Local SEO helps brick-and-mortar stores get found by nearby customers in search results. Tactics like claiming a Google My Business profile, building citations, keeping NAPU consistent, and managing reviews directly affect how often a local business shows up when someone searches for services in their area.
What is local SEO and how does it differ from general SEO?
Local SEO requires a more individualized approach than general SEO. It integrates on-page and off-page elements to reach a target customer in a specific location, which general SEO does not focus on. Local content and distribution across various channels is a key part of that approach.
Why does Google My Business matter for local ranking?
Web users are more likely to choose a local business when they have a local need. Google uses Google My Business and citations to determine local business listings, so optimizing those factors helps a site rank higher in local results. In a small town, this can make all the difference in how well a business gets found. A plumber does not need the best website in the world, but it does need one that is relevant to their neighborhood.
Can a booking site outrank a local business?
Yes. If a user searches for a hotel in a city, the results may return a booking website instead of a specific hotel’s site, because Google determined that the user wanted to book multiple hotels. Google knew the searcher wanted a local business but did not have enough signal to pick a single one, so the booking aggregator took the spot.
How does local SEO affect purchases?
According to Moz, 80% of local searches on mobile devices lead to a purchase. Putting a business in front of that audience at the right time is the core payoff of a local SEO strategy, and Google My Business provides a range of features that make local marketing more effective.
What does a local SEO campaign actually include?
A local SEO strategy increases visibility in local searches and may require claiming business listings, managing online reviews, and running local-centric social media engagement. For businesses in rural areas, local SEO should be a high priority, and it is a workable strategy for small businesses operating on a small budget.
How do NAPU and schema support local rankings?
Local SEO requires optimization of information and a consistent NAPU. Consistent NAPU tells search engines where a business is located and what it does, and link quality can make a large difference in local search rankings. If a website has more than one location, it should use schema to provide the correct information to search engines.
What is the payoff for a brick-and-mortar store?
Local SEO increases foot traffic for local businesses. A local business can offer a more personalized relationship with the people who visit their premises, and implementing local SEO improves ranking on Google’s search engine, which leads to more customers visiting their locations and greater sales for a small business.
FAQ
What is the most important factor in local SEO?
Google uses Google My Business, citations, and on-page content to determine local business listings. Optimizing those three factors is what lifts a site higher in local search results.
Why do small businesses need local SEO?
Brick-and-mortar businesses rely on local customers and prospects, and without local SEO they would have no presence in their local market. Local SEO makes sure the business is visible in the local search results those customers use.
Does local SEO actually drive sales?
Yes. According to Moz, 80% of local searches on mobile devices lead to a purchase, and local SEO also increases foot traffic to brick-and-mortar locations.
