How Does Local SEO Optimization Help Your Business?

Posted onAuthorMeghan Olson

Local search engine optimization (local SEO) targets users in a specific geographical area, such as a region, city, or neighborhood, so your website shows up when nearby customers search for related products or services. For small businesses, local SEO can generate more traffic, cost less than traditional SEO, and earn inclusion in directory listings for searches that target your local area.

SEO Local

What Is Local SEO and How Does It Differ From General SEO?

Local SEO refers to search engine strategies that deal more with the actual users of websites and web pages within a specific geographical area. It uses SEO tactics focused on targeting the local audience that a given website is catering to. While the strategy can be successful on a national level, it can also yield much higher results when aimed at a local audience. Local search engines tend to look at websites operating within their local niche differently than larger search engines such as Google, because smaller search engines must work harder to get their pages noticed.

Which Local Listing Features Should You Use?

With local SEO, take advantage of certain features of local listings, such as the ability to use meta tags to help with keyword density and keyword placement, as well as the capability to target specific keywords within the text of your site. If you choose to include meta tags for each individual page within your site, you can optimize each page for a specific keyword through the meta description, which is included at the bottom of every page. You can also target keywords through the title of each page within your local SEO site, as well as throughout the rest of the page description.

Why Do Real-Time Rankings Matter for Local Businesses?

One of the reasons local SEO has become so popular is because it provides real-time page ranking for websites that are currently listed on Google’s main search results pages. Whenever someone types a specific phrase into Google’s search box, the results display websites ranking for that phrase. Google’s algorithm uses several factors to determine which pages are the most relevant for a search query. Because local SEO works off the same system Google’s other search engines use, it tends to be a more accurate method of determining which websites receive top rankings.

Does Google Ever Show a Site Outside Its Target Area?

The results provided by Google are not set in stone. For instance, if a person searches for a restaurant in your local town, but you don’t have any business in that town, the results will still list your website in the area. However, if your website receives heavy traffic, it may appear in the search results for that term. Even if you don’t specifically target that term in your local SEO campaign, if a lot of people are searching for that location, Google may consider your site part of that town’s community if you’re active in the local community. If you plan on using local SEO for local search results, it’s always best to list your site within a larger region.

How Should You Structure Pages for Local Search Results?

In order for your local SEO campaign to work properly, include every page of your website in the local search results (this includes links, photos, and additional information). The first page of search results will always show the first set of keywords, and this is where you want to concentrate all of your SEO efforts. The second page of results will feature the second set of local keywords, and this is where you want to try and penetrate deep into the local market.

What Role Does Google PageRank Play?

Google’s internal SEO system, known as Google PageRank, plays an integral part in how your website will rank within the Google ecosystem. Google PageRank is calculated based on a number of different factors, such as the quality of the website’s content, the amount of external links to the site, and other similar aspects. For best results, ensure that your local SEO campaign is optimized around Google PageRank. The Google pages rank these pages according to their “authority” as determined by other webmasters and search engines. Google PageRank is also used for direct advertising and search results. You can find more information on Google PageRank at Google’s help site.

How Can Local Search Marketing Drive Traffic to Your Site?

As with other local SEO efforts, use local search marketing on the internet to drive visitors to your site. It is often the last step in the SEO process and can provide the most impact. Using local SEO for local search results offers benefits such as being included in directory listings for specific searches that target your local area. It’s also more cost effective than traditional SEO, especially when working with an experienced local SEO company.

FAQ

What is local SEO?

Local SEO refers to search engine strategies that deal with the actual users of websites and web pages within a specific geographical area, using SEO tactics focused on targeting the local audience a given website caters to, such as a region, state, city, or neighborhood.

Why has local SEO become so popular?

Local SEO has become popular because it provides real-time page ranking for websites listed on Google’s main search results pages, so whenever someone types a specific phrase into Google, the results display websites ranking for that phrase, helping small businesses generate more traffic.

What are the main benefits of local SEO for a business?

Local SEO can yield higher results than a national-level strategy, drive visitors to your site as often the last step in the SEO process, get your site included in directory listings for specific local searches, and cost less than traditional SEO, especially when working with an experienced local SEO company.

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