The ever-growing local SEO universe

Written by: Jason Bayless | May 22, 2018

Millions and millions of websites exist on the web. The question for most business owners is how to compete against all of the other businesses that offer similar products and services to a particular niche.

Local SEO or search engine optimization allows local business owners to compete in the local market. If you have a local business and you’d like to start localizing your SEO efforts, here is what you need to know about the ever-growing local SEO universe.

What is Local SEO?

Local SEO or search engine optimization means that you create content on your business’s website that appeals to a local audience.

Local businesses who want to capitalize on this trend will use the right keywords to help local searchers find them. For example, a dentist in Boise, Idaho would use words like “Boise dentists” on his/ her website’s blog posts and other pages.

And as Bright Local suggests, local SEO is timely and targeted SEO. Many people who are searching for goods and services in their area don’t actually know the name of the business they’re searching for.

Rather, they search for businesses like local restaurants, gas stations, or banks. They will later become acquainted with specific business associated with their searches. Make sure your business postings are relevant to their searches so that they can eventually learn about your business specifically.

Why Localize, Anyway?

Did you know that of the top three spots that appear in the Google search results, a full 93% of them are local? It’s true, according to HubSpot.

But that’s not all. Small Biz Trends reports that 78% of mobile searchers who conducted a mobile search went on to buy something offline.

Fifty percent of those local mobile searchers actually made their purchases within a day of conducting their product/ services search. And 18% of those purchases actually take place within a day of the search.

If you’re wondering how this compares to those who search via a laptop or a desktop, consider this: Sixty percent of Americans doing a search on their phones and tablets are doing local searches. Make sure that you make it easy for these locals to find you.

Get a Local Address

If you’re not sure how to localize your business for the all-important local SEO search, Entrepreneur.com offers some ideas. First, you can create a local profile on sites like Google+, TripAdvisor, and Yelp.

Additionally, it’s important to provide your local contact information. Make it easy for visitors to find your business’s name, address, and phone numbers. And don’t forget to add Google Maps to the mix. That helps, too.

Create Local Content

One of the ways that you can attract more visitors to your site is to create relevant local content. A grocery store might post seasonal recipes on its site. A local garage door company could offer home improvement advice.

Additionally, you can personalize bigger local events in your area. For example, if a musical festival takes place in your city every year, and you own a local restaurant, you might make posts about where to eat after a concert.
The other kind of local content that you want to encourage is reviews. If you have a steady and loyal fanbase, ask them to post a review on Yelp or TripAdvisor. That increases your clout as a business and increases the reach of your local SEO efforts.

Concluding Thoughts

Local SEO helps small local businesses like yours compete with other similar businesses in your area. Localizing your content may be a matter of including all of your correct contact information as well as encouraging your customers to write up reviews for you on sites like Yelp and TripAdvisor.

You have additional localized options if you create relevant blog posts that will help searchers locate something they need. Finally, remember that many local searchers aren’t yet looking for you specifically. Rather, they are looking for local services like gas stations or restaurants. Introduce these folks to your business by including local references throughout your content.