Local SEO is the optimization of a website so that nearby businesses appear in the top three results when customers search on a search engine. It is a practical way to improve local presence and attract more customers. Local SEO entails more than keywords: it also convinces Google’s crawlers that a business is relevant to a specific area. When a consumer searches for "restaurants in the city", local SEO gives priority to the listings closest to that user, and it can be as simple as adding local content to a website. Below are three of the most important benefits.
Increases visibility in local search results
Google’s algorithm has made it increasingly important for businesses to list themselves in more than one city. Listing in multiple cities for local SEO can help businesses reap the benefits, and mobile-optimized sites are likely to see the best results. Research also shows that 76% of consumers who find local businesses will go out of their way to visit the establishment within a day or two. Local SEO focuses on geography: local businesses use keywords related to their region or city, which lets them rank high in search results. The focus of local SEO is more specific than global SEO, which is generally used for nationwide businesses.
Attracts more foot traffic and repeat customers
Mobile search is now the largest portion of all online searches, and almost 80% of mobile users end up in the same location where they started their search. Local SEO helps businesses reach these consumers on the go, and satisfied customers are likely to spread the word about the business, which increases the chances of repeat customers. Content with local search terms boosts SERP position, and the same applies to local link building. If local SEO is not used correctly, it can cost a business its online presence.
Builds a strong local reputation
Google collects reviews and ratings from social media and consumer directories, so businesses should focus on review sites and consumer directories that are relevant to their target location. Another important factor is link signals, which Moz.com notes include domain authority and quantity, both of which influence local search results. Link building is an essential part of local SEO, and the domain should be related to the location being marketed. Consistency of NAP matters too: if information is not kept consistent across business directories, Google cannot determine its accuracy, which negatively impacts authority. A local SEO expert can monitor NAP results and fix inconsistent data across directories.
Local SEO is beneficial to any business. While it is often interlinked with organic SEO, it requires a different strategy and optimization tactics. When done correctly, local SEO can increase visibility, attract foot traffic, and raise brand recognition among local customers. To learn more, check out the local SEO learning hub linked in the intro.
FAQ
What is local SEO?
Local SEO is the optimization of a website so that local businesses appear in the top three results when a customer searches for a particular business on a search engine. It involves more than keywords: it also convinces Google that the business is relevant to a specific area.
Why does mobile search matter for local SEO?
Mobile searches are now the largest portion of all online searches, and almost 80% of mobile users end up in the same location where they started their search. Mobile-optimized sites are likely to see the best results from local SEO.
What role do reviews and link signals play in local SEO?
Google collects reviews and ratings from social media and consumer directories, so focusing on sites relevant to the target location is important. According to Moz.com, link signals include domain authority and quantity, both of which influence local search results, making link building an essential part of local SEO.