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Here are a few stats that prove how important local search continues to be for businesses:
SEMrush’s topic research tool, Keyword.io, and AnswerThePublic all provide ways to see questions people are searching for, along with their search volume.
Building out these local directories will help you increase your website’s link authority for local searches.
Lawyers & Law Firms.
When it comes to doctors, people are more comfortable calling to set an appointment, and they are most likely looking for an easy way to look up directions to the doctor’s offices.
You just don’t want to do link exchanges excessively in a scheme to manipulate page rank.
It all depends on the nature of the results of your query, and whether this content fits the user intent behind the query the best. It’s not about whether it has the highest word count for the query.
Hummingbird was designed to augment conversational search with improvements, which Google mentioned as an example of what it was designed to improve.
When done right, local SEO will push the attorney to the top of the search results for that location, and the dominant call to action will be the “call us” button.
Google said it improved the algorithm to include better ranking parameters specifically targeting distance and location.
The Importance of Content to Your Local SEO Efforts.
Next, it is recommended that you focus on local directories as the general link categories.
Content, on-page optimizations, and link building all with a focused, localized intent are part of these efforts.
This launch rebranded the Google Local Business Center, consolidated the places pages with local SERPs, and added local advertising options, among many other features.
If you reference the screenshot below, using the search “doctors near me”, there are several benefits of this large local pack result.
Industry-Related Local Sites.
Most people don’t want to go out of their way or travel several hours to visit a doctor. They want a nearby doctor who can see them on a regular basis.
If you build links that violate any of Google’s Webmaster Guidelines, Google will eventually detect them. The next thing you know, your entire website could disappear from the organic search results.
For local SEO, links are a little bit different than organic SEO.
This one avenue offers a way to get in front of those consumers exactly when they need an attorney.
What does NAP mean? It means the name, address, and phone number of your business that you wish to appear on these sites.
Local search results show a selection (Snack Pack or Local Pack) of the top three most relevant results. They appear in a boxed area underneath the pay-per-click ads, accompanied by a map with dropped pins.
Local SEO is exactly as it sounds. It’s the practice of optimising your online presence to increase search engine visibility with local users.
Listing all the information your customers want to know about your business, including locations, services, address – and making sure that it’s exactly the same as on your GMB listing.
Google My Business.
If your business’ address is not updated in Google My Business and other online directories, it will not show up when a customer runs a “near me” or “in *locality name*” search.
In the hospitality industry, you can get a higher Google ranking if you get positive ratings or reviews. This is likely to cross over into other industries in time – so getting great reviews and testimonials into your business directory listing and on external sites is key to gaining prominence.
Since these leads are from people who are specifically searching for products or services that your business offers, they are also likely to give you a high conversion rate.
Local searches are generally looking for information on local businesses, so having information readily available (i.e. your name, address and contact details) on your website and through specified, trusted directories will help your business strategy and promote sales.
Another study showed that 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours .
Google will include the number of reviews you have when ranking local businesses. While it doesn’t matter to the search engine crawler whether they are positive or negative, the actual content will certainly affect your customers, traffic, conversions and revenue.
Local SEO also helps drive people’s decisions in favour of your business. The more information they have about your business before they visit, the more trustworthy you are in their eyes.
What is Local SEO?
Blogs are a great way to include locally relevant topics that might not fit in your website landing pages. Localisation can also be used in page content, title tags, meta descriptions and image tags.
The big question is: how does a business manage to get into the top three? It’s all part of a robust SEO campaign, and it starts with understanding local SEO – how it works and how to play the game.
Google’s ‘Local Pack’ is the holy grail of local search marketing. You’ve seen those three businesses that appear in the box at the top of the search page along with a map and dropped pins… Well, unsurprisingly, they get more clicks and more customers than any links that appear lower down the page.
Underneath this box is the regular list of search engine results (organic results).
The three most important factors, according to Google , are:
Searches with local intent are on the rise – with 4 in 5 consumers now using search engines to find local information, and search result information sending a massive 70% of consumers to a physical store .
Helping you to develop backlinks from websites like local newspapers, local directories, distributors, suppliers.
Local SEO helps your business stand out – even if you don’t have a website – and helps drive more traffic to your premises through online leads.
A Google My Business profile is completely free and a vital stage of any Local SEO campaign–if you’ve not set one up for your business yet, that should be the next step on your to-do list.
A study done by Forbes showed that 95% of people use their mobile devices to perform local searches – out of which 61% called, and 59% visited the business.
Some businesses may not realise that they could be drawing in more people from outside their local area using Local SEO. This is particularly relevant for anyone in the catering or hospitality business, where non-local visitors may search from elsewhere before coming to your venue.