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Local SEO - What is it, and why is it important?

What is local SEO?

Local SEO is the optimisation of a business to increase its presence within localised search results. This typically shows up in two sets of results, Google Maps and Google Search Results Pages (SERPs). The easiest way to begin improving your presence on local search is to create and optimise a profile on Google Business.


How does it differ from traditional SEO?

Google has two different algorithms when it comes to Google Maps and SERPs. As a result, various factors account for business rankings, and optimisation methods differ. The benefits of improving your local presence are that local customers will be able to find you easier. You also tend to find that local results provide more action-driven customers who are currently looking to buy something or visit a store.


What makes up a local search result?

Your Google Business profile contains a lot of helpful information about your business and will often be the first thing customers see when searching your you online.


It is essential to make sure that you complete as much of your business profile as possible and upload good quality images, content and information. For example, add your business opening hours, contact information, website details and descriptions.


One of the main ways customers will judge your business is how many reviews you have and their quality. "63.6% of consumers say they are likely to check Google reviews (through Google Maps and Search) before visiting a business location" - Review Trackers. We strongly recommend reaching out to your current customers and asking them to review you on Google to boost your reviews and ratings. It is also essential to respond to any negative reviews and be seen as active.


How to improve local SEO

Google uses other factors to determine which businesses rank on Google Maps results outside of your Google Business profile.


Things like:

  • Local citations - Are your business details seeded on various local directory websites, and are the details consistent/up-to-date.

  • Link Authority - A good quality backlink profile using local keywords for anchor links.

  • Keywords and Categories - Optimising your profile for target keywords and selecting the correct business categories.

  • Business Posts - Adding keyword-targeted content to the posts/offers section of the profile.

  • Website landing page - Does your website contact page (location page) match your Google business profile, and does it contain good quality optimised content?

  • Photos - Uploading new images and keeping everything up-to-date.

  • Reviews - A good quality review collection campaign to boost your review numbers.


Google Ads

If you are looking for instant results in a local search Google Ads (often called PPC) allows you to pay to list your business at the top of map results for target keywords. In Google Ads, you set up a daily budget and pay each time a customer clicks on one of your adverts.


How Eyeweb can help

If you're looking to boost your local presence or would like help to optimise your Google Business profile, get in touch with Eyeweb through our contact page.