What is Local SEO? How is it Important for Location-based Businesses?

Local SEO encompasses a key idea of promoting and operating local businesses in the modern market. As local searches have become a key factor while choosing products and services (22.6% of website traffic), local SEO has been a driving force for businesses serving particular geographic areas to attract customers.

However, it is achieved through optimising various platforms, such as Google Business Profiles, websites and online directories for location-based searches. Moreover, it fosters a sense of community, delivering strategies like local link building, using local keywords and creating localised content.

Here, we are going to discuss multiple aspects of local SEO and how it plays a game-changing role for location-based businesses.

What is Local SEO?

Local SEO (Search Engine Optimisation) refers to the process of optimizing the online listings and presence of companies to attract local customers through several search engines, such as Google.

Does that sound complex? Well, let’s simplify it.

As the digital presence of companies shapes customer perception on a significant scale, Local SEO aims to improve the online visibility of companies in local search results, especially for users searching for businesses in a certain geographic market.

It strategically helps companies with physical locations and those operating in local areas to appear positively in search engine results to attract potential customers as per their product or service requirements.

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However, on a serious note, personalised search results are based on users’ countries. But local SEO works beyond the geographical boundaries to reach people in more specific locations, such as districts, cities or towns.

Targeted SEO like this benefits companies with physical stores, such as mechanics, food stores and dispensaries, as well as, local service providers, like tutors, babysitters and meat sellers. In this regard, it includes local SEO tools, local SEO strategies, local keyword research and building local citations. For example, a local cheese seller in London can incorporate local SEO to appear in higher search results for phrases like “best cheese in london” or “cheese shops near me”, attracting customers with different requirements.

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How does Local SEO Work?

Local SEO or Local Search Engine Optimization is specialised in creating advanced digital marketing strategies designed to increase brand visibility in local search results.

It means helping your brand appear more effectively according to users’ search for services and products and similar to your services or products, through Google Maps, Google Search or other local platforms.

Here’s a detailed discussion on how it works.

1. Local Keywords

Do you know, around 46% of customers have local intent, which means they look for businesses in their specific area? It shows the importance of local keyword research for companies and local services, aiming to attract local consumers.

• Local keywords are exclusively crafted as per the local customers’ search and preferences, and they include key terms, such as the city names, specific neighbourhoods, “near me” and others.
• It’s better if you examine the keywords used by competitors, as through this, you can have some valuable insights into what actually works in the local market.
• Local keywords ensure the accuracy and consistency of brand information across online directories and citations, and increase social media reach to local audiences.
• They increase brand visibility and attract users, actively searching for specific brands in specific locations.

2. NAP Consistency (Name, Address, Phone Number)

Research by Clixoni shows that maintaining a consistent NAP across multiple platforms can lead to a 41% increase in local search visibility.

Based on this, you can clearly understand that ensuring the NAP information of a local business is essential across all platforms to build brand credibility and trust with search engines, increasing the opportunities of ranking higher in local searches.

Now here’re some facts!

• A consistent and accurate NAP data ensures that consumers and users can easily find a local brand and contact it.
• A consistent NAP fosters positive customer experience, which creates a better company-customer relationship.
• Apart from developing brand trust and credibility, NAP encourages customers to choose a brand over others.
• Consistent and accurate NAP across local citations strengthens a brand’s online presence and SEO, which ensures brand reputation and relevance.

3. Local Citations and Directories

Local directories and citations for local SEO are crucial, as they help search engines re-check NAP information across several platforms, and encourage customers with different requirements. Following this, you should know that consistent citations develop trust with search engines and improve brand ranking in local search results.

Well, if you’re still skeptical, check this statistic.

Local brands appearing on the Google Map Pack are advantageous, as 42% of users definitely click on those results.

And now, here are some key facts about local directories and citations!

