What does a typical local search look like in day-to-day life? A common example will give you a sneak peek into what can be achieved when we implement local SEO for small businesses, even before we get into the details.
Let’s say you are a business owner in Deira (UAE) who deals in medical supplies. You are looking for roofing contractors in Deira for your upcoming warehouse. All you need to do is type “roofing contractors near me” or “roofing contractors nearby.”
And it’s done! Google shows the top three results on your smartphone, complete with all the handy details such as name, address, and phone number. It’s a no-brainer that you will invariably pick one of the three.
Your local requirement is fulfilled locally. And the local business gets a customer, which means increased revenue!
The dynamics of local SEO
How did Google do that? Like a perfect matchmaker, depending on factors like relevance, distance, and prominence, the algorithm quickly compares the roofing contractors available in Deira and offers you the best match.
Relevance includes checking to what extent your business matches the user's query. Distance refers to the proximity of your business to the searching user. Prominence is all about your popularity and reputation as a business.
These are the pillars of local SEO and the top three ranking factors. Of course, to be found, a business needs to exist online and be optimized to break into the top three, technically called "local 3-pack".
The uptick in local demand boosting local SEO
Did you note that most people use their mobile devices to search like you? Also, getting the job done through a local service provider is your first preference. That explains why 46% of the searches made on Google have local search intent.
72% of consumers that did a local search visited a store within five miles of their location (Birkett, 2020)
Those roofing businesses have everything going right for them, from the point of local SEO, helping them beat the competition and win customers.
Taking the case further, do you have an online presence as a medical supplier, and is it optimized? If yes, are you making it into the top three when someone searches for “wheelchair sellers near me”?
Also, think about the level of competition today and how many of your peers in the business have taken the online route already. Most of them are using local SEO strategies to increase sales.
The emergence of local SEO
Back in 2014, Google rolled out its pigeon update in its search algorithm to acknowledge the importance of local businesses, which are usually small but have significant queries on the search engine, suggesting their solid organic presence.
By doing away with the size or brand popularity, Google made the search space genuinely democratic. It gave new meaning to local search. Since then, small businesses have been leveraging local search engine marketing. Google keeps updating its algorithm so users get the most relevant results when they search for anything.
The local pack displays three results today, down from seven in 2017.
Local SEO- answering the dilemma of small businesses
Many small business owners have a recurring query about local SEO: Is it at all required? Since we do not have the luxury of time, money, and resources, would it be wise to implement an SEO strategy for our business?
The answer to such questions and other variations is a definitive YES! Small businesses are achieving local visibility using SEO as a powerful marketing technique. Those still thinking over it are missing out on the opportunity to drive sales.
One of the fundamental issues our Dubai-based digital marketers and SEO specialists have found is the need for more clarity about local SEO and SEO and what local SEO can do for their business.
Knowing the why of it clears half the confusion, and understanding how to do it completely removes the fog surrounding SEO.
If you are a small business and what to make the most out of your limited budget and win customers in a specific region, this guide will serve you great.
We are optimistic; towards the end, you will be convinced about the illuminating role of local SEO and make an informed decision about your business.
The aim of local SEO
Who doesn't want more traffic, bring more customers into their shop, and build a loyal local consumer base? Local SEO services can do all of it and more if executed well.
SEO aims to drive more traffic to your website, make it stand out in the search results, and make the most of your online presence. I know what you may be thinking. Is having a website mandatory for local SEO? No, it's not.
But who do you think gains customers' trust- a local business with a killer combination of an optimized website and a Google business profile or simply the other one with just a Google business profile? We will come to GBP soon.
Before we proceed, we must know the difference between the two.
The Difference between SEO and local SEO
Local SEO, on the other hand, is tied to a location and suited for region-specific visibility. The focus here is on the geographic components of the search. Recall the example of roofing service providers in Deira. It’s local search optimization at work that targets customers in Deira only. The entire digital asset is optimized for region-specific results. It connects the user to the products and services in a particular area, intending to increase traffic, visibility, and foot traffic to physical stores.
With the slight point of difference being the local search intent, in local SEO, you still need to optimize almost all the areas you do in regular SEO.
Type of businesses that can benefit from local SEO
Local businesses interacting with and serving customers in a particular region can benefit from local SEO. It’s an SEO customized for local businesses in its simplest form.
