprises operating with limited resources. However, the significance of local SEO cannot be overstated when it comes to achieving success in your business endeavors.
It is crucial to improve your local search rankings to reach your target audience at a time when people depend more on search engines and online reviews to meet their needs.
To embark on this journey towards improved local SEO performance, delve into the following strategies. These include optimizing your website, crafting high-quality local content, securing citations, using local link-building techniques, and garnering favorable reviews on local sites. But remember, your local SEO efforts should extend beyond the technical aspects, i.e., using AI local SEO tools to help you improve your profile.
Local SEO success can also be increased by networking with other local businesses, attending community events, and joining local organizations. If your clientele consists of other businesses, ensure that you apply local SEO techniques tailored for B2B interactions.
Adaired Digital Media specializes in providing Local SEO business profile services. Our commitment is to enhance your online presence, drive growth, and establish a dominant position within your industry. With our expertise, we’ve helped numerous brands, ranging from small businesses to corporate giants, achieve remarkable results.
Our comprehensive digital marketing services, including brand evolution and global advertising, ensure a substantial ROI. At Adaired, we are dedicated to exceeding expectations and delivering top-notch Local SEO business profile services