Local search engine optimization (SEO) is an essential part of any business strategy. It helps people find your business online, which in turn increases sales and leads. This article will teach you everything you need to know about local SEO.
What is Local SEO?
Local SEO, or local search engine optimization, is a specialized digital marketing strategy aimed at enhancing a business’s visibility in location-based online searches. It involves optimizing various aspects of a website, such as content, keywords, and online profiles, to ensure the business ranks higher in local search results.
By tailoring online presence to cater to specific geographical areas, businesses can attract nearby customers looking for products or services, thereby increasing foot traffic, leads, and conversions. Local SEO leverages tools like Google My Business, customer reviews, and local directories to create a strong online presence within a specific region, making it a powerful tool for brick-and-mortar establishments and service providers targeting local markets.
What can improving your SEO score locally do for you?
Build Trust with Customers Locally.
Local SEO is one of the most effective ways to build trust with customers locally. If people see your company’s name in Google Maps when searching for services or products, they’re more likely to choose your business over competitors. However the most successful local businesses understand that users are looking at key factors when analyzing a local business.
Some simple easy factors to improve include:
- Adding photos of your location: This can be the store front, inside the lobby and any other spaces in the building.
- Collecting reviews: Making sure you are aiming for 1 review a month minimum on your profile shows your business is active and reputable
- Recent posts: Utilizing the Google Business posts to give updates on recent work and promotions is another great easy way to optimize the page
- Adding relevant contact information to the profile: Make sure you have a email, phone number, and website for your Google listing. If you have a physical location you will want to have that in the location as well
Drive more Conversions
As you increase your search visibility, more traffic will visit your site. An increase in traffic should translate to an increase in sales, subscriptions, and potential customer touch points like free trial sign-ups!
With more traffic can come more reviews and increased legitimacy. An increase in legitimacy can increase your conversions further, and in turn enhance your reputation again (and again, and again).
How can you improve your Local SEO?
Create a Local Listing on Popular Map Engines
A local listing is simply a listing of your business on a local map. You can do this by creating a free account with Google My Business. Once you have set up your account, you can add photos, descriptions, and other details about your business (such as opening hours!).
One key note for this is to make sure that you are adding as much relevant information to your profile. This includes your hours of operation, contact details (phone number/ email), address, and website. Another way to optimize your profile is to add your main products or services to the profile page.
Adding Photos and Videos
Photos and videos help users understand what your business does better than text alone. They also make your site and profile listings are more visually appealing. You should add at least one photo and one video per page.
For your local listings aim for 10-15 unique images of your business location & of recent projects you have completed.
Local Link Building
Build links and increase your SEO ranking by engaging with local businesses in your area. From providing quality content to your local news networks to engaging with our local businesses with websites where you can promote each others businesses.
Optimize your Website
Optimizing your website in general will have you rank higher. While this is not just specifically for websites it is still just a relevant for local businesses to focus on. This can be a number of things – but essentially, making your webpage easier to read, navigate, and load will make this better!
Some general areas to consider when optimizing a site are:
- Site speed: Google, in particular, has explicitly stated that page speed is a ranking factor, both on desktop and mobile devices. Faster-loading websites are more likely to receive favorable rankings in search engine results pages (SERPs), leading to increased organic visibility and, subsequently, higher levels of traffic.
- Font size: The primary goal of selecting a font size is to enhance the readability of your content. A font size that is too small can strain users’ eyes and discourage them from engaging with your content. A general rule of thumb to follow is body fonts should be minimum 15-16px, and your heading fonts should be 30px – 40px.
- Navigation: it directly impacts user experience, engagement, bounce rates, time spent on site, search engine crawlability, and indexing. When optimizing your main navigation think about what matters most to your users and reduce the total number of clicks to that desired action.