In today’s digital age, staying offline means falling behind. Even if you own a brick-and-mortar store, establishing your online presence is essential, especially for attracting more customers.

Why? That’s because it has become a norm to search online before visiting any store. In fact, 88% of customers who searched for local businesses ended up visiting within 24 hours, highlighting the importance of being visible in local search results.

This is where local SEO comes in. Having solid local SEO strategies can help attract nearby customers and drive in-store purchases.

Curious about these strategies? Keep on reading to find out!

What is Local SEO?

Local SEO is an optimisation process that aims to improve visibility in local search results. Stores with brick-and-mortar locations or that serve local areas can benefit from it, as they can present their products or services to people nearby who are actively searching for them.

But being visible to the local audience isn’t enough. To get the most out of local searches, you have to strive for higher ranking position. 

Search engines will use your local content, social page, and citation to rank your business in the local search results—the better or optimised these factors are, the more likely for you to secure the #1 rank position.

Why is Local SEO Important?

Local SEO essentially helps businesses with physical sites or local services, increase their visibility online. By making their presence known to the local audience, they can drive in-store purchases or encourage customers to enquire about their businesses.

There are further statistics that prove the importance of local SEO, as highlighted by Hubspot:

• 88% of customers who searched for local businesses visited a store within 24 hours.
• 72% of customers who did local searches ended up visiting a store within 5 miles.
• 46% of all Google searches are looking for local information.
• 97% of people learn about a company online than anywhere else.

Benefits of Local SEO For Businesses

Sure, local SEO helps enhance visibility and drive offline sales. But of all other digital marketing channels, what makes it worth considering?

Build Local Community

With your presence in the local community, you’re fostering connections with individuals interested in your products or services in your area. When you bond with them by sharing your values, mission, and goal, it will create a sense of belonging among your customers.

A sense of belonging further creates exclusivity. Customers are likely to be loyal and make the next purchases from you, as they feel connected to your brand—which is essential for your revenue growth.

Establish Reputation

A strong local community presence, combined with high-quality services, will establish your reputation in your area. Customers who made purchases from you may refer your brand to their friends and families, expanding your reach through word of mouth.

But this is not limited to people who will make purchases only. When you have created awareness of your brand in people’s minds, people who are yet to need your products or services may someday turn to you, as you’ll be their first choice when the need arises.

Lower Advertising Costs

Customers nowadays are more informed when it comes to buying decisions. Many of them will actively search for products or services, especially those available locally when they genuinely need them.

So why waste much on advertising costs when you can maximise local SEO? With the right strategies, you can drive more purchases or enquiries from local audiences interested in your products or services within your area.

How Does Local SEO Work?

Local SEO functions similarly to regular SEO, but with one key difference: search engines like Google take the user’s location into account. 

When users search for something, Google not only matches the query with relevant keywords but also prioritises businesses that are near the user’s location.

For example, if someone searches for ‘hair salon,’ Google will display a list of salons located in the user’s area. Users can also specify a location in their search, like ‘hair salon in singapore,’ to receive results tailored to that location.

Google presents these results in two formats: the map pack and organic search results. We’ll explain both below:

Map Pack

When users search for location-specific queries, the map pack results appear at the top. Businesses offering similar products or services compete for these top spots. In this case, Google evaluates several factors to determine which businesses rank higher, such as:

• Relevance: Google takes account of how relevant businesses are to what users are searching for.
• Distance: Distance is also what Google considers when showing a list of businesses within a certain area.
• Prominence: Google considers how well-known a business is and the number of reviews it receives to rank it.

Organic Results

In addition to the map pack, search engines like Google also display organic results for local SEO queries. These organic results appear below the map pack, offering users more detailed information about local businesses they may want to explore further.

Just like when it comes to ranking results in the map pack, Google also ranks organic results by considering several factors, and they are:

• Relevance: It’s a key factor that Google uses to rank a business’s site, as it serves as a measure of how well the content matches what users are searching for.
• Quality: When there are multiple relevant sites responding to user queries, Google considers the one with high-quality content to rank better.
• Usability: Since Google wants users to have a smooth experience while browsing a site, it will prioritise sites with strong usability, such as speed and mobile-friendliness, to rank better.

How To Do Local SEO: Step-by-step Guide

Your local SEO strategies should eventually aim to rank your business at the top position of map pack and organic results. Here are the steps you must follow to achieve your goals:

1. Set Up and Optimise Google Business Profile

Google Business Profile is where you create a listing for your business to appear on the map pack and Google Maps. You can display information about your business, from what products or services you offer, contact information, and opening hours, to customer reviews.

Google essentially uses these details to rank your business in the map pack and Google Maps. So by having a Business Profile set up, you will stand any chance when Google decides to place your business at the top result when users make queries.

