Local SEO (Search Engine Optimisation) is an essential aspect of digital marketing for small businesses looking to target customers in a specific area. It’s critical for helping your business stay relevant in Google search results, and for boosting website traffic and even driving physical footfall to a store.
Many customers will often look for products and services in their local area, so if you’re a small business that relies on local customers, we recommend that small businesses ensure they’re reaching these potential local customers - you’ll be missing out if you don’t! Data from Think With Google shows that 30% of all mobile searches are related to location, and 76% of people who search on their smartphones for something nearby visit a business within a day.
It can be easier to rank higher in search results when targeting a local audience. This is because there’s less competition compared to targeting customers on a national level and competing with large national companies. However, knowing how to implement an effective local SEO strategy can feel impossible. getting local SEO right is no walk in the park. For it to be effective, you need to know how to do it right, and that’s why we’re here to help.
Local SEO strategies aim to make your business more visible in local search results on Google. It has the capacity to boost your rankings in the search engine results pages (SERPs) and show your products and services to potential customers who are looking for exactly what you offer, in the place that you offer it.
Instead of wasting a large chunk of your budget reaching out to a national audience that may not be interested in what your business offers, local SEO helps you to target potential customers in a specific geographic location. Specificity is key because using location-specific keywords will drive high-quality, relevant traffic to your website.
Local SEO aims to target a local audience specific to a geographic area or location. It’s cost-effective because it can help you to boost visibility and sales in your local area. For example, when optimising a service page for local SEO, you might use keywords such as ‘nail salon in Sheffield’ or ‘hairdressers in Sheffield’. These terms carry much lower competition than just ‘hairdressers’ and answer searcher's specific requirements. in the sense that it’s guaranteed for customers to find what they search for when local SEO is used.
On the other hand, regular SEO aims to appeal to national or even international customers. It’s not location-specific and can generate lower-quality leads for local businesses when compared to local SEO. Both SEO strategies are effective, but if you’re a small business wanting to improve your rankings in local search results, local SEO is the way to go.
If you want to target a wider audience, you could start with your local areas and, once you’re dominating the search, move on to other areas.
46% of all Google searches are people looking for something local to them. These potential customers know what products and services they’re after, and they’re based in your local area. If you don’t have a local SEO strategy, you could be missing out on potential customers.
Local SEO boosts your business’ opportunities to rank highly in the local search results and drive more people to your physical store. Not only does this boost your visibility, it will boost sales and revenue too. It’s much easier to rank higher when targeting local customers because there’s less competition from other businesses selling the same products in that specific location. Your business visibility will increase since your business will show in local users’ search results and pull more traffic through!
As an online business, it’s imperative that your online user experience is the best it can be. Potential customers expect a website that’s easy to navigate with a quick loading speed. Your website should ideally be mobile-friendly, as 60% of organic visits come from mobile devices. A good site structure is also key for SEO to work effectively.
So, spending time optimising your website is worth the customer satisfaction that will ultimately contribute to returning customers and more sales for your business.
If you want to establish an online presence for your small business, creating a Google My Business (GMB) account is essential. It’s a free service offered by Google to help improve your local SEO so that you can rank in Google Search and Google Maps when your potential customers are searching online.
All you have to do is create a GMB profile and fill in your data. The data you provide directly affects your Google local pack ranking and this is where you want your business to be showing. You can feature customer reviews here, and showcase the products and services you offer so that people searching for services like yours will visit your website or your store.
Considering which keywords you want to target is a vital step to take within your local SEO strategy. You should use keywords that are relevant to your business and location. For example, if you’re a motorcycle shop from Chesterfield your keywords can be ‘motorcycle shop in Chesterfield’ and ‘Chesterfield motorcycle shop’.
Relevant keywords such as these will help you to appear in local search results and drive customers to either your website or your store. To drive the most relevant and high-quality traffic to your website, you need your keywords to be as specific as possible. This will ensure that potential customers searching for your products in your local area will be appropriately directed to your site! It also ensures that the traffic you drive to your website is relevant, more likely to engage and convert (something that Google will consider when ranking your website!).
Although local SEO improves your business’ visibility, writing engaging content can enhance your visibility too. Creating a local content strategy is a good start. You should gauge what your customers want to read about and centre your content around a specific location for it to positively contribute to your local SEO strategy. This content can highlight local events, utilise images from the local area, and include location-specific keywords. For example, if you’re an estate agent based in Sheffield, you could write area guides for the different areas of Sheffield. This shows both Google and your website visitors that you’re an expert in your field and helps to build trust.
Focus on using relevant keywords that engage your target audience, are location-specific, and outline what your business does. Creating content - such as blog posts - that contain information about your business’s products or services and where they are offered can drive relevant traffic to your website too.
Creating a section of your website to showcase reviews is a simple and easy way to build a positive reputation online for your business. It will more than likely encourage potential customers to make purchases, who will then leave reviews that encourage other customers to purchase too. Research shows that 9 in 10 customers say they consider reviews when making a purchase decision.
However, it’s important to respond authentically to both positive and negative reviews. One poor review can damage a small business, which is why it’s so important to handle these comments with care.
Having a review section also informs search engines that your business is trustworthy and will drive traffic to your website as a result.
Backlinks, also known as inbound links, are external links (from another website) that link back to your website and content. They’re useful to have because they build a web of links that increase your presence in search engines and boost the likelihood of ranking highly in search results. However, this can be difficult to achieve as a small business because it requires other businesses to link your page/website.
If you’re familiar with the digital marketing world, you’ll know how important a business’sbusiness’ NAP is. No, we don’t mean an actual nap, but your business’ Name, Address, and Phone number. It’s critical for your business to have its NAP featured on your online site because customers rely on it to find out more about your business. You’ll also need to make sure that this information is correct across both your website and any other listings you have online for your business.
You should regularly check that this information is correct so that you don’t miss out on any potential customers. Google will list your business in relevant search results because your NAP provides location-specific content. Plus, businesses that mention their NAP’s frequently are deemed more valid sources within the search engines! Ensuring these details are right can help you win potential customers.
At Logica Digital, we offer a free audit of your website and online presence. We conduct keyword research, which allows us to see what your customers are searching for locally, and then tailor a local SEO strategy specific to your business.
Our team specialises in SEO, local SEO, and multi-location business presences, so we’re here to confidently assist you with any SEO or location-specific services.
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At Logica Digital, we take the time to understand your business and customers to create a bespoke marketing plan that will deliver the best return on investment for your business. We always get results.
Call: 0114 551 1534
hello@logica-digital.co.ukWhatsApp: 07822011623
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Sheffield,
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