What Is Local SEO And How Does It Boost Your Google Ranking?

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).

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 includeGoogle Business Profile 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 yourGoogle Business Profile listing.

WHAT IS GOOGLE BUSINESS PROFILE?

Google Business Profile 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 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 Google Business Profile 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 Business Profile 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 Business Profile 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 Google Business Profile 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 Google Business Profile 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 geographic region e.g. 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?