Aside from ranking, Google states that 70% of customers are more likely to visit and 50% are more likely to purchase from businesses with a complete Business Profile. So it’s important to have your Business Profile optimised, by ensuring the following:

• Provide information about the products or services you offer.
• Add in-store products, which applies if you run a retail shop.
• Add your contact information and link to your website.
• Upload photos and videos to help customers learn more about your business.
• Write a business description that is personal and engaging.
• Set your opening date to let customers how long has your business been operating.
• Set your business hours, including the opening and closing hours.
• Add attributes that are relevant to your business (e.g., WiFi, wheelchair accessibility, outdoor seating, etc).

2. Get Listed in Directories

Directories are websites that list a bunch of businesses. These businesses are typically categorised by the products or services they offer and their locations. These websites also mention the name, address, and phone number (NAP) of each business mentioned.

Having your business listed in directories, while ensuring accurate NAP information, signals to search engines that your business details are accurate. However, there’s only little that NAP citations can impact on rankings, which have declined over the past decade.

Despite not being a significant ranking factor, NAP citations may help expand your customer reach. This is especially true as directories often rank at the top position of organic results when customers are making local queries.

If you have your business listed in a directory that ranks highly, people who click on it may come across your business, learn about your brand, and make their visits or purchases in the future.

3. Get More Reviews and Closely Monitor Them

Reviews act as social proof that reflects a business’s competence, showing whether or not past customers were satisfied. Generally, the more reviews a business has, the more value and trust customers tend to place in it, further influencing their buying decisions.

But you shouldn’t confuse reviews and ratings. Having a thousand reviews with a slightly lower rating, such as 4.7, is often more credible than having just 10 reviews with a perfect 5.0—as this demonstrates a more realistic customer experience. 

That being said, it’s important for you to actively seek reviews from your customers. Here are some recommendations to increase your reviews:

• Ask your customers about their experience and kindly request them to leave a review on your online platform. 
• Display a banner or tabletop sign that encourages reviews, and include a QR code that links directly to your review page.
• Utilise widgets on your website to prompt customers to leave feedback.
• Avoid offering money in exchange for reviews, as it’s against Google’s terms and can undermine your credibility.

While positive reviews can boost your credibility, it’s also important to be prepared for negative feedback and low ratings. Make sure that you respond to them promptly and offer an apology if necessary—which shows that you care about customer satisfaction.

4. Create a Mobile-Friendly Website

With 97% of people learning about a company online more than anywhere else, having a website to support your local SEO efforts is essential. Your website should include information about your business, along with other pages to give customers added context.

But, simply having a website isn’t enough. You need to make sure that your website is mobile-friendly, as this allows your customers to access it on the go using their smartphones.

Additionally, mobile-friendliness is one of Google’s ranking factors. Google now prioritises indexing the mobile version of a website—so by ensuring your website is optimised for mobile users, you’re standing any chance of ranking higher in search results.

5. Optimise for Local Keywords

To help people find your services through local searches, you need to optimise your site for local keywords. You must first understand how potential customers search for your products or services, and what terms they use.

Start with Keyword Research

Begin by conducting keyword research to identify the local search terms your competitors are already ranking for. This gives you valuable insights into keywords you may want to target as well.

In this case, using the SE Ranking Competitive Research tool can help with the process. Here’s how to do it:

First, enter your competitor’s domain into the tool.

Scroll down until you see the SERP features section, and click on the ‘Local Pack’ feature.

Here, you’ll find a list of keywords your competitors are ranking for that have local intent. Analyse which of these keywords fit your business but aren’t currently being used on your site.

Assign Keywords to Relevant Pages

Once you’ve compiled a list of local keywords, the next step is to assign them strategically to the most relevant pages on your site. Ensure there’s a strong connection between the keyword and the content on the page, so it aligns with user intent.

Distribute keywords across different pages to enhance your chances of ranking for multiple local search terms. Make sure each page is optimised for a primary keyword, while also incorporating related local terms to boost visibility in local search results.

6. Optimise Your On-Page SEO

Google counts content relevance as one of its ranking factors. And one way that you can signal to Google that you have relevant content aimed at audiences searching for local queries is by optimising your on-page SEO.

There are two essential steps to take, such as:

• Incorporate the local keywords you’re targeting across your content, including in the URL, title tags, and meta descriptions.
• Create location-specific pages on your site to highlight your local services.

Once you’ve implemented these, let Googlebot crawl and index your content for local search results. If the information is truly relevant and valuable to your audience, your rankings should improve.

7. Push for Backlinks

Backlinks are links from other websites that point to yours. They serve as votes of confidence, giving credibility to your website. The more quality backlinks that you receive, the more that Google will deem your website as a trustworthy source.

