The Importance of Local SEO For Your Business
Local SEO is a technique that can help you to improve the visibility of your business and its website in search engine results for specific location-based searches, typically in close proximity to your business operations.
Local SEO is important to your business if your businesses is able to serve a specific geographic area, or has numerous physical locations and wants to attract local customers to each of them. In fact, Brian Dean, who is an authrotive figure in SEO and also the founder of Backlinko is quoted in saying:
"Local SEO is critical, especially for small businesses trying to compete with larger brands. Optimising for local search is about making sure people can find you when they need you the most."
Here we look at what it is and its benefits.
What is Local SEO?
A comparison of traditional SEO vs local SEO services shows that traditional SEO focuses on improving your site's visibility on a national or global scale, and local SEO focuses on improving your visibility in local search rankings.
Local SEO, also known as local search engine optimisation, refers to the various digital marketing strategies employed to enhance the online visibility and prominence of businesses, products, or services in local search results on search engines such as Google, Bing, and Yahoo. Local Search Engine Optimisation services are especially important for businesses with a physical presence or those catering to specific geographical regions. It enables them to engage with local customers and attract more foot traffic to their brick-and-mortar stores or generate potential customers from the local community.
Local SEO is an ongoing process that requires businesses to continually adapt and refine their strategies to align with changes in search engine algorithms and evolving user behaviour.
What Are The Key Areas Of Local SEO?
Local Search Engine Optimisation services cover a range of key areas and strategies to optimise a business's online presence for local search. By addressing the below key areas through SEO services for businesses, companies can improve their online visibility in local search results and connect with local customers:
Google My Business (GMB) Optimisation
A critical element of local SEO, claiming and using a Google My Business to provide accurate and complete information about your business ensures you have a local knowledge graph in your location. Here are some key tips for optimising your GMB listing to enhance local search rankings:
- Include Keywords: Write a compelling business description that clearly explains what you do and who you serve. Include relevant local SEO keywords to help your business appear in relevant searches.
- Be Authentic: Avoid keyword stuffing. Focus on providing a clear, concise description that appeals to your target audience and accurately represents your business.
Keyword Research
Identify and target relevant local keywords that potential customers might use in their searches - including location-specific terms that help your business appear in local search results. Here are some tips for effective keyword research specifically tailored to local SEO:
- City and Neighborhood Names: Always include your city, neighborhood, or even nearby landmarks in your keywords. For example, instead of just “plumber,” target “plumber in Leeds” or “Leeds plumber.”
- Regional Terms: Consider terms that are specific to your region. For example, in Yorkshire, you might use "Yorkshire café" or "Wakefield electrician."
- Proximity-Based Keywords: With "near me" searches on the rise, phrases like “restaurants near me” or “car repair shop nearby” should be part of your keyword strategy.
Content Creation
Developing high-quality, location-specific content that addresses the interests and needs of your local audience. Content includes regular blog posts, articles, event listings, and service pages that focus on local topics. Here are some practical tips for adding local keywords to your website's content:
- Title Tags - Optimise your page titles with local keywords. For example, instead of a title like “Plumbing Services,” use “Plumbing Services in Bradford.”
- Meta Descriptions - Write compelling meta descriptions that include local keywords to improve click-through rates from local search results. Example: “Looking for expert plumbing services in Leeds? We offer 24/7 emergency services across the city.”
- Headings (H1, H2, H3) - Use local keywords in your headings to signal the relevance of your content to both search engines and users. For instance, “Top-Rated Roofing Services in York” as an H1 or H2 tag.
Local Link Building
Acquiring high-quality backlinks from local and authoritative websites and getting mentioned in local news sources can be beneficial for this area.
Online Reviews and Reputation Management
Encouraging and managing online reviews on platforms like Google, Yelp, TripAdvisor, and industry-specific review sites as positive reviews can enhance your reputation.
Create Local Citations
Local citations are references to your business’s name, address, and phone number (NAP) across various online platforms, directories, and websites. These references can appear on local business directories like Yelp or Yellow Pages, niche directories, review sites, and even on news articles or blogs. Essentially, a citation is any instance where your business information is mentioned online.
To improve your local SEO rankings you should list your business on various online directories, local business directories, chamber of commerce websites, and industry-specific directories.
- NAP Consistency - Inconsistent NAP information can confuse search engines and customers. It is vital you ensure consistency of your business's Name, Address, and Phone Number (NAP) across all assets.
- Choose Quality Directories: Focus on reputable and relevant directories that are well-regarded in your industry and location. High-quality citations are more beneficial than numerous low-quality ones.
- Regular Updates: Keep your citations up-to-date with the latest business information, including any changes to your address, phone number, or business hours.
Why Local SEO For Businesses Is Important
In the online world, local SEO for businesses is a game-changer and by improving online visibility in local search results, businesses can gain a competitive edge. Local SEO plays a pivotal role in the success of small businesses, in particular, as it enables them to reach their most valuable audience - local customers. This targeted approach allows them to connect with customers actively seeking products or services in their immediate area.
Furthermore, local SEO is a cost-effective marketing strategy. SME businesses typically operate on tight budgets, and local Search Engine Optimisation helps make every marketing penny count. Instead of casting a wide net with traditional advertising methods, local SEO allows for precise targeting, in turn reducing the marketing spend whilst enhancing the ROI, making it a sustainable and efficient choice for SMEs.
What Are The Benefits Of Looking At Your Local Online Strategies
Local SEO efforts are essential for businesses to maintain and improve their online presence, attract more local customers, and stay competitive in their target market. Below you can find the key benefits of local SEO for businesses:
- Improved online visibility through better SERP performance.
- Stay informed about what your competitors are doing in terms.
- Get valuable data and insights into what's working and what isn't - helping you make informed decisions.
- Enhanced user experience on your website.
- Increased organic traffic through new keyword opportunities.
- Better CVR by identifying conversion bottlenecks and optimising your website.
- Monitor and secure new online reviews and customer feedback to manage your online reputation.
- Respond to reviews and address customer concerns.
- A better understanding of where your online and offline customers are coming from informs decisions about expanding or targeting specific geographic areas.
- Monitoring allows you to allocate your marketing budget more efficiently.
- By tracking and comparing your local performance, you can set benchmarks and targets - allowing you to measure progress and strategy effectiveness.
How Bidmark’s SEO services for businesses can help
Bidmark's local SEO optimisation services can provide several benefits to enhance your SEO and online visibility. Contact us today to see how our local search engine optimisation services can help you improve your positioning with the local community.
