Boost your local business in 7 steps with Local SEO

Local SEO, short for Local Search Engine Optimization, is a fundamental strategy for businesses looking to improve their online visibility among a geographically nearby audience.

Its primary purpose is to increase web traffic from local searches while also enhancing the business's visibility.

Key actions to take within the realm of Local SEO include:

1. Caring for and optimizing your Google Business profile.
2. Researching relevant keywords for the area where the business operates.
3. Creating content with a strong local focus.

In this article, we will delve into the details of Local SEO and its significant impact on Google search percentages.

But how does Local SEO work in practice?

Local SEO is based on three key elements in Google's algorithm, in addition to traditional ranking factors:

1. Relevance of the user's query.
2. The geographical distance between the user and the business.
3. The business's prominence compared to its competitors, meaning its local reputation. In this context, having good credibility and receiving excellent online reviews can significantly help the local business being promoted.

In the second part of this article, we will closely examine these three aspects, as they constitute an essential part of the Local SEO strategy we will discuss.

What is the Local Pack?

The Local Pack, often referred to as the "local pack," consists of three results of local businesses displayed when a user conducts a geolocated search on Google.

These results can be divided into two categories: the "local pack," which combines Google Business profiles and maps, and traditional organic search results.

These results are shown above traditional organic search results and typically include a map (via Google Maps) indicating the locations of the three listed businesses.

Each result in the Local Pack provides useful information about the business, such as its name, address, phone number, opening hours, user reviews, and a brief description.

By clicking on one of the results, users are redirected to the full Google My Business profile page for the business, where they can find additional details.

What's interesting to note is that even without specific geographical terms in the search query, Google can recognize the user's local intent and present results relevant to their geographical location.

Why is appearing in the Local Pack important?

The Local Pack is particularly relevant for businesses such as restaurants, shops, dental offices, and other local services, as it enables them to gain high visibility for relevant local searches.

In other words, being included in the Local Pack can lead to a significant increase in traffic, both to the business's website and to its physical location.

The importance of Local SEO for businesses: advantages and benefits

It's interesting to note that a considerable percentage of searches on Google, well over 46%, are closely related to the user's location.

This is why adopting a local SEO strategy is essential.

But there's more. In recent times, it has become increasingly common to conduct geolocated searches on Google, often using terms like "restaurant in Milan," "hotel in Florence," or "plumber in Rome."

The growing use of smartphones has amplified this trend, leading people to search for "near me" services at twice the rate of the recent past.

Even more interesting is the fact that after a local search, about 72% of consumers decide to visit a store located within a ten-kilometer radius.

Local SEO, therefore, offers numerous advantages to businesses. Here are some of them:

• Increased local traffic: Being visible on platforms like Google Maps not only increases traffic to the website but can also direct potential customers straight to the physical location of the business.
• Higher conversion rates: Geolocated searches tend to have higher conversion rates due to their highly targeted nature.
• Brand reinforcement: A strong presence in the top positions of local search results can significantly improve how potential customers perceive the business.
• Connecting with the local audience: Local SEO allows businesses to share specific information and interact with their local customer base, building trust in the process.

In practice, by optimizing their online presence for local searches, businesses can not only increase their competitiveness but also benefit in terms of visibility, customer interaction, and conversions.

What types of businesses can benefit from Local Search for their business?

Once you understand the benefits of Local SEO, if you manage a business that serves a local clientele or are responsible for digital marketing for a local business, it's clear that you should implement this strategy immediately.

But what types of businesses can benefit from Local Search? Here are some examples:

• Restaurants and cafes: Restaurants, pizzerias, cafes, and sandwich shops benefit greatly from Local SEO, as people often search for places to eat nearby.
• Local services: Plumbers, electricians, carpenters, and other local services can capture local customers in need of immediate assistance.
• Retail stores: Clothing stores, jewelry shops, shoe stores, and other retail establishments can attract local customers looking to shop in their vicinity.
• Accommodation facilities: Hotels, bed and breakfasts, hostels, and other lodging establishments benefit from Local SEO because people search for accommodations near the places they plan to visit.
• Professional offices: Lawyers, accountants, doctors, and other professional offices can attract local clients in need of specialized services.
• Gyms and wellness centers: People often search for gyms and wellness centers near their homes or workplaces.

