Are you one of those businesses that are neglecting the goldmine that is local SEO? It’s a mistake worth correcting.
These days, customers are turning to search engines more than ever to find the products and services they need – especially those close by. If your business isn’t actively using local SEO, you’re missing out on a massive opportunity to connect with potential customers in your own backyard. Before you dismiss local SEO as just another marketing fad, consider this:
- 96% of customers learn about local businesses online.
- 80% of local searches convert.
- 49% of consumers like to buy from brands with a local presence.
- 46% of Google searches are for local businesses.
- 28% of local searches result in a purchase.
Who needs local SEO?
Local search optimization also known as geo-targeted SEO is for businesses and brands of all sizes. It’s especially useful for those with a brick and mortar store.
Here’s a breakdown of who can benefit and who might not necessarily need to prioritize local SEO:
Needs local SEO
- Small business: Mom and pop shops, startups and everyone in between can use local SEO to attract nearby shoppers actively looking for their products or services.
- Medium-sized businesses: For midsize businesses establishing a local footprint is a cost-effective way to compete with larger competitors and capture the attention of shoppers in their vicinity.
- Service-based businesses: Whether it’s a local plumber, electrical or a salon, service based businesses are highly reliant on local clients. Leveraging local SEO helps ensure your business appears in search results when customers are looking for your service.
- Multi-location companies: Chains or franchises with multiple branches can include local SEO in their strategy to optimize each location’s visibility individually. This helps them cater to the unique needs and preferences of local customers while maintaining a cohesive brand presence.
May not need local SEO
- Online-only businesses: Businesses that operate without a physical storefront can skip adding local SEO Services to their SEO strategy.
- Global enterprises: Large corporations with a global reach might prioritize broader SEO strategies over local optimization. While they may have local branches, their primary focus might be on national or international markets rather than hyper-local targeting.
- Specialized niche businesses: Some niche businesses cater to a very specific audience that isn’t necessarily tied to a particular location. In such cases, focusing on niche-specific SEO strategies rather than local optimization might yield better results.
Actionable tips to improve your local SEO
1) Keep in mind Google’s criteria that determines local ranking
Google determines local results based on relevance, distance and prominence. Relevance determines how well a listing is matching a customer’s search query. As the name suggests, distance is how far your business is from the location term used in a search query. Prominence is about how well-known a business is.
2) Optimize your Google business profile
Google my business optimization can help you appear in the local pack. Make sure your profile includes the following information:
- Business operating hours
- Business logo
- Phone number
- Street address
- Interior and exterior photos of your business
- Services offered
- Website link
- Service areas
It is also essential that you choose the most relevant category for your business. Google Business Profile has thousands of category options. For example, “Italian Restaurant” is a more relevant category choice for restaurants selling Italian food rather than writing “Restaurant.” Google also lets you add a sub-category if your restaurant offers vegan or gluten free Italian food.
3) Optimize your website for local searches
If you are a hair salon owner in Florida, you should target keywords like:
- Hair salon in Florida
- Florida hair salon
- Hair spa Florida
- Haircut Florida
You can also use Google’s keyword planner or other third party keyword research tools to find the right local keywords.
Along with including local keywords, please also include several local SEO-specific elements on your website. This means creating localized pages for all your services, creating a dedicated contact us page on your website business’s name, address, and phone number, optimize your site for smaller screens and add a local schema that makes it easy for Google to understand exactly what kind of local business you are.
4) Get as many reviews as possible
Reviews are gold. They give your potential customers social proof. Today, more than 99.9% of consumers say they read reviews when shopping online at least sometimes. In 2018, this number was 97% (source: PowerReviews). Plus, over half (57%) of consumers specifically read reviews for brick-and-mortar stores before making a purchase.
The data alone is enough to convince you to get more reviews for your business. Reviews are not only a great conversion tool, they also affect your ranking in the local SEO.
So, how do you get more reviews? Here are some tips:
- Remind customers: When they make a purchase, remind them to leave a review. A simple prompt can go a long way.
- Checkout sign: Place a sign at checkout asking customers to leave a review.
- Shareable link: Create a shareable Google review link and promote it to your audience.
- Follow-up email: Send an automated follow-up email requesting a review.
- Respond to reviews: Engage with the reviews you receive. Thank people for positive reviews and address any concerns in negative ones professionally and personally. Sometimes, you can turn a negative review into a positive experience.
Getting reviews is an ongoing process that will continue throughout the life of your business. It’s not just about quantity but also the quality and detail of the reviews.
Before asking for reviews on any platform, make sure you know its guidelines and terms of service. For example, Google doesn’t allow you to offer incentives for reviews, and Yelp forbids businesses from requesting customer reviews in any way.
5) Add your business in local directories
The more local listings your business has from high quality sources, the better are your chances of ranking high in Google and other search engines. Local directories like Yelp, TripAdvisor, Yellow Pages and Apple are popular among customers to search for businesses in their area.
Ensure that your citations are consistent and complete. While doing local citation building, avoid any discrepancies like misspellings, lack of phone number, abbreviations etc. If Google finds any discrepancies in your listings, it may not show your businesses at all.
6) Create content that appeals to your local audience
Enough about pleasing Google and search engines. Now it’s time to do something that appeals to your customers. While writing about general topics will appease a broader audience, it’s more essential to write about local or industry news to attract local customers.
Here are some of the ways to create content that appeals to local audience:
- Blog about local events: Is there a community farmers market or a street art festival happening? Write a blog post about it! Include details, photos, and why people should check it out. This shows you’re plugged into the community and care about what’s going on around you.
- Become a local resource: People are always searching online for answers. Let’s say you run a pet store. Create blog posts or videos with tips on dog training, the best hiking trails for furry friends, or even fun DIY pet toys. By providing valuable local information, you become a trusted resource for pet owners in your area.
- Highlight local history: Does your town have a fascinating past? Write blog posts or create social media content featuring interesting historical tidbits. You could even partner with a local museum or historical society for a collaborative project.
- Customer spotlight: Shine a light on your amazing customers! Feature interviews or testimonials on your website or social media. People love to see themselves (or their adorable pets!) showcased, and it builds trust with potential customers who see how much you value your current ones.
Hope this article has given you useful tips on how to leverage local SEO effectively. If you need any assistance or have questions, feel free to reach out to our SEO experts or hire our local SEO Services. We’re here to help you boost your local presence and grow your business.
