The benefits of local SEO are endless. Read on to find out why!
Table of Contents
Local VS General SEO
SEO (search engine optimisation) helps search engines understand your content, making it more likely to appear in search results when users look for information that your content addresses. But what’s the difference between general SEO and local SEO, and how can it help your business?
Ranking Comparison
General SEO optimises a website for keywords related to products or services nationwide. This is great for massive, global brands who are in competition with each other, but it makes it impossible for small local businesses to compete for that sought-after first page of Google.
This is where local SEO comes in. By optimising your business to get seen locally, you can begin to increase footfall, following, and custom. Because local SEO narrows the competition geographically, it often faces less competition, delivering quicker, more relevant results for businesses serving a defined area, and outranking national competitors even if they have a larger online presence.
Display Comparison
When you perform a local search, Google will display results in what’s called a “local pack”. This appears as a map of the area with the top 3 local businesses listed underneath. In comparison, general SEO search terms show organic website listings without location-specific features.
Why Local SEO Matters for Your Business
The Shift to Local Search
Along with the rise of mobile phones, we’ve seen an increase in local search. In fact, 4 in 5 consumers use search engines to find local information, making local SEO an essential for your business to be discoverable.
Consumer Behaviour Trends
Due to the ease of mobile phones, our decision-making has become faster. As consumers, we can get directions, ask questions, and read reviews in a matter of seconds, and we can do all of this while on the move.
The Impact of “Near Me” Searches
This means that we can arrive in a new town or city, and ask Google to find “vegetarian restaurants near me”. The influx of “near me” requests has a staggering correlation with an increase in footfall and purchases. 76% of consumers who search for “near me” visit a business within a day, and 60% of mobile users reach out to a business directly using the search results.
Key Benefits of Local SEO
Enhanced Online Visibility
Local SEO makes you discoverable for local search requests in search engines, putting you on the map (literally), making it easier for potential customers to find you when they need your services or products. Keeping your information consistent across all of your directories will increase your discoverability.
How Local SEO Drives Physical Visits
By appearing in Google Maps and search engine requests in your area, local SEO drives more foot traffic into your physical store or location. People who make local search requests are more likely to buy, turning online queries into real-life sales.
Targeted Web Traffic
Local SEO specifically targets people searching for what you offer in your geographical area. These are high-quality leads, resulting in higher conversion rates.
Cost-Effective Marketing
Think of your local SEO strategy as the most effective tool in your marketing kit. In comparison to typical advertising, making yourself discoverable in your area for customers who are actively seeking your service leads to a higher return on investment. This is one of the top benefits of local SEO.
Building Trust and Credibility
By maintaining accurate information online, combined with excellent customer service, you can create a positive network of reviews that demonstrate you’re a top competitor in your industry, locally. Positive reviews not only build trust with potential customers but also show search engines that you’re a good, trustworthy business to recommend in your local area.
Long-Term Sustainable Growth
Local SEO is a strategy for ongoing optimisation and engagement with your business, creating lasting visibility.
Gaining a Competitive Edge
By appearing in the top three search results for a local query, you can outrank your local competitors, becoming the go-to place for your service or product.
Community Engagement
Local SEO isn’t just about reaching potential new customers visiting your location, it also fosters connections with your local community and makes your business visible to repeat consumers.
Mobile Optimisation and User Experience
With more than half of all Internet searches worldwide originating from a mobile device, it is vital to ensure your site is mobile-friendly to create a positive user experience for potential customers searching for your services.
Get Started with Local SEO
Claiming and Optimising Your Google Business Profile
Start by creating a ‘Google My Business’ account, ensuring that all your information is filled in, accurate, and consistent.
Building Local Citations and Directory Listings
Make it easy for Google to see where you are by reinforcing your location through citations and directory listings. Ensure your name, address, and phone number are accurate across all directories.
Encouraging Customer Reviews and Responding to Feedback
Prompt responses to positive reviews are a quick and easy way to build trust in your brand, making it an excellent way to increase your local rankings. If you don’t have many reviews, reach out to customers you know had a good experience with you and ask them to write something, or encourage it at the time of purchase.
Creating Locally Relevant Content
Use local keywords to specifically target and address the needs of your local audience.
Common Local SEO Challenges and How to Overcome Them
Inconsistent Business Information
Avoid confusion by ensuring your name, address, and phone number are accurate across the web. Having inconsistent business information breaks down the trust between you and your customers.
Negative Reviews and Reputation Issues
Maintain a positive reputation by responding in a professional and timely manner to negative reviews. Seeing a business leave negative comments unresolved will make potential customers second-guess buying from you.
Keeping Up with Algorithm Changes
Stay updated with Google’s adjustments to the algorithm so you can keep ahead of your competitors and change your strategy promptly. This helps to keep your business at the top of Google local search results.
Why Invest in Professional Local SEO Services?
Expertise and Results
By using professional local SEO services, you don’t need to question whether you have optimised your business correctly or worry about inconsistencies. Local SEO experts will know exactly how to optimise your content, delving deeper into windows of opportunity to get you seen in your area.
The Value of Working with Local SEO Specialists
Local SEO Specialists are up to date with the algorithm, understand the nuances of local markets, and can tailor strategies to your exact needs.
Success Stories
Our Solvers helped Padstow Sealife Safaris improve their local SEO, ranking in the top 3 for local search terms such as “Padstow boat trips”. Now that they’re being recommended by Google for this search query, Padstow Sealife Safaris are visible to potential new customers searching in and around the Padstow area.
Ready to Boost Your Local Presence?
At Solve, we live and breathe SEO, giving your business the best chance at getting seen online. Give your business a boost by onboarding our SEO experts.
Get in contact to see how we can help you appear in local search queries so you can start seeing the benefits of local SEO!