These are just some examples, but in general, any business that offers products or services locally can benefit from Local SEO.

In summary, Local SEO is an essential strategy for any business looking to improve its online visibility among potential local customers. With the increasing use of mobile devices and the growing prevalence of geolocated searches, this form of optimization can be a key element for success in digital marketing.

Here's how to create a winning Local SEO strategy in 6 key steps

We've briefly mentioned them above. These guidelines revolve around three fundamental pillars of SEO:

• Relevance: This refers to the match between your business and the user's search query. Ensure that your business profile information, such as category, services offered, and associated keywords, is relevant and descriptive so that Google can determine if your business meets the user's needs.
• Distance: Google takes into account the user's geographical location and how close the business is to them at the time of the search. While you can't directly control distance, make sure your business address is accurate and easily recognizable on platforms like Google My Business.
• Prominence: This factor reflects the popularity or recognition of your business. Prominence can be influenced by reviews, articles, inbound links, and other online signals. Welcome and encourage positive reviews from your customers and always engage with them, demonstrating an active online presence.

By considering these three components and integrating them into your strategy, you can build a solid foundation for your Local SEO.

To ensure that your business emerges in local searches and positions itself as a leader in its market segment, follow these 6 steps.

Step 1: Optimize your Google Business profile

The first and crucial move is to optimize your Google Business profile:

• Create an accurate and effective Google Business Profile listing: Ensure all information is clear, up-to-date, and relevant to your business.
• Optimize business information (NAP): Name, Address, and Phone Number should be consistent everywhere online. This consistency helps Google verify the authenticity of the information.
• Manage customer reviews: Respond to reviews, both positive and negative, professionally and proactively.
• Enable messaging functionality: This allows direct communication with customers.
• Create optimized posts: Share offers, events, or news related to your business directly on your Google Business Profile.

Step 2: Get accurate and consistent NAP citations on trusted directories and websites

Make sure you have accurate and consistent NAP citations on reliable websites and directories. Keeping these details consistent online is crucial for your credibility.

Step 3: Monitor and effectively respond to online reviews about your business

Word of mouth is the best advertisement.

Managing online reviews is crucial for your reputation. Encourage positive feedback and address criticism constructively.

In short, actively monitoring and managing these interactions is crucial. Here's why you should:

• Encourage positive feedback: Encourage satisfied customers to share their experience online. This not only strengthens your reputation but also helps with local SEO.
• Handle criticisms: Even the best businesses occasionally receive negative reviews. The key is to respond constructively. By taking an empathetic and proactive approach, you can turn a negative review into an opportunity to showcase excellent customer service.
• Demonstrate your commitment: Responding to reviews, both positive and negative, shows that your business values customer feedback and is committed to providing the best possible service.

Step 4: Optimize your website for Local SEO

Optimize your website to be friendly to Local SEO:

• Ensure you have key pages: Home page, contact page with NAP, "About" page, reviews/testimonials page, pages for major products/services, and a local sitemap.
• On-page Local SEO elements: Optimize URL, NAP, header/footer, title, meta description, headings, sitemap, and structured data specific to local business.
• Mobile-friendly: Your website should be easily navigable on mobile devices.
• Integrate with Google Maps: Display a map with your business's location.

Step 5: Use Schema Markup for Local Business Structured Data

Use Schema Markup structured data in your website's code to provide detailed information to search engines and improve the display of your information in SERPs.

Step 6: Use Social Media for Local SEO

Social media profiles can influence your local SEO ranking. Keep your social profiles up to date and encourage engagement.

Local SEO for multi-location businesses

If you have multiple locations, keep your contact information consistent and centralize the management of Google Business Profile listings. Use tools like Agile Store Locator to help visitors find the nearest location.

In conclusion, Local SEO is crucial for any business looking to succeed at the local level. By optimizing your Google Business Profile, managing reviews and citations, optimizing your website, and using structured data, you can improve your online visibility and attract local customers.