Local SEO: Why It Matters

Written by: Jason Bayless | July 05, 2016

Is it worth it to try and get a good ranking for a local search term? As a local small business owner, you may even wonder how SEO marketing (search engine optimization marketing) stacks up against other more traditional types of marketing campaigns. Well, wonder no more. According to Brafton.com, 80% of the people searching the web are looking for something local. If that piques your interest, it should. Read on to learn more of what you need to do to capitalize on this trend.

Immediate Results

Nearly 20% of the traffic for local searches bring sales to the business in question within a 24-hour period. In general, 61% of local searches eventually lead to sales.

Those stats right there should get your attention if your business caters to local clientele. These people should be your target audience. The Business2Community website goes so far as to say that the calls that result from these local SEO searches offer a business high-quality leads. If a person calls your business, asking about products and services, they usually want to make a purchase.

But keep in mind that the search should only be a part of your marketing efforts. If you’re savvy, it’s even better news if you have a plan to put these customers on your mailing list. The work you did to gain those local customers pays off long after the research you did to find the right local keywords to attract them to your business in the first place.

Forget Mobile at Your Own Risk

More and more people own smart phones and tablets than ever before. An article on Search Engine Watch states that 80% of local searches are conducted on mobile phones. And of these searches four-fifths of them lead to a purchase of some kind, again within a day, often within hours. Some sources even say that the time it takes from search to purchase for this important local demographic is only one hour.

The businesses getting the most searches on the local level are restaurants, followed by car dealerships, and then arts organizations respectively. If your business falls into one of these categories, then you’ll want to make sure that a large part of your search engine marketing efforts center around getting local results.

Further, you’ll want to include the features on your website that locals most often search for. Be sure to have your business’s location on your website – a full 27% of people use the web to find out that information. Thirteen percent of the searchers are specifically looking for driving directions. And if you’re a local restaurant, make sure that your on-page SEO includes your city and state. For example, if you own a restaurant in Boise, Idaho make sure that you slip in something like “Boise, Idaho restaurants” or “restaurants in Boise” in your on-page descriptions.

But Also Don’t Forget Computer Users

While mobile may be the way to go to get people on their way to the store, good old-fashioned computer users make good customers, too. Thirty-four percent of the searches from these visitors turn into sales, usually within 24 hours. Your efforts to attract local clientele from their ranks are not wasted.

Final Thoughts

Finally, remember if you’re looking for more potential customers from your community, be sure to optimize your website with handy tools like phone and social media icons so that web searchers can easily call you or look you up on Facebook or Twitter Do the work for them. Don’t leave money on the table if you don’t have to.