Why Local SEO Is Important For Website Marketing

Local SEO is one of the most effective ways for a small business to get found by nearby customers. 71% of people searching for local businesses look online, 46% of all searches are for local results, and 50% of people who search for a local store online visit that store within a day. Local searches from mobile devices lead to 18% of sales within a day.

How local search rankings actually work

For a small business, local SEO matters because local search rankings are built from information across several websites, not just your own. Social media profiles for local businesses often appear near the top of organic results, and many people go straight to profiles like Facebook or Yelp to learn more about a local business. Search engines pull from four main sources: the business’s website, Yelp, local directories, and the local community.

Google’s traditional local algorithm weighs two factors: distance and relevance. By providing complete business information, Google can better understand your local business and match your listing to relevant searches. If your business has multiple locations, local SEO gets trickier but can bring a major revenue boost.

Why brick-and-mortar businesses can’t skip it

Local SEO is crucial for small businesses as well as big companies with multiple locations. It helps your business reach a wider audience and drives foot traffic to physical locations. With 87.3% of US internet users, local SEO is a key advantage in the competitive marketplace.

For a pizza place in New York, you could be competing with up to 20 million other local pages for the top spot. The best way to stay on top of local search results is to optimize your website for keywords tied to your neighborhood, city, and region.

Filtering out the wrong searchers

Local SEO also weeds out searchers who aren’t looking to make contact. Google prioritizes proximity and intent, so someone searching for an HVAC company 50 miles away won’t see your results, while a person looking for a local HVAC business will. That targeting is particularly useful for local businesses and can be the key to sustaining revenue.

Practical steps to start with

Use tools like Google Keyword Planner and Google Trends to analyze what people are searching for locally. When writing content on local SEO, avoid fluff pieces and focus on information that is helpful to your readers. By adding useful information, your readers will be more likely to want to visit your website, and search engines will see you as a local expert. You can also write articles on local events and sponsorships.

Make sure your business name, address, and phone number are on your website. If you don’t take advantage of local SEO, your competitors will.

FAQ

What percentage of searches are for local results?

46% of all searches are for local results, and 71% of people looking for local businesses search online.

How quickly do local searchers visit a store?

50% of people who search for a local store online visit that store within a day, and local searches from mobile devices lead to 18% of sales within a day.

Where does Google get local business information?

Google pulls local business information from four main sources: the business’s website, Yelp, local directories, and the local community, and it weighs distance and relevance to match listings to searchers.

Related coverage

• Local SEO Marketing – How to Optimize Your Website for Local Search
• Local SEO Tools For Website Marketing