The data is irrefutable — local SEO is essential for any business serving its community.
For example, studies have shown:
- Four out of five people use search engines for local queries.
- 18% of local searches result in a purchase within 24 hours.
- Half of smartphone users visit a store within one day following a local search.
As the potential of local SEO grows, so does the competition for local search traffic and visibility. This comprehensive guide will help you understand the key local ranking factors and how to position your business effectively.
Here’s what you’ll learn:
- What is Local SEO?
- Who Needs Local SEO?
- How Local Search Works
- Local SEO Ranking Factors
- Being Found vs. Being Selected in a Local Search
- Local SEO Strategies
Let’s start with some basics about how local SEO works.
What is Local SEO?
Local SEO encompasses various practices designed to attract more customers by improving a business’s visibility in local search results (including Maps, local packs, and localized search listings).
It’s important to remember that local SEO goes beyond just Google. Customers search for local businesses on various search engines and platforms like Google Maps, Bing Local, and Apple Maps.
However, Google continues to dominate, so we’ll primarily focus on attracting local traffic through this search engine.
Who Needs Local SEO?
Anyone with a physical store can benefit from local SEO and increase their visibility through search. Whether you’re a small business owner or an SEO specialist at a large enterprise with hundreds of store locations, local SEO is an excellent way to drive more foot traffic to your business.
For further insights, check out the case studies on how we’ve helped businesses at Digitalsquad Agency.
How Local Search Works: Local Pack vs. Organic Search Results
Let’s break down how local search works compared to organic results with an example. Suppose you need to find a place for a lunch meeting.
A simple search, such as “places for business lunch near me,” brings up two distinct sections in the search engine results page (SERP):
- Local Pack: This section shows the top businesses ranked in Google Maps. It includes important details like ratings, hours, and more, helping you decide where to go.
- Organic Results: These results display regular content, targeting local information.
Local SEO Ranking Factors
Google considers three key attributes to determine local rankings:
- Relevance: How well your business matches the search query.
- Distance: How far your business is from the location term used in a search.
- Prominence: How well-known your business is, akin to domain authority for regular organic rankings.
The Two Aspects of Succeeding in Local SEO
There are two main parts to succeeding in local SEO:
1. Being Found
This involves ensuring your business shows up in Google Maps, the local pack, and other platforms. Key factors include local attributes and reviews. By optimizing your Google Business Profile and ensuring it’s complete, you can significantly increase visibility.
For example, setting up your location on platforms like Google and Apple Maps can boost your discoverability.
2. Being Selected
Even if your business appears in local results, it still needs to stand out to users. Factors influencing selection include the quality of your reviews, responsiveness, and your business’s overall reputation.
Best Practices for Improving Local Search Visibility
Implementing a few simple strategies can increase your local search visibility. Here are some tips:
- Optimize Your Google Business Profile: Keep your profile updated with accurate information and high-quality visuals to enhance your listing’s appeal.
- Create Localized Content: Develop location-specific landing pages to cater to local searches more effectively.
- Monitor and Respond to Reviews: Engage with customer reviews to boost your credibility and local rankings.
- Ensure NAP Consistency: Make sure your business name, address, and phone number (NAP) are consistent across the web.
- Optimize for Mobile and Voice Search: Ensure your site is mobile-friendly and optimized for voice search, as many local queries are now voice-based.
At Digitalsquad Agency, we have helped businesses across various industries improve their local SEO efforts. You can see how we’ve helped our clients achieve success in the case studies section of our website.
Key Takeaways
Local SEO is vital for any business with a physical location. It involves optimizing your business for visibility in local search results, such as Google Maps and the local pack. To succeed, focus on:
- Relevance, Distance, and Prominence for being found.
- Review Quality and Engagement to be selected from search results.
To see how we’ve assisted businesses in growing their local SEO, visit our case studies page. Our expertise has helped businesses achieve measurable success, improving both their online presence and offline conversions.