Local SEO - Why It Really Matters to SMEs
Local SEO is as a game-changer for small and medium-sized enterprises (SMEs). From the corner florist to the neighbourhood pub, mastering Local SEO will help drive footfall, boost revenue, and establish a robust online presence.
In the following article, we delve into what Local SEO is, why it's crucial for SMEs, and how it can propel your business to new heights.
Understanding Local SEO
According to Brafton.com, Local Search Engine Optimization is “a tactic that involves getting your company to rank at the very top of the search engine results page for specific people in your target market’s location.” Unlike general SEO, which aims to improve a website's visibility on a global scale, Local SEO is all about targeting potential customers in the business's immediate geographical area.
Local SEO generally includes tasks such as optimising your Google Business Profile, implementing local keywords within your strategies, and creating locally relevant content. If you’re a business with multiple physical locations, it’s essential that each and every one of these locations is optimised for local search.
Why is local SEO so important for small and medium-sized businesses?
It offers enhanced visibility: Local SEO ensures that when potential customers search for products or services in their vicinity, your business appears prominently in the search results. Local and organic searches together make up 69% of overall digital traffic. What’s more, brands that show up on Google are almost 3 times more likely to be considered reputable by consumers. This discoverability is vital when it comes to increasing footfall and boosting sales.
It allows for targeted reach: Unlike larger corporations that may cater to a global audience, SMEs often rely on local customers. Local SEO allows these businesses to channel their marketing efforts towards the audience that matters most to them, increasing exposure locally and improving the likelihood of
It builds trust and credibility: Local SEO not only improves search rankings but also cultivates credibility, a key factor in consumer decision-making. Positive reviews on your Google Business profile and accurate, consistent business information across platforms will build trust among potential customers. Research shows that 91% of 18 to 34-year-olds trust reviews online just as much as personal recommendations.
It helps your business become more mobile friendly: With the rise of mobile searches, people are frequently looking for nearby businesses while on the go. Local SEO ensures that your business is easily discoverable on mobile devices, capturing the attention of users actively seeking immediate solutions. 76% of people who search on their smartphones for something nearby visit a business within a day.
It’s a form of cost-effective marketing: For SMEs with limited marketing budgets, Local SEO offers a cost-effective strategy. Rather than competing on a national or international level, businesses can concentrate their efforts where they matter most, maximizing the impact of their marketing expenditures.
How to take advantage of Local SEO
Claim and verify your Google My Business (GMB) listing: Claim and verify your GMB listing. 64% of consumers have used Google My Business to find contact details for a local business. Each one of your business’s physical locations should be listed, with information on address, phone number, hours, photos, etc. Ensure consistent branding across all profiles.
Encourage customers to leave reviews: Positive ratings have significant influence on potential customers. According to Brightlocal, 87% of consumers used Google to evaluate local businesses in 2022 and 21% of consumers read online reviews every day. Display reminders for customer reviews on signs within your shop, on your website and across social media, and in-person during checkout.
Optimise your website with local keywords: Include location-specific terms in your content, meta descriptions, and title tags. Use Google’s Keyword Planner for help with this task and ensure you have local keywords that are relevant to each location. Over the last two years, searches for local places without the qualifier "near me" have grown 150%, faster than comparable searches that do not include "near me."
Create localised content: Craft unique content that caters to your local audiences in each area you’re targeting. This could include blog posts about community events, testimonials from local customers, localised product reviews, or any other content that establishes a local connection. Localised content also offers an excellent opportunity to incorporate local keywords based on your locations.
Get listed in local directories and other citations: Does your town or chamber of commerce have a directory? This is another way that potential customers can discover you, and it can also help you earn links to your site and build your local authority. Consistency is key across online directories. Ensure your business name, address, and phone number (NAP) information is accurate and up-to-date across all platforms.
Local SEO is a lifeline for small and medium-sized businesses looking to thrive in an increasingly digital marketplace. By focusing on local audiences, optimising online profiles, and fostering community engagement, SMEs can harness the power of Local SEO to drive foot traffic, boost revenue, and establish a strong and lasting online presence.