Local search is an essential pillar of search engine optimisation (SEO)
After all, more than 1.5 billion searches a month contain the phrase ‘near me', which displays local intent.
But, what exactly do we mean when we're talking about ‘local SEO' and how can you make sure you're incorporating it into your organic search strategy? Let's take a look.
What is Local SEO?
Local SEO is a specific branch of ‘Search Engine Optimisation'. It involves making certain changes to a website with the aim of helping increase the site's visibility in the search engine results pages (SERPs) for location-based queries.
For example, if you're an SEO agency based in Leeds (like we are), then you may try to get keywords such as ‘SEO Leeds' and ‘SEO agency Leeds' featured prominently on your website in areas like the title tag, the H1 and throughout the copy.
Overall, local SEO strategies feature many of the same tactics that are involved in standard SEO campaigns. However, there are specific areas of focus, including Google Business Profile listings and customer reviews. As mentioned above, the keywords used are also location-based.
What Benefits does Local SEO Provide?
Local SEO is particularly popular with SMEs with physical premises. However, it's a marketing tactic that provides a number of benefits for businesses of all sizes, including:
● Improving visibility
● Boosting traffic
● Visibility in featured snippets and the local pack
● Improved conversion rates
● Increased trust
● Lower costs
How Do I Carry Out a Local SEO Campaign?
Keen to tap into all of the above benefits? Thankfully, optimising for local search is simple if you follow our step-by-step guide:
- Set Up a Google Business Profile (GBP)
Research shows that 70% of customers are more likely to visit a site that has a complete Google Business profile. So, taking this vital step serves two purposes: it increases your presence in the SERPs and builds trust with potential customers.
If your business already has a listing, ensure that you claim it and make sure that all of the existing information (address, phone number etc.) is completely up-to-date.
- Ask for Reviews
Customer reviews are fantastic trust indicators. In fact, 98% of customers say they're an essential resource.
As a result, you should do everything in your power to encourage your customers to leave reviews. Once they leave a review, you should then manage it correctly. This involves thanking customers for leaving positive reviews and addressing concerns in negative reviews.
After all, negative reviews don't need to be devastating for your business and most prospective shoppers will like the fact that you're addressing and resolving customer issues, as long as you're doing it in the right way.
For example, if a customer leaves you a negative review because a package was delivered broken or late, potential customers may want to see you reply, apologise, take ownership of the issue and offer a resolution.
- Conduct Local Keyword Research
By conducting local keyword research, you can ensure that you're appearing in front of the right audience and attracting the right traffic.
Once you know which keywords you need to target, you then need to include them organically within the copy on your website.
- Build Local Links and Conduct Local PR
Finally, once you've optimised your website, you should look to build backlinks that will improve its authority. By building local backlinks specifically, you can increase the relevancy of your site in a specific location.
Additionally, you should also look to conduct PR on a local level and ensure that regional journalists and publications receive press releases when you have a major announcement, such as a key achievement, new hire or a new product line.
Final Thoughts
In summary, local search should be a central pillar of your SEO strategy, particularly if you're an SME.
By optimising your site for local search, you can improve your traffic, boost your conversion rates and even gain trust in the eyes of potential customers. Follow the above top tips and you'll have no problem improving the visibility of your website.
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