Look around, and you will notice that small businesses are waking up to the changing search dynamics and creating profiles to match local searches. The “call us” button or the “directions link” on the map application on the user’s smartphone are potential touch points in bringing customers to the premise.
We have curated a list of businesses ideally suited for local SEO. There are slim chances that we would have missed you.
Benefits of local SEO
The benefits of local SEO are well established. Any business investing in a local SEO marketing strategy gains valuable leads for their local business. A whopping two-thirds of users do not engage with businesses whose information cannot be found online.
Around 1.5 billion people visit physical stores each month, influenced by Google searches, reviews, and ratings.
Also, more people are inclined today to shop from their locality than drive someplace miles away. We list here the wealth of opportunities local SEO offers.
1. Enhanced online visibility
One of the immediate benefits of local SEO is better visibility. The digital space is undeniably the easiest route for a business to be discoverable today without spending millions of dollars. You are simply taking the business to the people.
A neat Google business profile (earlier called Google My Business) has a name, address, and phone number (NAP data) apart from other handy details. Easy access to valuable details nudges users into direct action, like making a call.
Citation building is another powerful technique from the local SEO basket. It is a process of ensuring you appear on different websites and local directories. A good citation count on reputed spaces on the internet raises your credibility and, consequently, your search rankings.
This bunch of SEO techniques ensure your business gets noticed.
2. Qualified traffic
Local search marketing tunes local searches to businesses which can fulfill customer demands. It clinically scoops a part of the larger traffic by segregating local queries and moving them toward your website, where local demand meets local supply.
These are high-converting leads. Also, remember that almost 33% of local searches result in a purchase, as local searchers have a high purchase intent.
Optimizing the website of your local business with an optimized GBP makes an unbeatable combination. These are all critical parts of local SEO.
3. Increased inflow from map users
Because Google Maps is the preferred navigation app for 67% of consumers today, Google Maps listing is an exciting way to be found by new customers, edge out competitors, and do more business—all for free.
Also, 84% of the time, people “discover” your business through a keyword on Google Maps business listings than find you through your business name “directly.” The algorithm favors optimized GBP profiles and ranks them higher on the map. Expect more calls and visits.
4. Improved conversion rates
Conversion rate is such an essential online marketing KPI. Local SEO agencies use SEO techniques and strategies to drive conversion.
Do not confuse conversion with only sales. It can be any action the prospective visitor takes on your webpage, like downloading a whitepaper, subscribing to a newsletter, etc.
Once traffic from your Google business profile reaches your website, how tactfully are you converting it? Local SEO works behind the scenes.
5. Trust building
Online reviews are the core of business reputation today. A business or product on an e-commerce store with the most stars beside it is a hands-down winner!
Do you know - Almost 90% of all consumers rely on reviews before choosing to go further with a company? Nothing wins the day like positive reviews acting as social proof and positioning the business as trustworthy.
The reputation management strategy is part of local SEO. You can read more about the topic in our insightful blog on online reputation management.
6. Increased sales
The broader aim of traditional or local SEO is to get the cash registers ringing. The points mentioned previously converge to increase sales and bring revenue, helping local enterprises reach their true business potential. Refining your local SEO strategy is crucial to keep ahead.
There are other impressive points worth mentioning.
- Boosts local productivity. Local producers and emerging and independent businesses are motivated to cash in the local boom.
- Local demands are optimally met.
- Cost-effective marketing to beat the competition
- Opportunity to give back to the community
- Showcasing helpful content and information that offer solutions helps a business to create authority in the field.
Where to start if you are a small business?
There can be different possibilities. You may have a website, but you still haven’t created your GBP or yet to claim it. Google business profile (GBP) is a must for small businesses.
As per Google – “With a Business Profile on Google, you can manage how your local business shows up across Google products, like Maps and Search. If you run a business that serves customers at a particular location, or you serve customers within a designated service area, your Business Profile can help people find you.”
Go and create one and claim it if you haven't yet. In fact, 56% of local businesses still need to claim their Google My Business listing. If you are intrigued about what "claiming your GBP profile" means, we simplify it for you.
Claiming your profile allows you to control the information that Google displays. For an unclaimed listing (business), Google tries to provide the best information about your business, which may be lacking or partially correct. When you claim your profile, it puts you in control of what information gets displayed. It's simple and free. Get going.
