Want to be found by those nearby looking for exactly what you offer? You can achieve this with the help of local SEO. Search Engine Optimization, especially when localized, can significantly benefit your business, particularly if you trust the statistics.
Local SEO refers to the process of optimizing your website and overall online presence to rank better in local search results. Unlike "normal" SEO, which targets a broad or global market, local SEO focuses on attracting potential customers from your area—those who are physically close to your business.
Although local SEO experienced its "boom" a few years ago, its importance should not be overlooked, especially as competition grows daily. Statistics show that 76% of people visit a location they searched for. However, many still overlook it even if they are "local" by business description.
For example, when you search for "hair salon near me," Google uses your physical location to display the closest options. The results show the most relevant salons at the top, and you choose the one that suits you best (closest, with reasonable prices, good reviews, etc.).
If you need further convincing about the importance of local SEO, statistics show that more and more people use "near me" searches to find services in their vicinity.
Local SEO helps people in your area, i.e., your neighbourhood, find you more quickly when they search for services like yours on Google.
Google uses several references to decide which businesses to display first. The most important things here are proximity to the user, content relevance, and your website's reliability.
Proximity means that businesses physically closer to the user will appear higher in the search results. If your website aligns with what users are searching for, you have better chances of visibility.
Google also considers how trustworthy your site is, which it assesses based on good reviews and links to other quality sites.
If your Google Business Profile is correctly filled out, your business will be better displayed in local searches, including Google Maps.
Information you can set up on a Google Business Profile includes:
Additionally, reviews and high ratings are also important. For example, a hair salon with more reviews, especially positive ones, will appear before those with lower ratings, increasing the chances of being chosen.
Local SEO can enhance your brand's recognition among the local population. For example, if your company provides emergency plumbing services with local SEO, you will appear in search results when users in your area search for services like yours.
By applying local SEO (and doing it effectively), you will also notice an increase in website traffic or actual traffic to your physical store/business.
Local SEO is often more cost-effective than traditional marketing methods, such as ads in local newspapers or flyers. A long-term SEO strategy can result in a sustainable influx of new customers without ongoing advertising costs.
There are several steps you need to take to start your local SEO, including:
Local SEO can be extremely effective, but many make common mistakes.
The first is an unoptimized Google Business profile. If your information is incorrect or not updated (e.g., working hours, address), your business may not appear in relevant searches.
The second common mistake is ignoring user reviews. Not responding to reviews, especially negative ones, can create a bad impression with potential customers and reduce your credibility.
Another mistake is inconsistency in information (name, address, phone number, website). If this information differs across platforms, search engines may consider your details unreliable, which negatively affects your ranking.
Social media is great for connecting with a local audience. Using platforms like Facebook, Instagram, or LinkedIn lets you keep your followers informed and directly communicate with potential customers in your area.
Regularly posting content relevant to your community, such as local events, promotions, or special offers, can encourage engagement and attract new visitors and followers.
Integrating local SEO into your social media posts can further enhance your visibility. For example, using local hashtags, tagging locations in your posts, and encouraging users to share your location or leave reviews can help Google better recognize your local relevance.
Local SEO offers significant benefits to businesses operating within a specific geographic area.
If you run a restaurant, hair salon, auto repair shop, or any local store, local SEO helps potential customers or clients find you more easily.
Investing in local SEO brings multiple advantages. It increases your visibility within the local community, attracts new clients, and can significantly improve business results. However, before starting, it's important to understand your resources.
Local SEO activities, such as optimizing your Google Business profile or gathering positive reviews, require time and effort. If you lack the time or expertise, consider hiring a professional agency.
They can help you build a strong local presence. Your community is your audience—make the most of it.