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Local SEO: What It Is, Importance, Customer Acquisition And More

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There is no doubt that Local SEO is a fundamental part of positioning within digital marketing. But you can find users and companies that are not familiar with digital, and this concept is not familiar to them.

In this article, we will detail why local SEO is so important within an online marketing strategy and how it helps you grow your business, become a local reference and gain more customers.

Summary

  • The first thing we have to be very clear about is that to have visibility in local search engines, you must have a digital marketing strategy focused on local SEO.
  • With the Google My Business tool, you achieve the best positions in the Local Pack. By optimizing this tab, you get your business to stand out and convert those searches into potential customers.
  • Your online reputation is also measured by the backlinks (a link from one website to another) and mentions your website receives. Your content may have a lot of relevance and good user experience, but if you don’t have quality backlinks, it is difficult for you to be among the top positions in the SERPs.

What you need to know about local SEO

Nowadays, it is impossible to think about running a business that provides services in a physical location without a local SEO strategy. More and more consumers are searching “nearby” on Google than ever before. By overlooking local SEO, you miss a major avenue of how users discover businesses near their location.

What is local SEO and why is it important for your business?

Local SEO(Search Engine Optimization) is an online marketing strategy that improves search engine visibility. It focuses on highlighting those searches that Google interprets that the customer is interested in results located geographically close to where they are. By using local SEO strategies, businesses can improve their organic traffic and the key for potential customers to reach them.

With local SEO, businesses benefit by ranking close to local customers who are searching for their product or service. Later in the article, we will delve deeper into ways to locally rank your business.

What is the difference between local SEO vs SEO?

Now, let’s take a look at the difference between these two, since in some ways it can be confusing. Traditional SEO focuses on organically improving the visibility of a business or website in Google search engines on a more global or national scale. The difference is that local SEO focuses on all businesses that receive customers in person and are looking for a product or service that is very close to their location.

Whether they have a physical location such as a dentist, restaurant, or dressmaker, or those that offer services within the geographic area where the customer is located, for example, an electrician, crane services, or plumber (1).

Both local SEO and SEO use different strategies to achieve a similar purpose. (Source: Viena Núñez/ Gitnux.com)

What are the benefits of local SEO?

It is important to know that not always e-commerces will be able to benefit from this strategy since most of them do not have a physical location. So, what kind of businesses can benefit, below we will give you a list of some of the businesses that can implement a local SEO strategy for their business.

33% of current voice searches are location-related: and of these searches, 76% visit that location in less than 24 hours (2).

For businesses most worth implementing this strategy, the main benefits we can mention are: Gaining online visibility, improving traffic for the most relevant searches, reducing advertising costs, and increasing local authority.

Who benefits from local SEO?

We can say that any business that has a physical or service location in a specific geographic area can benefit from local SEO. And by this, we mean certain types of businesses, such as:

  • Shopping malls
  • Schools
  • Pharmacies
  • Bars and restaurants
  • Hairdressers
  • Hospitals
  • And any business that provides a service such as plumbers, electricians, and gardeners, among others.

If you are self-employed, this strategy will also favour you, since you can appear within the first search results, within your geographical area.

What are the local SEO positioning factors?

There are two ways of positioning locally, one of them is with our website, or with a Google My Business listing. Next, we are going to see the difference between each one and what we must do to position the best possible locally. We must know what Google understands when there is an intention to search expressly local.

We have two different algorithms, one of them is to try to appear in the featured links called Local Pack, there are usually three featured in the SERP, and below these are the organic results or blue links that to appear in these results you have to know that you are positioned in the location related to the user’s search.

There is a very important element to appear in those first results of the Local Pack and it is to have an optimized Google My Business profile. Among the factors we can highlight the following:

Proximity

The closer your business is to a user’s location the better. If you are searching on your device, Google manages to identify via GPS where you are located and offers you the closest results.

Popularity

Even if your location is farther away than others, Google will show it, because if you have many positive reviews and ratings it is worth highlighting and therefore the algorithm shows you in the first position.

Relevance

With this criterion, Google analyses the data of the company in Google My Business and takes into account the correspondence of the business and the term used by the user in the search intent. Relevance refers to how well a local business profile matches what someone is searching for (3).

