of all Google searches are local
of local searchers visited a store within 8km
of local searches result in a purchase
Is local SEO right for your business?
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What is Local SEO & how does it work?
Local SEO is a branch of search engine optimization (SEO) that helps to increase the visibility of brick-and-mortar businesses in local search results on search engines, like Google and Bing.
Any business that has a physical store or geographic location, like restaurants, doctor’s surgeries and grocery stores, will benefit from local SEO. This also applies to service-area businesses, like electricians, plumbers and any professions that travel to their customers.
The basic principles of local SEO are much the same as general SEO, but where it differs is that local SEO is geographically targeted. So, rather than connecting people with relevant answers to their questions, local SEO tactics help connect people to businesses in their local area.
Local search results appear on search engine results pages (SERPs) as a map with three local business listings beneath (known as a “Map Pack”). This means that they sit above the organic, non-paid search results, and give people the ability to contact or physically visit a business at the touch of a button. Search engines crawl your website and local listing (such as Google My Business) and prioritize, aka index, the visibility of your business listing based on their local search algorithm. This includes a proximity factor that takes into account the location of the person when they search for a local keyword. Pretty smart hey?!
Local SEO is about turning online traffic into in-store customers, so by optimizing your website or local listing for both search engines and people you can reach the right people in the right place at the right time. Local SEO optimization tactics combine tried and tested SEO strategies such as quality content creation, keyword research, site usability, mobile friendliness, with local link building, Google My Business optimization, online reviews and more.
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Why is local SEO important for your business?
- 46% of all Google searches are for local services or businesses, so local SEO works to connect these people with relevant bricks-and-mortar stores
- 72% of local searchers visited a store within 8km of them
- Over one quarter of all searchers who visited a business from local search results made a purchase
- Half of all “near me” searches result in an in-person visit
- “Where to buy” and “near me” mobile searches have grown by over 900% since 2018 and continue to increase
- When searching for businesses, people are using map apps 44% of the time
Local search has been around for a while, but now that mobile search has exploded, it’s a crucial marketing play to adopt for any business offering products or services, in order to ensure success within their local neighbourhood.