In this article we want to tell you what Local SEO is all about and what you should do if you want your business to rank successfully in Google search results and, honestly, in any other search engine on the Internet. Here we go.
First things first.
What is Local SEO?
To be fair, local SEO doesn’t have an official definition. Several brands and agencies have attempted to explain this highly-trendy digital marketing tactic. For example, Moz defines local SEO as “ a process of increasing search visibility for businesses that serve their communities face-to-face. These can be brick-and-mortar businesses with a physical location or service area businesses that operate in a given geographic area .” RevLocal, meanwhile, considers local SEO to be “ an integrated marketing approach for local businesses or companies ,” while eConsultancy refers to local SEO as a tactic to “ deliver results that are relevant to a searcher based on their current location .”
Perhaps we can say that they are variations of the same concept . In general, so-called Local SEO uses various techniques and tactics to improve your business’s position in local search rankings. Local search rankings occur when a user includes local keyword phrases in their search or the search engine infers a location from the user’s device. An example of a local search phrase would be “Chevrolet dealership in Bogota.”
In short, local SEO is a search engine optimization (SEO) strategy that helps your business become more visible in local search results on Google.
Why should my company care about local SEO?
If you’re already working on an organic search engine optimization strategy , you might be wondering why local SEO really matters. In fact, depending on the keywords and tactics you’re using, you might already be implementing a local SEO plan without even realizing it.
As we’ve already discussed, local SEO increases your online visibility. To whom? To people—searchers—who are interested in a product, service, or information. These “interested searchers” are essentially your potential customers or future customers. Did you know that 64% of local customers use search engines and directories as their primary way of finding a physical business? And, 50% of potential customers visit businesses within 24 hours of performing a local search on Google.
Here are some other facts that can help you understand the importance of working on Local SEO on your website:
72% of consumers who conduct a local search visit a store within a five-mile radius. (WordStream)
30% of mobile searches are location-related. (Google, 2016)
71% of people say they research and confirm a business's location before visiting for the first time. (Hubspot)
78% of local mobile searches result in offline purchases. (Search Engine Land, 2014)
There is also a very relevant fact that you should know. From the perspective of Inbound Marketing , people who search for a product or service on Google are deeper into their Buyer's Journey, that is, they are closer to making a purchase decision. Therefore, whoever searches for you and finds you through Google is much more likely to buy from you, much more likely to physically show up at the business.
In addition to improving overall awareness of your brand online, local search is a major driver of leads, sales, and in-store traffic for local businesses.
This is the essential thing you must do to take advantage of Local SEO
To get started with a local SEO strategy for your business—or boost the one you already have—start with these steps.
Claim ownership of your location on Google My Business
Google holds around 74.54% of the search engine market share. This makes it the most popular search engine used worldwide. With this in mind, it is necessary that you claim and optimize your free Google My Business listing. This listing is what appears when a user searches for your business name, location, information, or relevant local keywords on Google. These listings also appear on Google Maps.
To make the most of this free map listing and Google account, include as many details about your business as possible. At a minimum, users need to know your name, address, and phone gambling data korea number. This is known as your “NAP” (Name, Address, Phone) information. Google My Business also allows you to include vital business details such as:
Company Website
Hours of operation
Product/Service Categories and Tags
User reviews
Store/Location Information
Popular times
Photos
Company logo
For a more in-depth look at how to complete your Google My Business profile, check out this guide from Search Engine Journal.
Put your business information in online listings and directories
The internet is rife with business listing sites and directories. From Yelp to the Better Business Bureau. In the case of Colombia, for example, is one option. As HubSpot states, these sites are online listings of businesses within a specific niche, location, or category. Since these websites require your address and other local business information, it makes sense that these sites would be beneficial for expanding your business’s online presence.
Just like you did on Google My Business , make sure to fill out these listing and directory profiles as much as possible. Again, always include name, address, and phone number. Starting a local SEO strategy on the right foot can involve creating and completing profiles on these popular listing sites:
As Local SEO tactics work to increase your visibility in search engines and map listings, you surely want your business to stand out. You don’t want to be at the top of search rankings and make a bad first impression, right? Considering that star rating is the main factor used by consumers to judge a business, generating authentic positive customer reviews is crucial.
Now, your customer reviews aren’t limited to just Google. Since search engine algorithms also factor listing and directory sites into search rankings, you should try to collect customer reviews on these sites as well. Often, businesses focus on getting reviews on popular websites like Yelp and Facebook. However, there are other niche sites that your business can take advantage of. Consider asking customers to place reviews on review websites specific to your industry. For example, if your business is in the travel industry, it would be ideal to have an account on TripAdvisor and read and respond to the reviews that users share there daily.
In addition to increased online exposure , all of these review sites contain links back to your website. These backlinks help drive traffic to your business' website and improve its online authority, which contributes to achieving your local SEO goals.
Locally Oriented Content on Your Website
Lastly, one of the top local SEO tactics is to create localized content on your website. There are several ways to do this. First, make sure your name, phone number, and address are easily found on your website. Most businesses include this information in the header and/or footer of the website, as well as on the contact page.
You can then create content for websites and blogs that focus on local keywords . For example, if you were a dentist and wanted to rank for the term “Dentist in Medellin City,” you could include this phrase in the content on your service page.
Be careful : keyword stuffing is not allowed! Many professionals launching a local SEO strategy for the first time make the mistake of including too many keywords in their pages, blog posts, and online listings. Search engines view this practice as spam and tend to demote content and listings that use this technique. Instead of stuffing your website with keywords, include them in your content naturally. Remember to add them to your page title, headings, meta description, and image alt tags, too, for the best results.
Now it's your turn.
Ready to launch your local SEO strategy? Now that you have a better understanding of why businesses of different sizes around the world use local SEO, it’s time to plan and execute your strategy! You can start by implementing the tips we shared in this article and closely monitoring your local search ranking on Google. But keep one thing in mind, SEO is a marketing activity that is worked on daily, over a long period of time. If you do it right, it will surely bring success back to your business.
