Local SEO can be a game-changer for businesses looking to attract nearby customers. Whether you’re a small shop or a service provider, a well-optimised local SEO strategy can provide huge benefits to your business. If you are one of the 50% of businesses not optimising for local searches, read on to discover how local SEO could be the game-changer you need!
What is local SEO?
Local SEO (search engine optimisation) involves optimising your online presence to improve visibility in the localised search results. This ensures your business can be found when users search for products or services in the local area.
Local SEO is important for small businesses, brick-and-mortar stores, and services that rely on local customers. Unlike traditional SEO, which targets a national or global audience, local SEO focuses on searches with geographic intent, such as “restaurants near me” or “plumbers in Coventry”.
There is a wide range of local SEO components, from optimising a Google Business Profile and building local backlinks to online directory listings and managing customer reviews. Ensuring a website is mobile-friendly is also important, as most local searches are conducted on smartphones.
An effective strategy is important for businesses wanting to grow their local presence and attract nearby customers. This helps your business gain a competitive edge and develop a better reputation, both online and locally.
Why is local SEO important?
Any business that serves a specific geographical area can benefit from local SEO to grow and maintain its customer base. Given that a third of consumers search on the Internet for local businesses daily, this has never been more important.
But if you’re still not sold, there are many other reasons why local SEO is important. This section will cover the top reasons why.
Increases visibility
One of the biggest reasons why local SEO is important is that it helps increase your business’s visibility in localised results. This helps your business stand out and be easier to find by new customers.
Given that 92% of searchers will select a business from the first page of local results, this further indicates the importance of local SEO. This can be especially beneficial for small or newer businesses that people might be unaware of, and can even help outrank larger, established competitors.
Boost sales and conversion rates
The increased visibility from local SEO also means you are more likely to boost sales and conversion rates. Most local searches tend to be people ready to make a purchase or visit your store.
The high search intent of local searches correlates to a higher conversion rate. Certain search terms have a much bigger impact, for example, 76% of customers using the term “near me” will visit a business within a day.
Gain a competitive advantage
It is also possible for your business to gain a competitive through local SEO. Aside from local competition, businesses also have to contend with larger, established businesses that more often than not rank higher in the organic search results.
However, with local results appearing before the organic search results, your business can gain a competitive edge from this increased visibility.
This can be further boosted with a combination of a physical location and a website. Research from Google indicates that 61% of shoppers will prefer going to a local business if they have a website and physical store.
Build trust and credibility
It is also possible for your business to build trust and credibility through local SEO. Reviews and reputation management are factors that can boost local SEO. The more positive reviews your business has online, the better for building trust and credibility.
By building up your positive reviews, you are helping to create a positive reputation for your business online. The increase from a 3-star to a 5-star rating on Google can increase clicks by 25%.
How you handle negative reviews is also important. Addressing negative feedback professionally and promptly can still build trust in customers. Showcasing what you have learnt from the negative review and responding professionally can help turn a negative into a positive.
Encourage community engagement
Local SEO can also be a game changer for your business by encouraging community engagement. Ensuring a well-optimised strategy that makes it easier for local customers to find you help your business connect with the local community.
Appearing in places such as Google Maps shows that your business is an integral part of the local community. Around 80% of customers are more likely to buy from local businesses to support their community.
Forming connections and links with other local businesses can also strengthen community engagement. Such connections help to create stronger customer relationships, attract new customers, and encourage repeat business.
Perhaps the biggest benefit of this is word-of-mouth. Word-of-mouth is one of the most effective marketing tactics due to its high persuasive power built on personal recommendations or endorsements.
Around 90% of customers are more likely to trust a brand recommended to them by a friend or family member. This highlights the importance of encouraging positive community engagement for your business through an effective local SEO strategy.
Which businesses can benefit most from local SEO?
There is a wide range of businesses that can benefit from local SEO. As long as your business has a physical location, serves local customers, or provides services in a specific geographic area, you can benefit.
The list below details the businesses that can gain the most benefit from local SEO:
- Food and beverages – customers will often look for restaurants or cafes while out or look for local establishments to have food delivered.
- Retail shops – businesses that sell products to the local community, whether it be a bookshop, hardware, shoes, bakery, flowers, or furniture.
- Location-based services – homeowners who are looking for a local tradesman for a job, whether that’s an electrician, plumber, builder, or gardener.
- Healthcare – healthcare providers serving a local area, such as dentists or opticians.
- Hospitality – hotels, B&Bs, and guest houses for people wanting accommodation based on a location.
- Gyms & sports centres – any fitness premises that attracts local residents, whether to use gym services, classes, or wellness services.
- Law services & estate agents – that provide their services to a specific area, whether buying & selling houses or providing legal services.
- Car garages & repairs – vehicle owners who need a nearby garage for car servicing or repairs.
Typically, businesses that only operate online are less likely to benefit from local SEO. However, if you only sell products within a specific geographical area, you may still benefit.
There are many reasons why SEO can be a game-changer for your business. From boosting your online visibility to building trust within the community, you can help attract and grow your customers by ensuring you appear prominently for local and localised searches. With a wide range of techniques you can use, you can start optimising for local SEO today!
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