As a growing small business, SEO should already be ingrained into your businesses marketing strategy. SEO or search engine optimization is the process of optimizing your website to rank higher for specific keywords when using search engines. Local SEO is the same thing, but rather targeting users looking in certain areas/regions.
Whether you know it or not, you have probably used Local SEO more often, (and recently) than you think. It can be as simple as searching dinner options like “best pizza in Chicago,” or looking for services, like “auto mechanic near me.” When working with your SEO consultant, something that should be top of mind when brainstorming keywords is “what is the users intent?” Overlooking local SEO could cause your business to miss out on website traffic, users, and inevitably sales. However, when optimized correctly, it can be a tremendous asset to your business. In this article, we will review 4 great benefits that come with an optimized local SEO strategy.
Google Ranking Factors
Before we can really expand on the benefits provided by local SEO, lets quickly discuss what Google looks for with SEO ranking.
When a user enters a query (search) into a search engine like Google, many factors are used to provide that user with the most accurate result possible. Aside from keywords within the query, a few other things to consider are:
- Relevance
- Meaning
- Quality
- Useabililty
- Context
A user searching “food near me” will yield a wide range of results. Your business located in the heart of downtown LA may struggle to differentiate itself because of the vagueness of the query. Chances are that those other business also have paid ad campaigns as well that will make it even tougher to stand out. Also keep in mind, with a term like “food” restaurants are not the only place offering food services. So now your competition has expanded from other restaurants to all food establishments. This is where an SEO expert can come in and drill down what your users are searching, and how to get your business in front of your users.
1). Increase Organic Traffic and Leads
Whether you operate a physical store front, or online ecommerce store, you can benefit from increased leads and traffic as a result of a well thought out SEO strategy.
Lets review the example below which is a Google search relating to tacos. The important ranking factor here is relevance and user intent. “tacos” and “tacos near me” will yield very different results because there are different intentions for the user, despite adding only a few words to the search.
- One providing recipes and definitions of the term
- Another provides local dining options and experience articles
Search Query: “tacos”
Provides recipes, cooking tips, and definitions
Search Query: “tacos near me”
Provides restaurants and fast food options
Local SEO also relies heavily on your Google Business Profile. Your hours, website, reviews, contact info, and images all help Google guide the user to your business, if optimized to answer the user’s search.
Google Business Profile
As new as this may sound, you have seen a Google Business Profile many times. The last time you checked the hours of your favorite boutique in town, that is likely where you got the information. Google Business Profile provides a high-level overview of who you are, what you do, when and where you do it, and how to reach you regarding those services. It also includes reviews and question and answer sections for your user that can help build authority and trust among search engines. It is important to make sure this information is consistent with your site and correct as well. If there is some misinformation on your page or site, they are likely to leave a bad review on Google or social media rather than mention it to you. if you have not yet setup or fully optimized your Google Business Profile, consider this a sign to do so!
2). Increase Credibility and Authority with Search Engines
Based on a 2020 study, 51% of consumers consider website that appear at the top of SERPs more trustworthy. The typical user does not scroll far past the top 3 results, so it is important to strive for high organic rankings. This goes for national SEO as well as local SEO campaigns. When your website ranks at the top of search results, it means Google has recognized you as a trustworthy source of information for that search query. If users recognize your name in the community, and then see you on search results for their problem, they are more likely to visit you and give your business a chance rather than going to a big box retailer. After receiving good service, they can leave a review that will further increase your credibility online.
3). Effective Targeted Marketing Strategy
What good does it do to market your business in NYC, when you provide landscaping services in Austin, TX. Some business may benefit from national SEO, like photographers, hair stylists, and many more. However, you still do not want to forget about local SEO in your immediate area.
A national SEO campaign may not be beneficial to every type of business. As desirable as it is, not every business is prepared to grow on a national level, and this is why local SEO is so important. Local SEO allows your business to grow and be available in your immediate area and continue to expand outward if your desire.
For Example
When offering lawncare services in the SW Michigan area, it is basically useless to market 20-30 miles outside of your immediate area. It will be difficult to remain competitive traveling that far for the business, and the local competition can easily undercut you because of your higher overhead expenses. However, this and other service providing businesses can thrive with a proper local SEO strategy. When optimized correctly, even if the user does not include a local keyword, your business can still yield rankings if authority is built, and you implement other related keywords.
4). Cost Effective Marketing
While SEO whether local or national is not free, local SEO can be cheaper than a national SEO strategy for small business just starting out, or with limited budgets. This is more common with service-based businesses rather than an online store. Creating a more targeted marketing approach that focuses on your immediate area will likely increase your return on investment. If your company is advertising all over the country, your ads are more likely to be viewed/clicked by users who may have no interest in your product or service. A bigger net is being used, but you are losing more leads through the cracks.
Increase Local SEO With Ngage Creative!
While a national SEO strategy may not be beneficial to your small business (yet), your business can absolutely benefit from implementing a well-developed local SEO strategy. Some things are simpler than others, like updating your Google Business Profile. However, it is still beneficial to have an expert review what can be improved upon and set your business up for success.