Local SEO helps your business be in the right place (search results) at the right time (when your customer is ready to buy). Keep reading to make sure you’re standing out in local searches.
What Is Local SEO?
First things first: What exactly is local SEO? Think of it like a digital sign outside your location. Local SEO, or local search engine optimization, is all about attracting more business from relevant local searches on search engines like Google.
Say, for instance, you’re looking for a company to help you build and support your website. You might search “Website Company Near Me.” If you’re in Birmingham, Alabama, we hope Infomedia is the first one to come up. People rarely scroll past the first few results, so you want to be as close to the top as possible.
How Is It Different Than Regular SEO?
While regular (or technical) SEO focuses on overall visibility in search engines, local SEO centers on specific areas like towns or cities. If you own a bookshop in Birmingham, you don’t want to rank just for “best bookshop” — but also for “best bookshop in Birmingham.”
It might not seem like a big difference, but it helps you reach potential customers who are both nearby and ready to make a purchase.
Why Do I Need Local SEO?
Local SEO has a lot of benefits, like:
- Increased Visibility: You want to be in the right place at the right time, and local SEO helps you get there. When your business appears in local searches, you’re more likely to attract customers who are nearby and looking for what you offer.
- Higher Conversions: Local searches often lead to higher conversion rates because they connect you with people who are ready to buy.
- Mobile Searches: With the rise of mobile and voice searches, local SEO ensures you’re visible to customers searching on their smartphones.
- Community Engagement: Local SEO helps you build relationships within your community, making your business a local favorite.
Who Benefits From Local SEO?
Basically, any business that operates within a specific geographical area can benefit from local SEO.
That includes:
- Retail Stores: Get more foot traffic in your brick-and-mortar store by appearing in local search results.
- Service Providers: Plumbers, veterinarians, daycares — if your business serves a local area, then local SEO can bring you more clients.
- Restaurants: If they’re nearby and hungry, you want to show up when they search “restaurants near me.”
- Small Businesses: Competing against big brands is tough, but local SEO can level the playing field.
Where Do I Start?
So, have we convinced you it’s time to start investing in local SEO? That’s great! Here are some tips to help you get started.
Create or Claim Your Google Business Profile (GBP)
Previously known as Google My Business (GMB), your Google Business Profile (GBP) is where Google stores all the information it thinks is relevant to your business. This information includes your address, hours, website, photos and more. Your GBP is usually the first thing people see when they search your business, even before clicking on your website. So make it count!
Sometimes, Google will autogenerate your GBP, and you just need to claim it. Sometimes, you’ll need to start from scratch. From there, you’ll want to start optimizing your Google Business Profile.
- Pictures: A picture is worth a thousand clicks in the world of SEO. Using high-quality photos of your business’s location, both inside and out, not only helps people find you — it also boosts your search rankings.
- Reviews: Customer reviews are the digital version of word-of-mouth marketing. They build trust and credibility while influencing your search ranking. Encourage happy customers to leave positive reviews, and always respond to reviews — both good and bad.
- Description: Write a solid description that quickly and accurately lets searchers know precisely who you are, what you do and who you serve. This information tells Google who to show your profile to and lets visitors know if you’re who they’re looking for.
- Hours: If you want people to show up at your location, you want to ensure you’re there too! Provide accurate hours and remember to update it for any holiday closings as well.
- Products and Services: You can upload information about your products or services directly to your GBP. These extra keywords help search engines connect you with local searches.
- Posts and Updates: You want to show both search engines and potential customers that your business is current and responsible. You’re staying relevant by making regular posts, like promotions and updates.
How Do I Measure Success With Local SEO?
Any SEO strategy needs to build momentum before you start seeing results. Don’t get discouraged if your efforts don’t seem to be working initially.
- Views and Clicks: Google provides insights into how many people view and click on your profile. (P.S. If you see a considerable spike or dip in views, it’s likely an update in how they’re measured.)
- Search Rankings Tools like SEMrush can help you track where you rank for local keywords.
- Website Traffic: Google Analytics will let you know if your local traffic is increasing and where that traffic came from.
What Are the Most Common Challenges?
We said local SEO was necessary, but we didn’t say it was easy. A few hurdles occasionally show up, but as long as you have a plan in place, it’s nothing you can’t handle.
- Competition: Standing out in a crowded market can be tough — especially if you’re just getting started. Focus on what makes your business unique.
- Keeping Up With Changes: SEO is constantly changing and evolving. Stay informed about the latest trends and updates to adjust your strategy accordingly.
- Negative Reviews: No one likes hearing where they failed, but it happens to the best of us. Respond professionally and use them as opportunities to improve.
Sound like a lot? Don’t worry. We’re here to interpret all of the data for you so you know if your local SEO is working how it should.
Stand Out in Your Neighborhood
There you have it — local SEO is more than just a buzzword. It’s a powerful tool that can transform your business’s visibility and success within your local community. By optimizing your online presence specifically for local searches, you ensure that your business stands out when potential customers are looking for the services or products you offer.
Remember, it’s not just about appearing in the search results; it’s about connecting with the right people at the right time. Embrace local SEO, stay current with its trends and continually refine your approach. It may seem challenging, but it will pay off in the long run — literally.
If you need help navigating the world of local SEO, let us know. We’d love to help you be the star in your neighborhood.