And when Google recognises your website as a trustworthy source, the more likely that you can rank for relevant keywords, including those targeted at local intent.

Here are some strategies to push your backlinks and increase your local visibility:

• Reach out to other, non-competitor businesses for links. You may as well offer links to their websites.
• Contact local community forums or newspapers to share your business story.
• Get involved in local events, as event websites may link to yours.

Local SEO Tools

Of all the local SEO strategies we’ve discussed, utilising the right tools is essential. These tools help with everything from profile setup and competitor analysis to keyword optimisation and directory listings. What tools should you use? Learn more about them below:

1. Google Business Profile

Google Business Profile, previously known as Google My Business, is where you manage your business details on Google. It’s an essential tool for any business owner to ensure your information appears in local search results and on Google Maps.

2. Google Search Console

Google Search Console (GSC) is a free tool that you can use to monitor your search performance. You can see how much organic traffic your website is getting, keywords or phrases that drive traffic, as well as the click-through rate and impressions.

3. Google Keyword Planner

Google Keyword Planner offers free keyword research, which you can use to identify relevant keywords and search volumes for specific local queries.

4. SE Ranking

SE Ranking offers more advanced keyword research by providing details to your competitors. You can analyse what keywords they rank for local intent and implement the ones relevant to your business.

5. BrightLocal

BrightLocal offers all-in-one local SEO tools that help businesses grow their visibility and rank higher in both the map pack and organic results. You can use it to track local rankings, perform competitor analysis, perform local SEO audits, and many more.

6. Yext

Yext is where you can add your business information and publish it across multiple publishers, such as Google, Facebook, Yelp, and more. By using it, you can reach and engage with customers wherever they are searching from.

Common Local SEO Mistakes to Avoid

Even experts can make mistakes—after all, it’s often through past mistakes that they discover strategies that truly work. However, since you’re here to learn, we’ve listed some common local SEO mistakes to help you avoid going through the same fate. 

1. No Directory Listings

The first mistake that businesses could make is not neglecting directory listings or strictly sticking to one directory. Not having business information listed on popular directories like Google, Facebook, and Yelp limits the possibility of users finding your business in search.

2. Duplicate Listings

Having more than one set of business information pointing to the same business can result in a Google penalty. So, unless your business operates under a multi-department model, make sure that your Google Business Profile only represents a single business.

3. Poor Website Content Quality

Content quality determines your relevance and credibility for certain search queries and target audiences. This being said, make sure that you write your content for humans rather than trying to deceive search engines by stuffing keywords unnaturally.

4. Not Localising Keywords

Not localising keywords may result in traffic coming in from users located thousands of miles away from your business vicinity. And the chances of them becoming paying customers are very slim, so you miss out on opportunities to drive in-store purchases or enquiries that local SEO should effectively capture.

5. No Contact Information

Missing contact information is another mistake that businesses could make. Without contact information such as phone numbers or email addresses, users may struggle to reach out to these businesses when the need arises. This being said, make sure that you have your contact information clearly visible across your website and on the map pack.

6. Not Optimising for Mobile

Most users search for local businesses using their smartphones nowadays. So, not having a mobile-friendly interface significantly limits your potential to get site traffic, as users may feel frustrated with poor browsing experience.

Final Thoughts

Doing local SEO can indeed affect your visibility among local audiences. The more that you adhere to the proven strategies, combined with sound decision-making, the stronger you can present your business in local searches—leading to in-store purchases or enquiries.

But as optimising local SEO can take the time that you could use to focus on your business, availing of local SEO services can be beneficial. Here at our SEO agency, we offer dedicated support, performed by our experts to deliver the best possible results for your local visibility.

If you need further details about how we do our work on behalf of your business, we’re only a call away. Contact us today!

FAQs

Is local SEO worth it?

Yes, local SEO is definitely worth it. No matter if you’re running a brick-and-mortar shop, staying offline means you’re falling behind. There are a lot of opportunities that the digital world is ready to bring to your business sales and profitability.

Who uses local SEO?

Businesses offering local products and services are mostly using local SEO. They do so because most customers nowadays turn to the internet to find any information they need, including anything related to the products or services that they need to avail of immediately.

Which is better, local SEO or paid search?

The two offer different purposes. With local SEO, you present your business in the map rack and organic results and let customers who need your products or services reach out to you. 

Meanwhile, paid search operates on advertisement settings. Where you’re essentially the one that presents your business to the audiences who are likely to purchase or make enquiries.

How long does local SEO take?

It usually takes around 3-4 months for local SEO efforts to begin showing results. But this may depend on the business type and the audiences it targets.