What is Local SEO?
It’s exactly what it sounds like. Local SEO is the practice of optimizing your online presence to improve search engine visibility for local users.
Why is local search so important? Local businesses account for 45% of all Google search queries.
Forbes conducted a study and found that 95% of people use mobile devices for local searches. 61% of those who called the business were reached, while 59% of them visited it.
Another study found that 88% of local business searches on mobile devices resulted in a call to or visit within 24 hours.
Google’s “Local Pack” is the ultimate in local search marketing. You have probably seen the three businesses at the top of the search results page, along with a map, dropped pins, and a map. They get more clicks than the links lower down on the page.
The big question is how can a company get to the top three? This is all part of a solid SEO campaign. It starts with understanding local SEO, how it works, and how you can play the game.
What is Local SEO?
Local SEO is a great option if your business has a local client or customer base.
Many businesses don’t realize that Local SEO could help them attract more customers from outside their area. This is especially relevant to those in the hospitality or catering industry, as non-local visitors might search elsewhere before finding your business.
What kinds of businesses require local SEO?
Hospitality – hotels, restaurants, cafe, bars etc
Doctors, dentists, and clinics are all medical practices
Barristers and solicitors in law firms
Local Services – florists, plumbers, electricians, hair salons, accountants, fitness centres etc
You’ll soon realize that you don’t really need it.
Ecommerce companies
Services that are only available online
Private sellers
What is the importance of local SEO?
Local SEO can make your business stand out even if it doesn’t have a site. It also helps to drive more traffic to your premises via online leads.
These leads come from people specifically looking for the products and services your company offers. This means they have a higher conversion rate.
Local intent searches are increasing. 4 out 5 consumers use search engines to locate local information. 70% of search results send consumers to physical stores.
Local SEO can also help drive people to your business. You will be more trusted if they know more about you before they visit.
What Local Search Results Are Available?
A selection of local search results (Snack Pack, Local Pack) shows the three most relevant results. These appear in a boxed area under the pay-per click ads. They are accompanied by a map and dropped pins.
Google My Business Local 3-Pack
These three businesses are listed in the “Local Pack” box at the top right of the results page. One study found that 33% of local searches click to Local Pack results and 40% to organic search results. Both are highly relevant for improving your online presence.
Google My Business
Google My Business profiles are completely free and an essential stage in any Local SEO campaign. If you have not yet set one up, it should be on your list.
This allows you to register in Google’s “business directory”, where you can list all the details of your business. These details include location, images, website address and contact details.
Your business address will not be displayed when customers search for it in Google My Business or other online directories if it isn’t updated.
Organic Search Results
Your Google ranking will improve if you optimize your organic search. This will increase your chances of getting into the Top Three.
What are the Key Local SEO Ranking Factors
According to Google, the three most important factors are:
Relevance is how closely people’s searches match a local listing. Google can use detailed information to help them understand your business and match it with the most relevant searches.
Distance is the distance between potential businesses and the search terms. Google will calculate distance from a search result if the customer does not specify a specific location.
Prominence is the degree of a business’s popularity. This information is based on the information Google has from all over the internet (such as links, articles, directories, etc.). Local search rankings are also affected by Google score and review count. More reviews and better ratings will result in a higher local ranking.