What Is Local SEO And How Does It Work?

August 11, 2022 Reading time: 3mins
What Is Local SEO And How Does It Work

Local SEO is a type of search engine optimisation strategy that’s aimed at helping businesses increase their online visibility in local search results on Google. For instance, if you have a business in Melbourne that mainly caters to customers in this city, it’s ideal to utilise digital marketing campaigns that are geared toward catching the attention of people in the area.

This is where local SEO comes in. This strategy allows businesses to secure the top positions in Google’s search engine results pages by ranking for keywords and search queries typed by local consumers.

Defining Local SEO

As mentioned earlier, the goal of local SEO is to boost the visibility of local businesses. This strategy involves optimising the business’ website for a specific local area. This includes improving the various aspects of web pages to make sure that they rank for certain search queries performed by a local audience.

By doing so, your business’ site will appear in the top search results whenever someone from your area searches online for a product or service that’s similar to what your company is offering. Local SEO is different from SEO in general in the sense that the former is more focused on ranking in specific areas, such as cities, towns, or regions. Although the latter shares the same strategy, it is not too keen on targeting local searches.

Case Studies

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How Local SEO Works

Optimising a website for local search, as well as utilising various off-page local marketing strategies, such as setting up a Google My Business profile, can let Google know that your brand or company is located within a specific area. More importantly, it signals to Google that you want to be found by people in that region.

This can be achieved in various ways. But the first and most important strategy that site owners and local SEO practitioners should carry out is conducting keyword research. In SEO, keyword research is the process of identifying terms commonly used by the target audience to look for topics related to the products and services offered by a company.

Although local SEO carries out the same process, it prioritises local keywords or those frequently used by local audiences. It also targets keywords and phrases that have terms that are specific to the location being targeted. For instance, if your Melbourne-based company provides SEO services, then you should probably include the search queries “SEO agency in Melbourne” and “SEO agency near me” in your list of target keywords.

This strategy allows you to target potential customers who are interested in and are looking for services similar to what you’re offering in your area.

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Importance Of Local SEO

Local SEO can provide small or regional businesses with the necessary edge to compete against larger competitors. It allows them to laser-target their marketing efforts and campaigns to attract customers who are most likely interested in what they have to offer, which means they are likely to convert and become paying customers.

More importantly, local SEO strategies let businesses and brands take advantage of the current market and consumer trends. For instance, according to Google, around 76% of individuals who carry out a local search using their mobile devices visit a business within 24 hours. Moreover, 28% of them make a purchase.

In a different study, the search engine giant also noted that about 30% of all daily searches made on its platform are related to location, which indicates that users are searching for local-related topics. Likewise, a survey carried out by Rio SEO revealed that over 60% of respondents make local search queries every day.

These are only some of the data supporting the effectiveness of local SEO. If you’re looking to get more sales, attract more customers, improve your brand visibility, and boost your conversion rates, then you should definitely consider investing in optimising your business website for local search.

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