If you are looking for a restaurant, store, or service that is close to you, you probably type something like “pizza near me” or “car repair in Las Vegas” into Google search or another search engine. While the results are options near you, how do search engines choose which businesses to show as the best answer to your query? This is where local SEO comes into play.
Our Henderson and Las Vegas digital marketing experts explain why local SEO is crucial for businesses that serve a specific area and how it can help you effectively reach your target audience.
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What Is Local SEO?
Local SEO, or local search engine optimization, is a digital marketing strategy that focuses on improving local search rankings and attracting nearby customers to businesses with physical locations. Local SEO is also essential for people who offer services within a geographical region and want to connect with potential clients.
Just like overall SEO services, local SEO practices are designed to boost organic search results rather than paid or sponsored results. The goal is to drive qualified leads to your location, thereby improving overall business website traffic and sales.
Local Map Pack
Businesses can generate substantially more website traffic when they are included in the local map pack on the search engine results page (SERP). The local map pack consists of the top three local businesses considered most relevant to a user’s query. The results typically include some or all of these details:
- A map showing the top three local results
- The business name and star review ratings
- The business address, phone number, and website
- A short description or review
- Business hours
- Estimated price range of the goods or services if available
If a user who is actively looking for what you offer sees your business in the local map pack, they are more likely to choose you over others that are further down the SERPs.
Who Can Benefit from a Local SEO Strategy?
Most businesses that serve local customers in a particular geographic area can benefit from a local SEO strategy. Some examples include:
- Retail stores
- Restaurants and bars
- Healthcare providers
- Auto service and repair shops
- Law firms
- Real estate agents
- Local freelancers with no physical storefront
- Other service-based businesses
What Are the Benefits of Local SEO?
Approximately 80% of American consumers search for local businesses online each week. If you can tap into that potential traffic with local SEO techniques, there are several benefits for both your business and brand.
More Local Foot Traffic
Users are seeking a quick and convenient solution that is physically accessible to them. Brick-and-mortar businesses that land in the local map pack or the top organic search results for local queries often get more foot traffic and interest from customers in the area.
Increased Online Visibility and Trust
One local SEO tactic is to build citations and links with relevant local businesses. White-hat link building is shown to boost website visibility and improve local organic search rankings if done properly. When local websites link to your site, it shows Google and other search engines that your brand is relevant, valuable, and trustworthy.
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Generate More Qualified Leads and Sales
When you focus on a local SEO strategy, you not only get more traffic to your website, but those users are more qualified leads who are searching for what you offer. People who are looking for local goods or services are typically at lower stages of the sales funnel and more prepared to close the deal.
Opportunities to Improve Your Reputation
Part of local SEO is managing your online reputation. In other words, the ratings and reviews your business gets online can have a significant impact on how search engines and users value your brand. Encouraging customers to provide reviews and feedback can help you improve your services, eventually leading to better ratings and enhanced website authority. Online reputation management (ORM) is a crucial part of any successful SEO marketing campaign.
Better Awareness of Competition
Local SEO also helps business owners better understand their industry or niche and take steps to be more competitive. When you see what approach is working well for the competition, it can be an opportunity to adopt similar tactics or develop a new strategy that gives you an edge.
How Do Search Engines Determine Local Search Rankings?
According to Google, several factors determine local search rankings, including how close the business is to the searcher and whether the business offers what the user needs. While other elements can affect results, these three make up the most significant local search ranking factors:
- Relevance: Google will analyze how well your Google Business profile matches the user’s query. This is why it is vital to verify your profile and include all your business information, such as accurate contact details, hours, and business and services descriptions.
- Proximity: The distance between your business and the searcher’s location will also weigh heavily on how you rank. The closer you are to the searcher, the better your chances of landing in the local map pack.
- Popularity: Lastly, Google will consider the prominence of your business. Well-known businesses tend to have more reviews, positive ratings, and backlinks from local websites.
How Do You Optimize Your Website for Local Search?
A solid local SEO strategy involves several tactics and practices that work together to improve your website’s visibility and rankings, such as:
- Rounding out your Google Business Profile
- Local keyword research and implementation
- Optimizing your website’s page(s) content
- Making your website mobile-friendly
- Securing local backlinks and building citations
- Managing online reviews and ratings
- Integrating local keywords into your SEO content strategy
- Using social media platforms to locally promote your business
Working with a digital marketing professional can greatly help fine-tune your approach to achieve your local SEO goals quickly and effectively.
RELATED: Should I Use AI to Generate SEO Content?
Connect With a Local SEO Expert Today!
If you want to improve your website’s organic online search term rankings and drive more localized customers to your business, local SEO is key. At Salomone Digital Marketing, we provide comprehensive SEO services, including local SEO strategy implementation, to help you reach your target audience organically. Contact our digital marketing and SEO team for a free SEO proposal or to speak with an experienced SEO expert today!
