These days, consumers turn first to the internet to find details about the products or services they seek. As the world becomes even more digitised, businesses without a solid online presence may have problems attracting new customers. Companies must adjust their marketing techniques to stay on top of their competitors. Local SEO is one of the most effective methods to improve your visibility online and attract clients in your area.
Local SEO is a subset of search engine optimisation that optimises a website to appear in the top search results for local queries. Local SEO techniques improve the visibility of a business’s website in search engine results pages (SERPs) when a person searches for a local business or service. Examples of local searches include “plumber near me” or “plumber west London”. Site optimised for local SEO will show when the user intends to find a plumber near their location.
Why is Local SEO important?
According to Mac, who runs a local SEO agency in Swindon, local SEO is vital for every brick-and-mortar company, but especially for small and medium-sized businesses in a specific geographic location. Optimising your website for Local SEO ensures your business appears in front of potential customers looking for the products and services you offer in your area.
Here are some statistics that demonstrate the significance of Local SEO:
- 46% of Google searchers are looking for local information.
- 72% of consumers who did a local search visited a company within 5 miles.
- 78% of local mobile searches result in an offline purchase.
These statistics show that optimising your website for Local SEO can significantly impact your business’s visibility and success.
How to optimise your website for Local SEO
Now that we know what Local SEO is and why it’s important, we’ll look at how you can optimise your website for Local SEO.
Claim your Google My Business listing
Google My Business is a free Google tool that lets business owners, or an agency manage their online presence on Google. By claiming and verifying your Google My Business or GMB listing, you can improve your chances of showing up in Google’s Local Pack, Local Finder, Google Maps, and the rankings in general.
When you claim your Google My Business listing, make sure you:
- Enter complete and accurate business details, including your company name, address, phone number, and website.
- Add photos and videos to your listing.
- Respond to any customer reviews, even negative ones, thanking them for the feedback.
- Optimise your website for local keywords
One of the most critical factors in Local SEO is optimising your website for local keywords. Local keywords are search terms with geographic modifiers, such as “hair salon in Brighton” or “pizza restaurant near me.”
To optimise your site for local keywords, do the following:
- Include your city or town in your site’s title tags, meta descriptions, headers, and content.
- Use a keyword tool to find the best local keywords to target.
- If you have more than one branch, create location-specific landing pages for each business location.
- Build local backlinks
Backlinks are links pointing to your site from other websites. Backlinks are an important ranking factor for any search, including local searches.
To build local backlinks, make sure to:
- Get listed in local directories such as Yelp, Yellow Pages, and TripAdvisor
- Join local business associations and get listed on their websites
- Partner with other local businesses for backlinks.
Create Localised Content
Creating localised content improves your website’s relevance to local search queries. Localised content includes articles, videos, and other written content or images tailored to a specific area.
To create localised content, try the following ideas:
- Write blog posts about local events, news, and topics relevant to the area
- Shoot videos that highlight your business’s location and the surrounding area.
- Use local landmarks and attractions within your content.
Make Sure Your Website Is Mobile-Friendly
Mobile devices account for a substantial percentage of local searches. Research shows 88% of “near me” inquiries are made on a mobile device. So, making sure your website is mobile-friendly is essential to improve your chances of showing high up in mobile search results.
To ensure your website is mobile-friendly:
- Use a responsive website design or theme that adapts automatically to different screen sizes.
- Use large font sizes and clear calls-to-action that are easy to tap with a finger.
- Compress images and videos to reduce loading times.
Encourage Customer Reviews
Customer reviews which are an important ranking factor for Local SEO. Positive reviews can improve your business’s visibility in search results.
Use the following tips to encourage customer reviews:
- Claim your business’s profile on review sites like Yelp, TripAdvisor, and Google My Business.
- Respond to all reviews, even the negative ones, professionally and promptly.
- Try asking customers to leave a review after they’ve completed a purchase or service.
Local SEO is a potent tool for businesses to attract more customers in their local area. Optimising your website for Local SEO can improve your business’s position in search results and enhance your chances of attracting new customers.
By following the above Local SEO strategies, you can give your business the edge it needs to succeed in today’s digital landscape.
