Figuring out how to work with SEO to boost potential customers is gaining a lot of traction. And for good reason. At first glance, it doesn’t seem like a fruitful idea to go and build a Google presence for yourself. Especially if you’re working as a business owner with local intent. But when we talk about local ranking and local listings, a Google profile which follows a proper Local SEO strategy can increase the number of local customers you get.
Still, aren’t sure about making that investment? The stats don’t lie! In the last couple of years, the number of Google search engine results for the words “Near Me” has increased by 500%! With stats like those, you won’t need to think twice about making this investment. The only question is: How? How do you get your local content to show up on every potential customer’s search result? You can always work with a local SEO Agency and let them do the work for you. Or, you can do it yourself! Continue on to learn local SEO tips which you can use.
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What Is Local SEO?
Local SEO is slightly differentiable from traditional SEO. This strategy focuses on local SEO ranking factors and local marketing. Understanding what Local SEO is, is pretty simple. Imagine walking around hungry in a city that’s new to you. To find places to eat, your easiest option is to turn to Google and to look for “Places to eat near me.” The multiple locations you get of local food places result from local SEO. These places have followed a local SEO checklist which gets their brands promoted to a local audience.
You can also improve your local search ranking by tweaking your Google profile a little. And so when people are looking for services near them, your brand will be one of the top choices shown to them.
How Does Local SEO Work?
That’s all there’s to the basics of Local SEO. The next step is to figure out how Google search engine results work. The search results that people get are based on local ranking, this local ranking is decided by three main factors:
Nearness
The nearness factor is pretty much out of your control. When a potential customer searches for places near them, Google provides the closest results, if other brands are closer than yours, your brand would be generally lower on the search engine results. Considering that you’re looking to get more local customers, you’ll need to update your Google profile listing accordingly. Add in your brand’s exact location so a potential customer knows exactly where to go.
Relevance
Another factor which isn’t really in a business owner’s control is relevancy. The relevancy factor refers to how useful your brand will be to the customer that’s looking for some services. For example; if the customer starts searching for coffee shops near them and you own a local marketing business, your brand is not going to show up. Now if you’re a marketing business that also acts a coffee shop, Google needs to know that! On your brand’s Google profile listing, you can add in a short description where information like this should be mentioned. We’ll touch upon this later on too.
Notability
The last factor is also the most important. And that’s because this is completely in your control. The last factor talks about notability. Or in simpler words, what customer reviews have to say about your business. Whenever you’ve put in a Google search for some local content, has Google ever prioritized places with bad reviews? Never! Google always focuses on providing search engine results with the most reviews and comments, not only that, your brand also has to be pretty well-liked by local customers.
What Tactics For Better Local Ranking Are Valid In 2024?
Get A Business Profile On Google
Your first step to attracting a greater local audience with your local SEO efforts is to get a Google Business Profile. Have you ever seen mini tabs about brands pop up on Google’s search engine when you’re looking for services? Those mini tabs with location, contact info and a small description are a Google Business Profile. Once you’ve gotten your profile, you’ve got to start filling in the details. The most important details you’ll need are:
- Brand Name
- Address (The place you’re looking to localize)
- Contact Information
- Some pictures to show off your brand
- Brief Intro telling customers all about your brand
Optimize Your Business Account
Optimizing your Business account is pretty important. And simply put, it just means using the right keywords, in order to make this happen, you’re going to have to put in extra time and effort to figure out what these keywords are. For example, we’ve told you how the words “near me” saw a 500% increase in search engine results. That’s one example of an important keyword which you can use on your websites. Another type of keyword depends on your locality. For example, the name of your city or district also counts as a pretty important keyword.
Keywords are often really specific. So this isn’t something you can just guess. You’ll have to do research or you can reach out to a local SEO agency so they can find the most used words in search engine results. After that, you’ll need to integrate these words in your business account and website.
Cater To Your Reviews
The last important fact that we’ll be telling you about is your reviews. The way other local customers feel about your brand is very important. It tells a story. And any potential customer is going to be looking at these reviews. Google results often favour brands which are pretty well-liked by the local audience. But that doesn’t mean you should only end up with 5-star reviews.
Any brand that boasts only 5-star reviews is very suspicious. The best way to improve your brand visibility in local search results through reviews is by replying to any suggestions/reviews that you get. This shows that you are interested in providing local customers with the best experience possible. And everyone loves that!
Why Are Local SEO Ranking Factors Important?
Increased Visibility
By investing your time and effort and possibly money in local SEO, more and more people can find out about your brand when they start searching on Google. Your increased visibility to an online potential customer can also increase the number of local customers that are visiting your shops.
Available To A Larger Market
Stats from after COVID-19 have shown that people are much more likely to support local brands. And once you start optimizing your Google profile listing, you’ll be able to take advantage of this change in a lot of customer’s preferences. In fact according to the US Chamber, more than 56% of people started to substitute non-local brands with local ones.
Increased Credibility
Google has always been any potential customer’s reference point when they’re looking for services. Knowing that Google is always going to provide results with the best reviews, people are hardly ever going to doubt the quality of services. When you optimize your business profile, your local audience is going to have more reasons to shop at your shops. After all, your brand’s got the approval from Google’s local search ranking.
Provides A Greater Competitive Advantage
Not every local business is looking to get themselves a Google profile. In fact, there’s a pretty high chance that many of the local business don’t even know that this is possible. And that’s where you can benefit! As we’ve said, there’s been an increase in the people who are looking to shop locally. And for that, they’ll be searching for places “Near Them.” By following a proper local SEO guide, you’ll benefit from more of these potential customers.
The Bottom Line
By now, you’ve got a pretty good understanding of what local SEO is and how it works. And if there’s anything to note, it’s that this isn’t an easy marketing strategy. So don’t worry if you feel a little overwhelmed. The best way to capitalize on a proper local SEO checklist is by taking your time with creating local content. And if that’s not something you can do, then you should think about working with a local SEO agency.
Stephen has been working with SEO and Digital Marketing since 1999 and has held a variety of senior roles in a wide range of companies both in the UK and Internationally.