January 28, 2025
Local SEO refers to optimisations that are made with the aim of increasing a website’s visibility in the search results for location-based queries. Local SEO uses a lot of the same practices as general SEO, but with a few additions such as Google Business Profile listings, customer reviews, and localised keywords.
Local SEO can help you to stay ahead of your competitors by appearing at the top of the search results. Considering the first spot in the search results generates 39.8% of traffic, followed by 18.7% for the second and 10.2% for the third, appearing at the top of the SERPs is essential for bringing in traffic.
By optimising for local searches you can appear in prime spots, including at the top of the first page and in featured snippets such as the local pack.
Example:
18% of local searches result in a purchase within 24 hours. Local searches typically have more intent behind them and since they attract customers searching for a product or service specifically in that area, it can lead to a higher conversion rate.
In comparison to marketing strategies such as PPC, local SEO is much more cost-effective. By gaining traffic and revenue organically, your return on investment is much higher than with traditional advertising - which can be costly.
Building trust and credibility in your niche not only provides users with more reason to choose you over other businesses, but also helps your overall appearance in the search results, as search engines favour credible, reliable, and trusted businesses.
Now you know the importance of local SEO, here are a few things you can do to improve your local search rankings:
One of the first steps to improving your local rankings is through setting up a Google Business profile (GBP). 70% of customers are more likely to visit a site that has a complete Business Profile. So, not only does this move increase your visibility in the SERPs, but it also strengthens your potential for traffic.
If you already have a listing, make sure you have claimed it and that all the business information on your listing is accurate and up-to-date. This will make it easy for potential customers to get in touch with you.
98% of customers feel that reviews are an essential resource. Reviews can be a make or break factor in someone’s decision to purchase, so it’s important to encourage your customers to leave reviews.
Alongside gaining reviews, it’s vital that you manage them well. Thank customers who have left positive reviews and address negative reviews appropriately. It’s hard to escape the odd negative review, but by dealing with it head on, you show potential customers that even if they did have an issue when shopping with you, it would be addressed and resolved. This will help build trust between you and your audience.
Keywords help search engines provide relevant results for a user’s query. It’s important to target local keywords so you appear in front of the right audience and attract the right traffic. Conducting local keyword research follows the same process as typical keyword research, but with a focus on keywords with local intent.
Backlinks are a valuable tool that increase the authority of your site. Building backlinks is important for your overall SEO strategy, but by building local backlinks, you can increase the relevancy of your site for your specific area.
Focus on creating content that is relevant to both your niche and your location. You could also consider attending or getting involved with local events that might appear in local news sites, or participate in local charity work.
Local SEO is highly beneficial, particularly for small and mid-size businesses. By optimising your site for local searches, you can improve your organic presence in the SERPs, increase targeted traffic, build brand awareness, reputation, and authority, and increase your conversion rate and revenue.
If you want expert help in setting up and optimising a GBP listing, managing reviews, conducting local keyword research, building local backlinks, and more, don’t hesitate to get in touch with us today.
