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Local SEO means optimising your
online presence to attract more customers from local searches on Google and
other search engines. A powerful tool for small businesses, it can improve
brand visibility.
A local search strategy has a significant impact
on your success, as 80% of local searches lead to conversions. When you
consider 46% of people conducting Google searches are looking for a local
business, it’s obvious that without a local SEO strategy in place, you’re
missing out on valuable traffic.
What are the benefits of a local SEO
strategy?
Gain more valuable leads by investing in a local
SEO plan, as 50% of users visit a store within one day of finding it on a local
search. These people are closer to making a purchase, so it helps drive
customers to your door by finding your business first. Figures for people who search on their smartphone are
even more significant, as 76% of users who search on a mobile phone for a local
business visit within a day.
It can be a case of going to a local shop,
finding they don’t have what you need, sitting in your car to do a local search
for the same item elsewhere and setting off right away to purchase it. A
massive 72% of consumers who perform a local search visit a store within five
miles of their current location.
Why are mobile devices so important in local
searches?
Mobile devices have grown increasingly popular
over the past few years, so making sure your website is optimised for mobile
use is another must. If your site is adapted only for people who search on a
computer, you’re alienating a large section of your local audience.
Being mobile and user-friendly are crucial in your digital marketing
strategy. Around 50% of sales come from searches on mobile devices, according
to research from Google. The priority is to produce a fast
and relevant web page that works as well on a mobile device as it does on a
computer.
One in
three people will search on their smartphone first for a local business and
having a positive mobile experience will make them 61% more inclined to
convert. More than half (53%) of mobile web surfers will abandon a site that
takes more than three seconds to load. Most people spend only around 30 seconds
browsing before they move to another website if it takes too long to find what
they’re looking for.
Why do so many people convert on local searches?
The reason for the high conversion rate is
because the searchers usually know the exact product they’re looking for and
need to purchase it urgently at a shop near them. They would be less likely to care about the location
if they didn’t plan on purchasing the product right away.
You’re attracting leads who can become regular
customers for your business, so without a local SEO strategy, you’re missing
out on plenty of potential conversions.
How can local businesses compete with the big
brands?
Google gave local businesses a way to beat the
big guys in 2014, when they rolled out version one of their Pigeon update,
which gave local businesses the platform to compete for search rankings at a
local level. The change gave a ranking boost to businesses close to the user
when carrying out location-specific searches.
For example, searching for “pizza takeaway
near me” or “builders in Cornwall” would come up with a choice
of local results. Pigeon effectively introduced local businesses to the world
of the search engine. Those who recognised its value took advantage of this
boost as quickly as possible.
How does ranking on Google benefit businesses
for “near me” searches?
In the past two years, there has been a
phenomenal rise in “near me” searches, with the biggest growth being
in urgent searches. Statistics compiled this year show the true extent of the
boom.
The phrase “near me today” has seen a
staggering 900% growth: for example, the search for “takeaways near me
today” have rocketed. There has also been 150% growth in phrases like
“near me now”, such as “pizza near me now”, while
“stores open near me now” has seen a 200% growth.
This may be a reflection on the current climate
during the Covid-19 lockdown, as people try to find out which businesses are
still providing a local service. Ranking high in the “near me”
searches can increase footfall and website traffic, which will hopefully lead
to more conversions.
Ranking higher benefits your business because
75% of people never scroll past the first page on Google rankings. If your
ranking is lower than this, you have less chance of being seen and attracting
new customers.
What are the benefits of Local SERPs and
Google My Business?
Customers can find your contact information
quickly and ring you to book, or get more information. This optimises your
business for “near me” searches.
Listing your business on Google My Business has
the desired effect – yet 56% of local retailers haven’t yet claimed their
Google My Business listing. This means they’re missing out on the chance to
drive more local traffic their way.
When people conduct a search, it generates a
box, known as the local SEO three-pack, where local businesses’ Google My
Business listings are displayed. Your business name, address and telephone
number will appear, plus the complete directions to reach your address using
Google Maps.
Can customers use Google maps to directly
find your business?
Google has spent a lot of time refining and
improving Maps and the results speak for themselves. It’s a useful tool that
uses GPS data to guide us seamlessly to our destination.
If you conduct a search for “DIY stores
Cornwall”, for example, the top local stores will appear in a box at the
top of the Google search results. The listing will display their address and
contact details, a link to their website and the option to click the
“directions” button and be guided by GPS on your mobile device.
In June, Google announced a number of changes
coming to Maps, improving ad formats and features to ensure they will drive
more foot traffic to your bricks-and-mortar business premises. The goal is to
optimise the Maps experience for users.
Getting your local SEO right is vital to boost
your sales. This is why 73% of companies invest in a professional SEO expert to
devise the best digital marketing strategy. The current Covid-19 situation is the perfect time to improve your SEO and page rankings, as more people conduct
online searches to find out who’s open – so, as they say, there’s no time like
the present.
As American tech billionaire Michael Dell (founder
of Dell Inc) once said: “There’s always an opportunity to make a difference.”
