Local SEO helps your business rank high in nearby search results, attract local customers, and convert searches into sales and calls. Roughly 50% of online searches are for local products and services, and 72% of local searchers visit a store within five miles of their location. Less than half of businesses use local SEO, so starting now gives you an edge.
What Is Local SEO
Local SEO is the process of getting your business listed high in local search engine results pages. Many people use these results to make a decision, so showing up first matters. A practical example: Home Depot ranks highly for millions of queries worldwide because its .com domain has so many links from its massive brand.
Why Local SEO Matters for Brick-and-Mortar Businesses
Local SEO lets you reach consumers within a few miles of your location. Searchers enter a zip code or city name and find neighborhood businesses. For example, instead of searching online, many people call a local plumber during an emergency. A Google result can show local plumbers with callable phone numbers and reviews, which is a win for the searcher and the business.
If you sell coffee in a neighborhood store, local SEO can increase the number of local customers you attract. It can also help you appear for related products and services, driving more sales and revenue.
Key Elements of a Local SEO Strategy
Use Structured Data
Structured data has a direct impact on local SEO because it helps Google understand and pull information when needed. LocalBusiness Schema lets you control what shows up on search results pages. You can include contact information, hours of operation, photos, and other location data, and add a link to your website. Keep your information consistent across all platforms.
Target Specific City Areas
A successful local SEO strategy should target specific areas of a city, not a broad region. Focus on your city in local SEO so you show up for searches tied to that geography.
The Shift in Local SEO
New local algorithm updates have pushed the boundaries of the field. Voice search results will need to be enhanced as conversational devices spread. Local SERP updates have changed the field significantly, so staying on top of these changes keeps your website visible in the SERPs.
