A well-targeted local SEO campaign can increase your business’s visibility in the local market. Almost eighty percent of searches on mobile devices result in a purchase. A well-optimized website puts your business in front of customers as they are searching for what they need. That means more traffic and a higher chance of a sale. Getting listed in Google’s local pack is important for a small business, and it can also boost your overall search engine optimization strategy.
Why does local SEO matter for small businesses?
The biggest payoff of local SEO for a small business is appearing on Google’s map. That placement lets you reach the local community without needing the most beautiful website in the world. A website specific to the area you serve is enough for potential customers to find you, and local SEO helps consumers locate those businesses in the first place.
People prefer to purchase local products over national ones. Service industries like restaurants and construction rely heavily on local searches. When a local business shows up in a search result, the consumer is more likely to make a purchase, so improving visibility in local search grows the pool of potential customers.
How are mobile and “near me” searches changing the game?
Local search is now critical for small businesses. Mobile consumers search more frequently and from more places than in the past. “Near me” keyword searches on Google nearly doubled in 2015, and mobile searches grew 146% year-over-year. The trend has continued as more people turn to smartphones to look for local businesses. Showing up in those local results is how businesses attract nearby customers.
What makes a website rank in local search?
A well-optimized website earns the highest ranking in local search, with its location and reviews appearing in local results. With local SEO, a mobile website’s phone number becomes clickable on mobile devices. Putting this information in place lets the site rank on the first page in local searches and keeps the listings visible to local customers, which drives them to the business.
The phone number itself helps rankings too. More than 87.3 percent of the US population uses the internet to find local businesses, and a cell phone number that is clickable increases visibility for people searching for the type of product offered.
How can Schema markup and NAPU help local rankings?
Schema markup is another effective lever for local rankings. The process is simple: a tool like Hall Analysis generates schema markup so the website is properly indexed by Google. Once the markup is in place, the site is on track for higher local rankings and a competitive edge.
NAPU is also a crucial factor in overall online visibility. A high NAPU signals to search engines what the business does and where it is located. Clean citations across the web lead to rankings that climb, more people served, and faster growth.
What should a local business description include?
A business description summarizes credentials and offerings, and it should include a call-to-action. A strong description pairs keywords with a local SEO call-to-action. Outsourced SEO providers often optimize the business description this way and insert relevant keywords into the content. Those attributes make the business stand out from the competition.
FAQ
Why is local SEO important for small businesses?
Local SEO helps small businesses appear in Google’s local pack and in nearby search results, putting them in front of customers who are ready to buy. A well-optimized site that targets its local area can drive more traffic and sales.
How do mobile and “near me” searches affect local marketing?
Mobile searches grew 146% year-over-year, and “near me” searches on Google nearly doubled in 2015. With more people using smartphones to find local businesses, showing up in those local results is critical for attracting nearby customers.
What on-page factors improve local search rankings?
Key factors include a clickable cell phone number on mobile, accurate location and review information, Schema markup created through a tool like Hall Analysis, clean NAPU citations, and a business description that includes keywords and a local SEO call-to-action.
Related coverage
- Local SEO Strategies That Drive Real Revenue for Small Business Owners
- What Is Local Search Marketing?
Related coverage
- Local SEO Strategies That Drive Real Revenue for Small Business Owners
- What Is Local Search Marketing?