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What is Local SEO?

Local SEO is a strategy that helps your business be more visible in local search results on Google, primarily if you have a brick-and-mortar location. Local SEO can help your business improve organic traffic from searches performed by customers in nearby areas.

When someone carries out a search, Google scans through its index to pull up the best results for that person’s query. Local SEO works in a similar way, however, what makes this unique is that Google uses a different set of ranking signals to filter the results such as:

  • The user’s location
  • Google My Business (GMB) listings
  • Keywords used in GMB profile
  • Online reviews including keywords used in reviews
  • Check-ins at that location
  • Google Maps star ratings
  • Social media shares
  • NAP (name, address & phone number) citations

Why is Focusing on Local SEO Important?

Local search is powerful for small businesses as 46% of all Google searches are actually seeking local information. Not to mention, 76% of all consumers who search for something local on their phone end up visiting a business within 24 hours, and 28% of those searches result in a purchase. If you’re not optimising your site for search, you could be missing out on potential bottom-of-funnel customers (customers who are ready to purchase).

Tips to Optimise for Local SEO

Optimise for Google My Business

GMB is one of the most powerful tools for local SEO. Google My Business is a tool that allows businesses to gain more visibility on Google. Your GMB profile will show searches for relevant information like your location, website, contact number, reviews and more. It also helps drastically in improving your local SEO.

Ensure all Contact Information is Consistent Online

Your local SEO can be improved simply by ensuring your name, address and phone number are the same wherever your business appears online. Social profiles, your website, your GMB profile and any business listings should all show the same information to make it easier for people and search engines to find you.

Update Online Directories

Ensuring you have business listings on trusted sites like Yelp and Yell can improve your local SEO as companies are sending signals to Google that the information is correct. This will improve your chances of appearing for local terms. Checking all online directories are up to date (especially since the pandemic is affecting how businesses operate), will ensure there is no inconsistency which could confuse potential customers.

Create Local Content

Creating local content for local industry news, gatherings, and other educational content can help attract local audiences and help you become authoritative for your industry. Top-of-funnel content that goes beyond what your business does or sells is a great way to create brand awareness locally.

Take Advantage of the Community

If you participate in the local community through volunteering, partnering with a non-profit on a campaign, sponsoring an event etc., you’ll receive more digital PR, links and press. The more of this you receive, the more authority you will earn in your industry.

Hire a Digital Agency

Although there are multiple steps you can take to improve your local SEO, hiring an agency can earn you even better results. At 427 Marketing, we understand the importance of ranking locally and have years of experience working with businesses looking to rank well in certain areas. Get in touch with us today to see how we can help your business.

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