Mastering Local SEO: Unlocking the Potential of Your Business in the Digital Age

Did you know that a whopping 93% of consumers use the internet to find a local business? Yet, surprisingly, over half of local businesses haven't claimed their Google Business Profile. That's a lot of missed opportunities! But don't worry, I'm here to guide you through how local SEO works, how to claim and optimize your Google Business Profile, and how to optimize any website for local SEO. If you or your clients are finding it tough to climb the ranks in local SEO searches, this guide is just what you need.

What is Local SEO?

Let's break it down simply. Local SEO is about getting your pages, products, and services to rank higher for location-specific keywords, like "Sydney" or "Melbourne." Unlike regular SEO, which targets a general audience, local SEO is all about reaching customers in a specific area. If you have clients across various niches, it might be tricky to figure out who benefits most from local SEO and how to weave it into their strategy. Think about it like this: many local businesses, like hairdressers and restaurants, rely heavily on the local community for customers.

How Does Local SEO Work?

Google's local SEO algorithm focuses on three key pillars: proximity, relevance, and prominence. Businesses should be close to the user, stand out in search results, and be relevant to the topic. Google's main ranking factor for local searches is the user's physical location. It shows results based on where it thinks the person is at that moment. On desktops, it uses the IP address; on smartphones, it uses GPS. Local SEO not only targets local users but also helps you reach those ready to buy, boosting your conversion rate.

The Local SEO Search Results

In search engine results pages (SERPs), Google supports local intent by offering features like the "snack pack" result, which includes business reviews, prices, services, and more. With Google's updates, business listings now appear prominently on the left, with maps on the right. As you optimize for these results, expect some traffic changes until the updates fully roll out. Only three results show here, so you'll definitely want this guide.

Next up are knowledge panels and answer boxes, which pop up for specific queries, like a business's opening times. I'm about to dive into optimizing Google Business Profiles and on-page and off-page SEO for local searches. But first, don't forget to subscribe for more digital marketing insights!

How To Optimize For Local SEO

Here's how to make sure your website is optimized for local searches. First, claim your Google Business Profile. It's a straightforward tool to manage your online presence across Google, including search and maps. Most local search info comes from this profile, so it's crucial. Set it up by visiting google.com/business, enter the business details, and you'll start appearing in local search results. It might take a week or two, but this will boost your website traffic and customer experience. Choose a call-to-action button to increase click-throughs.

Next, dive into keyword research. Look for relevant local SEO keywords in four areas: service locations, personalized locations, opening times, and phone numbers. Use tools like Google's Keyword Planner for guidance. Remember, there's been a huge increase in "open now near me" searches, so include "near me" in your strategy. Google decides which users see your business based on your profile info.

For on-page optimization, focus on your contact page. It should match your Google Business Profile. Add FAQs with local keywords, embed a Google Map, and include directions to your business. Use location keywords in titles and meta descriptions. Make sure your content naturally includes these keywords and is easy to read. For businesses with multiple locations, create separate landing pages with unique URLs and contact info for each location. Add schema markup with NAP data for real-time info like holiday hours.

Off-Page Optimization

For off-page optimization, local citations are key. Ensure your business details are consistent across directories like Yelp and Yellow Pages. Conduct regular audits to keep info accurate. Reviews are also crucial, as they influence rankings. Encourage customers to leave reviews and integrate them into your marketing efforts. Keep your business info updated across all platforms to avoid issues.

At Action Digital we have a list of over 100 directories to list your Australian local business.

Now you're ready to optimize your site for local SEO. Implement these tips and watch your visibility soar!

Here are some sources for the facts provided in the script:

1. Percentage of consumers using the internet to find local businesses:

   • A study shows that 93% of consumers use online searches to find local businesses. Source

2. Percentage of local businesses that haven't claimed their Google Business Profile:

   • As of recent data, 56% of local businesses have not claimed their Google My Business listing. Source

3. Google's local SEO algorithm focusing on proximity, relevance, and prominence:

   • Google's local SEO algorithm uses proximity, relevance, and prominence as key factors in determining local search results. Source

4. Google search results snack pack feature:

   • The Google Snack Pack, also known as the Google 3-Pack, displays three local Google Business Profiles related to a user's search query. Source

5. Increase in 'open now near me' searches:

   • Searches for "open now near me" have surged by over 400% globally year over year. Source