Local SEO is a specialist type of online marketing that’s designed to connect local businesses with online search users. It can be particularly beneficial for a local business owner, who is able to connect with nearby customers, stay competitive, and increase local visibility in an affordable way.
This short guide will reveal the benefits of a Local SEO strategy, in particular the ways this approach can help to boost success for small businesses.
What is Local SEO?
Definition and Importance
Local search engine optimization is a type of SEO strategy that focuses on specific business locations and the local search terms used by customers online. It differs from a broader SEO campaign in that it is highly targeted to local search terms and online users who are looking for a specific locale.
One of the most popular examples of the potential of local search engine optimization is the use of “near me” searches that has exploded in recent years. The Google My Business platform has also helped to literally put small local businesses on the map.
Statistics and Trends
With over 60% of online searches now on mobile devices, it’s clear that users are out and about for many of their searches – local SEO taps into this growing trend with targeted optimisation strategies. It’s estimated that over 75% of “near me” searches lead to a visit within 24 hours. This means local search engine optimization can make a real difference to the success of local businesses.
Why Small Businesses Should Care About Local SEO
With the rise of media advertising costs, local search engine optimization can help level the playing field for small businesses against larger companies. It’s an affordable way for any size of business to reach those lucrative local search users online.
Benefits of Local SEO for Small Businesses
Local SEO is crucial for any local business looking to enhance its visibility and connect with the community.
Increased Online Visibility in Local Search Results
Local SEO can help small businesses boost their visibility online by targeting local keywords. For example, targeting location-based keywords can help a small company to appear in the Local Pack, Map Pack, and organic results.
This increased prominence in search results can translate to more organic traffic to a business website. Eg, if a small independent cafe starts to rank well for high-intent local searches, such as “best coffee shop near me”, they can expect to receive more foot traffic to their premises and more awareness of their brand.
Higher Web Traffic and Foot Traffic
Ranking for local terms greatly increases the two types of traffic that can impact your business – targeted traffic, which includes organic website visitors, and in-store visits.
This is because increased discovery and visibility online have a direct impact on increased foot traffic to convenient, nearby premises, and this is especially true when it comes to local search users and local businesses.
Better User Engagement with Higher-Quality Leads
One of the most effective benefits of Local SEO is that it attracts a local audience who are already interested or ready to buy. When search users include specific locations, it’s a signal that they are in the area or planning to visit. This means these search terms tend to have higher conversion rates, with a higher lead quality than more general terms.
Additionally, this strategy also boosts engagement with local customers that can benefit your business’s reputation and lead to repeat customers.
Boosts Local Reputation and Customer Trust
A good Local SEO strategy includes attention to online reviews and this can enhance the credibility and reputation of your business.
By using the Google My Business (GMB) platform and initiating customer reviews, the benefits can go beyond increased SEO rankings to include improved customer trust and engagement.
Enhanced Mobile Accessibility
Local SEO works particularly well in capturing mobile search traffic, especially those covetable “near me” searches by optimizing for search engines. Part of a good Local SEO strategy also aims to improve mobile user experience.
With the rise of mobile usage, Local SEO is ideal for tapping into this lucrative market trend.
Cost-Effective Marketing Strategy
Local business owners are more budget-conscious than ever, which is why Local SEO is so beneficial for SMEs. Being more affordable than traditional marketing, Local SEO delivers more cost-effective results because it generates organic traffic and reaches such a highly targeted audience.
These benefits compound over time, making it a sustainable strategy with long-term benefits and reduced marketing costs.
Competitive Advantage Over Non-Optimized Businesses
In the noisy online space, it’s important to stand out, yet this can be challenging for smaller businesses. This is where Local SEO can really level the playing field, helping your company to stand out in the local area by being listed in local directories.
With a strong Local SEO strategy, a small business can outperform larger competitors who have not yet focused on local search.
Improved Customer Insights through Analytics
With tools like Google Analytics and Google Business Profile (GBP) Insights, it’s possible to use your Local SEO campaign to gain a deeper understanding of local customers. By accessing insights such as customer behaviour, search trends, and demographics, you can make data-driven business decisions that boost your bottom line.
Access to “Near Me” Searches and Voice Search Optimization
Voice search is a growing trend in online searches, as more and more people use features like Siri and Alexa. As a result, businesses that optimise for voice searches can increase their chances of ranking for the popular “near me” queries, fostering trust and connection within the local community. Those who get in early on this growing trend are likely to enjoy the most advantages, with improved rankings that can last in the long term.
Start Benefiting from a Local SEO Strategy
As this guide reveals, there are many benefits to a strong Local SEO strategy, and many of these are particularly suited to give small businesses a competitive edge in the online space.
By investing in Local SEO, businesses can tap into local customer demand and improve both online and offline success.
If you’re ready to start taking advantage of these Local SEO benefits for your business, consider which of the aspects above would be most effective for you. Or if you’d like some expert assistance in tapping into the massive local search market, consider partnering with an SEO agency that can help you get the best results.