If you’re anything like us, you’ve probably searched “cafés near me”, “Brisbane coffee shops” or, maybe even “Brisbane 24hr coffee delivery” plenty of times. When your search loaded, did you scroll through several pages in case the best result was hiding all the way back on page 9? Didn’t think so.
More likely, you only looked at the top handful of results on the first page of Google.
Whether you realise it or not, the first few search results appear in that order for a very good reason. They appear because those businesses are using local SEO methods to leverage their search results.
Effective local SEO for Brisbane business owners can make a huge difference in their visibility within the surrounding community. It gives your business the boost it needs to break through the noise and establish itself as a trusted force amongst locals.
While local SEO can certainly transform your business’ performance, wrapping your head around exactly how it can help can feel a bit overwhelming. Thankfully, if there’s one thing that BeKonstructive Marketing love doing, it’s helping local Brisbane businesses find digital marketing success. So today, we’re going to break down everything you need to know about local SEO and how it can help your Brissy business break through the online noise.
At BeKonstructive, we use local SEO techniques when creating content for our clients. Below, we give you a run down of what local SEO is, how it works, and some practical things you can do to to improve your local SEO strategy.
Getting Started with Local SEO: The Basics
What is Local SEO?
Local SEO is the practice of optimising your website to be found and prioritised in local search results. Local SEO is important because 75% of search engine users never scroll past the first page, so using it effectively helps your business stay within the first few results. To give you an idea, local search results will always be location based, for example, “Lawyers near me” or “Brisbane Lawyers.” These common searches form keywords that need to be used in website copy, content, and links.
The Value of Local SEO
Let’s break it down. If regular Search Engine Optimisation (SEO) is the process of optimising your website so that it ranks higher in search engines for targeted keywords, then local SEO is achieving the same, but for targeted localised keywords.
For many local Brisbane businesses, this is the best path to take in order to increase your visibility online. The goal of local SEO is to have your business presented to any users who are searching for your services within their immediate area.
The SEO competition in your local Brisbane community is always going to be less intense than if you try to rank for broader search terms. To put this into perspective, we’ve included some keyword research data from some different search terms below. The broadest search term ‘SEO’ has lots of competitors vying for a position in Google and a ‘Keyword Difficult’ score of 100%. That means that this search term will be very difficult to rank for.
‘SEO Australia’ on the other hand has far less search volume, but a much lower Keyword Difficulty score, making it significantly easier to rank for. ‘Brisbane SEO’ has a higher search volume, AND a lower Keyword Difficulty score, making it a great opportunity. And then ‘Sunshine Coast SEO’ has reasonable search volume and the lowest keyword difficult of all.
What this data shows us is that the more localised you go, the easier the keywords are to rank for. There is usually less traffic or search volume – but still enough to make the campaign worthwhile. Basically, you can drive targeted traffic, for less resources with local SEO. It is a much more affordable approach to SEO services for Brisbane businesses.
How does Local SEO work?
Understanding how local SEO works is important if you decide to use it as part of your business’ marketing strategy. There is a significant difference between simply using words associated with your business locality and actually doing your research to use phrases that will effectively drive more traffic to your website or foot traffic to your store. Google also has a set of guidelines that, if broken, can put all your hard work to rest, so it’s important to consider these too – learn more about general SEO practices here.
Different to standard SEO campaigns, where optimisation is primarily built around ranking as high as you can for certain keywords, Local SEO is about using citations / NAP’s (name, address, phone number) to rank highly for that specific location. Citations, often in the form of a directory listing, essentially create validity in Google and build the foundations for your business to be able to rank in keyword searches.
Finding keywords to use for local SEO begins with keyword research. Keyword research involves generating a list of services your business provides or products you sell and adding them to “near me” or your geographical location. At BeKonstructive, we might use terms like “Copywriting Brisbane” or “Content Marketing agencies near me.” If you’re working with an SEO expert, they will check the ranking of these words in Google and decide which combinations will help your business generate more traffic.
Reviews are also an important ranking factor on Google. When you make a Google My Business listing for your business, your customers and clients can leave reviews and ratings. The more reviews you have and the more positive your star ranking is, the greater the odds that your business will be ranked highly for local searches. Research conducted by Semrush also showed that businesses with positive comments left on their reviews are likely to be ranked higher as well.
While using the actual location in your keywords is important, it’s also important to consider how new technology can impact people’s searches. For example, voice activated searches are becoming more prevalent, which means people are more likely to say “Hey Siri, search for doctors near me” rather than “Hey Siri, Brisbane doctors” therefore, it can be worthwhile considering how your keywords transfer to the spoken word, rather than how they look on paper.
The other key element of local SEO is link building. Establishing a link to your business’ site on another trusted site is an important factor to achieving a top spot on the search engine results pages (SERPs). Some of the most valuable sites to achieve links on are local news and content sites, local community sites, industry news and content sites and high domain authority sites. In order to build these links, it is important to establish good relationships with bloggers and journalists so that they include a link to your site in their content. It is also really important to connect with other local business’ in case they are interested in a link exchange.
