Local SEO is important for small businesses to show up on local search results and to be able to compete for "near me" searches.
"Near me" searches are critical, as the intent behind them is highly transactional. This means users are much more likely to convert.
This guide will explain local SEO in-depth, why it's important for small businesses, and how to implement local SEO strategies on your website.
What is local SEO marketing?
Local SEO is a way to attract customers from nearby searches and more customers from local searches.
The goal is to ensure that your business appears prominently in the search results when people search for products or services in their area.
Local SEO involves:
Creating and optimising a Google My Business profile.
Using local keywords.
Maintaining consistent business information across online directories.
Encouraging customer reviews.
Ensuring your website is mobile-friendly.
Below is an example of a local search result on Google. The screenshot shows Pho places near me in Perth.
Effective local SEO helps businesses increase their visibility to local customers, driving foot traffic to physical locations or generating leads for local services.
How local SEO works
In addition to Google's typical ranking criteria, its local search algorithms prioritise three primary factors to ensure the most accurate match:
Relevance: This measures how closely a Google Business Profile aligns with the terms used in a user's search query.
Distance: This evaluates the proximity Google estimates between a user and a business during a search.
Prominence: This assesses the perceived significance of a business to its potential customers by Google.
What is the difference between SEO and local SEO?
SEO and local SEO may sound similar, but both have distinct focuses that target different audiences.
SEO is about enhancing a website's visibility across broader search engine results pages (SERPs) to attract a global or national audience.
SEO involves optimising content, improving website structure, acquiring backlinks, and implementing technical SEO practices to attract organic traffic from various locations.
Below is an average Google search for broad keywords like "watches." As you can see in the screenshot, the search results do not show local listings.
Local SEO is all about connecting your business with nearby customers. It targets explicitly optimising a website to attract local customers within a specific geographic area, such as a city or region.
It emphasises strategies like creating and optimising Google My Business profiles, using local keywords, managing online reviews, and ensuring business information consistency across local directories.
Below, the searcher has changed the exact Google search as above by adding "near me." As you can see, the search results have been localised to show nearby stores.
The difference is that local SEO drives foot traffic to physical stores or generates leads for local services. It is a crucial strategy for businesses with a local customer base.
Why local SEO is essential for small businesses
Local SEO matters for your business to be easily found by local customers. It involves optimising your online presence with local keywords, managing your Google My Business profile, and earning positive reviews.
Local SEO for small businesses ensures your business appears prominently in local search results, driving foot traffic to your store or generating leads for local services. By investing in local SEO, you improve your online visibility and connect better with nearby customers, fostering growth and success within your community.
Important statistics from Market IX
46% of all Google searches are seeking local information.
88% of consumers who search locally on their mobile phone visit or call a store within 24 hours.
72% of consumers who perform a local search visit a store within 8 KM of their current location.
92% of searchers will choose businesses on the first page of local search results.
78% of local mobile searches result in an offline purchase.
60% of local searches on mobile devices result in a conversion within one hour.
86% of people look up the location of a business on Google Maps.
50% of consumers who conduct a local search on their smartphone visit a store within a day.
92% of searchers will pick businesses on the first page of local search results.
How do you know if your small business needs local SEO?
Only some businesses need local SEO, so how do you know if you need local SEO?
Determining if you need local SEO for your small business depends on your business and target audience. Local SEO is vital if you serve local customers or have a physical location, like a restaurant or retail store.
Local SEO helps attract nearby customers searching for products or services like yours online. It's also crucial if you want to compete effectively, as competitors are visible in local searches.
Whether you rely on foot traffic or provide services locally, optimising for local search can significantly boost your visibility and attract more relevant traffic from your community.
Which business is likely to benefit from local SEO practices?
Local SEO practices are particularly beneficial for businesses that cater to customers within specific geographic areas. Some industries include regional service providers like -
Electricians.
Landscapers.
Retail stores.
Restaurants.
Doctors.
Dentists.
Chiropractors.
By optimising local search, any business with a physical location or one that offers services locally can improve its visibility and attract more customers.
