When launching a new marketing campaign, certain aspects often get forgotten about or pushed to the bottom of the to-do list. And, more often than not, it’s SEO jobs like website functionality, building links or localised SEO optimisation.
Local SEO is a phrase we use for everything a user would need to find a business’s specific location (or locations) when using a search engine like Google or Bing.
Local SEO is designed to provide a faster experience for users, as it offers vital information directly to the customer without them even needing to click onto the website.
What is local SEO?
Let’s say you’re looking for a pizza restaurant in your local area, or perhaps you’re on holiday in a new city, you would potentially type into a search engine like Google, something along the lines of:
- “Pizza delivery in (insert city name)”
- “Pizza restaurant near me”
- “Good pizza (insert town name)”
The results you receive will most likely involve a map of the area you are searching in with businesses that could match the terms you searched for. Even if you don’t mention the location when you are searching, Google will recognise where you are and apply this to the results that are displaying to you. This creates an almost tailored search result to every query (unless you have a VPN installed on your device).
Because of this, Local SEO (Search Engine Optimisation) has become crucial for businesses aiming to attract local customers. Whether you own a small coffee shop or a large retail store, optimising your online presence for local searches can significantly impact your bottom line.
What is local SEO marketing?
Local SEO marketing is the process of optimising your online presence to attract more business from relevant local searches. There are various tactics that help your business appear in local search results, including:
Google My Business (GMB) optimisation
Creating and optimising your GMB profile so that Google can more easily identify where your business is, what it does and also that it’s active and popular.
Localised content
Producing content that is relevant to your local audience, such as blog posts about local events or news.
Online reviews and ratings
Encouraging satisfied customers to leave positive reviews on platforms like Google and TripAdvisor.
Local directories
Ensuring your business information is consistent across various online directories and platforms.
Back linking to/from local websites
Acquiring links from other local businesses and organisations to improve your site’s authority as will linking to other local websites.
Who needs local SEO?
This type of search optimisation is beneficial for any business that has a physical location or serves a specific geographic area. Localising SEO optimisation can be used by:
- Retail industry: From boutiques to large department shops, local SEO helps bring in foot traffic
- Restaurants and cafes: Potential new customers searching for “best pizza near me” or “coffee shop open now” will find your establishment more easily
- Service providers: Plumbers, electricians, and other service-based businesses can attract local clients through effective local SEO
- Healthcare providers: Doctors, dentists, and clinics can ensure patients find their services when searching locally
- Estate agents: Optimising for local searches helps agents connect with home buyers and sellers in their area
- Events or tourist attractions: Museums, parks, theatres and one-off events can attract visitors by appearing prominently in local search results
Why Local SEO is important for your business
There are many different benefits to incorporating localised SEO into your digital marketing strategy. Here are some of our favourites;
Increased visibility
Local SEO boosts your business’s visibility when potential customers search for products or services in your area. A well-optimised local SEO strategy ensures your business appears in the coveted local pack (the top three businesses listed under the map in Google search results), leading to increased website traffic and foot traffic.
Higher conversion rates
Local searches often come from individuals who are ready to make a purchase. For instance, someone searching for “buy shoes near me” is likely looking to make an immediate purchase. By appearing in these search results, you increase the chances of converting these searchers into customers.
Competitive edge
Many businesses have not yet fully embraced localising their SEO, providing an opportunity for those who do to gain a competitive edge. By optimising your local SEO, you can outperform competitors who are not as SEO-savvy, capturing a larger share of the local market.
Building trust and credibility
A strong presence in local search results, coupled with positive reviews, can enhance your business’s credibility. Potential customers are more likely to trust and choose businesses that appear prominently in local searches and have good ratings.
Get your business ranking in local search results
Local SEO is a powerful tool for businesses looking to attract local customers and stand out in their community.
Our team can improve your local search visibility, drive more traffic to your business, and ultimately increase your revenue. We can help you to embrace local SEO and watch your business grow within your community with the help of our experienced team at Carrington.
For more information & guidance on local SEO or other digital marketing strategies, get in touch with our team today.
