Guide On Local SEO
First things first, Local SEO is extremely important. In actual fact, about 46% of the searches in Google are local. This suggests that if you own a local business and you don’t have the local SEO in the right way, then you’re surely missing out on something so big.
Secondly, there are quite a lot of people who are constantly searching. Moreover, about 89% of the people search for a local business on their cellphones a minimum of once a week. Also, 58% of the population searches daily. From that search, about 72% of them will definitely visit that store/ shop which is within five to six miles.
Just think, how would these researchers be able to find you if your Local SEO is poor? Did it open your eyes? Calculated all the loss? Okay, now calm down as we’re right here to assist you in that!
Table of Content
- What do you understand by the term Local SEO?
- Why Is Local SEO So Significant?
- How Exactly Does The Local SEO Work?
- What is meant by “pack”?
- How To Track The Rankings Of Map Pack?
- With that being done, let’s now check how to track your local SEO rankings.
- Tips to Boost Your Local Seo Strategy
- Improve Your Website for Local SEO
- Declare Your Online Profiles
- Plan Local Content
- Ask Customers for Reviews
- Enhance Your Voice Search
- Make Citations for Local SEO
What do you understand by the term Local SEO?
Basically, Local SEO is a technique adopted by small or large businesses to enhance their online presence. But the thing which plays a key role in Local SEO is the geographical component.
It is basically adopted by a business to improve its local digital presence. By implementing local SEO techniques on your blog or website, you’re targeting the local customers around you.
Now the question must be popping in your head, is it necessary? Indeed, it is! To understand it better, let’s take an instance that you have a product targeting UK customers but it is not appearing in the local searches, instead, it is ranking for the USA. Then, in such cases, local SEO acts as a saviour. It helps you to rank high based on the SERPs for local searches.
Why Is Local SEO So Significant?
Don't worry, we are not going to throw a lot of random statistics at you. Instead, we are going to show you some most important stats that will surely help you in knowing the importance of local SEO.
They are as follows:
- About 46% of Google searches have local intent.
- About 29% of the Google SERPs contain local packs in the search results.
- 18% of mobile searches lead to conversion within a single day.
- About 76% of customers who search for anything local on their mobile phone visits a store that day.
- Almost 50% of the people who visit Google are just to search for local addresses.
We guess you're now pretty clear how local searches make a big difference in the SEO world. So, if you can make every possible effort to enter into the top searches, then you must do it. It will surely bring a lot of conversions to your website in a matter of minutes.
How Exactly Does The Local SEO Work?
At a big level, local SEO works the same as a normal search on Google. When a person searches for anything on Google or any other search engine, Google scans all through its index to make sure that it provides the best search results for that person.
Moreover, what makes a normal search different from a Local SEO search is that Google makes use of a different bunch of ranking factors to rank the local searches.
Local SEO contains some special ranking signals, which includes:
- NAP citations
- Keywords that are used in the "Google My Business" of your business
- The location that people are searching for
- Star rating of your Google Maps
- Keywords that are used in the online reviews of your business.
- The truthfulness of the online reviews
- Social Media shares
What is meant by “pack”?
The Google Pack is the collection of the three topmost results for your local searches. Earlier, this used to be a 7 pack, but it was curtailed to be a good fit for the mobile searches.
For example, when you search for the Hair Transplant Clinic in London, Google will show you a map pack as the topmost results.
And then underneath it, you will see the normal search results.
We'll show you how Google ranks various businesses in the map pack later on in this guide. But before that, you must keep in mind that a Map pack has its own set of rules and algorithms.
Surely, some of the ranking factors such as backlinks assist you to rank in the traditional and local organic search results.
But some others such as NAPs are just important to rank your business in the map pack.
One thing that we need to highlight is: Google doesn't only display the local results for the keywords that have a particular state or city. Moreover, if Google thinks that your search requires local results, then it'll show that to you… even if the keyword is not local.
For instance, when we searched for "Vegan Bakery in Greenwich", Google showed us a Map Pack.
This is really significant to keep in mind while you research keywords for your business. You need to optimise for "City+ Store" keywords.
In most cases, the specific store keyword without any location gets much more search volume than the "City +Store" type
How To Track The Rankings Of Map Pack?
The first and foremost step in any local search engine optimisation strategy is to standardise where you are actually at.
Most especially, you want to check is your rank in the Map Pack. Also, keep track of your rankings over time.
Each and every rank tracker on this earth has the pack tracking feature in it.
The problem is that, with the local search engine optimisation, from where you're searching is big. The results of map packs can be different from one place to another.
For instance, let's suppose that someone searches for the best "Ice-cream Shop" on 72nd st 2nd Avenue in London.
Those search results are going to be tailored according to the location of the person.
What can happen is that the same search which is performed a few miles away can bring a huge change i.e., a different site of the pack results. It is also possible that the same results can be displayed with a shuffle in their orders.
So, if you track any business from a single location only, then there are chances that you only see a minute sample of your position in real life.
That's why you need to get super gritty with your local search rankings.
In this way, you can easily check where you rank in the city as well as in your local area.