How much should I pay for local SEO?

This question would be better phrased as what is the value of local SEO. We don’t have an exact number, as each local SEO campaign depends a lot on the needs of each business.

The most common services offered by local professionals include GMB optimization, content creation, SEO audits, citation creation, and site optimization

The key to knowing that value is to understand how it works, what benefits it brings, and the effects it can have on the bottom line. In short, the price of local SEO can vary depending on the location of your business, the competition, and your needs, but investing in it is a very important factor.

Fundamental strategies for local SEO

If you have a business with physical premises or simply offer a service in a particular location and you want to stand out among the top positions of Google results and attract new customers online, you must optimize all local SEO strategies. What can happen if you execute your local SEO strategy well, you will get to appear in the SERPs twice, in the maps module of the Local Pack, and organically with your website.

Here are the four basics to take into account.

  • Keywords: research keywords on an ongoing basis to find words or terms most used by users in your location. These may vary depending on trends and seasons or according to your needs.
  • Local Directories: this will help you to position your business through your company’s data. You must not forget to write these data identically to how they appear on your website. This will help you position yourself and help users find you.
  • Google My Business: by creating your profile your business will gain more visibility in local results. Keep it optimized with primary information, to get a higher ranking on Google Maps.
  • Google Maps: many of the searches are done with mobile devices and the results are obtained by geolocation. Having a presence on maps will make you appear above the organic results.

How to do local SEO?

The Google My Business tool is crucial because that is where you get all the information that then appears in the local searches of users. You should always consider optimizing your geographical position because this is how local searches are marked.

Here are some tips that are beneficial for your business:

  1. Think less about traffic and more about results
  2. Have a more responsive site (4)
  3. Manage your business with Google My Business
  4. Encourage customer ratings
  5. Earn backlinks and mentions from local brands
  6. Execute content marketing focused on a region (5)

DANIEL BOCARDO – EXPERT SEO CONSULTANT: “Getting a good positioning is more complex than it seems at first glance. And if you don’t have a team in your company that masters all aspects of the strategy, you will be halfway there.”

With respect to backlinks, we show you some types of links that we can find (6):

DofollowNofollowSponsoredUGC
They transmit authority and help to improve SEO positioning.They do not transmit authority, but they help in the link-building strategy.It is recommended to use it to indicate the links for which you have paid.They are used in user-generated content, such as posts, or comments in forums.

Another important factor is that you should build a network with companies in your locality. The basic NAP contact identification data, which stands for Name, Address & Phone, is a means of classifying the site locally. Being inconsistent with this data is the most common problem in ranking pages locally.

How do users search and how does Google display local results?

A user’s search intent must be taken into account. When accurate information is not obtained, the search engine makes the decision for us to give us what it thinks may be the best results for the consumer. This is where Google puts the location data it gets through the IP address or with GPS data when we have it enabled, either from the smartphone or tablet.

A BrightLocal customer feedback survey found that in 2020, 93% of consumers used online searches to find a local business. Thirty-four percent were doing them daily and 73% were doing them weekly.

What is the future of local SEO?

This is a question where we can conclude that the presence of local SEO has a lot to do with the future. What I mean by this is that more and more priority will continue to be given to local search engine results that are better positioned in your locality. But it is also true that the world of digital marketing is constantly being updated, so we must continuously monitor our local SEO strategy.

More and more users are browsing the web through smart devices, using voice searches or visual searches and possibly offering better and more relevant results for the consumer.

Current trends suggest that local SEO is heading towards a change of model related to the boom in voice search on the internet, with the use of devices such as smartphones or tablets. The most widely used virtual assistants and smart devices today are Amazon’s Alexa, Apple’s Siri, Microsoft’s Cortana, Google’s Assistant, and Amazon Echo (7).

Conclusion

In order to reach users with local search intent, local SEO must be implemented. This helps users make decisions by finding quick and localized answers close to them. Traditional SEO strategies can also be applied and taken into account.

Now that you know that local SEO is a crucial strategy that offers many benefits to businesses in a specific area, take the plunge and start employing all these strategies for your business.

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