Google or any other search engine provides the best, relevant answers for any user search query. Advanced search engines such as Google can understand search intent easily and provide relevant answers in a matter of seconds. When you’re looking for nearby services, Google or any other search engine presents the results in a specific way.
This blog will discuss how the searches work when you’re looking for local SEO services or services that you can get near to your location. The blog will look extensively into how Local SEO works and how businesses can optimize for it. It’s also a good stepping stone for anyone who wants to learn about Local SEO and how it works.
What Is Local SEO And Why Should A Business Know About It?
Local SEO allows small businesses to attract customers that are close by with the help of organic, or unpaid digital marketing. It’s a great opportunity for small businesses to be more visible in the local search results.
Within a geographical area, a business can dominate the searches if it optimizes itself for the local search. The local search organically can be dominated with the right Local SEO tactics. Local SEO can involve a business optimizing for the Google Business Profile, website analysis, NAP syndication, local listing management, and more.
Therefore, with these right tactics, a business can rank higher on local searches. With the higher rankings for local searches, a business becomes more visible to local users allowing people to visit their website. With frequent website visits, the traffic increases, leading to further engagement and allowing the business to convert leads into sales.
With Local SEO packages, local businesses also get a chance to get more in-store visits. Think about it, the more you appear on local searches on the web, the easier an individual can contact you and reach you physically. As a matter of fact, as per Forbes, 72% of consumers who search local businesses online end up visiting the store within a five-mile radius. Therefore, local search work and businesses constantly have to up their game to beat the competition.
How Does Local SEO Work And What Are The Tactics Involved?
Local SEO takes into consideration your location and then presents the results. However, if you specifically type a location name or type near me in the search it becomes more evident. For non-stated local searches, Google considers the current physical location of the searcher and then presents the results.
So, local search can vary as per the location. If you search for pizza near your home, the businesses that Google will pick will be different from when you order pizza from your office. The location changes and so do the results. With the rise in mobile usage, Local SEO has become more relevant than ever.
With Local SEO, businesses get a chance to appear for local as well as organic search results. Here look at the image which depicts local and organic search results:
Source: An image showing the different types of search results, i.e. Organic, Local, and Paid
The image shows different search results. With Local SEO, businesses can appear for organic, as well as Local results. To appear for the local results, a business can take several SEO tactics some of which are discussed below:
1. Create And Optimize For Google Business Profile
Businesses get an opportunity with Google Business Profile to appear for local results. Google allows businesses to appear for local searches with the help of this platform. Create a GBP profile and fill in the right information. Make sure the information is as precise as possible as that’s how the customers will find your business. Your business also starts appearing in Google Maps from where customers can reach your store physically. Create, and update content as frequently as possible for GBP.
2. Be On Local Search Directories
Local Directories still hold value and being a local business you need to be on them and maintain those profiles. Certain local directories are known for a specific domain. Some are more general or for all businesses, such as Sulekha. The point here is businesses need to find as many local, relevant directories and create a profile on them.
Doing so allows businesses to create links, or profiles on other websites so that they can maximize their reach. Filling out information, and maintaining those profiles can help businesses spread their reach. A business must always be consistent with its information. All businesses need to have NAP consistency. NAP stands for Name, Address, Phone Number, and consistency with these three parameters on all the online profiles is paramount. It is through these three parameters relevant customers find businesses, so if you’re a business owner be careful while filling in your business information and maintain consistency across all platforms or websites.
3. Manage Your Online Reputation
Businesses should manage their online reputation and they need to listen and respond to what their audience is saying. People can easily review any business on Google and other local directories. Having a positive reputation on these platforms allows businesses to attract more customers to their physical stores. As they say, there’s no better marketing than people talking about a business. So, take a note of it and maximize on it and if you have a business, handle your reviews carefully. Be professional and respond to your negative reviews with grace and capitalize on your happy customers and positive reviews.
Think of this for a minute, 93% of individuals believe that online reviews impact their buying decisions. So, now you know, reviews are crucial for any business, and managing them regularly can do good for your Local SEO strategy.
Provide good service to get positive reviews and always respond to all the reviews. In case of a negative review, think of it as a scope for improvement. You can also encourage your customers through mail, or while they’re shopping at your store to get more reviews. The better your online presence and reputation, the better your business will perform locally.
Local SEO can do wonders for any business if implemented the right way. Certain tactics can help businesses get ahead of the competition. It’s easy to get started but putting out consistent, relevant information is the key for any business. Therefore, Local SEO helps businesses stay relevant and appear in the local searches which maximize their website traffic and in-store visits, leading to boosted sales and revenue. It’s a complete business and marketing strategy if utilized fully.