What is Local SEO?
Local SEO is a specialised area of search engine optimisation (SEO) that improves a website’s visibility in local search results. These results are tailored to the searcher’s geographic location and specific local keywords. For example, a search for “coffee shops” will display different results depending on the user’s city or even neighbourhood.
A key feature of local search results is the “map pack” (or “local pack”), which highlights nearby businesses on a map alongside a list of top locations or services. With the growing use of mobile devices and location-based searches, local SEO has become increasingly important for businesses wanting to attract local customers.
Examples of Local Search Results
Local search results are divided into two sections:
1. Traditional Search Results: These are the familiar “10 blue links,” adjusted based on the user’s location.
2. Map Pack Results: These display relevant local businesses on a map.
For example, when searching for “coffee shops,” Google recognises the local intent of the query. Localised keywords often include phrases like “near me” or “in [city name],” signalling that the user is looking for services in a specific area.
Importance of Local SEO
Local SEO is key for improving the online visibility of brick-and-mortar businesses that serve a specific town, city, region, or state.
If your customer base is local, local SEO helps potential customers find your business when they search online. Without it, your business may be overlooked by people actively searching for services like yours in the area.
Effective local SEO ensures that searchers can easily discover local businesses and access important details about them. For businesses focused on a local market, local SEO is key to attracting more customers and increasing sales – No matter how you measure success, local SEO can have a significant impact.
The Basics of Local SEO
1. Complete Your Google Business Profile
A Google Business Profile is a free tool for business owners to manage their company’s presence on Google. By creating or claiming your profile, you’ll have a better chance of ranking in local search results, as optimised profiles appear prominently in Google’s map 3-pack at the top of the search page.
Make sure to fill out all relevant information, such as your business name, category, hours, contact details, services, and products, as well as include photos, as this will improve your visibility to Google and attract more potential customers.
Recommended Reading: How to Setup Google My Business Profile in 2024
2. Encourage Customer Reviews
Reviews play a key role in local search rankings, as Google aims to display the most trusted businesses, and positive customer feedback helps demonstrate your credibility. The more positive reviews you gather, the better your chances of ranking higher. Reviews can even appear directly in the map pack, making your listing more appealing to searchers.
Recommended Listen: How to get Reviews for your Business
3. Optimise Your Website for Local Search
This is the “on-page optimisation” aspect of local SEO, which involves adding relevant local keywords to your website’s content. Think about how people search for your services, whether they use terms like “restaurant near me” or “[city name] coffee shop.”
Pro tip: Local keyword research tools can help you discover which terms people are using to find services like yours, helping you to optimise your content for better local search visibility.
4. Build Local Citations and Directory Listings
Citations are mentions of your business name, address, and phone number (NAP) across various sites, from general directories to industry-specific or local websites (Citations help validate your business’s credibility for search engines).
Ensure your business details are consistent and up-to-date across major sites like Yelp, Yellow Pages, Facebook, and Apple Maps – This consistency will strengthen your local SEO and make your business more trustworthy to both search engines and potential customers.
