In 2020, the importance of local search engine optimization, or local SEO, cannot be overemphasized. To prove this point, think about what you search for while on the go. Your search probably includes a local intent. This essentially means “results regarding you and your sphere of influence”. Everything from events and sports results to lawyers, restaurants, and dental offices can be found in this category. This equates to literally trillions of searches each year.
As a business owner, this is a huge opportunity. Even better, you’re likely already taking advantage of Google’s notable shift in prioritizing local search results, and may not even be aware of it. Whenever a “local intent” is triggered, Google also changes the appearance of a typical search engine results page (or simply “SERP” in the SEO industry).
What is Local SEO?
In the old days, a simple Google search would almost always bring up paid ads first, followed by the most relevant webpages and websites the search engine found. Today, Google has furthered its mission to “organize the world’s information” and learned that it is in its best interest to put that information in front of the user at a glance.
Google SERP is designed to keep you on Google.com instead of exploring other places. Did you notice that most of the time the answers to your questions are displayed prominently on your Google page? Google makes more money when you stay on your web property. Serve more ads and collect more data.
Many people look for business information on Google. That’s why it’s important to treat your business’s appearance on Google’s homepage the same way you would treat your girlfriend’s website homepage. But creating a compelling Google List that convincingly shows why your organization deserves your customers’ time, attention, and money is easier said than done. Getting your listing to appear above related businesses is even more difficult and requires local SEO training.
Local search ranking signals
Local ranking signals are constantly changing over time, making it very difficult to stay on top of local search marketing. Google has three main local SEO ranking factors that every local business should consider when optimizing their online presence for local searches.
1. Proximity
Proximity is an important ranking factor because many Google search queries are made with local intent. Proximity is primarily dependent on the distance between your business’ physical location and the Google user’s location when performing a search. However, Google may not know if you’re seeing the same thing without consistent citations. Citations are where your business information appears together online in directories, social media profiles, and websites. Google My Business (GMB) is the most important place where local business citations exist.
Above all, Google places the greatest emphasis on four things: name, address, phone number, and website URL (NAPW). NAPW citations appear in one of two ways:
Company name, address, city, state, zip code, (phone number)
or:
company name
address
City, State, Zip Code
(telephone number)
Inconsistent NAPW citations blur Google’s focus on where you are, but consistent NAPW citations sharpen it. If there are any inaccurate citations, please contact the editor or publisher of the site or blog to request changes.
2. Excellence
Thanks to you, Google can get to know you better. Now you have to prove that you deserve to be seen. Popularity is measured by credentials, ratings and reviews, social signals, inbound links, user engagement, and what is perceived online through the authority of her entire domain and her website.
Social signals and engagement depend on users, but businesses can control getting more inbound links and reviews. A strong link building strategy and consistently good reviews and ratings can take your local search presence to the next level and set your business apart from the competition.
3. Relevance
Even if your business boasts a visible and credible web presence, it needs to be targeted correctly. Google’s ultimate goal is to provide users with the most relevant search results based on their intent. The best way to increase relevance is through local keyword optimization. This includes adding local keywords to your website, blog posts, GMB listings, social media profiles, and other areas of your web presence.
If you have a business in multiple locations, consider creating a page for each location that lists your business hours, contact information, staff, and specific products and services offered at that location.
found in local search
Building an optimized web presence can be difficult, especially without knowledge of the blueprint. A local SEO expert is like a virtual civil engineer, ensuring that your local search credentials are consistently coded. It stands out with its sound structure. Run your business in a healthy spirit.