• Directory listings are structured citations, mostly found in online business directories, such as Yellow Pages, Yelp or Google Business Profile, while citations are online references of a brand, including NAP.
• Positive customer reviews on the GBP and other platforms signal trust and relevance to Google and potential customers, boosting local search rankings and building credibility.
• Remember, citations can be unstructured, such as mentions in articles, blog posts or social media comments.
• Search engines use citations to verify the legitimacy of your brand, along with accuracy and consistency. It establishes local brands with more opportunities and brand reputation and improves local SEO performance.

4. Localised Website Content

Before understanding how localised content works, you should know that 50% of global Google Queries are in languages other than English.

Based on this, you can probably assume the importance of maintaining multilingual websites to ensure better customer service.

But that’s not all. You need localised website content, adapting a website’s design, content and functionality to resonate with the target audience in certain cultural contexts and geographic locations. It works beyond any simple transitions to encompass cultural nuances, technical practices and local preferences.

• Localised website content involves procuring extensive knowledge of how people in a particular area use different phrases (including long-tail keywords) to find their preferred products or services. For example, a restaurant in Dublin might target keywords like these: best continental in Dublin and Italian restaurant near St. Patrick’s Cathedral.
• Creating location-specific pages, local SMEs can use the content to draw customers’ attention and experience premium advantages from higher customer engagement.
• In most cases, localised website content, driven by local keywords, uses local language and tone, reflecting dialects and cultural nuances and empowering website engagement.
• Some key examples of local citations include TripAdvisor, Yelp and local chambers of commerce. Based on these platforms, localised website content generates interest in products and services.

5. Backlinks from Local Sources

Backlinks or inbound links are hyperlinks from one website to another, which can be considered as the “votes of confidence“ from one website to another. They highlight the relevance and value of the linked-to content. A significant number of relevant backlinks can improve website rankings in search results. 

Here, how it works!

• Acquiring backlinks from authoritative and relevant local sources helps Google access your brand’s authority and expertise within a community.
• These backlink-based strategies help a business partner with other local businesses, sponsoring local events and connecting with local media. It can further reinforce your brand opportunity to appear in the “Local Pack” on Google and experience direct referral traffic.
• Lastly, backlinks, derived from reputable local websites, develop trust with potential customers, influencing their decisions to choose your brand over others.

Here are some examples of backlinks!

• Links from local business directories like Yellow Pages or Yelp.
• Mentions on local blogs and news websites.
• Links from event pages or community organisations.
• Backlinks from other local brands in your area. 

6. Mobile Optimisation

Mobile optimisation critically impacts local SEO programmes by affecting how a website appears in mobile search results for local brands. However, mobile-friendly websites are effective for local SEO programmes, since Google prioritises them in rankings.

• An active and responsive website design adapts its content and layout to different screen sizes, empowering a seamless experience for customers on mobile devices. It ensures the readability of texts, image size and links are easy to tap without scrolling or zooming.
• Mobile-first indexing is widely used by Google, as mobile phones are the primary devices for people to search for products or service websites.
• Through mobile optimisation, several features are enabled, such as click-to-call buttons, allowing users to easily connect with your company from their devices.

How Local SEO is Important for Local Businesses?

Before delving into any detailed discussion, check this statistic.

As per a report by SEMrush, companies in the local map pack experience 126% more traffic and 93% more website clicks, calls and requests.

The findings suggest that local SEO helps local brands appear in organic search results, increasing foot traffic, driving targeted traffic and boosting business growth.

Here, you’re going to find how local SEO is significant for local businesses to develop market trust and credibility, online visibility and in-person visits.

1. Increased Visibility in Local Searches

Local SEO boosts brand visibility in effective search results, leading to increased foot traffic for companies.

You can find a large number of online searches in the local market, which shows people’s interest in local products or services. However, a strong SEO programme helps local companies to rank in the Google Map Pack, resulting in enhanced sales and customer engagement.

