Local Search Engine Optimization (LSO) is a method of enhancing the visibility of a website or web page in the unpaid results of search engines, like Google. These results are often referred to as “natural,” “organic,” or “earned.”
The importance of NAP (name, address, and phone number) listing is paramount to the success of local SEO. When the NAP is consistent across all content pages, users are more likely to visit the website. In addition to enhancing CTR, NAP listings can also increase local search rankings. Local SEO also involves optimizing the meta information on your website. To achieve top rankings, you must include rich results and a NAP listing.
The local SERP factors include distance from the geo-location of the search, the presence of relevant keywords and categories, and the correct NAP. The number of positive reviews, the diversity of these reviews, and the authenticity of these reviews are all essential for local SEO. In addition, Google bots are everywhere and keep track of everything. Providing social links will signal to Google that your site is active. While NAP is important for local SEO, it is not enough.
Another helpful tool for tracking local SEO is Google Analytics. You can use this to determine the source and origin of site traffic. The Geo-location segment allows you to see where your site visitors are coming from. The more concentrated the color, the more visitors are from that area. Unfortunately, the Google Search Console does not provide a straightforward way to track local search performance. Luckily, there are other, more convenient tools. In addition to Google Analytics, you can use tools like Google Search Console and GMB Insights to gain actionable insights.
There are many other factors influencing local search performance. Users’ behavior plays a large role. These factors can include click-through rates on websites, checking in at a local restaurant, or making a call to a business. Google also considers user location and interests to personalize results for local users. The number of reviews on websites can also influence local search engine optimization efforts. Positive reviews from legitimate websites are considered real. Finally, social signals can also affect local search performance.
Content that contains local keywords is also critical for local SEO. Content must be focused on relevant keywords in the website and blog. Avoid keyword stuffing as search engines consider it spammy and will demote your content. Make sure to incorporate local keywords in the meta description and image alt tags. A blog post about best deals on Hondas in Northwestern Montana could be an example of content with local keywords. While these tips may seem simple, they are not enough to increase your online visibility.
Local SEO is essential for brick-and-mortar businesses. If your customers live nearby, local SEO can help you reach them. Using keywords and phrases that include your city name or zip code in search terms will help consumers find local businesses. In fact, 72% of local searchers visited a store within five miles of their search. This can be very beneficial for local businesses and small business owners. If you have multiple locations, local SEO is especially vital.
While this type of SEO is not as beneficial for e-commerce websites, local search engine optimization can help you gain visibility by increasing visibility and foot traffic. Research shows that consumers search for local businesses on the Internet on a regular basis. The benefits are enormous for brick and mortar businesses. While the competition is much lower than with online purchasing intent, local SEO makes it easier for local businesses to stand out from the crowd and generate traffic. It is also important to take into account local searchers’ intent to ensure they will find your products and services.