These days, people pull out their phones to find businesses. A strong local SEO strategy is what you need to beat the competition and rank on top of the local pack.
Now there is a lot more to local SEO than meets the eye but that is exactly what this article is here for. We will explain what it is and how it works. We will then break down the steps to take and share best practices to make sure your local business shines bright online.
Local SEO is a strategy to improve your online visibility in a specific geographic area. You optimize your website and online profiles to rank higher in local search results. It helps you attract local customers searching for your products or services. Local SEO is important for businesses that rely on local customers, like restaurants, stores, and service providers.
Google uses specific factors to decide which businesses appear first. Let’s understand them in detail.
This means how well your local business listings match a search. Google analyzes the search terms and the information listed on your business’s Google Business Profile. It considers factors like:
The more your profile matches the Google search query, the more relevant it is and the higher it ranks.
Google uses the user’s location (usually based on the IP address or phone’s GPS) to find businesses closest to them. But it is not always the strictest factor. Sometimes, a highly-rated place a bit farther out might rank higher than a closer one with fewer reviews.
Let’s say there are 2 equally-distant businesses. One is a local favorite with a strong reputation while the other is a new establishment. Google might consider the more established business to be more prominent. It looks at:
Google also factors in your business’s reputation in the real world. This can be tricky to measure but awards, media mentions, and overall customer sentiment play a role.
Many more signals go into local search rankings but these 3 are the big ones. The exact details of how Google weighs each factor remain a secret. Plus, they are constantly refining their algorithms. However, understanding these core principles gives you a good idea of how Google connects your customers with your business.
The more people see your business, the more likely they are to walk through your door. Local SEO helps you connect with potential customers actively looking for what you offer, right in your neighborhood. Here’s how it benefits your business:
Studies show that over 46% of all Google searches have local intent. This means people are actively searching for local businesses in their area. Local SEO helps your business appear in those searches and puts you directly in front of customers who are ready to buy.
76% of people who search for something nearby on their smartphones visit the business within the next 24 hours. When you optimize for local SEO, you attract people who have higher chances of converting into customers. They are already looking for what you offer and are nearby, making them sales-ready.
When your business appears prominently in local searches, it shows potential customers you are a legitimate and relevant business in their community. This builds trust and encourages them to choose you.
Even if you are a small local business, local SEO levels the playing field. When you focus on local keywords and search engine optimization, you can compete with larger businesses that have bigger marketing budgets.
Compared to traditional advertising, local SEO strategy offers a better return on investment. It is a targeted way to reach potential customers who are already interested in what you offer.
While we discuss the 12 best local SEO strategies, here’s the thing to remember: Local SEO isn’t just about ranking high in search results. It is about building a strong online presence that makes you the clear choice for local customers. So pay close attention to these strategies and make sure you customize them to fit your business.
Google My Business (GMB) is your free online storefront. It is where you control how your business appears in Google Maps and organic search results. Here’s how to claim and optimize it for local audience:
Google Posts are a powerful and free tool in your Google My Business listing. They let you directly share fresh content with potential customers searching for your business online. Plus, they are incredibly easy to use.
Here’s how you can use them:
Imagine searching for your business and finding different addresses or phone numbers listed online. Confusing, right? Google and other search engines want to see consistent information across the web, so here’s what to do:
If you have multiple locations or serve a specific local area, location pages are a must. These are web pages dedicated to each branch or service area. Local customers searching for your business in a specific area will find all the information on a dedicated page. This makes it easier for them to choose your business.
Here’s how you can do it:
57% of local searches are done on mobile devices. So if your website isn’t mobile-friendly, you are missing out on a huge chunk of potential customers. Here are some quick checks:
Reviews and ratings are a major part of online reputation management and are like gold in local SEO. They build trust with potential customers. Studies show that 98% of consumers trust reviews when deciding to visit a local business.
Positive reviews are also a major factor in local search rankings. They signal to search engines that your business is legitimate and well-liked. Also, according to this guide on online reputation management, positive reviews can help suppress negative content that appears in search results.
Here’s how to get more reviews:
Search engines consider how relevant your website is to a user’s search. When people search online, they use specific terms for their area. Using these terms will give search engines a clear signal that your business is a great option for people in your area.
Here’s how to do it right:
Search engines love fresh, relevant content that tells them exactly what your business is about and why it matters to local customers. Here’s how to create local content that works:
Backlinks are links from other websites to yours. They act as a vote of confidence in your content and website quality. But not all backlinks are created equal. For local SEO, focus on earning backlinks from local websites. This signals to search engines that your business is relevant to your local community.
