As a local business you most likely have a captive customer base spanning from your shop, office, or establishment. You rely more on business from locals and your immediate geographic area which is why local SEO (Search Engine Optimisation) is especially beneficial.
Local SEO is a digital marketing strategy that aims to boost your visibility to those all-important local customers and make you stand out from your immediate competition. There are numerous local SEO benefits, and this is what I dissect below.
What is Local SEO – An Introduction
Generally, search engine optimisation aims to target as many people as possible. It aims to boost traffic, exposure, and search engine rankings. While this is fantastic, it sometimes lacks targeting and context and this is where local SEO differs.
Local SEO also aims to increase traffic, exposure, and search engine rankings, but in a targeted manner by considering your geographic location.
Let’s look at a simple example. You have an accounting firm based in Nottinghamshire. An SEO campaign could include targeting keywords like “accounting services” and “accounting firm UK.” This could work, but those keywords are incredibly competitive and vague.
Instead, a local SEO campaign might target keywords like “accounting services Nottingham,” or “accounting firm Nottingham”. That simple addition of the geographical location does wonders – it makes your SEO targeted, and more effective as you are actively reaching out to people in your location who are more likely to use your services as opposed to someone the opposite end of the country. It also has the benefit of reduced competition as there won’t be as many competitors optimising their pages for the local keyword.
In short, local SEO is a strategy that aims to boost your visibility on local search engine results.
Local SEO Benefits – From Visibility to Conversions
Now you have a simple understanding we can look at local SEO benefits. These range from increasing visibility and conversions, to improving your reputation and fostering positive community relationships.
1. It helps customers find your business
A simple local SEO benefit is helping customers locate your business. Local searches and searches using phrases like “near me,” and “in my location” have exploded in recent times and by undertaking a local SEO campaign, you make sure your business appears for those searches.
A complete Google Business Profile listing, for example, includes your address, opening hours, and also shows your business on Google Maps which can be invaluable.
2. It helps you target the right customers
Not all leads are good leads. Many local businesses waste time, effort, and money on false leads or campaigns that target the wrong customers. For example, let’s say you’re a garden landscaping company doing an SEO campaign to target the keyword “garden landscaping services”.
It works, but you find that you are getting traffic from different parts of the UK and from people who are located in areas you simply can’t service.
Local SEO reduces that wasted traffic and bad leads and allows you to target the right customers. You only target customers who are within your vicinity, who you can service, or who are actually likely to travel to your store/establishment.
3. It boosts your rankings for local searches on Google
Local searches are increasingly popular and indeed Google has an array of features that cater to people looking for businesses and establishments in their immediate vicinity. For example, you can search for something like, “find Italian restaurants near me” with your location enabled on your smartphone.
Local SEO allows you to boost your rankings for these local search results. Doing things like completing your Google Business Profile allows you to appear on these SERPs (Search Engine Results Pages). So, when someone in your local area does a quick search for your service, you know that you are going to appear as one of the top results.
4. It allows you to control your local reputation
Reputation is one of THE most important assets for a local business. Just think – when you consider using a local service, what do you consider aside from the cost? You think of the reputation of the business and what other people have to say about them.
Part of a local SEO campaign is building social proof such as Google Business Reviews, social media followers and shares, and positive testimonials for your website. You can effectively control your local reputation and make sure that your business is seen in a positive way in the community and to your potential customers.
5. It can boost your community relationships
A lesser-considered local SEO benefit is how it can forge new relationships within your local community. As you implement your local SEO strategy, your visibility will grow, and your business name will start to appear more in searches, on social media, and directories.
People will notice this. People who can be beneficial for your business such as local journalists, complementary businesses, and local media outlets. Hopefully, you will find that more people reach out to your business and you can form mutual relationships to boost your PR and standing in the community.
6. It should translate to more business and revenue
All of the above also translates to one thing – increased business. This is the ultimate goal with local SEO and arguably the main benefit. By increasing your visibility, targeting the right local customers, and improving your search engine rankings, this translates to more people clicking on your site, more enquiries, and more revenue.
7. It allows you to gain a competitive advantage
The above local SEO benefits also give you a vital competitive edge and this is especially important in a local market with a limited potential customer base.
For example, let’s say you own a car garage, and you provide services and MOTs to the immediate surrounding towns and villages. Each other car garage servicing the same geographical area can reduce your potential customers.
Therefore, by undertaking a strong local SEO campaign, you can dominate your local market and make sure you are winning customers over your competitors.
Simple Tips for Local SEO Implementation
As you can see, the local SEO benefits are numerous and vital to the overall success of your digital marketing efforts. If you want to start a local SEO campaign, you can contact us for a strategy session. In the meantime, to get you started, I have listed some simple things you can do below.
Create a Google Business Profile
One of the first things I advise doing is creating a Google Business Profile1. I’ve mentioned this multiple times already and that’s because it’s easy to do and incredibly beneficial.
You know when you search for something and a business listing pops-up on the right-hand side of your search results? That shiny panel complete with a map, photos, rating, and opening hours is the power of a Google Business Profile listing.
It allows you to add a wealth of information about your company – info that is important for customers. This includes social proof, opening hours, services provided, and photos. Instead of a simple text search result, you can get a rich snippet instead that makes your local business stand out and easier to find.
Research targeted local keywords
A local SEO campaign must be based on a series of local keywords too. This is the foundation of your local SEO and aside from creating a business listing, it’s the first thing you must do.
There are some excellent local keyword research tools available, but you can also use common sense. What would a customer search for if they wanted to find your business? What locally orientated words would be useful? Landmarks? Village or town names? Counties? Streets?
The key is to be more precise and targeted and veer away from short term keywords that appeal to a more generic customer base.
Enter your company profile on local directories
There is a huge range of business directories with some well-known options like yell.com, Local Pages2, and 118 Business Directory. As part of your local SEO campaign, create listings on these directories. This should increase visibility, but also create backlinks to your website and you can use keywords in your business description too.
Also, encourage customers to complete reviews for your company on these listings to boost social proof. It’s important that you keep these listings up to date too with relevant contact info and service information.
Engage in local community events and social media groups
Staying active in the community and getting your name out there can help greatly with local SEO. Consider sponsorships for clubs or events. Join social media groups for local communities. These can all serve as sources of backlinks, and a way to drive more traffic to your business.
Become the Dominant Business in Your Immediate Area with a Local SEO Campaign
The benefits of local SEO should not be ignored if you are a small business with a captive local customer base. You can target the right customers who are the most likely to use your services, increase your reputation, forge new relationships in the community, and ultimately increase business and revenue.
If you need support in any issues related to your SEO or a digital marketing strategy, get in touch or call 0115 880 0211 and our friendly experts will be on hand to help.