How to do local SEO for your small business - a step-by-step guide
Local SEO (Search Engine Optimisation) focuses on optimising your online presence to attract more business from relevant local searches on search engines like Google. Follow the below step-by-step guide to boost local SEO.
Google My Business (GMB)
Claim and verify your Google My Business listing if you haven't still need to do so.
Ensure all information (business name, address, phone number, website URL, business hours, etc.) is accurate and up-to-date.
Choose relevant categories for your business.
Upload high-quality photos of your business, products/services, and team.
Encourage customers to leave reviews and respond to them promptly.
Businesses with a complete Google My Business profile are 2.7x. Follow these steps to create a Google My Business profile.
Local Keyword Research
Identify local keywords that potential customers will likely use when searching for businesses like yours.
Discover local search terms using keyword research tools (such as Google Keyword Planner, SEMrush, and Ahrefs).
Include keywords naturally in your website, such as meta tags (titles, descriptions), headings, and URLs.
On-Page Optimisation
Optimise your website's meta tags (title tags, meta descriptions) with local keywords.
Ensure your website content is relevant, informative, and includes local keywords.
Include your business address and phone number (NAP) on every page, preferably in the footer.
Local Citations and Directory Listings
Ensure consistency of your NAP (name, address, phone number) across all online directories, review sites and social media platforms.
List your business on prominent local directories such as Yelp, Yellow Pages, TripAdvisor, Bing Places, etc.
Claim and optimise your profiles on industry-specific directories if applicable.
Online Reviews and Reputation Management
Encourage satisfied customers to leave reviews on your Google My Business, Yelp, Facebook, and other relevant platforms.
Respond to all reviews (both positive and negative) professionally and promptly.
Monitor your online reputation regularly and address any issues or negative feedback.
Local Content Creation
Create locally relevant content such as blog posts, articles, case studies, or guides addressing local events, news, or issues.
Highlight your involvement in the local community, sponsorships, partnerships, etc.
Use local keywords naturally within your content to attract local search traffic.
Mobile Optimisation
Ensure your website is mobile-friendly and loads quickly on mobile devices.
Google prioritises mobile-friendly websites in local search results.
Test your website's mobile usability regularly using tools like Google's Mobile-Friendly Test.
Monitoring and Analytics
Use tools like Google Analytics, Google Search Console, and local SEO tools to track your website's performance in local search results.
Monitor key metrics such as local search rankings, organic traffic from local searches, click-through rates (CTRs), and conversions.
Analyse the data regularly to identify trends, strengths, weaknesses, and opportunities for improvement in your local SEO strategy.
Following these steps and consistently optimising your local SEO efforts can enhance your online visibility, attract more local customers, and grow your business within your target geographic area.
How do you do local SEO for multiple locations you want to rank?
If you want to optimise your website for multiple locations, you must take a few extra steps.
Create Individual Location Pages
Develop separate pages on your website for each location with unique content and local keywords.
Include address, phone number, business hours, and directions.
Quick note: If you create duplicate pages of the exact location page, make sure each page is unique and contains relevant information about the service in each location. This will improve user experience and lower the chances of content duplication issues.
For example, if you have a plumbing company and want to target Applecross and Canning Vale, ensure each page contains information relevant to the services you offer in each suburb. You must specify on the pages if you provide drain cleaning services in Canning Vale but not Applecross.
Optimise Google My Business (GMB) for Each Location
Set up and verify distinct GMB listings for every location.
Ensure accurate information and regularly update each profile with high-quality photos.
Local Keyword Research and On-Page SEO
Research local keywords for each location and integrate them into page titles, meta descriptions, headers, and content.
Maintain consistency with NAP (name, address, phone number) across all location-specific pages.
Local Citations and Directories
List each location consistently on local directories and review platforms.
Verify NAP consistency across all listings to boost local search visibility.
By following these streamlined steps, you can optimise for multiple locations in local search results, attracting more targeted traffic and enhancing overall visibility.
If you need help with local SEO, let SerpSuccess know.