• Local SEO ensures your brand appears more swiftly when customers and potential customers search for services or products, including on Google Maps and in the local pack results.
• It involves optimising the online presence of a brand to rank higher in local search results, such as companies appearing on Google Maps.
• Local SEO empowers brand visibility through several techniques, such as optimising Google Business Profile and building local citations, using local keywords.
• Higher search rankings in local search results drive more traffic to a website, allowing it to present its offers to a wider audience.

2. Targeted Traffic and Conversions

Local SEO plays a key role in driving targeted traffic and improving customer conversion rates by attracting consumers with different requirements and searching for brands in their areas. The targeted approach enhances visitors’ likelihood of becoming paying customers.

• As local SEO prioritises the online presence of companies for specific geographical locations, it is incorporated to ensure the active presence of companies in search results, including the local 3-pack and Google Maps.

• Research shows that 80% of local searches, based on mobile, turn into conversions. In that case, it can be stated that local SEO through mobile devices is effective in increasing organic traffic, effective for local companies to succeed on a significant scale.
• Local searches are mostly driven by immediate needs, and in that case, consumers rely on local brands. In this regard, a wider market acceptance is valuable to influence purchasing decisions.
• Increased website and foot traffic can be advantageous in developing market opportunities for companies to encourage new customers as well.

3. Competitive Advantages

Local SEO programmes improve brand awareness of companies within a local community.

It’ll be more convincing if you check this statistic.

• Research shows that 71% of customers go through online reviews while researching businesses.

It shows that customers find online reviews more reliable and useful, and consider them as personalized recommendations, which further influence their purchasing decisions. SEO-driven brand awareness can ensure higher conversion rates and develop credibility and trust of brands.

Now here are some facts!

• Local SEO offers cost-effective strategies to reach local customers, which can be adopted by companies of different sizes and industries.
• The long-term and sustainable results, unlike traditional market campaigning methods, can be advantageous to secure continuous investment and improve market reputation.
• Local SEO programmes help a brand to outrank the competitors within a market, making the former more trusted and recognizable.
• Here’s an important one! In most cases, small businesses do not dare to compete with larger companies, including MNCs. But local SEO strategies, such as website and GBP optimisation, local backlink building and others, allow SMEs to compete with big brands in certain markets.
• A strong local SEO is also advantageous to enhance public footprint in physical locations, empowering brand recognition and exclusive opportunities.

4. Voice Search Optimisation

VSO (Voice Search Optimisation) refers to the process of adapting content and websites to rank higher in search results when users conduct online searches using various voice assistants, such as Alexa, Siri or Google Assistant.

Check this data before we talk about its importance.

• Research shows that 50% of audiences use the voice search option daily to find their preferred products, services of brands.

It means it is essential for your brand to make sure that the website is easily discoverable and provides useful answers to customers. Check the importance of VSO below!

• As VSO is becoming popular, especially on mobile devices, users are keen to find their necessities through it.
• Voice searches tend to be more conversational, longer and often include question-based phrases, if compared to text-based searches.
• VSO can improve website visibility in search results, leading to a larger number of potential customers and organic traffic.
• VSO often uses local queries as per customer requirements, which is crucial for local businesses to improve their SEO programme and provide the best user experience.

5. Improved User Experience

Local SEO programmes enhance user experience by making it easier to deal with local brands online. In this regard, the search engine results pages, Google Business Profiles (GBPs) and mobile-friendly websites are optimised and relevant local content is shared to increase brand trust and visibility.

• A well-maintained GBP of a local brand satisfies customers, as well as ensures that the brand appears at the top results. Using valuable local keywords, in this regard, play a crucial role.
• A responsive mobile-friendly website draws customers from different backgrounds, as it is easy to navigate on mobile devices to find the desired brand, product or local services.
• Encouraging and managing online reviews, driven by local SEO strategies, establishes brand credibility and trust, making potential customers choose your brand over others.
• Clear call-to-action buttons (e.g., Get Directions, Contact Us, Book A Call, Book An Appointment) and interactive elements like videos, maps and photos on your website and GBP ensure the online presence is more effective and engaging.

