Local SEO is search engine optimization aimed at getting your business listed in Google’s “near me” results. Showing up in those local results can make the difference between a steady stream of nearby customers and being invisible in your own market.
Start your local SEO efforts with keyword research using tools such as Semrush’s Organic Research to find keywords your competitors are targeting.
What does local SEO actually cover?
Local SEO covers the signals that influence how your business appears in geographically-targeted searches, including your Google Business profile, reviews, on-page NAP (name, address, phone) details, links from authoritative sites, and proximity to the searcher. Google weighs relevance, distance, and prominence when ranking local results, and map pack rankings are driven by similar but not identical factors to organic search.
Why are location-based searches growing?
Location-based searches have become more prevalent as more consumers use mobile devices to locate local businesses. A strong presence on Google My Business with positive reviews can help your company rank higher on search engine results pages.
Businesses should also take user needs into consideration before implementing a location-based strategy. This involves making it easy for customers to locate store hours and contact details as well as improving website navigation.
Location-based search engines require users to enter their desired addresses into their profiles before retrieving results based on those addresses. Some engines support street-level search while most focus on city or suburb-level searching. To satisfy these queries, search engines must associate all corresponding locations with web resources using relevant location coordinates.
Do people trust local businesses more?
Local SEO can build your brand online and grow the business. The key is sending the right signals to Google that your business provides trustworthy, top-tier service that people want.
One way to build trust is through collecting reviews from satisfied customers. Studies show that people trust businesses with top-rated reviews more than those without ratings.
Reputation can also be built by earning links from high-authority websites, which can involve submitting information to reliable directories, soliciting customer reviews from existing clients, or writing guest posts for high-profile blogs.
Consistency across your NAP can also help boost your search results for local searches, making your business easily discoverable when customers search your name or number, and leading them directly to you without spending extra on marketing.
Why do map results get more clicks?
Google’s local SERP is notable for incorporating map results as an essential element. These maps offer users a way to see all of the top businesses as well as their locations on a single page.
People click more frequently on map results than organic results because they’re often in the decision-making stage of their purchasing cycle and searching for local service providers they can quickly contact.
Local SEO relies on factors like relevance, distance, and prominence to help your business rank better online.
Links act as votes from other websites for your site. According to BrightLocal’s 2021 study, 31% of SEOs consider links the single most critical ranking factor for regular organic search, and 16% say the same for map pack rankings.
Are consumers more likely to buy from local businesses?
By choosing to patronize local businesses, consumers are helping the community flourish and contributing directly to local job creation. Small businesses tend to hire people in the area where they’re located and generate even more local jobs as they expand.
Quality is also improved at local establishments compared to chain stores. Nearly half of consumers reported that food and beverages taste better at local establishments.
Shopping local supports the environment and local economies at the same time, reducing pollution while keeping money in the community.
Erin Hartzler, president and CEO of the National Federation of Independent Business, believes thriving communities of independent stores make neighborhoods more vibrant.
Consumers opt to shop locally for a range of reasons, including cost and individual purchase needs, and they rely heavily on reviews to make more informed purchasing decisions.