Optimising For Local Search: Strategies For Your Business

Understanding local SEO 

Local SEO focuses on optimising your online presence to attract more business from relevant local searches. These searches occur on Google and other search engines. According to a study by Google, 46% of all searches have a local intent, and 78% of local mobile searches result in an offline purchase. Therefore, local SEO is critical for businesses looking to capture this traffic. 

Why local SEO matters 

1. Increased visibility: higher rankings in local search results make your business more visible to potential customers. 
2. Targeted traffic: local SEO targets customers in your geographic area, ensuring that the traffic you attract is relevant and likely to convert. 
3. Competitive advantage: effective local SEO can give you a competitive edge over other local businesses that are not optimising their online presence. 

Key strategies for optimising for local search 

1. Google My Business optimisation 

Google My Business (GMB) is a free tool that allows you to manage your online presence across Google, including Search and Maps. 

Here’s how to optimise it: 

• Complete your profile: Ensure all information is accurate and complete. This includes your business name, address, phone number, website, and business hours. According to Google, businesses with complete and accurate GMB listings are 70% more likely to attract local visits. 
• Categories and attributes: Select relevant categories and attributes that describe your business accurately. 
• Photos and videos: Upload high-quality images and videos of your business, products, and services. Listings with photos receive 42% more requests for directions and 35% more click-throughs to their websites. 
• Customer reviews: Encourage satisfied customers to leave positive reviews and respond to them professionally. 91% of customers read reviews for a business before contacting them, and 74% said businesses with reviews are more trustworthy. 

For more on optimising your Google My Business profile, read our blog: Creating & Optimising Your Google My Business listing.

2. Local keyword research 

Conduct thorough keyword research to identify local search terms relevant to your business. Use tools such as Google Keyword Planner, SEMrush and Ahrefs to find keywords that potential customers in your area are using. Focus on: 

• Geo-modified keywords: combine your services with your location e.g. ‘plumber in manchester.’ 
• Long-tail keywords: specific phrases that customers use when looking for particular services, e.g. ‘emergency plumber near me.’ 

3. On-page SEO 

Optimise your website’s on-page elements to improve local search rankings: 

• Title tags and meta descriptions: include local keywords in your title tags and meta descriptions. For example ‘Best Plumber In Manchester | [Your Business Name]’.
• NAP consistency: ensure your Name, Address, and Phone Number (NAP) are consistent across your website and all online directories. Inconsistent NAP information can harm your local SEO efforts. 
• Local content: create high-quality content that is relevant to your local audience. This could include blog posts about local events, news, and activities related to your industry. 

4. Local citations and directories

Listing your business in online directories and local citation sites can boost your local search rankings. Ensure that your NAP information is consistent across all platforms, including: 

• Local directories: Such as Yell, Thomson Local, and Yelp. 
• Industry-specific directories: Relevant to your business sector. 
• Chamber of commerce: Being listed in your local Chamber of Commerce can enhance credibility. 

5. Mobile optimisation 

With an increasing number of local searches happening on mobile devices, ensuring your website is mobile-friendly is essential. Focus on responsive design so your website adapts seamlessly to different screen sizes. In addition, fast-leading websites are essential. A study by Google found that 53% of mobile users abandon sites that take longer than three seconds to load. 

6. Local link building 

Building backlinks from local websites can improve your local SEO. Reach out to local businesses, bloggers, and news sites for opportunities to earn relevant links. This not only boosts your search rankings but also enhances your credibility within the community. 

7. Social media engagement

Active engagement on social media platforms can support your local SEO efforts. Share local content, interact with local influencers, and participate in community events to increase your visibility. Social signals can indirectly influence your local search rankings. 

8. Local schema markup 

Implement local schema markup (structured data) on your website to help search engines understand your business information better. This can enhance your local search presence and increase your chances of appearing in rich snippets. 

Monitoring and measuring your local SEO success 

Tracking the effectiveness of your local SEO strategies is crucial. Use tools such as Google Analytics, Google Search Console, and dedicated local SEO tools such as Moz Local and BrightLocal to monitor your performance. Key metrics to track include: 

• Local search rankings: Track your rankings for local keywords 
• Website traffic: Monitor the volume and sources of your website traffic 
• Engagement metrics: Track metrics such as bounce rate, pages per session, and average session duration
• Conversion rates:  Measure the conversion rates from local traffic 

Key takeaways 

Optimising for local search is an ongoing process that requires dedication and strategic planning. By following the strategies outlined in this guide, you can enhance your business’s local search presence, attract more targeted traffic, and achieve sustainable growth. 

By implementing these local SEO strategies, you can ensure that your business stands out in your industry, driving more customers to your door and increasing your revenue. 

If you’d like to know more about how local SEO could help your business, request a free digital marketing audit today, 

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