Local SEO Tips for Location-based Businesses to Experience the Best Opportunities

For a location-based business, a company aims to attract new customers and develop a brand reputation to be chosen over other companies. However, the competitive advantages depend on the spontaneity of services and customer-friendly market practices.

Here are some local SEO tips for local businesses to experience premium opportunities in different market conditions!

1. Regularly update Google Business Profile

• First, you need to use the “update” feature to share customer success stories and business highlights, such as offers and upcoming events, at least weekly to attract customers.
• Your content must be engaging, using compelling text, high-quality videos and photos and clear calls to action, such as “Book Now” and “Learn More”. Also, properly update and review your attributes, such as Women-owned and Black-initiative, to ensure brand recognition.
• Remember, do not use excessive and irrelevant emojis, hashtags or include contact information like e-mails or phone numbers, directly in posts.

2. Optimize for local keywords

• First and foremost, you need to create specific pages for locations and services on your website and incorporate local keywords naturally. Also, do not forget to optimize the meta descriptions and title tags of brand websites using local keywords.
• You need to integrate local keywords into your marketing content, such as articles, blogs and product descriptions, as well.
• Several tools like SEMrush and Google Keyword Planner can be helpful to find local keywords and their search volume.

3. Encourage and Respond to Customer Reviews

• You must provide direct links and clear instructions to your GBP or other review platforms, and politely ask for reviews. Remember, your tone is crucial, so keep it professional and courteous.
• You can use email marketing or your social media handles to ask for reviews, and it could be easier for both parties.
• You can also send tailored review requests to local customers, based on their specific experience and should express your gratitude for their feedback.

4. Use Schema Markup for Local Business

• It is highly recommended to use JSON-LD (JavaScript Object Notation for Linked Data) format for structured data, as it does not alter the HTML structure of your band website.
• You can use tools like Google’s Structured Data Markup or manually write the JSON-LD code according to your brand requirements.
• For websites with a content management system (CMS), you can use plugins, such as One SEO or RankMath, while for websites without a CMS, you can directly use the JSON-LD script on the brand website.

Common Local SEO Challenges

As per research by SEMrush, 58% of companies do not optimize for local search, while 30% barely have a local SEO plan in place.

Following the aforementioned statistics, we can assume that in most cases, local and small businesses experience SEO challenges due to the lack of awareness and the use of smart strategies. So, here you can find some common local SEO challenges affecting business operations and brand recognition.

1. Managing Multiple Locations

The infrastructural and financial limitations of local brands create hindrances in developing relevant and unique content, which further affects the brand consistency of local companies and organic search results.

Now, the question comes: what do these limitations lead to?

Here’s your answer.

Due to the limited infrastructure and financial support, local companies experience outdated and duplicate Google Business Profiles (GBPs), which dilute and confuse the impact of individual locations. Outdated location-based information, such as services and hours, misleads the customers, affecting the overall brand value.

However, the limited support affects developing backlinks for each location page, which requires proper outreach and relationship-building within the local community.

2. Keeping Business Listings Consistent

Inconsistent business listings and information-sharing on various online platforms create confusion among customers.

But what’s the drawback?

Well, precisely, it affects search rankings (hampering brand visibility) and the quality of search results. It creates doubts among customers about local business bodies and their legitimacy, as finding contact information and the correct location becomes difficult.

Secondly, due to the lack of comprehensive and reliable information, local companies experience lower search rankings. Inconsistent NAP (Name Address and Phone) data significantly induces this challenging condition.

3. Handling Negative Reviews

Do you know that a single negative review is able to reduce 22% of customers and cause substantial damage to a small business?

The statistics emphasise the significance of managing customer reviews, especially for small and local organisations that rely on repeat customers for their revenues.

However, while ranking local brands, search engines like Google value review sentiment on a significant scale; it is needless to say that a high volume of negative reviews can impact brand visibility and consumers’ search. First, managing negative reviews is time-consuming, especially for SMEs with limited resources. Secondly, manipulated or fake reviews affect brand values significantly, affecting their future opportunities to grow.

