A business’ growth relies on consistently and creatively attracting new customers. Local SEO is one way to boost traffic from people in your area who are searching for products or services like yours.
You might be asking, how can local SEO help my business?
Strong local SEO sets you up for long-term online visibility, brand reputation, and a steady flow of targeted traffic. Today, we’re showing you how it works, where to start, and how to improve an existing strategy.
The Benefits of Local SEO for Small Businesses
What is localized SEO?
Local SEO is a marketing strategy that optimizes how a business or organization appears in a local search result on Google. People focus so much time and energy mastering it because the top local search result accounts for nearly a quarter of all clicks.
When someone searches for something like “gym,” Google scans through its index to provide relevant results for the individual. It’s largely based on location. So, someone in Dallas will see local salons at the top of their results page that are different from someone in New York City.
The top local search results are Google’s “Map Pack” or “Local Pack.” Each result page shows three local businesses based on the location of the person conducting the search, which can drive a lot of new traffic to those websites. Google has a unique set of ranking factors for these local search results that determine which businesses are featured first.
The value of local SEO
About 97% of people who search online are looking for local businesses. You can reach interested customers who are curious about products, services, or events in their area and want to learn more information at a glance. Common queries include:
- “[service] near me”
- “[product] availability in my area”
- “[service] near [location]”
When your business shows up with a phone number and website to take action on immediately, you can see purchases, appointments, and inquiries increase. Especially if you run a brick-and-mortar location, a simple Google search experience could lead to more foot traffic that doesn’t require physical signage.
What types of businesses use local SEO?
Local SEO is beneficial for any business serving local markets. Here’s a list to give you an idea of industries that succeed at the top of a results page:
- Bars and restaurants
- Doctors and law offices
- Local contractors
- Real estate agencies
- Medical and healthcare offices
- Shops and boutiques
- Nail and hair salons
- Government agencies
- Nonprofits
- Cafes and coffee shops
- Attractions and events
- Photographers
- Schools and universities
How to Create a Local SEO Strategy
Claim your Google My Business listing
Your Google My Business listing is a profile specific to the search engine that your business can take advantage of. Your profile surfaces in a local search result and showcases critical information like ratings, hours, and appointment details.
Setting up your profile is a critical first step to getting your business out there. It’s free to establish and creates a consistent search experience for customers who can see everything they need in one format.
Here’s what you’ll want to include:
- Full business name
- Physical store or office address
- The exact location on a map
- Business category
- Phone number
- Website
Conduct keyword research
SEO centers on keywords. When you anticipate the phrases people are likely to type into a search bar, you can develop content around those keywords. Understanding geo-specific and competitor keywords help inform your strategy.
As you build your website and Google My Business listing, try to see which keywords fit naturally. Be specific about the products and services you offer to match the intent of an eager customer looking to buy. You’ll also want to optimize your product or service offering pages with an SEO title that entices shoppers, such as “Vintage boutique Brooklyn NY: Rated #1 Last 3 Years.”
Test your mobile website experience
Your local search engine optimization strategy will naturally lead people to check out your website. Considering that 63% of Google’s U.S. organic search traffic comes from a mobile device, you’ll want to ensure your website continues the smooth experience. You can get ahead of any potential bugs that impact SEO or unnecessary friction before your potential customers with a quick check that:
- Your website loads quickly on multiple phones and carriers
- Your main navigation is easy to operate
- Each page has an optimized SEO title and description
- Every link works
- There is no duplicate content
How to Improve Local SEO and Advance Your Strategy
Continuously update your Google My Business listing
As your business grows and evolves, so should your Google My Business listing. Regularly update your business hours, essential updates, and contact information. That tells Google your profile is accurate and trustworthy to serve up in results.
Grow through local link building
Create a link-building strategy to increase the number of websites linking to yours. More backlinks drive traffic to your website, and you can acquire them from local businesses or outlets that boost your local SEO rankings.
Consider partnering with a travel review site to cover your industry or hosting a charity event with coverage from local news outlets.
Start collecting customer reviews
People love to learn from others who’ve experienced your products or services. Google knows this and increases rankings when your business has many reviews through your Google My Business page. Encourage reviews from loyal clients with incentives like discounts or add-ons, and add a response to each promptly, whether good or bad.
Summary: Use Local SEO to Grow Your Business This Year
Take some time to understand how Google supports local search results and what it takes to build a credible ranking. As more people find your business profile with the most curious information, continue the experience on your website to convert interest into transactions. Focusing on target customers instead of casting a wide net connects your business with more people ready to purchase.
A little bit about us – Web Fox Marketing is a digital marketing agency in Livonia. Our Michigan SEO team serves local community nearby Livonia, Novi, Ann Arbor, West Bloomfield and beyond. In addition to offering digital advertising solutions, we are knowledgeable in e-commerce web design, search-engine marketing advantages, Google Ads advertising (PPC), SEO, social media advertising, and more!
A website is the beginning, as online success through-out our connected world depends on search engine authority. Our Michigan lead generation company is happy to help you with any inquiries you may have. Drop us a line now and let’s kick-start building your digital campaign!
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