Do you want to grow your brick-and-mortar business and stay relevant especially during this digital era? Tap into your most powerful market and help customers from your local community find your brand through employing a local SEO strategy.
Understanding Local SEO
Local SEO is a search engine optimization (SEO) strategy that allows businesses to optimize their web presence in local search result on Google’s local packs and maps, Bing, Apple Map and other related online platforms. For every local search query containing location-based terms such as “near me” or a specific city, results appearing on search engine results pages (SERPs) usually include a local pack containing NAP (name, addresses, contact information) of businesses that are related to the search query.
Unlike organic SEO which focuses on improving a website’s presence on a national or global scale, local SEO is typically confined to a limited geographic market around the physical location of a business. It seeks to get businesses into the local listing packs, takes geographical relevance into account and is generally associated with traditional location-based businesses. Aside from improving online visibility of your business, this will also help increase foot traffic to your brick-and-mortar store.
Local SEO Ranking Factors
To boost online presence and subsequently increase revenue, local businesses must take into consideration four major local SEO ranking factors: Google My Business (GMB), keywords, inbound links and online citations.
Google My Business
GMB has been one of local SEO’s most crucial ranking factors during these recent years. It is a free business marketing tool by Google which allows local business to enlist, add locations, photos, and reviews. It has several powerful features that will help you capture potential clientele, and enable you to connect with them with just a few taps or clicks. In every local query, search algorithms use signals and data from GMB such as contact information, proximity and categories. Build up and optimize your GMB listing to reach more local customers and ultimately improve your local search ranking.
Keywords
Hone in on keywords that are relevant to your local customers. Approximately 80% of web users turn to search engines to find businesses, which offer products or services they need, proximate to their location. It is therefore essential to integrate local keywords into your business’ website to improve your local ranking. These are location-specific phrases that will help users in your area find your business. When choosing the best local SEO keywords, specify your location and focus on industry-related keywords.
Inbound Links
Inbound links, also known as backlinks or external links, are an essential part of local SEO. These are HTML hyperlinks that leads from one webpage to another. It is considered as one of the indicators that your website is reputable and has relevant, high-quality content.
In local SEO, it is extremely important to acquire inbound links from authoritative and credible businesses or organizations that are influential within your area. Having a number of high-quality inbound links increases brand awareness and traffic to your business’ website, and will subsequently boost your local search ranking. Begin local link building through local directories, community websites, industry publication, local blogs and event pages.
Online Citations
Online citations and directories are this era’s yellow pages. Having a consistent NAP details across different listings and online platforms is hence crucial for an effective local SEO strategy. Through citations, search engines can verify the existence and legitimacy of your business. Keep your citations consistent and accurate to keep on top of your online presence.
Let your local community find your business online through local SEO. While it might be challenging to compete with big companies and established brands, local SEO will allow you to effectively reach and engage with potential customers. Optimizing your web presence improve your visibility, help your business thrive, and increase overall revenue.
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