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What is Local SEO?

Updated: Jan 14

Have you ever found yourself searching for “best pizza place near me” on Google? You’re not alone. Approximately 46% of all Google searches are for local information. 

Businesses need to make local connections in a world that's so connected globally. And this is what Local SEO (Search Engine Optimisation) is all about.


What Is Local SEO?

Local SEO is the process of optimising your online presence to attract more business from relevant local searches. Think of it as running a local business and putting up digital signs across the internet so people in your area can easily find you.

And how powerful is local SEO? Well, 72% of consumers who do a local search visit a store within five miles of where they are. The influence of Local SEO in driving real-world traffic is massive. So, if you’re running a small business or just interested in how the digital world is evolving, it’s time to dive into this concept.


The Evolution of Search Engines

In the early Internet days, search engines were simple. They mainly looked for keywords in your search query and matched them with website texts. 

Over time, search engines, particularly Google, became more sophisticated. They started considering the quality and quantity of backlinks, understanding user intent, and the context of searches. This evolution brought us the highly personalised and efficient search engines we use today.


Why Local SEO Matters

With more refined search engines, Local SEO has become increasingly crucial. Consider this: 78% of local mobile searches lead to an offline purchase. Accurate local listings, positive reviews, and locally relevant content help establish your business as a trusted name in your area. Then, it encourages loyalty and word-of-mouth recommendations.


How Local SEO Works

Understanding Local SEO starts with grasping how search engines function. For example, Google uses complex algorithms to crawl, index, and rank websites. It scans billions of web pages, assessing multiple factors like:

  • Content quality and relevance

  • Website structure

  • User experience (UX)

  • Location signals

  • Backlink profile

  • Social signals

  • Behavioural factors

  • Reviews and ratings


Basic SEO: The Foundation

Before diving into Local SEO, familiarise yourself with general SEO principles. Here’s a simple guide to SEO every business owner must know.

  1. Define Your Goals: First, determine what you want to achieve with SEO. Is it to increase website traffic, generate leads, boost sales, or raise brand awareness? Your goals will shape your strategy.

  2. Understand Keywords: Keywords are the words and phrases that people type into search engines. Identifying the right keywords is crucial. You want to target those that are relevant to your business and are being used by your potential customers.

  3. Optimise Your Website: Your website should be search engine friendly. This means fast loading times, mobile-friendly design, clear structure, and content that effectively uses your target keywords. Don't forget about meta tags and descriptions that also help search engines understand your site.

  4. Content Is King: Quality content is at the heart of SEO. Your content should be valuable to your audience, use your target keywords naturally, and be regularly updated to keep your site fresh and relevant.

  5. Build Backlinks: Backlinks are links from other websites to yours. They are important because they act as a vote of confidence in the eyes of search engines. The more quality backlinks you have, the more authoritative your site appears.

  6. Measure Your Success: Use tools like Google Analytics to track your website's performance. Look at metrics like traffic, bounce rate, and conversion rate to understand how well your SEO efforts are working and where you can improve.


For a more comprehensive guide on SEO, read our article here.


Transitioning to Local SEO: A Community Focus

Now that you have a grasp of general SEO principles, let’s talk about local SEO. In local SEO, you’ll still use many of the same techniques as general SEO, but with a local focus. For example, instead of just targeting generic keywords like “best coffee shop,” you’d target “best coffee shop in [Your City].”

Local SEO also involves:

  • Ensuring your business is accurately listed on Google My Business and other local directories.

  • Managing local customer reviews.

  • Creating content that resonates with a local audience.


Practical Steps for Local SEO

Local SEO combines traditional SEO practices with local digital marketing tactics to increase visibility in localised searches. Here’s a step-by-step guide on how to effectively implement Local SEO strategies:


1. Conduct Local Keyword Research

Begin by understanding what potential customers in your area are searching for. Use tools like Google Trends to analyse popular search queries related to your business.


2. Research Competitors

Look at what keywords your local competitors are targeting. 


3. Check Local Keyword Volume Metrics

Use SEO tools to find out the search volume of local keywords. This will help you gauge

the popularity of these keywords.


4. Use Google Autocomplete

Simply typing relevant phrases into Google’s search bar and observing the autocomplete suggestions can give you an idea of common local search terms.


5. Leverage Google Keyword Planner

This tool, designed for Google Ads, is also invaluable for SEO keyword research. It can help you find local keywords and their search volumes.


6. Optimise Google Business Profile

Ensure your Google My Business profile is complete, accurate, and regularly updated. This is key to appearing in local search results and Google Maps.


7. Get Local (NAP) Citations

List your business’s Name, Address, and Phone number on local directories and websites. Consistency in these listings is crucial.


8. Encourage Online Reviews

Positive reviews on Google and other review sites can significantly boost your local SEO efforts. Encourage satisfied customers to leave reviews.


9. Refine On-Page SEO

Make sure your website’s content, title tags, meta descriptions, and headers include local keywords. Also, ensure your website is user-friendly and mobile-responsive.


10. Build Backlinks

Obtain links from local businesses, newspapers, and blogs. Backlinks from reputable local sources can greatly enhance your local SEO.


11. Monitor Local Listings

Regularly check your listings on various platforms to ensure accuracy and consistency. This includes monitoring and responding to customer reviews.


Local SEO Success Factors

  • Google My Business Profile: Maintain an accurate, up-to-date profile.

  • Local Keywords: Incorporate location-specific keywords in your content.

  • Local Backlinks: Cultivate backlinks from local sources.

  • Online Reviews: Actively manage and encourage customer reviews.

  • NAP Consistency: Ensure consistent listings of your business Name, Address, and Phone number.

  • Local Content: Generate content that resonates with your local audience.

  • Mobile Optimisation: Cater to mobile users, predominant in local searches.


Local SEO Tools and Monitoring

  • Google Search Console: This free tool from Google allows you to monitor and maintain your site’s presence in Google Search results. It offers insights into how Google views your site.

  • Semrush’s Listing Management: This tool helps in managing your online listings across numerous platforms. It ensures consistency and accuracy of your business information.

  • Semrush’s Position Tracking: This feature enables you to track your website’s daily rankings for targeted keywords.


The Future of Local SEO Marketing

Local SEO is not just a trend – it's a necessity for businesses. As technology constantly advances, so does the way we use it to connect with local customers. The key to staying on top in this ever-evolving landscape? Adaptation and understanding.


Let's talk about AI – artificial intelligence – and personalised searches. These are becoming big players in the digital marketing game. Google, always at the forefront, is leading this charge. According to recent insights from Google’s Developer Search News, there’s an increasing reliance on AI to deliver search results that feel almost tailor-made for each user.


What does this mean for Local SEO? It's an opportunity! A chance to really dial into what your local customers want and need. By leveraging these tech advancements, your business can appear right where it needs to be – in front of the eyes of customers who are actively searching for what you offer.

The future is bright for Local SEO. Staying updated and adaptable in the face of these changes is not just smart – it's essential for keeping your business thriving in the local market.


Elevate Your Local SEO with JRNY Digital

Looking to boost your local SEO? JRNY Digital offers expert SEO services to enhance your local presence and connect with your community. Visit us today for comprehensive support in your Local SEO journey!

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