Local SEO produces an excellent source of traffic for businesses. The current number of local searches has never been higher totaling approximately 46% of all searches on Google. Local SEO places your business in the local finder, local pack, Google maps and organic localized searches.
The local pack appears in over 40% of the total search results that display Google SERP features. This makes their presence fairly dominant and creates traffic opportunities for businesses to attract visitors with buyer intent.
Local SEO statistics for 2019
- 88% of mobile searches result in a purchase within a day (Nectafy)
- 72% of searches made from a mobile device within 5 miles will visit that location (Wordstream)
- 82% of people will make a purchase after reading a review (Google)
- “Near me” searches have grown over 900% since 2017 (Chat Meter)
- 70% of mobile searches call result in a phone call to the business (Google)
- 93% of searches with local intent will trigger the local pack (Go Globe)
- 82% of smartphone shoppers conduct a “near me” search (Search Engine Land)
What are the benefits of local SEO?
An advantage offered by the “local pack” is being in a position at the top of the page. When your website is front and centre in a search result, it gives your company excellent exposure which increases the likelihood of being selected by the user.
The local pack is reserved for the websites which you may or may not be optimized to appear in. However, you can guarantee you listing in the local finder and Google Maps so that your business can be found by customers.
This position not only offers targeted traffic but also serves as an excellent branding opportunity. The appearance of your company as a top-three result will put your website in front of a lot of people searching the term and present your company as an authority in your niche.
Whether your site is selected in a search or not, there is the benefit of building recognition as a dominant company in your field. The more times people who your company name in related searches, the more likely they are to feel comfortable doing business with you.
High conversion rates
The traffic that flows from a local listing converts at a high rate because users are already at the buying stage of the sales funnel. In addition, they are a match for your location and statistics show they have a high probability of ending up at your location within 72 hours.
How do you optimize for local SEO?
To appear locally your website needs to have strong ties to your area through your content, links and local profiles. Creating a local presence starts by claiming your listing through Google My Business.
Google My Business
You can register for a free Google My Business account to get your company started. Fill your profile with as much detail as possible. The information you provide will be used to populate our business profile, which will appear when your company is typed into a search.
The primary category you choose for your company is a crucial selection that affects your search visibility for keyword searches. Scout your biggest competitors in a keyword search to see what category is being used in the first three business listings.
For example, If you are a Chinese restaurant where people sit down to eat then listing your business, as a take-out restaurant will hurt your search visibility. Even if your offer takeout your primary business should match your primary category.
NAP details (Name, Address, Phone number)
It is critical to be very aware of the exact spelling and grammar you use to list your NAP details. In order to build credibility within your locality, your NAP details should be identical across all sites in which your business is listed. Different phone numbers or misspelled street addresses will reduce the validity of your listing.
Confirming your business information is primarily achieved by building citations. A citation is any web property that allows you to list your name, address and phone number publicly and usually provides a link back to your website.
Using reputable sites will build authority and give your website traction as a business in your city. Some of the most popular sites to use are:
Use some of the most popular local directories to get local streams of traffic and strengthen your local presence. Believe it or not, people still use Bing and it actually accounts for 15% of total search volume. Regardless of the traffic, Bing may provide, the publication of your NAP details n such a prominent directory will enhance your local presence.
Google reviews can have a huge impact on your business. Customers will visit a website directly after a good review making this aspect of your presence a ranking factor that will affect your appearance in the local pack.
Other popular review sites will also contribute to your ranking. Yelp, BBB, Angie’s list are among some of the top high review sites. Keep in mind that search engines will assess the content of reviews for detail and keywords. When your keyword and city are mentioned in a review it strengthens your optimization in the local pack.
Your position in the local presence is affected by similar ranking factors as in the organic results. Strong authority links will boost your credibility and potential to outrank your competition.
Getting links from popular local sites will have a similar effect on your local ranking and give your site a boost to appear locally.
Local SEO can make the difference
There’s no question that local SEO has become a vital aspect of driving qualified leads to your business. Optimize your site to appear in the local searches to capture high converting traffic A strong local presence has the potential to fuel significant growth of your company and boost your revenue to new heights.