Local search engine optimisation (SEO) is a strategy used by marketers to get their business more visible on local Google search results. In this blog, we explain the importance of local SEO and how it can affect you.
What is local SEO?
Businesses that have a physical location, such as a shop or office, or serve a physical area should work on their local SEO. Local SEO can help grow your business as it directs those looking for businesses in the immediate or specified area to your site and services.
Google’s local search algorithm contains a proximity component, which means that when you search for a local phrase, Google considers your location (a query with local intent) – even if the searcher does not mention a city name or “near me” in their query.
With this in mind, it makes sense to ensure that your business is fully optimised to appear and rank in local SERPs (Search Engine Results Pages).
How does Google rank local search results?
Localised content plays a crucial role in Google’s algorithm. To reach customers most likely to visit, use your services, or buy your products, your business must be easy to find.
Google’s local SEO ranking factors include a Google My Business (GMB) profile, online reviews, citations, backlinks, and your website’s technical SEO.
Google My Business
A well-optimised GMB profile is vital for local SEO success. Ensure consistency between your profile and other online information about your business, including your name, address, and phone number (NAP). Consistency boosts your chances of ranking higher in search results.
Complete every section of your GMB profile. Add categories, services, and products to maximise visibility. An up-to-date, detailed profile signals credibility to Google.
The Importance Of Local Reviews
Reviews significantly impact your rankings and customer trust. Encourage customers to leave positive reviews using the personalised link Google provides. Responding to reviews is also great for building relationships and improving your online presence.
By focusing on these local SEO essentials, your business can stand out in search results and attract the right audience.
Why is local SEO important for your business?
Local SEO is important for businesses as it ultimately leads to more local custom. When it comes to shops and services, the majority of in-person customers are local. With increased online visibility, the most relevant customers will be made aware of your business, potentially visit and make a sale.
46% of searches on Google have ‘local intent’, meaning that you are missing out on a huge bunch of potential customers if you do not focus on your local SEO strategy. Google says that local results are primarily based on relevance, distance and prominence to the user.
This means that if you are hoping to target people from a specific location, your website must be relevant to it. For example, if you are servicing the area of Bristol, UK, you are more likely to appear in local searches if you have optimised web pages and created new content that targets keywords (both short-tail and long-tail) that include the term Bristol.
Mobile Phone Friendly
As more people are accessing the internet via their mobile devices, businesses need to ensure their website is optimised for mobile phones as well as desktop use. Google’s mobile-first indexing means pages can be ranked based on the mobile version of the content rather than solely on the desktop content, highlighting how important business’s mobile-optimised content is to create a simple user experience and to rank higher.
How to improve your local SEO
A strong location-based online presence is essential for improving your business’s local SEO. Having a Google My Business listing, gathering local reviews, and ensuring consistent citations across multiple platforms are key factors in boosting your local search rankings.
On-site SEO is equally important. Optimise your website copy with location-based keywords and create dedicated landing pages for the most relevant terms. As well as this, focus on enhancing your online citations, engaging in local link building, and leveraging local PR to strengthen your visibility and success both online and offline.
Put Your Business on the Map with Nivo
At Nivo Digital, we specialise in local SEO strategies that drive results. From optimising your Google My Business profile to crafting location-focused content, we help you rank higher, attract more local customers, and grow.
For any questions or for SEO support, get in touch with Nivo Digital today.