You think you’ve got everything covered when it comes to SEO. You’re optimizing your pages, checking monthly reports, and even seeing a return on your investment. Everything’s looking good. However, before you start patting yourself on the back, you may be forgetting something.
So, what about local SEO? This is just as important as other types of search engine optimization strategies, which means you’re going to need local SEO services to help guide you. However, if you’re not sure what local SEO is or why you need it, finding the right service provider is going to be tricky.
What is Local SEO
Okay, so you’re not sure what local SEO is or why you even need to worry about another metric. Yes, a lot goes into ensuring your website doesn’t end up at the bottom of the search engine results. Why does this matter? The answer is pretty simple.
Even if your site is at the top of the second page, there’s a good chance the majority of online searchers are never going to find it. Did you know the majority of online searchers never click past the first page of search engine results? Thinking about all of the lost potential traffic can be a little depressing.
You may think your current SEO services are doing this and more. Hopefully, you’re correct. Your page is ranking at the top of the search engine results and traffic is increasing to your site. Congratulations, you’re part of the way there. Now, it’s time to think about local SEO, and this is a little different.
Local SEO is pretty simple. Most consumers are searching for products and services near them. If you’ve ever run a keyword ranking search, chances are, the term ‘near me’ pops up with amazing frequency. This indicates how often searchers look for local businesses. This applies even when the business is strictly online. So, to put it simply, local SEO focuses on driving your neighbors to your website.
How Local SEO Works
So, when you perform an online search, you get suggested links to websites the search engine believes are relevant to what you’re looking for. These websites can be local, in-state, or even in another country.
Keeping your website at the top of the list takes a lot of work and this is when native SEO comes in. Native SEO practices help ensure your website stays competitive with the hundreds or even thousands of others selling similar goods and/or services.
To stay competitive, you also need to rank for local searches. This means using local SEO. For example, going back to the popular ‘near me’ search term. If you type in flowers near me, Google (as a search engine example) will use your address (the one showing up for your computer, mobile phone, etc.) to bring up a list of florists the search engine believes are in your area.
As a website owner, you’ll need to ensure your site is included in this type of search result. Otherwise, you’re missing out on a lot of potential business.
Getting Your Website to the Top of Local Search Results
Thankfully, your native SEO strategy is taking care of the hard part. This means everything from your images and content to your backlinks and meta tags is up-to-date and effective. Okay, so this is stuff you can leave alone. What you need to focus on are things like your business profile, local map pack, and a local citation finder. This isn’t quite everything that’s involved in local SEO, but it’s a good starting point.
Creating a Business Profile for Google
Since Google is the primary search engine, it’s the one most local SEO packs are geared for. However, the same principles apply, whether it’s Google, Bing, or Yahoo, just to name a few.
Your business profile is pretty much what you think it is: the profile where you list and manage information relating to your business. Think of it as your yellow/white page listing, so to speak. So, your business profile will include your contact number, photos, hours, directions, and reviews.
Yes, you’ll need to supply a valid physical address since Google will want to send you a confirmation postcard. This establishes that your business is legitimate while also letting Google provide you with a bunch of extremely useful information.
Suddenly, you’ll know who’s looking at your website and how long they’re staying on the page. You’ll also be able to see how many clicks your page is getting. This information can be invaluable when you’re making a few tweaks to your website.
A good tip to follow is to keep an eye on your business profile. Don’t just set it up and forget about it. At the very least, keep updating the photos and reviews since this makes your site appear more authentic to search engines and consumers. After all, would you visit a business with dated photos and reviews?
Take Advantage of a Map Pack
Okay, so what’s a Google map pack? No, a Google map pack isn’t a stack of paper maps directing you around the city, which is what your navigational system is for.
A map pack is the search results that appear when a business page pops on the screen. The pack provides consumers with relevant information and answers to some questions they have about your business.
Some of the information in the pack also appears on your business profile. Think of a map pack as another way to ensure consumers are getting the right information about your business. So, what’s included in a map pack?
Along with your business name, address, and a brief description, it also includes the average cost of your goods and/or services, typically in dollar signs. Delivery and pick-up options, if available, are also listed.
Your business rating is something else you’ll find in a Google map pack. Since the ratings are based on your reviews, it’s one more reason to keep them updated.
Take Advantage of Local SEO Practices
Local SEO, though requiring a modest investment of effort, yields significant dividends in enhancing site rankings and visibility.
By dedicating time to refine your local SEO strategies, you not only boost your website's traffic but also significantly improve your business's visibility to a targeted, local audience, effectively driving higher engagement and potential conversions.