The other case may be that you have a brick-and-mortar store and wish to take the next step. We recommend taking the next step without any further delay. It makes no sense to lose out on customers searching for your products and denying yourself handsome gains.
First things first! If you already have a business website, that's great. But make sure it meets basic SEO standards. How are the navigation, loading speed, and security parameters doing? It counts from SEO and the point of user experience.
You can create a free website on WordPress, Weebly, Wix, or Mailchimp, which offers basic functionality.
We already know the prime reason for WordPress’s popularity is the massive library of plugins that allows users to enhance website functionality by simply adding them. No wonder it has local SEO plugins too. These supply more information to Google about your website and your local business, which helps your visibility in local searches.
Getting started with a website is easy. Register a domain name and choose a hosting plan; you are good to go. But again, you need to understand that your free website comes with limited functionality, and as your business builds up, so do the technicalities.
In either or any of the cases, you may need professional guidance. Our expert SEO services and professional digital marketers will walk you through the process. Also, our affordable local SEO packages are customized to give the best ROI.
It’s time to look into some proven on-page local SEO best practices.
Proven on-page local SEO best practices
1. Google business profile optimization - It is the finest way to showcase your business locally and is free. Earlier, it was known as Google My Business. An updated profile reflects a sense of business commitment and improves customer experience.
Google tells us that verified businesses on it are twice as likely to be trusted. Make sure you maintain accurate information about your online business, such as website, phone number, hours, location (a street address, service area, or place marker, depending on your business.
The changes reflect in Google Search local results, the Google Knowledge Panel, and Google Maps. An optimized GBP listing is the top-ranking signal.
Besides this, make sure you appear on popular review platforms like Google Business Profile, TripAdvisor, Yelp, and Facebook.
Here are some quick tips to optimize your listing.
- A picture is worth a thousand words. Select attractive images for your profile and cover photos.
- Make sure critical business details such as business name, phone number, multiple addresses, website URL, and operation hours are updated.
- Chose the most relevant and accurate business category
- Post business pictures to inform and delight
- Make sure you have a decent amount of reviews and your responses are prompt. Encourage your customers to share reviews online
- Use Google posts
2. Ensure your NAP data is consistent everywhere- NAP, or name, address, and phone number, is a set of data about your business that Google values immensely so that its search results match what the customers are looking for.
Ensure it is the same wherever your business appears on the internet, including your social media accounts.
3. Sanitize online directories and citations- Remove duplicate entries,
discrepancies, spelling mistakes, and incorrect contact details from online
directories concerning your business. Google may choose not to list your
business because it takes a serious view of inconsistencies.
4. Manage your reviews well- Reviews can make or break a
business today, and it’s not an exaggeration. The most common of showing
appreciation or dislike for a business today is to insert a rating and a few
words of endorsement or rejection.
The key is managing the bunch of reviews, both good and bad reviews—no knee-jerk reaction. Business prudence doesn’t allow you to vent your frustration on even random visitors who have nothing to do with your business but litter the review section with bogus reviews. Have a review management system that can handle inputs, even fake ones.
In case you are worried, Google has a way to
deal with fake reviews and inappropriate reviews that aim to tarnish your
business reputation. You can read more about how to remove reviews from Google.
5. Perform a local SEO audit- The first three listings in the
local search alone account for 66.5 percent of the click-through. A careful
study of their chosen methods can bring good results.
Take cues from content, website structure, page elements, and keyword density. SEO analyzer tools give an audit report detailing the areas needing optimization.
6. Optimize page structure- This is another essential SEO
element. Properly utilizing page structure elements such as title tags,
headers, meta descriptions, and URLs can augment your content and enhance your
rankings on search engine results pages (SERPs).
7. Add location pages and maps- Be found! The whole aim of local
SEO strategy is to be discoverable. Finding your business on Google Maps is
easier, so 86% of people use it for local searches. Make sure to add a map.
Location pages provide readers with your name, address, phone number, store hours, unique store descriptions, parking/transit information, promotions, and testimonials from happy customers. Add the map to the location page for a wholesome user experience.
8. Create local content- Blogging is a great way to connect
with users. By cultivating a unique language for your brand, you can answer
customers’ queries through informative blog posts and create points of
interaction.
Use local references, locality names, neighborhoods, and talk about local events and communities to keep the tone organic and offer a uniquely local feel. Include local news and happenings. Search engines will consider your web pages as relevant and valuable.
