According to a 2019 survey by Statista, 33% of U.S. online consumers searched for local businesses online daily. Which websites do these search engine users click on? A majority of them click on the local pack and the tops sites in the results page, bringing the businesses that own these sites increased foot traffic and sales.
Implementing local SEO will place your site there.
In this article, we’ll discuss what local SEO is, why small and medium-sized enterprises need it, and why it should be included in your digital marketing strategy.
What Is Local SEO?
National and international SEO used to be the best way to gain visibility online. However, these are no longer viable options for small and medium-sized enterprises (SME). With large enterprises vying for the top spots on search engine results pages (SERP), the competition has become too fierce and keeping up with them requires too much resources.
That’s why SMEs have turned to local SEO. Local SEO focuses on optimizing your online presence so that you rank high for local searches and increase your conversion rate by appealing to local communities. By doing this, SMEs compete with fewer, similarly-sized businesses, and a properly implemented local SEO strategy puts them ahead of their competitors.
How Is It Different from Regular SEO?
Local SEO puts an emphasis on geo targeting keywords and local link building. Geo targeting keywords are simply keywords that focus on a location, which would be the city or state your business operates in. Local link building is the process of acquiring locally relevant backlinks to your site.
Why SMEs Need Local SEO
On SERPs, the best place for your business’s website to be in is in the local pack. These are the top three most relevant results for a local search for a service or product. They’re grouped in a box underneath the ads.
Unsurprisingly, the local pack gets the most clicks. Upon getting local search results, 44% of users click on the local pack while 29% click on sites in the organic listing. Only 19% click on ads. The rest load more results.
Appearing on either the local pack or at the top of local search results has a big impact on your business. 72% of consumers searching for local businesses visit stores just 5 minutes later.
Proximity and speed are two of the most important considerations for users, so Google prioritizes local businesses in local searches. Because of this, even small businesses are able to compete with big chains by being on a few local listings and ranking high on SERPs.
This is what makes local SEO so powerful.
Local SEO Benefits
Cost-Effective
Local SEO takes time to implement. However, it’s affordable and continues to bring results years after implementation, providing SMEs with several benefits. On average, SEO has a conversion rate of 14.6% while traditional outbound methods only have a 1.7% conversion rate.
It’s Easier for Locals to Find You
Part of how local SEO brings in more customers is simply by making it easier to find you. Your business gets found on local search results and Google Maps with your business address, contact information, and directions to your brick-and-mortar store. Local SEO increases your chances of generating new leads.
Reach Customers that Are More Likely to Buy
With local SEO, your site reaches people that are already searching for a specific service or product you offer. It also filters out searchers that aren’t likely to make a purchase or contact your business. This is because search engines provide relevant local results, so someone in another city or state or someone in search of different services or products won’t find you.
Does Your Particular Business Need It?
Any business with a local target market benefits from local SEO. Here are some industries that benefit greatly from it:
- Healthcare
- Legal
- Hospitality
- Construction
- Pet care
- Real Estate
These industries all benefit from local SEO because customers in search of their services and products highly value that they’re nearby. Clients need lawyers operating in their state. Customers don’t want to spend too much time driving to a restaurant when they’re hungry. And time can mean the difference between life and death for people in need of urgent medical services.
Businesses that Don’t Need Local SEO
Unfortunately, local SEO isn’t suitable for all businesses. E-commerce only businesses, local authors, private online sellers, and other businesses that don’t want to share their local information won’t benefit much from local SEO.
Implementing Local SEO
Set Up Your Google My Business Profile
A Google My Business profile is free and essential to local SEO. In it, you can list your business address, contact details, website, opening times, reviews, and images. It functions as a virtual phone book, allowing potential customers to easily reach you. Make sure all of your information is accurate.
Create Local Citations
Local citations are online mentions of your business name, address, or contact details. These help users find your business and positively impact your local search rankings. These can be on local business directories like Yelp, blogs, social media platforms, applications, or websites.
Locally Relevant Content
It’s commonly said that “content is king” in SEO, and it remains true in local SEO. Search engines are more likely to rank your site higher if you have high-quality content with locally relevant keywords. For example, an auto shop should use the keyword “auto shop in” followed by their city and state. This can be inserted in title tags, heading 1 tags, and content of multiple pages.
Respond to Reviews
Responding to online reviews shows potential customers that you’re receptive to feedback and improves your local SEO.
Pay particular attention to negative reviews. While they are, of course, bad for business, you can turn them into positive marketing opportunities. By responding to negative reviews with a patient attitude and a concrete action plan to remedy the problem, you minimize the damage and possibly even attract customers by showing integrity.
Work with a Trusted Digital Marketing Agency
Tonic Enterprises is here to help you improve your online visibility with our digital marketing services. We help businesses in Lake Mary and Orlando, Florida reach local customers and increase sales with effective local SEO strategies. Work with us to incorporate local SEO into your digital marketing strategy today.
Schedule a consultation to discuss your campaign with our team.