Local SEO For a Growing Economy
Local search engine optimization, sometimes called local SEM or local SEO, is a set of marketing techniques used to improve user experience and increase online brand awareness at a local level. Local SEO is different from other forms of Search Engine Optimization (SEO) in that it is a more direct form of internet marketing influencing the unpaid search results of a search engine such as Google, Yahoo!, or Bing (Microsoft). In most cases, the business does not need to hire a professional to perform Local SEO optimization. Organic search results are what users normally see when they conduct a search, and these results are determined by various factors such as relevancy, click-through rate, frequency of use, and other such factors. Organic search results are the most profitable for businesses conducting local SEM, but getting there requires a localized approach using specific, targeted keywords in an optimized content format.
There are two major benefits of Local SEO. The first is a direct impact on search engine results. When users conduct searches based on location, a high number of local businesses appear in the search results. In addition, when a business is listed in the top 10 search results for a particular set of keywords, it receives free advertising and increased web traffic. Free leads and increased web traffic are a mutually beneficial situation.
Organic search results are determined by user searches conducted within a particular geographic area. In general, Internet users conduct searches based on topic, provided by a search provider, rather than on a location. For example, when searchers type “Academia” into a search bar, the results displayed are based on the subject matter of the searches. However, if the searcher wants to find the best places in which to study, they can specify a city or state and the results show the top cities in which to do business. With Local SEO, a local business can become one of the first results displayed for a given topic or location.
Another benefit of Local SEO is the creation of local map pack rankings. Online consumers who search for a local business will often rely on maps to determine where a business is located. Google, like many other companies, has an internal map service called Google Maps that makes viewing maps easy for searchers. As a result, when users conduct searches based on location, a business’s map will appear as one of the first few results for a given set of keywords.
In addition to maps, Local SEO also involves creating local content. For example, a local business may want to take advantage of Google’s news feeds to increase the exposure of its news feeds to local audiences. Google delivers news feeds based on geographic area and can make news of local interest available to users across the globe through its news feeds.
Mobile Search Marketing is another tactic used by local seo professionals to boost business exposure. Mobile searches, which now encompass the majority of people who utilize search engines to locate products and services, are increasing at an exponential rate. To tap into this market, a local business should consider investing in mobile search marketing. A local mobile search marketing campaign should include pay-per-click and organic search options to attract customers on the move.
With Local SEO, business owners must also be conscious of their on-page elements. In particular, webpages that receive high organic search engine traffic should incorporate on-page SEO strategies to gain higher placements in search engine results pages (SERPs). These include creating compelling content, building link popularity and providing optimal keyword optimization. One of the most popular ways to optimize webpages for the SERPs is through use of local intent, which refers to keywords related to the location of a business rather than overall search volume. Local SEO professionals can help with implementing proven on-page strategies to increase a business’s overall page ranking.
The advent of mobile technology has resulted in the rise of mobile searchers, who spend more time researching products and services before making a purchasing decision. In order to tap into this new customer class, local businesses should invest in on-page and off-page mobile SEO strategies to gain exposure on the mobile platform. Business owners who offer mobile-friendly options such as phone number listings, maps, contact details, and business listings can greatly benefit from a well-designed mobile website. Off-page methods of Local SEO include optimizing content on internal websites to increase page rankings and submitting articles to article directories to improve the authority of a company’s web presence. Finally, local advertising options such as coupons and phone number listings can prove beneficial to attracting new customers.