Local Search Engine Optimization – How to Optimize Your Website For Local Search
Over 80% of all purchases are made locally, and one of the best ways to attract those buyers is through Local Search Engine Optimization. By optimizing your website and business listings for local search terms, you increase brand recognition, show up more often in nearby searches, and make it easier for customers to find and contact you.
Why local SEO matters for your business
78% of all mobile searches result in an in-person purchase. When people search for a business in their area, they are actively looking for it and ready to act. If your listing is visible and properly optimized, you are more likely to earn that click and the visit that follows.
Local SEO is especially critical for brick-and-mortar stores trying to reach a specific market. A physical presence in a particular location can be supported through Google’s local search tools or by working with regional staff who know the area. National companies with many locations need to treat each location as its own local SEO opportunity.
How do you optimize your website for local search?
The first page of search results is where most users click, so getting there is the main goal of any local SEO strategy. A few core moves make the biggest difference:
- Add structured data mark-up. Structured data helps Google understand the information on your site and improves relevance in local search results.
- Keep your NAP consistent. Your business Name, Address, and Phone number should match across your site and every listing. Make sure your business is listed on Google Maps.
- Write location-relevant content. Each page should speak to local residents and customers. If the top pages on your site are not indexed by Google, your local campaign will not gain traction.
- Optimize your meta information. Include a location in your meta-tags and put your phone number in your listings so people can call directly. A click-to-call number raises CTR and brings in more traffic.
Quality and relevance go hand in hand. The first page of results gets the most clicks, and the second page tends to hold the most useful supporting information for local shoppers. Improving the content on each page, including location-aware keywords, lifts both visibility and traffic.
Where local SEO fits in your overall marketing
A global SEO program often wins because of strong local marketing underneath it. A home improvement store that ranks for nearby searches, for example, is reaching the exact market it serves. When a majority of your website visitors come from the local area, your product and content are matching the right audience.
For small businesses, local SEO is a required piece of digital marketing. Without it, no one searching nearby will know your business exists. The more visible you are in local results, the more likely new customers are to find you, call you, and walk in.
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