Local SEO or Local Search Engine Optimisation is a part of Search Engine Optimisation which focuses on optimising the website for local search results.
Example for Local search terms are:
- Restaurant near me
- Dentist near me
- Hotels in [city name]
- Doctors in [city name]
Local SEO is a strategy to focus on optimization of local traditional street-side businesses.
Why Local SEO Is Important?
Here are some few points that shows how much local SEO is important for businesses:
- 50% of people whom search locally reaches the store within one day.
- 50% of people whom search locally on their smartphones are looking for things like a local business address.
- More than 60% of people search for the location of a business in order to confirm its existence before going there for a first-time visit.
- Most of the searches on smartphone was conducted just before arriving at a store.
Who Benefits from Local SEO & Why?
Lawyers & Law Firms
One of the biggest benefit of local SEO for is that Google shows a call button directly in the local search results on mobile phones. When a potential client pulls out their mobile phone and does a search for “[type of] lawyer,” they will see targeted results for their relative and particular location. If you done everything right, local SEO will push the lawyer to the top of the search results for that location and the dominant call to action will be the “call us” button.
When someone is looking for a doctor, someone is always searching for a doctor nearby or a doctor “near me”. People always want a doctor nearby to them who can see them on a regular basis.
When you do Local Search, search result provides the doctor’s name along with a “directions link” which brings up a map application on a user’s phone.
Restaurants and other related businesses get the most of the benefit from local SEO because of the customer reviews and local address information usual in the search engine results pages. In addition of these information, it allows people to see, quite efficiently, the restaurants providing the best quality food and service in the neighborhood.
What Are the Important Parts of Local SEO?
When it comes to local SEO, it isn’t different from organic SEO – keyword research, content, links, and on-page technical SEO. All these elements are important to get right for your website in order to perform the best in the SERPs.
Keyword research for local SEO is same as you do for organic search, while some things are a little bit different.
As in my previous posts, statistics show that people accessing the devices like smartphones, Amazon Echo, and Google Home more. In all these devices, voice search are primarily executing for local searches. Users get to say more easy than typing while searching for locally like “find a doctor near me” or “best Chinese restaurant near me”.
If your industry is a local traditional street-side, service-related business, like a restaurant or a lawyer, try keyword variations that have a conversational tone.
If you do the keyword research as mentioned above, you may get surprised by the search volume you will get.I
Content of your website having a local focus is important for your local SEO efforts.
If you’re are writing the content in long format, it won’t always produce the best results. Results depends on the nature of query and whether your content fits the user intent for the query best, not on the word count of your content. If you write custom local content having all of these factors in your mind, it will help you to get the quality content, Google wants to show for certain local results.
Local SEO Links
For local SEO, links are somewhat different than organic SEO. First, consider Google’s Webmaster Guidelines before acquiring the links. You don’t want your link acquisition efforts to result in penalty from Google.
If you build links that violate any of Google’s Webmaster Guidelines, Google eventually detect them. You know, after that your entire website could disappear from the organic search results.
Local SEO Link Categories
There are various link categories from where you get links and make up a quality local SEO link profile. These categories are:
- Citation websites
- Local directory websites
- Local partner sites
- Local newspaper sites
These sites are where you submit your details to increase its local search presence. These citation sites are usually NAP-focused. NAP means the name, address, and phone number of your business that you wish to appear on these sites. The main function of these citation sites is to increase your citation / NAP presence on Google.
Local Directory Websites
It is recommended that you focus on local directories website as the general link categories. Local directory websites will help you to increase your website’s link authority for local search or local SEO.
Local Partner Websites
Local Partner sites are usually local partners of the business from where you can share the backlinks. Google disallows excessive link exchanges, but enlisting the aid of your business partners locally to achieve links isn’t a bad thing. You just don’t want to do link exchanges excessively in a manner to manipulate page rank.
It can be challenging for you to figure out what links counts as excessive, but it is possible to achieve through the right testing.