There are various tools available for you for this type of full-fledged map tracking. There is Local Falcon and Local Viking, they both do pretty much the same work.
to select the name of your business. You must note that you should have a Google My Business account to be visible on Google Maps.
After that, select a keyword on which you wish to check your rankings.
Ultimately, select how broad or specific you wish your rank tracking to be.
For instance, here's an 8-mile tracking radius.
It's set up as a 7×7 grid, which gives you a good idea about the position of your business in that entire area.
Now comes the time to see the rankings. After the tool performs its work, you get left with a visual interface that displays your ranks in every geographical location.
With it, you get a great and interactive map that displays your ranking in the different spots all through the city.
Furthermore, it's visible that the rankings are the best on the outer regions of the city… and they get continuously down as you go inside the city.
This isn't actually an issue. It could be because the location of your competitor is in the centre of the city.
So, Google gives the best rankings to your competitor, when you search from that location on your mobile phone.
With that being said, you must use the ranking tools to find the areas where you rank good.
For instance, you can see that this local business ranks number one in the Northside of the city.. only for one spot.
In such cases, you surely wish to tap on the result to see what's not letting you rank on the top
In this particular case, the rank of your competitor is number one.
But, in case if you're not fully satisfied with the second spot, then you can check out the address of your competitor in that listing.
This way, you can conveniently cross-check their location on the map.
And, as soon as you'll put the ranking of your competitor on the map, you can easily see why you're having an issue in being at the number one spot.
The simpler explanation of the same is that this search location is quite closer to your competitor. That's why it makes full sense why Google wishes to rank your competitor on number one.
With that being done, let’s now check how to track your local SEO rankings.
So, how did you get there? Here is a step by step detailed guide to improving the local SEO of your business:
- Make a contact page
- Make the contact numbers clickable on all mobile devices.
- Do not forget to add a map to your website.
- Make use of schema on your website
- Claim your Google Business profile and optimise it.
- Add testimonials to your website.
- Claim your social profiles
- Make sure to take customer reviews.
- Make locally targeted content like a list of all the local events.
- Build up the blogs, citations and local directories on the local search engines.
Don't worry, we will be covering each step in detail.
Tips to Boost Your Local SEO Strategy
There is no denial in the fact that local SEO helps in improving the site traffic. Now you must be wondering about the easiest pathway to enhance your local SEO.
If so, then here in this section we are going to discuss in detail the whole roadmap to boost your local SEO. All you have to do is hang there tight and implement it on your website.
So, without any delay let’s begin the procedure.
1. Improve Your Website for Local SEO:- The very first thing you need to do is optimise your website properly. One of the main factors to make your website appear on SERP results is proper customisation. Now, below we are going to cast light on the following factors that help in improving the local SEO.
- Mention Your Business Address
- Attach Map or Your Locations
- Include Testimonials
- Include Schema
- Build Dedicated Contact Page
- Add Easily Accessible Phone Numbers
The most prominent thing to optimise your website for local SEO is to add the business address to your website.
If possible then please add a map or location to your website. The reason for doing that is that it will help people to reach out to you easily. Also, keep in mind that the purpose of the local SEO is to make your business easily accessible to localities.
A testimonial is a way of telling Google that you’re legitimate and people trust you. So, always add a testimonial of your clients and customers to your website.
The schema was introduced for a better understanding of search engines. It helps search engines identify what your website is about. If you’re adding schema to your website then you’re making it easier for Google to understand your business better.
If your website doesn’t have any contact webpage then it is the thing you need to rectify asap. A good website contains a dedicated contact page. Don't just create any contact page, make it detailed and try to add lots of details of your business there.
If you’re targeting local customers then it is important to add phone numbers that are easily accessible to your website.
2. Declare Your Online Profiles:- Now one of the biggest misconceptions among people is that the website is the only online presence you need to make to rank high on Google. It is not true, you need to create your digital profiles online to boost your local SEO. Google gives keen attention to the site that is an active review platform like Yelp, TripAdvisor, and much more.
A review site is important to factor in local SEO. There are many other things you need to consider which are mentioned below.
- Create a Profile on Google My Business
- Pay Attention to Local Listings
- Build Social Profiles
Google My Business is very important if you want to boost your business. It not only enhances your brand but also improves the local SEO of your website.
Local listing is essential from the SEO perspective. If you search anything on Google based on your locations then try to pay attention to the top sites ranking on Google. If you want to know the top reviews based on location then try to search “your location review” on Google.
To enhance your local SEO, it is important to build social profiles on networking sites like Facebook, Instagram, etc. Make sure to post relevant information on these accounts. Take advantage of whatever is trending and try to implement it in your business.
3. Plan Local Content:- We all know content is the king but to create content that brings sales and traffic is what we all are looking for. We know that blogging plays an important role in SEO. To boost your business, it is important to create a blog. Not just create, release articles based on local searches which are related to your business. There are certain things worth giving consideration are mentioned below.
