The number one problem most new businesses face when it comes to growth is getting people in the door and the phones ringing.
But in today’s digital world, a brightly lit “Open” sign and a friendly face aren’t enough.
That’s where the power of local SEO comes in. By connecting people with the information and products they need using the terms they search for, you can direct them toward your business and away from the competition.
You may think that referrals and word-of-mouth marketing are enough to sustain your business, but did you know that a staggering 97% of people check out a business online before deciding to stop by?
Local SEO is by far the most effective long-term strategy for gaining new customers and growing your business, and it costs a lot less than most advertising strategies. Let’s explore the power of local SEO for your sales in 2024.
Tapping into the Power of Google
When we talk about online visibility, we’re mainly talking about Google. It controls over 92% of the search engine market, and Statistica reports that Google commands a whopping 86.86% of global search engine traffic, making it king.
And within this massive landscape, “local intent” reigns supreme. A recent study found that 46% of Google searches are locally driven. Think about it; how many times have you Googled “best pizza near me” or “pest control near me”? That’s local intent in action.
Why Does Local SEO Matter So Much?
Local SEO strategies target those highly motivated local customers, putting your business directly in front of folks ready to buy. Regarding sales, local SEO searches are much more qualified and willing to make a purchasing decision. Research reveals that 80% of mobile local searches convert into offline sales.
So, if you’re not playing the local SEO game, you’re missing out on a huge chunk of potential customers and leaving money on the table. Prioritizing local SEO is one of the best ways to improve your SEO strategy this year.
The Building Blocks of a Successful Local SEO Campaign
Building a local SEO campaign starts with proper planning and assembling the right tools. The following is a list of local SEO strategies to get you started.
The Google Business Profile of one of ContentMenders most successful local-based clients, The Pest Rangers.
1. Claim and Optimize Your Google Business Profile
It’s not rocket science; it’s Google My Business (now Google Business profile). Your Google Business Profile is what shows up on local “near me” searches. Your profile provides helpful information about what your business does and provides links to contact you. This profile also provides meaningful sales information that can help convert prospective customers into sales, including:
- Photos
- Reviews
- Products
- Services
- Service locations
- Store hours
However, a study shows that only 56% of local businesses have bothered to claim this free marketing goldmine. Claim your Google Business Profile now—it’s that important.
2. Master the Art of Local Keyword Research
Keywords are the terms that help businesses connect and understand their customers better. In local search, optimizing your content and metadata (ex., titles) with local-based keywords will help search engines index your site for local searches and help customers find your business. For example, if you’re a construction company in Chicago targeting commercial clients, focusing on “commercial construction Chicago” as a Google keyword will get you more targeted leads than generic phrases like “construction services.”
Tools like Google Keyword Planner (found on Google Ads) can be a great starting place to find the right keywords. The Google Keyword Planner will also give you valuable data such as search volume and keyword difficulty.
3. Build High-Quality Local Citations
Not all traffic goes straight from Google to your website. In many cases, customers will find your business through third-party websites like Yelp or the Better Business Bureau.
Think of local business citations as virtual endorsements. Each mention of your business’s name, address, and phone number (NAP) on credible websites strengthens your online credibility. Directories like Yelp and industry-specific listings are great, but don’t forget to court niche platforms that are relevant to your business, such as Angi’s List.
4. Get Customers Talking with Reviews
A whopping 95% of consumers check online reviews before making a purchase.
Online reviews serve as social proof that your business is credible, and it will help you generate more sales when all other things remain equal between you and a rival business. Google even factors in reviews when weighing its local search results.
So, make asking for reviews part of your routine. It’s the most authentic marketing you can have. Encourage customers to leave reviews on your Google Business Profile, as well as on other industry-relevant sites.
5. Become the Local Content King
Content marketing can be a great way to rank your websites for more keywords and establish relationships in the community. Instead of just hawking your latest IPA, why not craft blog posts about local beer festivals, host tasting events, or partner with neighboring businesses for cross-promotion? These helpful topics will help establish trust among your target customers and build your exposure.
Develop a solid local content strategy that focuses on hyperlocal topics and keywords. Make sure you do your keyword search before creating content so you know what keywords people are actually using.
6. Embrace Local Link Building
Backlinks are endorsements from other websites and remain a crucial Google ranking factor. In 2016, Google declared backlinks one of its top three ranking factors, and their importance remains undiminished in 2024. This significance stems from Google’s perception of backlinks as “votes of confidence.” Each backlink indicates another website vouching for your content’s value and relevance.
Local backlinks bring high-quality traffic, cement your local authority, and give Google another reason to bump you up those coveted search result pages. On a deeper level, backlinks establish relationships in your area and industry.
When looking for backlinks, think beyond standard directories. To diversify your link profile, sponsor events or write guest blogs for related businesses.
Measuring Success With Local SEO Tracking
Remember that tracking progress keeps your SEO strategy effective. Since local SEO offers numerous benefits, there are advantages and disadvantages. Keep in mind that measuring return on investment in Local SEO can be difficult if you’re relying on “vanity metrics.” It can also take time to refine an approach if it’s not planned out with tracking and reporting in mind.
Tools like Semrush’s Position Tracking and Google Search Console give detailed insights into what’s working and, just as importantly, what’s not. By constantly monitoring these data points, you can tweak your SEO strategy, optimize campaigns for better performance, and stay ahead of those pesky competitors gunning for your customers.
Successful local SEO strategies in 2024 involve more than simply slapping up a website and hoping for the best. It’s about meeting your audience where they’re searching—online. By implementing these techniques—claiming your GMB, conducting local keyword research, building those all-important citations and reviews, becoming a content machine for your community, embracing strategic link building, and vigilantly tracking performance—you’re not just joining the online game; you’re becoming the MVP.
FAQs: Local SEO strategies
What is Local SEO?
Local SEO is the process of optimizing a business’s online presence to attract more customers from relevant local searches on search engines like Google. These searches can be conducted on Google Maps or regular Google search results, with a focus on a specific geographic location.
Why is Local SEO important for my business?
Local SEO is crucial for businesses that want to attract customers from their geographic area. By optimizing for local search, your business can rank higher in local search results, helping customers find your business when searching for nearby products or services.
What is a Google Business Profile, and why do I need one?
A Google Business Profile (formerly Google My Business) is a free tool for businesses to manage their online presence on Google, including Search and Maps. A well-optimized profile can improve your visibility in local search results and help potential customers find essential information like your address, phone number, hours of operation, and reviews.
What role do reviews play in Local SEO?
Customer reviews are a significant factor in local search rankings. Positive reviews can boost your visibility and credibility. Responding to positive or negative reviews shows that you care about customer feedback and engagement, which can also help your ranking.