To benefit the most from local SEO, your site will also need to be mobile friendly. Did you know 61% of searchers are more likely to contact a local business if they have a mobile-friendly site? In addition, 78% of location based mobile searches result in an offline purchase and 18% of location based mobile searches result in a sale within one day.
We go into more depth about these different local SEO tactics further on in this article.
Who Benefits the Most From Local SEO?
Businesses who have an established bricks and mortar store in a specific location will benefit the most from local SEO, especially when it comes to ‘near me’ searches. This includes coffee shops, doctors clinics, hair dressing salons and similar walk-in type businesses.
Mobile businesses – like cleaners, electricians, and delivery services – will also benefit significantly from being optimised for location-based SEO searches.
Other types of businesses like service-based, professional services, and B2B businesses can benefit from local SEO as well, but it is worthwhile considering why the person is searching for a local provider. For example, at BeKonstructive Marketing, we often find that people who are specifically searching for a Brisbane SEO company have likely had a negative experience using an overseas or interstate provider. They are frustrated with the customer experience, and are looking for a team that they can meet in-person who are reliable, transparent, and communicative. (Lucky for us, we’re all of those things and more!)
Why Do I Need to Use Local SEO?
Overall, implementing local SEO is essential if you want your business to rank well for local searches. As of June 2019, 72% of consumers who performed a local search visited a store within 5 miles of their current location, and 78% of location based mobile searches resulted in an offline purchase. So, when done right, local optimisation plays a big part in generating sales and business awareness. If big businesses in major cities can generate success from local SEO, imagine what local SEO could do for a specialist service in a small town.
Optimising Your Local SEO: Practical Steps
There are some key steps that a local SEO strategy requires to be successful. We have outlined these below to help you get started, but if you’d like to request a quote for our Brisbane SEO services to help you get your campaign up off the ground, you can get in touch or book a free SEO discovery session.
Maintain Your Google Business Profile
One of the key ranking factors behind strong Brisbane local SEO is having a well-maintained and up-to-date Google Business Profile. This is because having a detailed and accurate Google Business listing will go a long way towards helping your business perform better in localised Google searches.
While many Brisbane businesses have a profile on GBP, they too often neglect to get the most out of this platform. It’s not uncommon to find local businesses have Google profiles with outdated phone numbers, addresses, and opening hours. Not only does this confuse your potential customers, but your business will also be penalised by Google for having a half-complete or inaccurate profile.
Maintaining your Google Business Profile is one of the most effective ways to improve your local SEO. To find out more about how to take your Google profile to a new level, be sure to read our blog 4 Ways to Optimise Your Google Business Profile.
Targeting Local Search Terms
Optimising your website’s written content to target local search terms will help Google point local customers in the direction of your business. Typically, when users look up location-based search terms – i.e. “Newstead Flower Shop” – they are looking for a business that is nearby. Therefore, if you own a flower shop in Newstead, you have a strong chance of ranking for this search term as long as your content zeroes in on the fact that you offer those services within that location.
Generate (Legitimate) Reviews
Circling back to Google Business Profile for a moment, Google is going to look favourably upon local businesses with lots of positive reviews on their profile. But a word of caution: don’t try to game the system by submitting a bunch of fake reviews and hoping that you can get away with it. Because you can’t and it will actually hurt your business’ chances of ranking. Instead, set up organic ways for your customers or clients to submit reviews so your business can get the boost it needs.
Your Google Business reviews can also help your business rank on Google Maps whenever someone conducts a local search. Research from Semrush has shown that the average star rating for the top three results on Google Maps are 4.31, 4.31, and 4.29, respectively. Clearly, having positive reviews helps your ranking odds on Google Maps, but the quantity of reviews also plays a factor. The top results had an average number of 868 reviews, the second 762 reviews, and the third 682 reviews.
Quality and quantity of reviews are both essential for getting your local business to the top of Google Maps’ search results.
A Link to Success
Sprinkling relevant links throughout your website will create a healthy ecosystem where your various webpages will be speaking to each other and to other websites through the use of internal and external links, respectively. This will help your website rank higher for local searches. Learn how a strong internal linking strategy can help your SEO campaign here.
No, we don’t mean making sure you get enough shut-eye!
In Brisbane local SEO, NAP consistency refers to the accuracy and uniformity of your business’s Name, Address, and Phone Number (NAP) information across various online directories, listings, and platforms. NAP consistency is a critical factor for local SEO and can greatly impact your business’s visibility in local search results.
Here’s why NAP consistency matters and how to achieve it:
- Accuracy and Trust: Search engines, such as Google, rely on consistent NAP information to verify the legitimacy and trustworthiness of your business. Inaccurate or inconsistent NAP details can confuse search engines and potential customers, leading to a negative impact on your local search rankings and credibility.
- Citations and Local Listings: Local directories, review websites, social media platforms, and other online directories often display NAP information for businesses. These citations and listings play a significant role in local SEO. Ensuring consistent NAP across these platforms helps search engines recognise and associate your business with the correct location, improving your local search visibility.