Social media can help you reach your local audience. Search engines may use social signals like likes, shares, and reviews to determine the relevance and popularity of your business.
Schema markup, also known as structured data, is code you can add to your website to help search engines understand your content better. Local businesses can use specific schema markup to boost their visibility in local search results.
SEO is a long-term game, and tracking your results is crucial. Here’s how to monitor your progress:
While local SEO is often thought to be relevant only for local businesses with physical locations, the truth is far from reality. Online businesses and marketplaces can benefit just as much. Here’s why:
People searching with local intent are past the browsing stage. They know what they want and are actively looking for businesses that can fulfill their needs. Let’s take this women’s online costume store, for example. Someone searching for “women’s apparel stores near me” is likely much closer to a purchase decision than someone casually browsing “latest costume trends.”
Now the business can use local SEO to cash in on this in a big way. They can add zip codes or neighborhood names along with the keywords in their website content. They can also create a dedicated “local info” page highlighting online ordering with local pick-up options or fast delivery times in the area.
Dealing with seasonality through local SEO is another important aspect of this business. The store can anticipate the seasonal demand spikes and add relevant keywords like “Halloween costumes near me” or “women’s Halloween costumes 2024.” This lets them attract high-intent traffic during peak times.
The business can combine all this to optimize its online presence for local searches to show up in Google Map Pack (the local business listings that appear above organic search results) and organic search results. Considering that 42% of local searchers click on Google Map Pack, it is a perfect recipe to attract these ready-to-buy customers right to their door.
Customers feel more confident purchasing from a business they perceive as local. Why? Because there is a built-in sense of comfort and security that comes with buying from an online business that shows up in local search results. This can tip the scales in your favor over more global competitors.
To understand this better, consider this online store specializing in plant-based health products. While they may not have a physical storefront, their customers’ needs can be highly individual. They might be looking for organic produce, locally sourced ingredients, or sustainable packaging – factors that can be difficult to verify from a generic online store.
Through local SEO, this business can create the impression that it is a legitimate establishment operating within a specific community. This can be reassuring to customers who are apprehensive about buying unfamiliar health products from a purely online source.
They will see it is a relatable business – someone familiar with their local concerns about health and wellness.
Many online businesses ignore local SEO, thinking it doesn’t apply to them. This creates a golden opportunity for you. You attract customers who might not find you otherwise. With fewer online businesses competing for local search terms, you have a better chance of capturing these valuable leads.
Here is an excellent example from this online job board for internships and graduate jobs. While it operates globally, it uses local SEO to its advantage to cater to the needs of students in specific areas.
Imagine a student searching for “internships near me”. Large job boards might show results for other cities, states, or even countries because those boards prioritize a wider range or may not have a strong local presence.
The platform uses local SEO strategies to fill this gap and display internships closer to each student’s location. So for instance, if a student in New York searches for internships, they will see different results than someone in Melbourne because the portal has separate pages for each location.
This targeted approach can be much more effective than generic marketing campaigns. Students will naturally gravitate towards this platform as it understands their local needs and displays relevant internship opportunities. The result? A larger user base and a stronger position in the market.
BrightBrain is a digital marketing and advertising agency that specializes in helping businesses like yours grow online, especially with local SEO. Our focus is to provide different digital solutions to enhance branding and increase sales efficiency for our clients.
Here’s how BrightBrain can be your local SEO partner:
So the question isn’t “What is local SEO” anymore, but rather “Can you afford to ignore it?” In today’s digital world, the answer is a resounding no. With it, you can be there for your community exactly when they need you. So if you haven’t already, it is time to make local SEO a top priority. The potential benefits are simply too many to ignore.
Managing local SEO can be tricky, but BrightBrain can help. We will develop a customized local SEO strategy that will get you noticed by the customers who matter most – those right in your neighborhood. Our team of experts will help you with every step of the way: keyword research, competitor analysis, optimizing your Google Business Profile – you name it.
Contact us today for a free consultation and learn how we can help.
Suhail Bajaj is the CEO of BrightBrain Marketing Technologies LLP that has now grown into a full-fledged digital marketing agency with 55+ employees and clients from 7+ countries – all under his supervision. Graduated with an MBA from the esteemed Cass Business School, he brilliantly puts his learnings into practice, helping brands meet their business goals and succeed in a digital-first world.