9. Mobile-friendly website-
Is your website optimized for mobile users? 76% of individuals who
search locally on their smartphone visit a physical location within a day.
Search phrases like "near me" or "buy now" to discover local products or businesses have witnessed an astonishing 500% surge in the past few years. As a business owner, you cannot afford to offer a frustrating experience to mobile users by having a website that isn't optimized for mobile devices.
10. Optimize for voice search- There is a visible shift in the
search pattern. Customers are saving themselves from the labor of typing and
preferring to speak into their devices. Your website should be optimized for voice search to receive voice search queries. To rank better, use long-tail
keywords with a traditional conversational tone.
11. Make sure the contact number is clickable- Take advantage of the chance to
capitalize on a potential customer ready to take direct action, such as calling
your business once he lands on your GBP profile. How do you ensure it?
It is terrible when customers have to copy your phone number and then make a call. Make it easier for them. Ensure that the contact number is clickable when they are checking your business.
12. Let testimonials speak for you- While reviews appear on your
Google business profile, add testimonials to your web pages by gently nudging
satisfied clients to give their feedback on products and services. They would
be happy to do it. It’s easy and an effective trust signal.
13. Look out for high-quality inbound links- An excellent strategy for
establishing your website and attracting inbound links to your blog would be
building connections with like-minded businesses in your niche.
It raises your business value and domain authority. Of course, we aren’t talking about direct competitors here.
Ask your local SEO agency to carry out a competitor backlink audit. On the ground, promptly engage with business-centric entities like the Chamber of Commerce, licensing bureaus, trade associations, resellers, guilds, vendors, manufacturers, etc. This networking is essential.
14. Participate in your local community- It also helps your business when you are visible online and offline. The offline activities, which can be
anything, like participating in a business event, organizing a social campaign,
sponsoring an event, or even an online discussion, all get plowed back into
your PR machinery.
Good press, brand visibility, and inbound links galore!
Why hiring a local SEO agency is a good idea
While we appreciate self-effort and value your enterprising spirit by learning the ropes of SEO, our industry insights tell us that it can be energy-sapping. Also, the cost-benefit ratio is less than convincing.
40% of SMBs outsource some or all of their local SEO work (MOZ, 2020). We list below compelling reasons why you should take the next step of hiring a professional local SEO company as a business owner.
1. Local SEO is a competitive field, as the world opens up to its many benefits. The DIY approach would have worked in its infancy, somewhere around 2014! Cut to present times; it needs expertise if a business aims high.
2. Limitations of the I-will-do-it-myself approach- Our blog gives a treasure-trove of information. Based on the guidance offered in this blog, implementing GBP and a basic website should be a cakewalk. But how do you beat the competition that rewards "extra"? A trusted SEO agency brings that to the table.
3. Recurring Google updates- Google has to live up to the expectation of the "go-to" search engine and offer the best results, often optimizing its search engine. Your business must keep pace with Google's latest local SEO updates to stay afloat in the competitive ocean. It can be too much at times.
4. Releases time for essential business areas- Managing a business is back-breaking, primarily if a small business operates under limited resources but aims to grow big. Handing your SEO requirements to a reliable local SEO agency means ensuring peace of mind. You are free to direct your energies to other essential areas of business that need personal handling.
5. Cost-effective – It's cost-effective. Yes, you heard it right. Contrary to common misconceptions about SEO services, which brackets it as costly, you can get a lot done with the amount typically associated with small businesses. And it takes nearly 5-6 months to get the results. It wouldn't make a dent in your finances if you placed the execution in the hands of expert digital marketers.
Why choose Proquantic?
In 2023, prioritizing Local SEO is crucial for improving your online visibility, establishing a strong domain authority, and engaging with valuable local customers more likely to convert.
As we wrap up, I hope you have built a clear idea of what local SEO is and how it is helping local businesses. Local SEO is helping small businesses from Deira (UAE) to Dammam (KSA) to Dallas (US) to grow and rank higher.
Proquantic is focused on uplifting small and medium businesses by implementing tried and tested expert SEO strategies and clean result-driven execution. Our expert team of digital marketers has helped small businesses rise above the competition worldwide with precision-based productive campaigns, smart analytics, and innovative approaches.
We tick all the boxes for a go-to professional SEO agency mentioned earlier. We are determined to make a business grow. The proof of the pudding is in the eating. Go ahead and hire us.
