Local SEO: Understand Why Local SEO is Important?

According to Localiq.com, more than 64% of small businesses have a local SEO presence! In 2024, this search engine optimization practice is helping over two-thirds of companies in the business industry to improve their search visibility. 

The competition is getting stiff, and more entrepreneurs are leveraging it as a first-hand strategy for driving local customers. Depending on the targeted keywords, location, and industry, you can implement best practices and help your business stand out.

However, for beginners, understanding local optimization can be a little complex. But don’t worry today, we will discuss everything you need to know, from what Local search optimization is to its fundamentals. 

What is Local SEO?

Local SEO is a (SEO) Search Engine Optimization tactic that helps businesses and brands get more visibility in local SERPs on Google.

It involves different processes to optimize your online presence and drive more local traffic, visibility, and brand awareness. For example, if someone near your geographic area searches for the name of your business, the location of your office or shop will pop up in the local search results. 

This helps customers easily locate and visit you to purchase a product or service. Furthermore, local optimization enhances your overall ranking on Google SERPs. 

Why Local SEO is Important?

Local SEO plays a very important role in defining your overall online presence. More than 75% of customers in the United States, France, Germany, and England use Google when looking for any business information.

It involves strategies that help your business gain more visibility, attract more local customers, establish a brand reputation, and drive more sales.

In recent years, the “Near Me” searches have increased by up to 100%. For example, people often search for “Shopping near me,” “Restaurants near me,” or “Saloons near me” to fetch the geographic location of these services in their area.

You will be surprised to know that Google conducts about 99,000 local searches every second, which is nearly half of all of Google’s 8.5 billion searches per day.

So, having a local SEO presence on Google is highly important!

How Does Local SEO Work?

Google uses certain ranking factors called Local search algorithms to drive results for any search query. Mainly, there are three factors (three pillars of local SEO)  that it uses to find the best match:-

• Relevance: Relevance is the local search algorithm Google uses to find local business profiles that best match the user search intent. Usually, businesses that add detailed information, use meta elements, and create high-quality content are considered by Google.
• Proximity: Proximity is a local search ranking factor that Google uses to fetch results based on the distance between the business location and the search term’s location. 
• Prominence: Prominence deals with business reputation in a geographic location. Google used this factor to describe “how well-known a business is.” Citations in directories, Backlinks from local websites, and Online reviews contribute to it. After considering these factors, Google displays two types of local search results– the local pack results (Google Maps and Business Profiles) and organic results. 
• Google generates Local Pack Results (map pack) based on the Relevance, Proximity, and Prominence algorithm. Here, all the top local businesses, along with a map, are listed. 
• Organic results, on the other hand, are the blue-colored titles with a link that appears on the SERP. 

Let us now discuss some fundamentals of Local SEO for its better understanding:-

Fundamentals of Local SEO

Here are some fundamentals of Local SEO that you should leverage for enhanced Local visibility:-

1. Google My Business (GMB)

Google My Business, or GMB, is a free platform that allows businesses and companies to manage their online presence on Google. It is an important part of Local SEO that directs more clicks to your website by creating exposure to more places, such as Google Maps. 

You can optimize your Google My Business profile by listing accurate business information, including name, address, phone number, business hours, photos, and more.

2. Localized Keyword Research

Local keywords are phrases or search terms containing geographic qualifiers, such as city, neighborhood, state, and more. 

Localized keyword research is an important part of the local search engine optimization strategy. They attract potential customers looking for products or services within a specific geographic area. 

Customers driven by local SEO have a higher intent to purchase or engage, resulting in better conversion rates. Local keywords can either be explicit or implicit. Explicit keywords specify the location or “near me.” Implicit keywords, on the other hand, do not specify the area and rely on device location. 

3. On-Page Optimization

On-page optimization techniques play an important role in local search results. If your website is modified with on-page elements such as content, headlines and headers, image optimization, title tags, meta descriptions, structured data, page speed, and keyword density, it has a greater chance of appearing in local SERPs.

4. NAP Consistency

NAP Consistency is the accuracy of the business name, address, and phone number across all platforms and directories. It is an important part of local SEO as it helps search engines identify a business based on location.

5. Local Citations

Local Citations, also known as NAP data, is a local search engine optimization practice that involves listing your business name, address, phone number, or web URL across different platforms. 

Its purpose is to establish the relevancy and authority of your business on Google. Citation listing can be done on local directories, websites, blogs, social media, or within apps. It improves the business’s visibility in local search results.

6. Online Reviews

Online reviews are a form of customer-generated content driven by personal experience and opinion. Any user searching for a specific service or product usually relies on customer reviews before making a purchase. Furthermore, it boosts social appearance and improves SEO. 

7. Local Link Building

Local links are hyperlinks from other local business websites that are relevant to your area. This strategy improves your website’s ranking and traffic and helps your website appear in relevant maps.  

You may connect your website with local directories, blogs, newspapers, and other businesses or organizations in your area.

8. Mobile Optimization

Mobile optimization is also a part of local SEO. This technique involves adjusting a website’s content to ensure a better experience for mobile users. As most of the local search queries are initiated from mobile phones, mobile optimization is important for businesses to appear in local SERPs.

9. Schema Markup 

Schema Markup, also called, structured data is a code that helps Google understand a website’s content. Local schema markup can be added to a website to provide information to search engines about the business. 

You may include your address, phone number, business hours, and reviews.

10. Local Content Creation

Local content creation is an SEO practice that involves creating and optimizing content for a specific geographic area. 

It includes keyword-optimized text, area-specified images, and visually appealing videos. You may post content on a website, local landing pages, or a Google Business Profile. 

At last

Local SEO is a key strategy that helps businesses build an online reputation, attract potential customers, and drive more sales in their area. It involves various practices, such as Google My Business, Localized Keyword Research, NAP Consistency, Local Citations, Schema Markup, and more.

FAQs

Also Read About: What is Technical SEO? Benefits and Best Practices