4. Algorithm Updates

Due to the lack of technical SEO and a customer-centric approach, local companies face issues regarding search algorithms and results.

You may ask, how does it hurt local companies? Well, we won’t leave you unanswered.

If a brand fails to create relevant and high-quality content and maintain a technically sound website, it cannot draw new customers due to inadequate indexing and updates. You should know that updates like Possum and Pigeon impact local search rankings, search results and SEO strategies.

Note: If local brands fail to incorporate these advanced updates, along with the Page Experience Algorithm, they cannot generate an effective user experience, such as mobile-friendly website designs and website speed.

5 Essential Local SEO Tools for Location-based Businesses

Do you know that 94% of high-performing companies have incorporated local marketing strategies, compared to 60% of average-performing brands?

Well, this strategic approach extensively includes several Local SEO tools that help manage and track rankings, listings, analyse performance and optimize content for local search.

Here you can find 5 key local SEO tools: Google Business Profile, Google Search Console, BrightLocal, Semrush Local and Moz Local, valuable for local SEO strategies and search results.

1. Google Business Profile

• Google Business Profile (GBP) is a key local SEO tool to manage your brand information, such as, name, websites, address and phone number in Google Maps and Search, making it easier for consumers to find from local business listings.
• Apart from it, it also helps companies to appear in the “Local Pack” (top 3 local organic results) and Google Maps, empowering small businesses to experience increased local audience engagement.
• A well-optimised GBP improves local search rankings, helping local businesses enhance visibility and attract nearby customers.

2. Google Search Console

• GSC (Google Search Console) tracks website performance in local search results, monitoring and managing relevant metrics, such as impressions, clicks, average position for local keywords and click-through rate (CTR).
• It helps brand owners and managers understand what needs strategic improvement in their local SEO strategy, while its mobile usability report helps understand the mobile-friendliness of websites, crucial to impress the local community.
• This free tool provides insights into your website’s performance in Google Search. You can track your website’s visibility, identify technical SEO issues, and monitor search traffic. 

3. BrightLocal

• BrightLocal, a key local SEO tool, helps with review monitoring, website audits, local ranking tracking and citation building and management. By using it, local business owners respond to brand reviews across various platforms, helping to develop a better online reputation.
• Moreover, BrightLocal automates review requests to gather positive feedback, while its cost-effective plans (starting from $39/month) help SMEs to improve local visibility effectively.
• It is designed to be scalable, allowing local businesses to adjust their subscription according to their growth and requirements.

4. Semrush Local

• The Map Rank tracker of Semrush allows local companies to monitor their Google Map pack rankings for particular locations and keywords.
• It helps companies identify their strong and weak zones, based on which they incorporate changes in their strategies.
• Not only this, but Semrush integrates several local SEO tools with other SEO features, such as on-page optimisation, keyword research and content-marketing tools, developing a holistic approach for brands’ online visibility.

5. Moz Local

• Moz Local aims to maintain accurate and consistent business listings across several online platforms, including Apple Maps, Facebook and Yelp.
• You can also track keyword rankings of your brand, allowing you to monitor the impact of local SEO strategies.
• Moz Local also helps understand how consumers interact with businesses online, enabling the managers and owners to make informed decisions regarding marketing strategies.

Conclusion

Location-based SEO helps search engines understand the services, location and reputation of a business, linking it to relevant local searches. Local SEO further displays it distinctly to potential customers nearby on digital platforms like social media and brand websites.

However, local SEO for multiple locations optimises each business location to rank higher in local search results, so that customers can find the nearest branch. Tailored approach for every location, including optimised GBP, dedicated landing pages and consistent NAP (Name address and phone) information across several platforms.

Through local SEO for businesses, small and local companies can improve their visibility to attract more customers from a specific geographic area, garnering positive reviews and creating locally relevant content.

Lastly, if you’re still unsure, you can consult a Local SEO management company and expert to experience better opportunities.