The Benefits of Local SEO for Small Businesses
Mary W. DooleyLocal SEO helps small businesses show up when nearby customers search for their services, driving foot traffic and reaching target markets in the local area.
A mobile-responsive website is a starting point, but it does not by itself lift local search rankings.
What is local SEO and why does it matter for small businesses?
Local SEO is search engine optimization focused on keywords with local intent. It helps businesses attract and convert nearby customers, lift search engine rankings, and grow brand awareness within a specific area.
According to research from Safari Digital cited in the industry, 28% of local searches result in purchases.
How does on-page optimization support local rankings?
On-page optimization is one of the cornerstones of local SEO. It includes optimizing web pages with local keywords and improving content quality. Tools like Semrush can help monitor on-page SEO health so adjustments can be made quickly.
Alongside on-page work, it is also essential to optimize Google My Business listings and monitor customer reviews in order to build trust and establish reputation, both of which improve the odds of securing placement in Google Map Pack results. When using local keywords in content, it is also key not to overdo it, as overuse may incur penalties from Google.
What does off-page optimization add to local SEO?
Off-page optimization is an integral component of local SEO. It involves spreading awareness of content on other sites that search engines and the public use to assess quality. When reliable websites link back, this acts like votes of support, making the website more visible on Google and attracting more traffic.
Off-page SEO includes brand mentions, social media marketing, and blogging. Branded mentions act as indicators of online relationships that influence search engine rankings and give an accurate portrayal of the business.
Whitespark estimates that off-page factors account for more than 50% of total rankings for local search results, including Google My Business listings, citations, and reviews. To maximize local search visibility, optimize the website with location-specific keywords and content, manage and claim Google My Business listings, and build consistent citations across relevant online directories.
How do citations and directory listings fit in?
Local SEO requires not only optimizing web pages for local keywords but also creating and managing an effective directory and citation strategy. A key aspect of successful local SEO is updating listings as businesses expand. Monitoring this process can become time-consuming, though there are tools available that make the task more manageable.
Semrush Listing Management can assist businesses in finding and submitting listings to multiple directories, while simultaneously monitoring each listing to ensure consistency across locations and reviewing customer feedback, which is an essential element in building trust among potential customers.
Why is Google My Business so important?
Google My Business profiles are an effective way to reach potential customers searching for local results and map listings. Claiming and optimizing the profile is essential in order to stay ahead of competitors by keeping tabs on the SEO strategies they employ.
Accumulating reviews is another key way to boost local SEO. Google values customer feedback and gives preference to companies with numerous reviews; quality matters as well.
Local SEO also involves selecting the keywords people use to find businesses like yours online. Targeting these specific words drives highly targeted traffic to the site, increasing visibility and sales. Keyword research can be done by examining competitor websites or using tools like Squarespace’s SEO plugin, alongside collecting reviews from consumer directories and social media.
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