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What is Local SEO in simple terms?
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What is Local SEO?
Local SEO (Search Engine Optimization) is a digital marketing strategy that helps people find your small business on search engines like Google. It is aimed at people in your local service area, such as your city or town. Its goal is to rank higher on search engines so that more people are likely to choose your business. This is essential in beating your competition. Your services and products will be displayed and promoted to people near you.
Some examples of local searches are:
“Plumbers near me”
“Best contractors in [city]”
“Top rated dentists in [town]”
Local SEO helps your business appear in 3 core areas:
1. Google’s Local Pack
This lists relevant local businesses. It shows your business name, address, and phone number (called NAP). It also lists your reviews and ratings. Your goal should be to be listed in the top 3 listings, as they are immediately featured. This makes your business more visible and drives more traffic.
2. Google Maps
Simply put, Google Maps helps people find your business easily. People can find your exact street location with an exact map of your city or town.
3. Organic search results
The organic search results are what appear below Google’s Local Pack. They are the results you typically see on Google for general searches. Your goal should be to rank as high on the search engine results page (SERP) as possible. This will make people searching for your niche pick you over your competitors.
What are the key elements of SEO?
There are 6 key elements to Local SEO.
1. Google Business Profile (formerly called Google My Business)
A Google Business Profile (GBP) is a vital tool created by Google and is your central hub for your business’s digital marketing efforts. It shows your business name, address, and phone number (called NAP). It also shows the exact map location of your business. It tells what time you are open to inform potential customers.
You can show pictures of your service or product to show people exactly what you sell. It can show reviews from people who purchased from you. Your goal should be to get as many high-quality reviews as possible. This will help you rise above other businesses. You can also post updates of your business to generate more awareness and relevance.
Your business efforts are also trackable in your Google Business Profile. You can track views, clicks, direction requests, and the number of phone calls over time.
2. Local Keywords
Keywords are what people type in Google (or other search engines) to find whatever they are searching for. For Local SEO, the focus keyword should be location specific. In particular it should be your service + your city location. For example, “painters in Thunder Bay”. This makes your business relevant to people looking for your business near them.
3. NAP Consistency
NAP simply means your business Name, Address, and Phone Number. It is important that these are consistent across your website and Google Business Profile. It is also essential to have these listed across different directories (called citations). A directory is like an online phone book and lists your NAP. With enough high-quality citations, Google will know you are a legit business.
4. Reviews
Reviews of course are how people rate your business and leave comments. This is all done through your Google Business Profile. Its importance is two-fold: you should aim for LOTS of great reviews, and you should leave a comment on each of them. This helps enormously with your position on Google. It creates social proof, so more people will trust you. It helps Google see you as an authority. If you have more high-quality reviews, you are more likely to beat your competition. You should ask for a review from each and every customer or client.
5. Local Citations
Your business name, address, and phone number (mentioned above) should appear on a lot of directories, like Yelp, TripAdvisor, or Yellow Pages. This makes your website seem more credible in Google’s eyes. This can be a very tedious task as you could require hundreds of citations. It is best to outsource this to a professional, or use software (like BrightLocal).
6. Mobile-friendly website
A great majority of searches on Google are done from mobile devices, like cell phones. Your website should give an equal experience on both desktop and mobile. If your business website isn’t mobile friendly, users are more likely to get frustrated and leave immediately. This bounce rate can affect all other areas of your business. It is also a ranking factor on Google!
Why is Local SEO important for small businesses?
It helps more people find you on Google!
People are always searching for businesses near them. Local SEO ensures that people actually see you when searching for relevant keywords. Your business will appear in Google Maps, and ideally, in the “Local 3 Pack”. This is what people immediately see when they search your niche. If no one is finding you, then you really don’t exist!
It drives traffic and business growth!
Keywords are what people type in Google to find relevant searches. By optimizing your website with local-focused keywords, search engines rank you higher. This means more traffic, and more customers.
People in your city search for physical store locations every day. Local SEO shows your business to these people, leading them straight to your store.
It makes you trustworthy!
Reviews are a huge part of local SEO. On platforms like Google Business Profile or Yelp, people can see how your business is rated. Good ratings build trust with your customers, and drive them to give you money. The more positive reviews, the better. With enough high-quality reviews, it can create a snowball effect for your business!
It improves conversion rates.
Certain people are eager to buy right now! With Local SEO, you reach customers with a high-intent to make a purchase. A search like “coffee shops near me” shows that someone is immediately looking to visit their local coffee shop. This all creates a higher conversion rate.
It helps you beat the competition
If you appear above your competition in Google Maps or organic search, you will rise above your competition. By having more high-grade reviews, and a well established Google Business Profile, you seem like the right choice for your target audience. Without Local SEO strategies, your business can sink to the bottom of Google.
It is cost-effective
In paid advertising, like Google Ads, you are paying every time someone clicks on your website. With Local SEO you pay nothing when someone clicks on you. Unlike paid ads that end once you stop paying, Local SEO strategies continue to work in the long run. It brings a high return-of-investment (ROI) over a longer period of time.
It helps mobile users
With proper Local SEO, it is vital to have a mobile-friendly website. This means someone viewing your website on their phone will get a seamless experience. If the visual layout is confusing or awkward, you will drive customers away. A high bounce rate will kill your marketing efforts.
How do I get started with Local SEO?
The first step to your Local SEO Strategy is to optimize your Google Business Profile. You will have to claim your business for Google, to show you are legit. Then you need your business name, address, and phone number (NAP). Photos are also important, so keep updating about your daily business activities. Use relevant keywords in your business description. For example, “cost effective contractors in [city]”. Once it is up and running, ask for reviews for every sale. This will boost your rankings on Google.
Include relevant local keywords in your website! These are terms that people are searching for in your exact niche. For example, “best plumber in [city]”. Put these keywords in your titles, descriptions, headers, and content.
NAP stands for business name, address, and phone number. Make sure your NAP is consistent on your website and directories such as Yellow Pages. Inconsistent NAPs confuse Google and can hurt your rankings. The process of getting your business on directories is called citations.
Content is king! Write content that is relevant to local searches. This can be on your website or blog. This attracts local search traffic and relevance to your business. For example, topics for a blog can be “How to find a contractor in Toronto”, or “best places to visit in New York City”.
Get local backlinks. Do collaborations with local businesses, blogs, and news media and get them to link back to your website. This not only creates more relevance, but increases your website’s authority rating. You can sponsor a local event or partner with other local businesses.
As stated before, make sure your website is mobile friendly! Without mobile optimization, more people will quickly leave your website and give you a higher bounce rate. This hurts your business in the long run and can lower your rankings on Google.
Monitor your progress! There are free services like Google Analytics or Google Business Insights to accurately track your Local SEO efforts. More expensive tools include Semrush, Ahrefs, or BrightLocal. More affordable tools include Serpfox or GMB Radar.
