Local Search Engine Optimization (SEO) increases your business’s visibility in the unpaid results of search engines, sometimes called organic, natural, or earned results. Localized organic results are not paid ads and are based on relevance to the search query. For example, a search for an Italian restaurant would return results relevant to your area. Local pack results appear for keywords with a local intent and show up to three physical locations, giving nearby businesses a direct path to nearby customers.
Why does local SEO matter for brick-and-mortar businesses?
The majority of customers find local businesses through search engines, so local SEO makes your business visible and accessible. This is especially important if you have multiple locations, since placing your business in front of nearby consumers makes them more likely to purchase or inquire based on locality.
Studies have shown that 47.6% of all search-generated traffic goes to the top three search results in a local area. Competition for local search is lower than for high-value keywords with online purchasing intent, which makes it easier for local businesses to stand out.
What are the key local SEO strategies?
Create good quality content and local citations
Creating good quality content is one of the most important local SEO strategies. Reaching out to other local businesses and building local citations also helps. Businesses can also add structured data markup to their website code to support local packs.
Avoid spammy tactics
Avoid spammy tactics such as keyword stuffing in your business name, listing inaccurate location information, and creating fake accounts. While this strategy may require time, it pushes your profile up the rankings when done correctly.
Get reviews online
A steady stream of new reviews has been proven to improve local SEO rankings. Read our guide to Google Business Reviews to learn more about this marketing activity.
Keep listings updated
Include your business name, phone number, and address on your website. Keeping business listings up-to-date, clear, and optimized benefits local SEO. Duplicate listings and out-of-date information can hurt rankings. Enhanced listings increase the chance of receiving new visitors and foot traffic.
How has local discovery shifted from yellow pages to search engines?
The yellow pages were once an essential part of the business world, but online search engines have taken over that role. As globalization transforms the marketplace, many businesses start by selling to local consumers, making local SEO relevant for every type of business.
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FAQ
What is local SEO?
Local SEO is a type of search engine optimization that increases a business’s visibility in unpaid search results based on relevance to the search query, often tied to a specific geographic area.
What are local pack results?
Local pack results relate to keywords with a local intent and show up to three physical locations, helping businesses improve rankings and attract local traffic.
What tactics should be avoided in local SEO?
Avoid spammy tactics such as keyword stuffing in your business name, listing inaccurate location information, and creating fake accounts.
Related coverage
- SEO Tips for Business Owners: Boost Your Online Presence and Attract More Customers
- The Ultimate Guide to SEO for Business Owners: Boost your Online Presence and Drive More Traffic