Local search marketing, also known as local SEO (local search optimization), is a form of digital advertising that local businesses use to reach nearby customers by appearing in organic search results. Organic results are web pages ranked by a user’s query, rather than paid listings at the top of search engine results pages (SERPs). For a small business, getting into those organic results requires more than a good product or service; it requires an organized plan that includes an attractive website, effective marketing strategies, and reaching customers across multiple channels.
How does local SEO differ from regular SEO?
Organic search results cover a wide range of categories, which makes them easy to scan. When a user searches for something specific, however, they expect results relevant to that query rather than random results. That’s why businesses should aim for their keywords to appear in at least 25% of local searches. Knowing where you stand against other local businesses shows where to focus effort to generate sales.
Why is local SEO hard for small business owners?
Small business owners often lack the money and time to run a local SEO campaign on their own, and it can be hard to know which techniques work. Many owners turn to search engines and internet marketing companies to optimize their sites and promote them effectively.
An SEO expert or local search marketing company can advise on what to focus on, which words or phrases to use, and how to strategically place ads. With local SEO, business owners may want to optimize for searches tied to their specific area of expertise. If a local dentist operates in a town known for root canal surgery, for example, the owner can check for related searches online and target ads at users interested in root canal surgery in that area.
How does organic search optimization work locally?
Organic search engine optimization is a key part of local use. A website or ad is designed and placed in the right positions on search engines so it ranks higher in results. Search engines rank sites by relevance to a specific query, so a relevant website or ad can improve local business searches and increase traffic. Bad local SEO practices, like stuffing irrelevant keywords or using copy-paste content, can reduce visitors and push a site lower in results.
Why are local business searches growing?
Local business searches are more important as travel and tourism grow. Many local businesses want to attract more customers, and one way is by optimizing their website and creating local SEO strategies aimed at new customers. Conducting local SEO research before building a strategy avoids wasting time and money. A qualified SEO expert analyzes your site’s traffic and your competitors’ sites, then creates local SEO strategies that help your site reach top search engine rankings.
What is a custom Google map pack?
One local SEO strategy is building a custom Google map pack. Google has developed map packs that optimize a site’s local search results and bring in more local consumers. The pack should include details about the nearest restaurant to your location, the nearest shopping mall, your hotel’s location, gas stations, hospitals, parks, and other attractions. You can pick from several map packs when creating a custom Google map package. A good map package includes detailed information about your business’s location and direct customer access, plus information about local landmarks, restaurants, movie theaters, parks, and restaurants within a certain distance from your location. A custom Google map package can improve exposure to local searches, which can result in more business and improved profits.
FAQ
What is local SEO?
Local SEO is a form of digital advertising local businesses use to reach nearby customers by appearing in organic search results on search engines, rather than in paid placements.
How is local SEO different from regular SEO?
Both rely on organic search rankings, but local SEO focuses on searches tied to a specific geographic area and a business’s area of expertise, while general SEO targets broader queries.
What is a custom Google map pack?
A custom Google map pack is a local SEO tool that highlights a business’s location along with nearby restaurants, shopping malls, hotels, gas stations, hospitals, parks, and landmarks, helping a site appear in more local searches.
