What is Local SEO (Search Engine Optimisation)?

Local SEO (Search Engine Optimisation) is a crucial aspect of digital marketing that focuses on optimising a business’s online presence to raise visibility locally and attract more customers from local searches. Google can establish the physical location from which a search is made and will to a varying extent, adjust search results accordingly.

Understanding local SEO can greatly benefit any business that relies on local clientele.

Does Local SEO Matter?

Yes.

Mobile users are looking people are searching for local information on the go. Your neighbours are looking for answers to their problems now, ideally from someone close by.

Just having a physical location from which your business operates is a powerful indication that you are an established business. If that business is close by, so much the better.

So Local SEO is essential for any business that operates from one or more physical premises. Even on the internet, users have a strong bias towards local providers of services. If you’re in Sheffield, you’ll probably wont want to know about a bakery in Brighton. Even with online services, the power of local matters. Post-pandemic, meeting people in person is still often preferred.

If you’re like us, there’s an additional sense that it is easy to build a rapport with a local supplier, that they will know your market better and ultimately, if you can meet them face-to-face, trust is more easily built.

Searches in the following patterns: ‘great pizza near me‘ or ‘great pizza Sheffield’ remain incredibly popular. These search patterns are so popular, and the results so powerful in terms of user motivation, that Google has built entire views around them – the map pack.

The Google Map Pack, or the Local Pack, is a specific set of results displayed on Google’s search results page or map page when someone conducts a local search query. This is highly relevant for searches that involve local businesses or services, like the aforementioned ‘great pizza near me‘ or ‘great pizza Sheffield’.

For some businesses, a good placement on the Map Pack is even more important than a high ranking on the main search results page. See how yours looks here.

How It Works

Local SEO involves several key components that help increase a business’s visibility in local search results:

1. Google My Business (GMB): This is a free tool provided by Google that lets businesses manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can help customers find your business and tell them your story.
2. Keywords: Incorporating location-based keywords into your website content, meta descriptions, and titles can help to improve your visibility. For example, a bakery in Manchester might use phrases like “bakery in Manchester” or “Manchester bakery” to attract local customers.
3. Local Citations: These are mentions of your business name, address, and phone number on other websites. Consistency in these citations across various directories influences local search engine rankings.
4. Reviews: Online reviews are incredibly important for local SEO. Encouraging satisfied customers to leave positive reviews on Google and other review sites can enhance your business’s credibility and attract more local customers.
5. Local Backlinks: Gaining backlinks from reputable local sources (like local newspapers or blogs) can improve your search engine rankings, as it demonstrates to Google that your business is a relevant part of the local community.

Challenges in Local SEO

Despite its benefits, local SEO also presents certain challenges. These include managing online reviews, maintaining accurate local citations, and continuously optimising for new local SEO factors that Google introduces.

Conclusion

Even if your premises are not open to the public, you should consider the impact of Local SEO.

It is an invaluable strategy for businesses to capture customers’ attention in their geographic area. By focusing on Local SEO, businesses can ensure they are visible to the most local customers.

Whilst physical propinquity may not be a key driver driving people to your business, it often helps. If it is, it’s a straightforward way to maximise your marketing efforts and increase your chances of success.