5 Reasons To Invest In Local SEO
19th June 2018
Local SEO is one of the most important elements in your digital marketing strategy in order to get your business noticed (locally) in search engine results. It is extremely important, especially if you have a business with a brick-and-mortar store or one that provides a service in a certain locality.
According to research carried out by Forbes, 95% of smartphone users have used their device to perform local searches, out of which 61% called the business and 59% visited.
What is SEO and local SEO?
Local SEO, as the name suggests, is a way to optimise your website to rank higher in search engine results for your local audience. Google ranks websites for local SEO based on the location that the person searching is in.
This is important for businesses with physical shops or offices where you will want your customers to be able to find you.
So, now that you know the basics of SEO and local SEO, here are our 5 reasons to invest in local SEO for your business:
1. Almost half of all Google searches are local
Out of the 3.5 billion Google searches a day, almost half of those are location based. In fact, according to HubSpot, 46% of all searches on Google are local.
If the opportunity is already there, you should be taking it. Your customers are already searching for products and services that are local, which puts your business at an advantage. Having a local SEO strategy in place will only put you more at an advantage for as you will be more visible by ranking higher in the local search results.
2. The growth of mobile search has created a real-time need for local SEO
Mobile search has risen exponentially over the years, hence why Google rolled out the Mobilegeddon algorithm update in 2015 (which ranked websites that are mobile-friendly higher, find out more here) along with more recent mobile friendly algorithm updates, and they will likely continue to do so in the future.
(Related article: Why Is It Important That Your Website Is Mobile-friendly?)
Mobile phones give us the ability to use search when we want, including when we’re out and about. And that’s exactly what we do.
According to a 2016 HubSpot survey, 1 in 3 smartphone searches was made right before a store visit. This shows how important it is for your business to be visible online where it counts, and by using a local SEO strategy, you could be visible to these smartphone users searching on the go.
3. Voice search is used for ‘near-me’ searches
It is predicted that by 2020 50% of all searches will be voice searches, according to comScore. This should come as no surprise, as most (if not all) devices come with an already installed AI assistant such as Siri, Cortana, or Alexa.
So what does this have to do with local SEO you may wonder? People are using their devices to ask (through voice) for their ‘near-me’ searches.
For example; if someone is driving and needs fuel for their car, they can ask their device ‘where is the nearest petrol station’ and the device will talk back giving them an answer along with asking if they would like directions to the chosen business. With local SEO in place, you could be the chosen business that the AI assistant chooses.
- Local SEO creates a better user experience for your customers (H2)
Every business wants to rank as high as possible in search engine results, and that’s why SEO is so important. You want customers to come across your website easily, otherwise, you risk losing out to other local businesses in your industry.
You may have potential customers that are aware of your brand but don’t know where your physical store/office is. If they’re out and about and search for keywords or phrases relevant to your business, without a local SEO digital marketing strategy, you are unlikely to be visible to them.
Local SEO makes your business’s website and information quick, easy and convenient to access for your customers, which creates a better user experience for them. And a good user experience will create a positive outlook towards your brand, which in turn, will result in customer loyalty.
5. Google’s local 3-pack generates more traffic
Google’s local 3-pack (as shown in the image below) is a panel that shows the top 3 search results for local searches, as well as a map to show where they are exactly. And at the bottom of the panel, there is a ‘more places’ button which shows 4 more local results. Previously, there was Google’s local 7-pack before Google updated their algorithm to suit mobile users.
The local 3-pack generates a lot of traffic, whereas the other 4 results don’t. This is because it’s easier to pick one of the local 3-pack businesses rather than click on ‘more places’. In fact, according to a Moz study, only 8% of people choose to click on ‘more local results’.
Local SEO will help your business become one of the top 3 in the local 3-pack, giving your business more visibility to customers searching for products/services that you provide at the time they’re searching for them.
Want some help with your local SEO?
We hope this article has given you insight into how local SEO contributes to a successful digital marketing strategy and why this is not something to be ignored.
To find out more about our SEO services, check out our SEO page