With smartphones unlikely to go anywhere anytime soon and local search only becoming more central to Google’s results, local SEO services are the best strategy for area-specific businesses trying to increase their visibility.
How we tackle local SEO campaigns
Google knows where their searchers are thanks to GPS data and IP addresses. They’re also pretty good at figuring out what search terms have local-focused intent. The last piece in their puzzle of matching up searchers looking for local products or services and companies that offer them is knowing where businesses are located.
Local SEO is about giving Google this information and reinforcing it with all the right signals. Activities in a regular local SEO campaign are generally split into on-site and off-site.
On-site local SEO
On-site SEO for businesses targeting localities involves creating pages that represent your presence in each location you want to be seen in. These are often called branch pages or location pages and will be optimised specifically for the location they’re targeting, with all the information local customers might need and all the right tech elements to tell Google you are where you say you are.
Off-site local SEO
The other half of a local campaign is off-site activities. This is where you reinforce your presence in each location by getting your name, address, and phone number out there, wherever anyone might try and find it. Appearing in local directories, maps, and regional publications strengthens your online presence in the area, and Google notices.
Google My Business (GMB) is another important element of off-site local SEO, and properly optimised GMB listings for each of your locations will mean that you can appear in the Google Local Pack that appears at the top of 93% of all local search result pages, cutting ahead of the competition.
Who needs local SEO?
If your business offers a product or service that’s location-dependent, you need local SEO. Whether you’re a service provider operating in multiple locations across the country or a retailer with physical branches in several cities.
SEO is often carried out on a national scale, targeting search terms without borders. Those terms probably aren’t much use to you though, as your customers are looking for something close to them.
Making sure that Google knows that you work in the specific localities you do is the key to ranking locally, and it’s the cornerstone of a digital presence for a location-based business model.
Put yourself on customers’ maps with local SEO
Ask us how we can improve your local online presence in the locations that matter to get you in-front of customers searching for something near them.