What is Local SEO?
Conducting a Local SEO campaign is an effective way to promote your local business online. It helps to display your products and services to your local customers right when they are searching for them.
How Does Local SEO Differ to Standard SEO?
There is a fundamental difference between standard SEO and Local SEO.
Standard SEO is focused around generic query terms. This is where a searcher is looking for answers to questions with phrases such as ‘how to…’ or ‘best ways to…’.
Local SEO comes into play when a query has more purchase intent behind it. This includes searches such as ‘florists near me’ and ‘best florist in (specific location)’.
As Google now recognises the local intent behind these search terms, it will display results to match that search intent. In fact, if Google knows your location or you are using Google maps, it will not even require a ‘near me’ or ‘geo modifier’ to understand a queries local intent.
This has been a great development for small local businesses. This is because it now enables them to compete with larger multinational companies who would have previously beaten them to the top of the SERP (search engine result page) positions.
Local SEO Facts
How Are Local Searches Displayed?
Relevance is how well your business information matches the searchers query. The more thorough your business details are on your Google My Business account it will help Google understand whether your business is suitable to be displayed for each specific search.
Claiming Your Google My Business Profile
Your business will also appear for branded searches in the SERPs in what is known as the knowledge panel. This panel will display all your business information right on the first page of Google. But bare in mind this is only when a potential customer actively searches for your business’s name.
Setting up a Google My Business profile and completing the information in as much detail as possible helps with the trustworthiness of your business. It also makes your business more appealing for customers to explore what your business has to offer them.
Building and Monitoring Citations
The number of reviews your business receives, and the quality of those reviews, show the search engines that your services and products are trusted by your customers. Therefore it is additional proof to the trustworthiness of your business.
Localisation of On Page Elements Of Your Website
You may have also heard of ‘schema markup’ or ‘structured data’. This is where segments of HTML code are added to sections of your website. This includes information such as an address, phone number and reviews. This all helps the search engines to better understand what these sections are, which allows them to provide more informative results to the searcher.
Improving Technical Elements of Website
So Why Does Your Business Need Local SEO?
Google My Business is a prominent component of a local SEO campaign. This process requires setting up and optimising your GMB account to give you the best opportunity to appear in the local map packs.
Citations are beneficial to any local business, especially when you are looking to get your business noticed online. They are also an indicator of trust to both your customers and the search engines.
Reviews play a crucial role in whether a customer decides to use your business or a not by checking previous customer experiences. They are seen as a vote of confidence for both customers and search engines.
On Page SEO
Building links back to your website not only helps more customers find your website but also gives your business more authority in the eyes of the search engine which in turn improves your position in the SERP’s giving your business more exposure.
Adding valuable and relevant content to your website continuously will keep your audience engaged and your brand in front of mind. It can also be used to strategically drive customer actions on your website.