Local search engine optimization (SEO) is all about making sure people in your geographical area find your business when they search online. These are potential customers – you need to be found for these local search queries and make it easy for them to contact you or find your place of business.
Here are the 5 reasons local SEO’s impact is on the rise:
It’s estimated that more than 60% of all searches on Google are now done via mobile devices … so chances are that people searching for your business are already on-the-go, in close proximity, and looking for someone to do business with. That’s an opportunity businesses can’t afford to miss.
This trend will become even more prominent as our options for mobile devices increase (e.g. wearable technology) and the technology gets even more sophisticated.
Sometimes called “Web 3.0”, the Internet is heading toward a more customized, individualized, and contextual experience.
In accordance with this trend, Google will be emphasizing more individualized results for searchers. As Google learns more about you, it will predict your needs and understand your preferences to serve you with the most relevant results.
Local businesses are well positioned to benefit because as Google better understands your area and the searchers within it, it will be more inclined to show your business in the search results over a business that is located further away, or over one of the “big guys” who may not operate in your area.
Google has made vast improvements to its local search capabilities over the last few years, and is now “favouring” strong mobile sites.
Search engines know how important it is to give searchers meaningful local results; there is no doubt that Google will continue to enhance the way it responds to local search queries.
Better-Converting Search Results
A recent improvement to Google’s search results for local businesses is in the way the results are displayed.
Currently, local searches display the following information, all of which help businesses convert customers:
- A map of the relevant businesses in the area
- A rating out of 5 stars based on Google+ reviews (if available)
- Number of Google+ reviews you have and a link to see them
If someone clicks the arrow next to your company’s listing, even more converting details appear:
- Recent Google+ reviews are displayed
- Photos of the business (if available)
- Phone number
When your business is found for a local search, you have a great opportunity to attract customers to your location. But you need to optimize your information in order for Google to showcase your business.
By now, most organizations understand that they must have an online presence to be successful. That means nearly every business, big and small, has a website. Many are also on social media and are engaging in online marketing activities like content marketing and email marketing.
To stand out in in your local area, you need to put a strong focus on local search optimization. It’s one of the best ways to promote your business online, and is especially important if you are in a highly competitive industry.
Are You Optimized for Local Search?
Do you know where to get started to optimize your website and web presence for local searches?
If not, we recommend checking out our previous blog, which discusses the top 3 ways you can start to make an impression on Google local search results.
If you want a more in-depth look at local SEO, check out this infographic with details about best practices.
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