BeKonstructive’s Guide to
Local SEO: How & Why it Works
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 your eyes go straight to the first few results? Or, did you scroll through several pages in case the best result was hiding all the way back on page 9? Didn’t think so.
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.
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 why your bricks and mortar business needs to start using it.
What is Local SEO?
Put simply, 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. Naturally, local SEO usually only works for bricks and mortar businesses, or businesses that have a specific geographical location that can be used for optimisation.
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 organic SEO, 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.
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.
Who Benefits the Most From Local SEO?
As mentioned previously, businesses who have an established bricks and mortar store in a specific location will benefit the most from local SEO. Depending on what your service is, your business can benefit in different ways. For example, when a user searches for law firms and doctors in their area, Google provides them with a “call us” button where you can immediately contact the business. Research suggests that most people’s preferred method of booking an appointment is phoning, so having your Google My Business listing up to date with the correct NAP is imperative in benefitting from local SEO.
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.
BeKonstructive can help your business grow and succeed through the power of local SEO. Contact us to learn more.