Intro
Local search is a must-have for small businesses in a digital-first world. Did you know 76% of people who search for something near them on their phone visit a related business within a day? That’s the power of being found locally.
If you’re a small business owner, tapping into local search traffic isn’t nice to have it’s a must-have to stay competitive. This post will show you why local SEO matters and how to make your business stand out in local search.
What is Local SEO?
Local SEO (Search Engine Optimisation) is the practice of optimising your business’s online presence to be found in local search results. These are the results you see when someone searches for something like “coffee shops near me” or “plumbers in London”.
What’s different about Local SEO is the geographic focus. Unlike general SEO which targets broad keyword rankings, Local SEO targets people searching for products or services in a specific area. So you compete less on a global or national scale and more within your local community. Local SEO ranking factors include Google My Business optimisation, location-specific keywords, and online reviews. Businesses can manage their own local SEO strategies, or work with a specialist SEO agency, but whatever the approach, there’s no doubt that local SEO is crucial for most small businesses.
Why Small Businesses Need Local SEO
More Visibility in Local Search
Whether businesses manage it themselves or make use of local business SEO services, when done correctly Local SEO puts your business at the top of the search results. Being in the Google local pack (the top 3 listings under the map) increases your chances of getting customers. More visibility means more foot traffic, calls, and enquiries.
Targeted and High Intent Traffic
Local SEO gets your business in front of people who need your services now. Targeting local keywords gets your business in front of people who need your services now. These consumers are already searching for your product or service nearby, they are more likely to convert into paying customers.
Community Engagement
Being visible in local search helps build trust and community. When customers see your business in search results regularly they feel more connected to your brand. Participating in local events helps build engagement and trust.
Compete with Big Brands
Small businesses can use Local SEO to level the playing field with big brands. By targeting a niche audience and using location-specific strategies you have a competitive advantage that big brands can’t replicate at a local level.
Local SEO Components
Google Business Profile
Optimising your Google Business Profile is the most important part of Local SEO.
- Claim and Verify Your Listing: Verify your business on Google to gain control of your listing. This will allow your business to show up in Google Maps and local search results.
- NAP Consistency: Consistency is key. Make sure your Name, Address, and Phone number (NAP) are the same across all platforms.
- Add Photos and Business Description: High-quality photos of your location, products, or services build trust and make your profile more visually appealing. Add a well-written description that explains what makes your business unique.
Local Keyword Optimisation
- Local Keyword Research: Use tools like Google Keyword Planner or Ranktracker to find keywords that include your location, such as “Shoreditch bakeries” or “best hairstylist in South London”.
- Include Keywords Naturally: Add these keywords to your website’s headings, meta descriptions and copy. Make sure the language flows naturally and doesn’t sound forced. A local SEO strategy involves both foundational optimisations and ongoing practices to get you visible in local search results.
Local Citations and Backlinks
- List Your Business in Directories: Register on platforms like Yelp, Central Index, and local business directories to build credibility and boost search rankings.
- Get Backlinks from Local Sites: Collaborate with other local businesses or sponsor local events to get quality backlinks to your website.
Ask and Manage Reviews
- Ask for Reviews: After you’ve done a great job, ask customers to leave a review – especially on Google. A steady stream of reviews keeps your business looking credible and relevant, and also boosts your local rankings.
- Reply to All Reviews: Be professional with both positive and negative reviews. This builds trust and shows potential customers you care about their feedback.
Mobile Optimisation
In this day and age, it almost goes without saying that your business website needs to work well on mobile devices. Since most local searches happen on mobile devices mobile optimisation is even more important for businesses that want to rank well for local searches.
- Mobile-Friendly Design: Your website should adapt to different devices and screen sizes.
- Page Load Speed: High bounce rates from slow-loading websites can hurt rankings. Compress images and remove unnecessary scripts to speed up.
Adding a Google Map to your contact page helps with local SEO and makes it easy for users to find directions.
Recent Trends That Prove Local SEO is Important
“Near Me” Searches
According to Google, searches with phrases like “near me” have grown by over 500% in the last 2 years. Optimizing for these keywords will capture this growing audience. Optimising for “near me” searches will also boost your local search visibility.
Voice Search
With the rise of voice assistants like Alexa and Siri, users are asking conversational questions like “Where’s the closest Mexican restaurant?” Optimising for long-tail conversational keywords will cater to this trend.
Google’s AI Updates
Google is constantly refining its AI which affects how local search results are displayed. Known for features like AI-generated summaries, the search engine favours businesses with verified GMB listings and well-optimised content.
Optimising for Google Search will get you visible in local search results.
Local SEO Mistakes to Avoid
- NAP Discrepancies: Make sure your contact info is consistent across all platforms to avoid confusion and penalties.
- Ignoring Negative Reviews: Not responding to feedback can hurt your credibility. Reply to complaints professionally and show you value customer feedback.
- Ignoring Localised Content: Writing blog posts or creating videos for your local audience will increase engagement and improve your optimisation for relevant local searches.
How to Measure Your Local SEO
- Track Local Search Rankings: Use tools like BrightLocal to track your ranking for keywords. Use local SEO tools to track your ranking for keywords.
- Local Website Traffic: Use Google Analytics to see how much traffic is coming from local search.
- Conversion Rates: Track leads generated from local SEO and optimise based on performance.
Get Started with Local SEO Today
Local SEO is not just a tactic – it’s the foundation for small businesses in a crowded digital world. Follow this guide and you’ll get visible, get more customers, and build relationships with your local audience.
