Benefits of Local SEO

You may be wondering why you should ensure that your business site is up-to-date with the latest local SEO practices.

In this post, we’ll detail why local SEO for your business is so important going into 2017, with statistics that prove how beneficial local SEO is for a business, as well as some basic tips on how to get your business into Google’s local rankings.

What is Local SEO?

Local SEO (Search Engine Optimisation) allows you to effectively market your business online to a local audience. Using a variety of techniques and strategies to get your business ranked in Google’s ‘Local Pack’ for your specific service will allow you to attract local customers looking for that service in their area.

Example of Google’s Local Pack for the term ‘plumbers’.

The Importance of Local SEO

The following statistics highlight the importance of local SEO for a business:

  • 93% – The percentage of time Google’s Local Pack appears in the top spot of searches with localised intent.
  • 50% – The percentage of local mobile searches that are looking for business information, like a local address.
  • 68% – The percentage of searches that use ‘get directions’ or ‘click to call’ in a local mobile ad.
  • 71% – The percentage of people who look up and confirm the location of a business before visiting for the first time.
  • 46% – Of searches on Google that are local.
  • 86% – Of people look up the location of a business using Google Maps.
  • 76% – The percentage of local searches that result in a phone call.

How to Get Local-ready

Implementing a localised strategy for your business couldn’t be easier – you can follow a set of steps and ensure that all aspects are covered, which should get your site ranking within Google’s Local Pack before you know it!

Set up Google My Business:

This is a basic step to ensure that all correct local information is on Google. When setting up Google My Business, you should:

  • Add a long, unique description that is formatted correctly and includes links to your site.
  • Choose the correct category/categories for your business.
  • Upload as many photos or your business or service you provide as possible.
  • Add a local phone number to your listing.
  • Add a business address that is consistent with website and local directories.
  • Upload a high-resolution profile image and cover photo.
  • Add opening times/time of operation/days of operation.
  • Add reviews from previous customers.

NAP (Number, Address Phone Number):

Ensuring your NAP is consistent across all mediums is key for local SEO.

  • You need to ensure your full NAP is across the whole of your website.
  • You must use the same details/format when mentioned on other website, especially local websites.
  • Use the correct schema mark-up on your NAP to allow search engines to identify which information they need to display.

Adding your business information to local websites is essential as they have a direct impact on your local search rankings and online references to your business’s NAP (also known as local citations).

Local Link Building & Citations:

Link building within a local SEO campaign is incredibly important. Here’s why:

  • Relies on links from other local websites that are relevant to your business.
  • High quality local directories such as Yell are a useful resource for citations
  • Citations do not need to be linked, as long as they’re referencing the business’ NAP consistently and in the same way.

On-Page Optimisation:

One final step is to take into consideration local SEO on-page factors, including the city/region plus the relevant keywords that will help your business rank higher on the Google Local Pack. This includes:

  • Title Tags
  • H1 Tags
  • URL
  • Landing page content
  • Image ALT attributes

With these steps complete, you’ll be on your way to starting a successful local SEO campaign. Remember to keep up-to-date with any changes to the way Google structures their Local Packs or any new local SEO practices, so you can really stay on top of your SEO game.

SEO & Digital Marketing Agency

First Floor Central House,
Beckwith Knowle,
Otley Road,