Local SEO is an integral part of any company’s marketing strategy. There is no better way to get your product or service in front of customers than through search engine optimization or “SEO.” Knowing how local SEO differs from general SEO can go a long way in helping your business succeed.
In this post, we’ve included some critical differences between local and non-local search engine optimization, as well as a few best practices for creating a winning local SEO strategy for your company. Let’s get started!
A Quick Overview of Local Search Marketing
While Google offers general organic search results for users who are not logged in, many use search engines to find local products and services. Google accounts for this by providing personalized results based on the user’s location, directing them to businesses close by.
Many customers rely on reviews when making purchasing decisions. This is especially true when it comes to shopping locally rather than online. The best way to get many negative reviews is by failing to deliver on promises, not standing behind the product or service, and other unscrupulous behavior. This would be bad for business even if no one was looking. Getting caught in this situation means that you will likely lose out on future profits from these same customers who gave your company a negative review in the past.
Unfortunately, many businesses take advantage of this aspect of local search marketing. They choose to buy fake reviews and give themselves perfect ratings and five-star rankings to attract more customers. They may even pay people to write false profiles online about their companies. Google has made strides over time to combat the frequency with which such practices occur, but it’s still a significant problem and one that customers should be aware of before choosing a company to work with.
What Makes Local SEO Different?
The differences between local and non-local SEO start with the search results themselves. When someone searches for anything on Google, they are given hundreds or even thousands of various links depending upon what is available. These links may include different articles, videos, images, and other content that matches what the user was looking for at that moment in time. When it comes to local SEO, however, this isn’t always the case.
Since many people use their mobile devices when searching for a place to eat or shop, these results contain less information than desktop listings do. In most cases, the top result will be a business address and phone number with Yelp reviews listed below that. There may be a map to show where this particular company is located and other popular businesses in the area. While this saves space on mobile screens, it’s even more helpful for looking for local information fast.
What Makes Local SEO Work?
Google has done such a fantastic job of streamlining its core algorithms over time that many marketers do not realize how complex they are. The fact remains that simply creating content and posting it online isn’t going to guarantee ranking success – Google still uses backlinks and other factors to determine which websites should appear at the top of rankings and which ones deserve to be passed over.
Except for some technical skills and patience, nothing you can buy or acquire will guarantee local SEO success. Your business must produce content that is helpful to people in your area and build links organically while also targeting all of the popular keywords for which you’re competing. If you fail to do this, it doesn’t matter how much money you spend on social media ads or Google Ads campaigns – these are only going to help if your organic efforts are already well underway.
Local businesses should understand that customers aren’t always looking for the same information online. While they might search for “business cards Chicago” when searching from their desktop computers at home, users looking for this type of service on their mobile devices will use different keywords. “Business cards” may be enough, while “business cards Chicago” or even just “business cards” will meet the needs of many people in the area.
The best way to get people to find your business online through searches like these is by using local SEO tactics that target keywords specific to your industry and location. This may involve using regular optimization techniques, but it also means using specific tools, campaigns, and other approaches designed for locally businesses.
You Don’t Have To Be Number One To Succeed
While you may want to be ranked either first or second when it comes to local search marketing, you don’t have to be if your competition is ranked higher. Research has shown that users rarely look beyond the first page of search results anyway, although they are more likely to click on a company ranked in one of the top three slots.
This isn’t necessarily good news for businesses that rank lower down, but it means less work for local SEO. You simply need to make it onto the front page. The number two spot is not as important as long as you’re there with your main competitor(s). From this point, it will be easier to attract customers by using industry keywords and landing pages specifically designed to convert viewers into customers.
This may sound like an impossible task for many companies, especially if their competition is ranked higher than they are. However, it’s essential to realize that your competition doesn’t always have to be local. For example, let’s say that you are a small business owner who runs an internet marketing company in Chicago while trying to compete with the giant multinational corporation known as Google. Even though this may sound like a challenging endeavor, it can be done – and doing so will help you build sales faster than before. Why? Because this type of competition forces you to work harder and smarter with all your SEO campaigns – including local ones.
Type Of Information Customers Want To See
The more helpful information you provide about your business and industry on your website, the better. You should make sure to post articles, videos, podcasts, infographics, and other types of content to your company blog regularly. These must be rich with keywords you are also targeting in local campaigns, but they should also speak to the needs of people who live or work nearby.
Your customers might be searching for terms like “how to set up an email marketing campaign” while at work or sitting at home using their computers. They might also be using their smartphones to read about “email marketing tips” while driving down the road during breaks throughout their day.
This is why it’s so crucial that your business provides helpful information that includes industry keywords – whether through text or visual media – and images and links that lead to landing pages where people can purchase your products or services.
It’s crucial to stay on top of the latest trends in your industry, so you know which keywords are most relevant. This will allow you to better target potential customers who are looking for similar information without any distractions. The more specific you get with your local SEO strategies, the better, as it will improve your chances of turning a website visitor into a potential customer.
If you own a local business and want to scale it up, check the Sydney local SEO packages by Helpline Marketing.