Could your business benefit from the power of local SEO?

The world wide web has transformed the way we interact and do business. Yet for the majority of small or medium-sized businesses, the internet’s global nature can make digital marketing a difficult area to get right. For a pizza parlor, a hairdresser or a car mechanic, web traffic from half way across the world is not going to add to the bottom line. But by focusing on local SEO, these types of local businesses can attract the customers they need, people who are right there in the neighborhood.

A powerful tool, from Hawaii to Houston

In a recent interview, one Hawaii SEO professional described local SEO as “massively powerful” for his clients in Hawaii. A statistic from Search Engine Roundtable that got the SEO world talking in 2018 demonstrates why this is so. An incredible 46 percent of Google searches have local intent, meaning the searchers are looking for results specific to their location. That’s as true for Hawaii as it is for Houston or any other location.

That 46 percent was higher than it had been in previous years, and part of that was put down to the rise of mobile browsing. Mobile searches naturally have more local intent than desktop searches as they are made “on the go.” But also of crucial importance, Google reported around the same time that 76% of consumers who search for a local product or service on their mobile device will visit a store that same day. Clearly, featuring in local search results can have a profound and positive effect on a business’s bottom line.

Leverage the power of local SEO with a Google Business Profile

Like other aspects of search optimization, local SEO is a nuanced and detailed specialization that encompasses technical and non-technical aspects including keyword analysis, content marketing, on-page optimization, link building and other areas. It is a task that most businesses outsource to a SEO or digital marketing specialist.

However, there is one simple thing that any business can do to help it rank better in local search and that demands no specialist knowledge. That is to make use of your Google Business Profile. This is a Google listing specific to your business. It is free to set it up and according to the SEO experts at Moz, it is the single most important factor that Google considers when it comes to local search.

If your business doesn’t currently have a profile, you can set one up from the Google business website in a matter of minutes. It’s simply a case of entering the business details, but take some time over it and make sure you choose the most appropriate business category. Once it is up and running, you can add more information such as business hours, photographs and even news stories. Regularly adding more information keeps it fresh and is all part of the optimization process.

Applying local SEO principles on a global basis

Local search is something no business can afford to ignore. It applies equally to small independent businesses like cafés or craft shops and to nationwide or multinational chains. After all even here, every branch or outlet relies on local search to generate customer footfalls.

In other words, the local SEO principles that are important to a small business can be applied and replicated for multiple locations. Enhancing your online visibility in local searches can undoubtedly grow your business. The first step is to devote some time with your SEO specialist to drawing up an SEO strategy specific to your business and the location or locations on which you need to focus.