What is Local SEO
There are two main areas of focus for Local SEO that do not apply to regular SEO.
Local SEO - The Importance of Google My Business
Your Google Knowledge Panel
Setting up and updating your Google My Business listing as part of your Digital Marketing strategy is essential.
Google My Business is a free service that Google provides where local businesses can list details about their business, including your address and phone number as well as add regular updates/posts. Google prepares a knowledge panel from that information and other data around the web. Read more about Google My Business.
You can see the knowledge panel for your business if you search your Brand Name. See the below screenshot.
Google My Business and Local Search SEO
If someone were to search "Web Design Papakura" on Google Maps to find a local web design, then Google may decide to make my listing appear first based on three factors:
- Proximity. How close is the place of business for the person searching?
- Relevance. How relevant is the search term for the business?
- Prominence. What is the authority of the Local Business?
Google local search also includes businesses that serve a local area but do not have their physical address listed publically on Google, i.e. where a mobile service enterprise may provide a service at the customers' location. You can set your service area in Google My Business.
My Business Google listings are much more important than their use in Google Maps. They are overtaking the Yellow Pages regarding their use by customers when searching for a local business. They appear on general Google searches in local search results, e.g. if someone includes a place name like a suburb in the search query.
But it does not necessarily even have to include a place name. Google decides if the searcher intends to find a local business. For example, I searched for "Web Design". And even though I don't rank on the first page for this term over the whole of Auckland (web design is a very competitive keyword), I do rank better the closer you get to my place of business; see the screenshot below. Google has included Kitchen Table Web Design first in the "local pack", just below the paid adverts.
Local Search Results
We offer GMB services where we can assist you to optimise your Google My Business listing and post regular updates.
Download our free guide to learn how you can improve your Local SEO and help your business to stand out from the crowd. Increase your online visibility to help local customers to find your business in Google
Secondly, Google and other search engine have a different algorithm for Local Searches
The Important Local Ranking Factors:
Proximity. How close is the place of business for the person searching?
Relevance. How relevant is the search term for the business?
Prominence. What is the authority of the Local Business?
- Proximity: Google uses the location of the person doing the searching to determine the results in search
If you search web design near my place of business, I am more likely to appear.
- Relevance. How relevant is the search term for the business?
If the person searches "web design" that is a relevant search term for my business consequently I am more likely to appear. Is the search term a product or service that your local store offers?
- Prominence. What is the authority of the Local Business?
Google uses factors such as reviews on Google and elsewhere such as my website ranking, social media following and many others to decide a business prominence or authority.
Add Location Specific Content to your website.
Using location-specific content for SEO involves creating outstanding location pages and blog posts to boost visibility, increase trust, and generate leads.
Location pages provide lasting, informative content about an area. This is an opportunity to showcase your expertise and help users make informed decisions. For example, include this information if you are a clothesline installer and your area experiences particular weather conditions or other challenges, such as whether it is required for rental properties.
Blog posts, on the other hand, should be specific, timely, and relevant, offering immediate value to the audience. You can establish yourself as a local authority by focusing on high-quality content that sets you apart from the competition. Location-based queries can guide your strategy for blog content. Utilise great images and analyse the performance of the page to improve continuously.
Working with existing content and ensuring your website's structure is strong before creating new pages is important. Regularly update, measure, evaluate, and adjust your content to stay relevant. Plan new content based on gaps, competitive advantage, and value addition. Incorporating videos can enhance visibility and conversions. Stay in touch with past clients through email marketing, CRM, and social media. Be cautious when using AI tools; verify the information and remove inaccuracies. Standing out from competitors by providing information specific to your location is crucial for success in Local SEO.