What is Local SEO and How Does it Help in Rankings?

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What is Local SEO and How Does it Help in Rankings?

Local SEO (search engine optimisation) is a digital marketing strategy focusing on optimising your business presence on the internet, boosting visibility in local search results. It involves numerous techniques and tactics to increase local website traffic, helping you boost your rankings in local directories, Google Maps, and search results.

It is very similar to traditional SEO, in that you have to focus on keyword research, link building, user experience, and more to improve your ranking in search engine results pages (SERPs). Local SEO takes additional factors into consideration such as location and distance from the user.

When it comes to improving your ranking in local results, you want to take the following into consideration:

  • Claim and optimise your Google Business Profile
  • Create citations
  • Create high quality content relevant to your local audience
  • Encourage reviews
  • Secure backlinks from authoritative websites
What is Local SEO and How Does it Help in Rankings?
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Local SEO vs Traditional SEO

Both strategies focus on increasing your website visibility and driving quality traffic to your site. They do target different aspects of SEO, catering to different search engines.

Search Intent

Local SEO is ideal for those local search queries, such as users using the “near me” search for local services, such as coffee shops, restaurants, doctors, hair salons, and plumbers. The aim is to appear in results where users are looking for the products or services you provide in a specific geographical location.

Traditional SEO uses keywords without the geographical location, with the aim to rank in general search queries.

Audience

Local SEO optimises your website to attract local customers. These are people actively searching for businesses or services within their location.

Traditional SEO focuses on a wider audience, boosting your brand visibility and increasing website traffic from national and international searches.

Key Elements

Local SEO key elements includes claiming and optimising your Google Business profile, creating citations and directories, encouraging reviews, and ensuring your name, address, and phone number (NAP) is consistent throughout the internet.

Traditional SEO key elements includes website optimisation, creating backlinks, and improving site structure without focusing on local intent.

Rankings

When you focus on local SEO, you want to appear in the Local Pack or Map pack, which are sections in results pages displaying local businesses based on the users query. Google shows it as a map with business locations and links to call or visit the business.

Traditional SEO aims to rank in organic results, boosting brand awareness and credibility.

Traditional and local SEO are both very important to businesses, helping to improve brand awareness and drive quality traffic to your website. 

Do I Need Local SEO?

Local SEO is imperative for many businesses, helping you connect with your local audience. If you are wondering if you need local SEO, then you may want to see these statistics:

When your business appears in the top three local positions, known as the Local Pack or Map Pack, your business is seen as credible and trustworthy to potential customers. You also have the opportunity to improve your market share, as some of your competitors may not have embraced local SEO yet.

Conclusion

Did you know that eighty six percent of people will use Google Maps to locate a business? With a local SEO strategy in place, you can ensure you remain visible to your local audience, encouraging them to visit your website or brick and mortar store.

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