- User Experience: NAP consistency is crucial for a seamless user experience. When potential customers find your business online and try to contact or visit you, they expect accurate and up-to-date information. Consistent NAP details across directories build trust and prevent confusion, enhancing the user experience and increasing the likelihood of customers engaging with your business.
To achieve NAP consistency, follow these best practices:
- Audit and Update: Start by conducting a comprehensive audit of your current NAP information across all online platforms. Identify any inconsistencies, outdated information, or duplicate listings. Correct any errors or discrepancies to ensure accuracy.
- Claim Your Listings: Take ownership of your business listings on relevant directories, review sites, social media platforms, and local business directories. Claiming and managing these listings allows you to have control over your NAP information and ensure consistency.
- Be Accurate and Complete: Ensure that your NAP information is accurate, complete, and up-to-date. Include your business’s legal name, physical address (including suite numbers or floor), and a local phone number. Avoid using toll-free numbers or call tracking numbers, as they may create inconsistencies.
- Maintain Consistency: Use the exact same formatting (including abbreviations and punctuation) for your NAP information across all listings and platforms. This includes consistent use of street abbreviations (St. vs. Street), suite numbers, phone number formats, and any other details.
- Monitor and Update: Regularly monitor your NAP information across directories and listings. If your business undergoes any changes, such as a relocation or phone number update, promptly update the information across all platforms to maintain consistency.
Remember, NAP consistency is an ongoing effort. Regularly monitor and manage your online listings to ensure accuracy and consistency, as this will contribute to better local search visibility and a positive user experience.
Local SEO Strategy
How do you find the best performing keywords for a local SEO campaign?
Finding the best performing keywords for a local SEO campaign requires a strategic approach. Here are some steps to help you identify effective keywords for your local SEO efforts:
- Understand Your Business and Audience: Begin by gaining a deep understanding of your business, its offerings, and your target audience. Consider the products or services you provide, the specific locations you serve, and the needs and preferences of your local customers. This knowledge will help you develop a foundation for your keyword research.
- Brainstorm Relevant Keywords: Start by brainstorming a list of keywords that are relevant to your business and location. Think about the terms and phrases your potential customers might use when searching for products or services similar to yours. Include variations that encompass different aspects of your business, such as specific services or local landmarks.
- Use Keyword Research Tools: Take advantage of keyword research tools like Google Keyword Planner, Semrush, Moz Keyword Explorer, or Ahrefs to expand your list of potential keywords. These tools provide valuable insights into search volume, competition, and related keyword suggestions. Look for keywords with a decent search volume and low to medium competition, as these are more likely to bring targeted traffic to your website.
- Focus on Local Intent: For a local SEO campaign, it’s crucial to target keywords that reflect local intent. Include location-specific terms, such as the name of your city, neighbourhood, or region, in combination with your primary keywords. For example, if you are a bakery in Brisbane, target keywords like “best bakery in Brisbane,” “Brisbane CBD cake shop,” or “bakery near Story Bridge.”
- Analyse Competitors: Analyse the keywords your local competitors are targeting. Tools like Semrush or Ahrefs can help you identify the keywords they are ranking for. Assess the relevance and competitiveness of those keywords, and consider whether there are any gaps or opportunities you can exploit.
- Consider Long-Tail Keywords: Long-tail keywords are more specific and less competitive than broader keywords. They typically consist of longer phrases and target more specific search queries. Incorporating long-tail keywords into your strategy can help you attract highly targeted local traffic. For instance, instead of targeting “dentist,” focus on “best pediatric dentist in [your city]” or “affordable orthodontics in [your neighbourhood].”
- Analyse and Refine: Once you have selected a set of keywords, monitor their performance using tools like Google Analytics and Search Console. Track rankings, organic traffic, and conversion rates to evaluate the effectiveness of your chosen keywords. Refine your strategy by adjusting or expanding your keyword list based on the data and insights you gather.
Remember that keyword research is an ongoing process. As trends and customer behaviours change, continue to monitor and adapt your keyword strategy to stay competitive in your local market.
Expert Local SEO Services for Brisbane Business Owners
When it comes to mastering local SEO, Brisbane-based businesses have a powerful ally in BeKonstructive Marketing. As an established SEO agency Brisbane trusts, not only do we understand the ever-evolving complexity of search engine optimisation but we are also acutely aware of the unique characteristics of the local digital landscape.
Unlike many providers offering an SEO service in Brisbane, BeKonstructive doesn’t believe in a one-size-fits-all approach. Instead, we focus on crafting bespoke, data-driven strategies designed to maximise the online visibility of local businesses, ensuring they reach their target audience effectively. By incorporating elements such as local keyword optimisation, Google My Business management, and local link-building strategies, we have consistently demonstrated our proficiency in local SEO.
BeKonstructive Marketing have developed a reputation for delivering results, becoming the go-to SEO agency Brisbane businesses seek out when they’re ready to make a real impact in their digital presence. Our commitment to transparency, coupled with our proven expertise, enables our clients to make data-informed decisions and witness measurable growth.
If you’re ready to experience the full power of local SEO Brisbane, let BeKonstructive Marketing guide your business towards uncharted heights of online visibility, engagement, and success. Get in touch today.