- Keep Your Target Audience in Mind
- Build Links
- Avoid General Mistakes
If you’re releasing the local content then always keep your targeted audience in mind. If you have an idea about the kind of reader you’re writing for then you will create beneficial content. Mention local references in your blogs so that readers can relate to them. It is important to cover a local event in your blog as it will educate people more about the business
One of the strongest factors to SEO is link building. Approach local blogs and ask for a link back to your blog. It will bring engagement and improve SEO also. You can also do a backlink audit of the competitor website.
Do not copy content from any website. If you’re using the stats from a particular website, mention its reference in your blog. Know that Google loves transparency and honesty
4. Ask Customers for Reviews:- Back then in primitive days, it was impossible to get the feedback of the business. But now reviews and feedback are the essential part of any online business. Most of the successful business has happy clients. A happy customer is essential for any business. Now more than anything people love to drop feedback if they have visited the place. So, the strategy must be to get an online review as much as possible. Not just reviews, it is mandatory to get a good review because it will develop trust among the local people. The other thing to consider is highlighted below.
- Ask for Review
- Know Review Guidelines and Process
- Avoid Negative Reviews
It is important to ask for a review from your customers as it will increase brand awareness and trust among the customers. If you get a review, always reply to it politely apart from the fact it is negative or positive.
Always know the review guidelines and process before asking for one. Every platform has its own set of guidelines. So pay attention to it.
Negative reviews affect the SEO factor. So avoid it by all means. Now the question here is how to avoid negative reviews. It can only be done by offering the best possible service. Always remember a happy customer is a key to a successful business. If in case you get a negative review, then try to delight your customers by offering something in return as compensation.
5. Enhance Your Voice Search:- Believe us when we say that voice search is going to grow quickly in the upcoming years! Yes, it's going to happen.
For that reason, in the local search engine optimisation, it's important to enhance your website for how people ask different questions when they speak, in contrast to the way they type their searches.
Importantly, customers make use of long keywords when they are searching through their voice instead of typing.
Because of this reason, you also need to adjust the local SEO of your content to fulfil the voice search option.
For instance, you will need to make it familiar with the basic question starters such as why, what, when who, and how.
It's also important to consider the user intent at the time of optimising it for voice search, as most of these searches are performed when a customer needs a piece of particular information.
Like, if the customer is baking a cake and he/she asks Alexa to turn the cups into tablespoons, then they're expecting a useful and quick answer. Moreover, if a future customer makes use of the voice search feature to know the business hours of a particular place, so this information should also be there on your profile.
6. Make Citations for Local SEO:- Now to understand the citations, first you need to know what the actual citation is. Citations are mentions of your business which can be a business address, name, phone number and much more. From an SEO perspective, citations are most important. There are various things which we need to consider, we have discussed them below.
- Make Use of Locally Centred Directories
- Industry Focused Directories
- Local Search Engines
- Pay Attention to Local Blogs
Local directories play an important role in local SEO. All the local directories are well indexed and based on the geographical area. So, it is important to add your business to the local directories. If you want to search the local directory then all you need to do is “name of the city directory” on Google.
Learn from the master is true in all aspects of the business. It is important to follow industrial focussed directories or blogs to gain citations. However, these sites don’t focus on local business but you will get the gist of everything. If you don’t have any membership plan for this directories try to get one as it will help you to improve citations. If you don’t have any clue to find out the industry directories then try to simply search “your niche directory” on Google.
If you want to appear on the local search the first thing you need to do is make sure that your business exists on sites like Yelp, Hotfrog, and Foursquare. It will surely help you to appear first on Google based on the search query.
To boost your local SEO, you can approach the local blogs. Try to get a listing of your business to these blogs. But before rushing into that, make sure that these blogs are well indexed and getting a good amount of traffic.
SEO is a very important factor and based on how frequently Google changes its search algorithm you need to keep on top of everything. The local search features on SERP play an important part, so try to make more out of it by implementing these tips.
Here we are the end of our detailed guide on Local SEO services. We hope that you are now fully equipped with all the vital information.
Struggling to jump the SERPs can be a tough task for most businesses, most especially when you are a local and small business with a few resources.
But local SEO is so significant for the success of your local SEO company.
As a large group of people rely totally on the online reviews and search engines to search for what they need, that's why you need to boost your local search rankings to be visible online.
So, jump the local SERPs by creating good local content, optimising your website, obtaining citations and earnings valuable reviews of all the respective customers.
Moreover, don't just restrict yourself to the technical local search engine optimisation practices such as web optimisation and citations, though!,
Build and improve the relationships with the various other related local businesses, join the local organisations, and make sure to participate in more and more events of the community.
Besides, local search engine optimisation isn't only a discrete endeavour. With that, you also need to make use of other kinds of marketing such as social media marketing, affiliate marketing, digital marketing, SEO etc. to enhance your rankings.
The online attempts are always a reflection of your offline truth. So, if your business is not good and reputed, then surely your reviews will be bad too!
That's why your main focus should be on building the business in all the best ways possible.
For any more information, query, confusion and any kind of questions regarding local SEO services and local SEO agency, you can feel free to contact us at RVS Media Limited. We are always here at your service.
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