If you run a business with a local focus, local SEO is one of the most effective approaches for driving visitors to your website. You can have the most functional, beautiful, and interesting website in the world—but if no one sees it, all that effort goes to waste.
In this article, we’ll dive into what local SEO is and discuss ten amazing ways it can boost your business. For these reasons and more, local SEO is one of the best investments a business owner can make.
1. Ensure people know your business' name
Whether you have an established web presence or are just starting out in the online world, local SEO is fantastic for getting your business’ name on the map.
Let’s start with a quick definition to help you understand this concept.
Local SEO (Search Engine Optimisation) is crucial for improving your business’ visibility in Google's search results. If your business has a physical location or serves customers in a specific area, you’ll benefit from implementing a local SEO strategy.
Essentially, the goal is to bring your website to the front page of Google when potential customers search for your service in your local area. People will normally search for a local business by typing in a keyword search like: 'florist nearby', or 'florist + suburb'. For many local businesses, it can even be enough for a searcher to simply type in 'florist' and Google will show local businesses.
Google uses three factors to determine how businesses rank for local searches. These factors are:
Prominence refers to how well-known your business is. You can boost this rating by applying quality SEO practices (a professional can help) and encouraging customers to review your business on Google. Relevance refers to how relevant your content is to an individual's search term. That's why it's always best to produce helpful, high-quality content. Finally, distance is all about how far your physical business location is from the customer—so make sure to include keywords for every location you cover.
For example, let’s say you’re a florist in Brisbane. When you set up your website, you’ll want people searching ‘Brisbane florist’ on Google to see your store as one of the first results. Local SEO makes this possible.
So, when your business shows up at the top of local Google searches, potential customers will keep your business’ name in mind.
2. Grow website traffic
So, once people are aware of your website—and see that result on the first page of Google—their next step is to click the link. Then, they’ll end up on your website.
When you implement local SEO strategies, it normally involves creating a local service page.
Continuing with the florist example, this page will contain information about your floristry services + the suburb(s) you provide those services for. When potential customers click your link, they’ll be taken to this page where they can learn more about what you do.
3. Boost your Google rankings
If you already have a web presence but your website sits on the second or third page of Google’s search results, you’re seriously limiting the amount of traffic your website will receive.
Did you know that the top search result on Google attracts an average of 28.5% of all clicks? And the first page receives 95% of clicks in total?
That means only 5% of people will click a link on Google’s second page. So, if your website is buried there, it’s unlikely to get any traffic.
It’s hard for a new florist to compete with established competitors across the globe—but if you target local customers, it’s much easier (and more likely to have higher conversion rates). Implementing high-quality local SEO can send your website soaring to the front page of Google.
4. Establish yourself as an industry expert
This point ties into the above concept. There are a few reasons people click on the first Google search result—convenience is one reason, but trust is another.
People click that first search result because they believe it’s genuinely going to lead to the service or product they’re looking for. Results on the second and third pages—and beyond—reflect a lower quality or less reputable product or service, even if that’s not reality.
So, when potential customers see your website pop up in the top search results, they’ll see you as an industry expert.
5. Deliver an amazing return on investment (ROI)
You might consider taking local SEO implementation into your own hands to save money. But handing the job over to a professional is a real investment.
It's not as simple as tossing a keyword or two into an article and calling it a day. Google's algorithms are highly sophisticated and can easily detect poor SEO practices.
SEO professionals know the exact tactics to use to drive your website straight to Google's top results. By hiring an expert, you could boost your sales exponentially, guaranteeing a fantastic return on your investment.
6. Attract local customers
Local SEO is (as the name suggests) the best way to attract local customers. This is especially important if you only provide services or mail out products to certain areas.
For example, if you only sell flower arrangements to customers in Brisbane, there’s no point trying to target customers in Adelaide. It’s simply a waste of money and resources.
7. Increase your sales
The first step towards gaining more sales is attracting customers to your website in the first place. That’s what local SEO does.
Now that customers have seen your business on Google’s front page, visited your site, and browsed through your service or product pages, they’re much more likely to make a purchase.
8. Beat local competitors
Implementing local SEO is also a great way to get a step ahead of your competitors.
Let’s say you’re one of five florists in Brisbane. Two florists have no website, two have a website with no search engine optimisation, and one has a website with poorly implemented SEO.
By using top-level local SEO tactics, you can put your business well ahead of all five competitors. You’ll become every local customer’s first place to shop for flowers.
9. Get more visitors to your physical store
Not only can local SEO drive more potential customers to your online space, but it can also send them to your physical store.
When you search for a product or service on Google, you’ll normally see a list of relevant stores in your local area.
Implementing high-quality local SEO will tell Google that your services or products are relevant to that search, putting your business’ address in front of the viewer’s eyes.
So, by implementing local SEO, you can increase your website traffic, build a loyal customer base, and establish your business as a reputable name.
Remember, local SEO is the number one way to drive more customers to your website. It’s an investment in success.
For more business information and exclusive tips for building a successful website, subscribe to Limecube’s blog.