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Local SEO is a digital marketing strategy based on optimizing a business's visibility in its geographic area . Its goal is to appear in search results when users search for services or products near the business's location. This is unlike general SEO, which isn't focused on a specific geographic area.
Imagine you own a restaurant and someone near you searches for "Italian restaurant near me." If your business is optimized for local SEO, you'll be more likely to show up on Google for that search, helping you attract more nearby customers.
Importance of local SEO for physical businesses
Physical businesses, such as stores, restaurants, clinics, and movie theaters, benefit greatly from local SEO because it allows them to attract nearby customers looking for quick solutions . Being at the top of local search engine results can be the difference between gaining more customers or losing them to the competition.
Benefits of local SEO
Local SEO offers several benefits to brick-and-mortar businesses, including:
- Increased visibility : Appear at the top of local searches to capture the attention of potential customers.
- Increased qualified traffic : People searching for services near them have a higher purchase intent, which translates into increased qualified traffic to your business.
- Credibility and authority : Local reviews and directory listings strengthen your reputation and build trust with customers.
- Reduced competition : By focusing on local searches, you reduce competition with national or international businesses.
- Improved conversion : Users searching for nearby businesses are more likely to become actual customers if they are close to your location.
What are the differences between local SEO and general SEO?
There are several ways in which local SEO differs from general SEO . The main ones are:
- Reach : Local SEO focuses on geolocalized searches (in a city or area), while general SEO seeks to attract traffic on a global or national level.
- Keywords : Local SEO uses keywords that include location, such as "restaurant in Barcelona." In general SEO, however, keywords are typically not localized.
- Competition : In general SEO, you're competing with many more websites, while in local SEO, you're only competing with nearby businesses.
- Tools : Local SEO requires specific tools like Google Business Profile and local directories, while general SEO uses broader tools for global positioning.
- Ranking factors : Reviews, distance, and prominence play a larger role in local SEO; in general SEO, content and backlinks typically carry more weight.
- Results : In local SEO, it's common to see results with maps and local business listings, while in general, the results are primarily websites, which appear below paid results.
How does local SEO work?
Local SEO depends on several factors that Google considers to show the most relevant results to users. These factors include distance, prominence, and the relevance of your business in the community.
Role of distance in local positioning
Physical proximity between the user and your business is a determining factor in local SEO . The closer the user is to your business when they search, the more likely you are to appear among the top local results.
That's why it's important to keep your business address up to date on Google Business Profile and other online directories.
Prominence and its influence on local SEO
Prominence refers to how well-known your business is in the local community . Google takes into account factors such as reviews, mentions on local websites, and social media engagement. Businesses with more positive reviews and a better online reputation tend to appear higher in search results.
The 10 local SEO strategies that work
Although it's still SEO, local SEO strategies are different from general SEO strategies , although some of them overlap. Thus, to improve your visibility in local searches, you must employ a series of strategies that will allow you to stand out from your competition.
1. Optimizing your company profile on Google
One of the most important aspects of local SEO is optimizing your Google Business Profile. Here you can include information such as your address, opening hours, phone number, and a detailed description of your services .
2. Registration in other directories
Listing your business in relevant local directories is an effective local SEO strategy. However, it's equally important to regularly monitor your listings to ensure all information is up-to-date and consistent.
Online presence management tools can be a great help in monitoring and managing NAP mentions across multiple platforms.
3. Provide complete and accurate information
Make sure your profile is complete and accurate . Include all the details about your business, from your address to the services you offer. Consistent information is key for Google to validate your business and display it in search results.
4. Compelling visual content
High-quality photos and videos attract users' attention. Post images of your store, products, or team to convey a professional and attractive image. Profiles with visual content tend to generate more engagement.
5. Content adapted to the local community
Just as important as the images and videos are the rest of the content. Identifying and developing topics relevant to the local audience is an effective strategy for attracting local traffic. Content relevance increases when it addresses topics that satisfy the interests and address the concerns of local users. Some ideas include:
- Featured Community Events
- Stories of local businesses and their founders
- Local resource and service guides
- Lists of activities or places of interest in the area
- Articles that discuss local issues or trends
Content that reflects the culture and customs of an area can generate greater interest and participation from the community. In this sense, it's helpful to connect with local traditions and current issues affecting residents.
6. Use of local keywords
Local keywords will help your business rank in relevant searches. Use terms that include your location , such as "florist in Seville" or "auto repair shop in Madrid." These keywords, detected through keyword research, should be present on both your website and your Google Business profile.
7. Social profile management
Social media activity also plays an important role in local SEO.
Having active profiles on platforms like Facebook, Instagram, TikTok, or Twitter allows you to engage with the local community and strengthen your business's visibility. Additionally, these profiles should contain information consistent with your Google Business Profile to ensure consistency.
8. Customer review management
Reviews are one of the most influential factors in local SEO. Encourage satisfied customers to leave reviews on your Google profile , and be sure to respond to both positive and negative reviews (similar to the work you should do on social media).
Positive reviews, in particular, greatly benefit local SEO, as they influence a business's reputation and its ranking in search results.
After a positive interaction, you can invite customers to leave their feedback on other relevant platforms. This can be subtle and natural, offering a direct link to the review page. When interacting with comments, thank users for their input and respond constructively to their criticisms to demonstrate your commitment to improvement.
Finally, you can offer discounts or promotions in exchange for positive reviews, as long as it's done ethically and transparently.
9. Improving web usability
A website that's easy to navigate, fast, and optimized for mobile devices will improve local SEO. Many users will search for your business on their phones, so a slow or difficult-to-use website on these devices can cause you to lose potential customers.
Make sure your site is responsive and has fast loading times, which will also benefit your website's overall SEO.
10. Geolocate the images you use
Image geolocation is another local SEO factor, as it helps Google match your business photos with your specific location.
By adding geolocation data, such as GPS coordinates , to the images you upload to your website or Google Business profile, you're providing search engines with more information about where your business is located.
How can a digital marketing agency improve your local SEO?
Does all this seem overwhelming or don't know where to start? Don't worry, it's normal; SEO requires specialized knowledge to apply it correctly . That's why your best ally is a digital marketing agency that offers expert local SEO services , like we've been doing at Maktagg for a decade.
On the one hand, we take care of developing the strategy that best suits your local business, and on the other, we also implement it on your website , unlike agencies that only "recommend" or send you a document with actions for you to carry out, whether you know how or not.
Therefore, if you're not yet working on local SEO for your website (or if you've had bad experiences with other agencies in the past), our local SEO agency can attract more potential customers to your physical store through a strategy as powerful as web positioning.
Hundreds (or thousands) of people a day search Google for services or products you offer. How long will you let them keep walking past your door?
Just fill out the form and ask for a no-obligation quote . We'll also do a free SEO audit of your website, whether you choose to stay with us or not ;).
