Guide on Local SEO and how does it work?
When a person enters a query on a search engine about some services, or facilities like “colleges” or “colleges near me” the search engine shows results. If your business is well presented and optimized, it will appear at the top of search results. This optimization strategy is called SEO (search engine optimization) and the optimization of local businesses is called local SEO.
Local businesses use approaches to optimize their websites for increased visibility in local search results on Google. It aims to increase your business rankings in Google, Google Maps, and other search engines.
Google relies on algorithms to show results according to searchers’ places. So, local SEO, instead of general SEO, is quite effective for small or medium-sized businesses (spanning and targeting a specific geographical area).
Traditional vs Local SEO
Unlike digital advertisements and similar marketing strategies, search engine optimization is a slow and ongoing process. For showing results and making your website top-ranked, the search engines take time because:
| Traditional SEO | Local SEO |
|---|---|
| Helpful in searching for services at a global scale. | Helpful in niche-specific searching for services at the local level. |
| More competition overall. | More commercial goals. |
| Time taking results. | Comparatively quicker results (when done right). |
| Content is niche-specific for a general audience. | Content is customized for a particular localized audience. |
What are the benefits of local SEO for businesses?
Local SEO offers multiple benefits to businesses comprising a specific physical area. According to a study, search engines cover a distance of around 10 km while responding to a specific search.
Thus, it helps to grow your business by increasing the number of potential inbound leads you could generate for your business, making Google understand your services as well, and brand awareness.
According to another study, the stats showed, that around 97% of online users searched online to find a local business, and 46% of all Google searches are related to local information (Source: GoGulf).
How does Local SEO work?
A common example can be used to explain how local SEO works. All of us have experienced Google providing different results for the same search at different places.
For instance, if you type the word “cafeteria” in your home it shows some of the cafeterias nearby but when you go for a tour and search the same word “cafeteria” it will show quite different search results.
That’s how local SEO works. In short, local SEO functions by enabling Google to understand the details of nearby companies like location, offerings, etc. If a business is nearby, relevant, has maintained its profile, and has good reviews, it facilitates getting a higher rank.
Actually after evaluating the response of users, Google found out that people want services/offerings from their nearby area that is the reason if you enter near me or not in a query, it shows results from the immediate area.
To increase the business popularity, Google works by the search relevance, availability of good reviews, and the distance estimate of the search location to the business location.
Also, local SEO works in two ways to answer a query. These two ways are often described as the types.
Types of Local SEO
For local SEO, Google provides two types of search results, thus dividing it into two kinds, including:
- Local pack results
- Organic search results
The local pack is also known as the Map pack. This section appears at the top of search results. It consists of a map and the top 3 local business listings.
Whereas, the organic search results appear below local pack results. Generally, they include 10 blue links.
However, a business can appear in both of these search results, increasing visibility and attracting local customers. So, optimization for both types of search results will boost the business reach.
How does a local SEO Specialist do optimizations?
The primary goal of a local SEO specialist in London is to increase the visibility in area based searches and growth of leads/sales. To achieve this, he performs the following:
1. Keyword research
Proper keywords research is the base of SEO. Keywords are terms or words people use with certain goals when searching for something online. Keyword research is mandatory for optimizing a business’s presence in search results.
Local SEO keyword research focuses on attracting nearby customers. Mostly, it includes words like “near me” or “area name” to refine location-based searches. Ahrefs or Google keyword planner are helpful tools for SEO specialists to find the best keywords.
2. Create and optimize business profile
Another key task for local SEO specialists is creating a business profile. To rank a business it is necessary to complete the profile in each aspect, add an active phone number, high-resolution images, working hours, updated services/offerings with accurate prices, reviews, and question-answers related to the business. With these optimizations, you can achieve higher rankings and visibility.
3. Check analytical tools
SEO analytical tools offer plenty of insights and data to help with local SEO progress and performance. Some of these valuable analytical tools include Google Business Profile, BrightLocal, and Localo which help optimize your visibility, develop and manage citations, and make a business website automate SEO process respectively.
4. Optimization of On-page elements
Optimizing the on-page elements enhances your local traffic and local SEO work. These elements generally include a title tag, meta description, Heading tags (H1, H2, etc.), NAP (name, address, and phone number), image alt text, internal linking, localized content, and customer reviews on-site.
When these elements are up to date for a business and crafted well to engage the local audience, they enhance the website’s visibility and rankings.
5. Build local citations
Another important task of a local SEO specialist is developing local citations. A local citation is any online mention of the business that contains basic information like your name, address, phone number, and location. It keeps your business information consistent and up to date and does not create ambiguity for potential customers.
6. Managing reviews and Content optimization
Actively collecting legit positive reviews on platforms like Google My Business, Yelp, and Facebook, while addressing any negative feedback professionally helps in optimising both GMB and other business listings.
SEO expert must create and optimize localized content, according to the intent of user. One needs to make sure that content on the page is engaging and good enough for visitors (potential customers) to convert
Local SEO ranking factors
To rank websites in search results pages, Google analyzes various ranking factors including:
- Google business profile (GBP or GMB)
- On Page SEO
- Technical SEO
- Page speed
- NAP in local business citations
- Review quality
- Relevance
- Authority
- User experience.
Conclusion
In conclusion, local SEO is necessary for businesses targeting a specific geographical area. Thus, optimizations for local search will help get potential clients and improve business reach.
One can rank businesses for both local pack results and organic search results, enabling one to get more chances for leads. Whether you have a single location in the local community or multiple locations country-wide, local SEO will be a game changer for your business.
