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What is local SEO and how does it boost your Google ranking?

December 5, 2021

why does local seo matter

Are you a local business wanting to connect with potential customers and clients in your local geographical region? If you are, then you’ll need to implement a local SEO strategy. Taking this step will help you appear organically in the top position of search engines like Google for local searches.

Just in case you need some more convincing, 46% of all searches on Google are local and approximately 89% of people search for a local business on their smartphone at least once a week, with 58% searching daily, reinforcing why it’s worthwhile implementing a local SEO strategy.

If you haven’t optimised for local SEO within your business, your chance of being found in these searches will be limited (and there are a lot of searches every day you could be missing out on).

seo checklist pdf

WHAT IS LOCAL SEO AND WHY DOES LOCAL SEO MATTER?

Local SEO is all the work you do to influence your businesses online visibility at a local level in search engines like Google. It is much like organic SEO but with an added geographical component.

Your main goal with your local SEO strategy is to rank high in the search engine results pages SERPs for local searches eg. Graphic Designer Bondi.

According to SEO expert, MOZ, the signals that help secure top ranking for local SEO on Google include Google My Business elements, reviews and proximity.

These elements or signals rather help local businesses appear in Google’s local three-pack. This is a collection of the top three results in the SERPS for your local search and where you want your business to sit.

To appear in the local three-pack pack, you’ll need to set up your Google My Business listing.

WHAT IS GOOGLE MY BUSINESS (GMB)?

Google My Business (GMB) is a free online tool created by Google to help businesses manage how they appear in local Google Search results and Google Maps. It allows you to create a business listing and promote your business profile (and website). It will also help your business to appear in the knowledge panel (local three-pack) mentioned above.

It’s important to create a GMB listing because:

  • It will help you attract, connect, and engage with customers or clients locally the moment they search your business on Google.
  • You’ll be able to see how they interact with your business on Google through ‘Insights’ in GMB and use those results to optimise your listings.
  • It’s important to supply complete and detailed business information such as your location and business hours, respond to reviews and post photos of products etc. Having a complete profile will help you rank for relevant local searches.

Below is an example of how a Google My Business account appears in Google.

HOW DOES GOOGLE TELL US THEY DETERMINE LOCAL RANKING?

According to Google, local SEO results are based on three factors: relevance, distance and prominence. Google uses a combination of these three factors to help users find the best match for their local search.

RELEVANCE

  • Relevance refers to how well a local business profile matches what a user is searching for.
  • Ensure your Google My Business is complete and detailed. This will help Google better understand your business and match your profile to relevant searches.

DISTANCE

  • Distance measures how far each search result is from the location used in a search.
  • If the user doesn’t specify a location term in their search, Google will calculate the distance based on what they know about the user’s location.

PROMINENCE

  • Prominence relates to how well known a business is. Well known places such as popular brands, large hotels or landmarks are more likely to be prominent in a local search result on Google.
  • Prominence is influenced by the information Google has on each business across the web including access to information in directories, articles and links.
  • Your Google review count and score also influence your local search ranking. The more reviews and positive ratings you have, the move likely you will be ranking higher locally.
  • Your organic SEO position can also influence your ranking.

In addition to creating your GMB listing, there are a number of other elements on your website you need to consider to improve your local SEO ranking.

I’ve listed a few below to get you started.

CREATE A CONTACT PAGE

  • Create a contact page on your website that includes the exact name, address and phone number you used on your GMB listing

OPTIMISE FOR MOBILE

  • Ensure your website is optimised for mobile as majority of local searches are made on smart devices.

LOCAL KEYWORD RESEARCH

  • Perform local keyword research. Select some keywords for your home or about page that include your local city or geographical region eg. Plumbing services Parramatta.

Users rely on search engines like Google and online reviews to find what they need, so it makes perfect sense to implement a local SEO strategy to get found online.

You’ll also find you rank faster locally then in the standard organic results.

What can you implement today to boost your local position?

Remember it all starts with building a great business with outstanding products and services first and then implementing the rest to support this. Best of luck.

ADDITIONAL RESOURCES

Want to leverage SEO or Facebook Ads to generate low cost leads and sales? Here are a few resources I put together to help you:

  1. Download my Ultimate Beginners SEO Checklist

It’s a SEO checklist that will help you get ranking in the top positions of search engines like Google.

2. Join the SEO Made Easy Waitlist

Ready to drive more traffic to your website and boost leads and sales? SEO Made Easy is your step-by-step course to help you generate more profit, make an impact with your business and enjoy more freedom in your life. 

3. Download my 6 Must-Dos for Facebook Ads Success

It’s a practical workbook on the six actions you must take to achieve Facebook Ads success.

4. Have a question, shoot me a message

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  1. […] listings across several places on the web like directories. Take a read of my recent blog ‘What is local SEO and how does it boost your Google ranking?‘ to find out how you can start showing up in local […]

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