Local SEO is a technique for increasing visibility on the internet, similar to SEO (search engine optimization), but focused on improving visibility for a specific geographical area. Results appear in the unpaid search results, and local SEO is a core part of the strategy for any business that serves a defined region.
What is local SEO and why does it matter?
Local SEO targets searchers in a defined area, such as a city or region. Most people looking for restaurants in Northern Virginia, for example, are likely to be local. Research shows that four out of five consumers search for information about their neighborhood, and a business with a website focused on its area has a higher conversion rate. The more information a user can find, the more likely a consumer will buy from that business.
How do you optimize a website for local searches?
Ranking high on Google’s local results requires several factors working together:
- Location signals. The website must be optimized for the business’s location.
- Reviews and citations. Include reviews and citations from relevant websites, and compensate reviewers for their time.
- Updated design and layout. The site’s design should support local relevance.
- A page asking for reviews. If a business lacks a website, it should create one with a page asking for reviews, with links to relevant sites. A business without a website still needs an internet presence.
Why is Google My Business important for local SEO?
Google My Business helps a business gain visibility on Google Maps and is the most important part of local SEO for a local business. Combined with a well-optimized site, it produces more leads and improves overall online visibility.
What should a local landing page include?
A local landing page should be relevant to the location of the business and designed to meet the needs of local customers. Required elements include:
- A phone number and physical address.
- A map of the location.
- A link to the place where the business is located; if the site targets a different country, the link should still be relevant to that location.
- Relevant information for the target market, including products or services found in the area.
- Unique pages for each location when a business operates in multiple regions.
How does local SEO affect leads and revenue?
A website ranked for local keywords is relevant to its location, which increases visitors and profits. A site targeted for local searches generates more leads and increases revenue compared to a site without a local focus. A business with a physical address will be more visible in local searches than one that doesn’t list an address.
FAQ
What is local SEO?
Local SEO is a technique for increasing online visibility in a specific geographical area, similar to standard SEO but focused on local unpaid search results.
Why is Google My Business important for local SEO?
Google My Business helps a business gain visibility on Google Maps, which is described as the most important part of local SEO for a local business and a source of more leads.
What should a local landing page include?
A local landing page should include a phone number, a physical address, a map of the location, a relevant link to the business’s location, and information about products or services available in the area. Businesses with multiple locations should create a unique page and a separate listing for each one.