Local SEO is on everyone's lips - and then it's not. One minute it's the topic of the month, and the next it seems like everyone has forgotten about it. For this reason, you may be wondering: Is local SEO still relevant? The answer is a resounding YES - in fact, we think it's more important than ever. Let's talk about why.
The state of local SEO
Let's start with a look at some Important statistics for local SEO. Here's what you need to know:
- 50% of consumers who perform a local search on their smartphone - and 34% of those who search on a tablet - will visit a local shop in the next 24 hours.
- 18% of all mobile searches lead to a purchase within one day
- 93% of searches with local keywords lead to the coveted Google three-pack at the top of the search engine results page
- 60% of all adults use their mobile devices to search for local businesses
These are not alternative facts - they are proof that local SEO is still very important for businesses.
What happens if you ignore local SEO?
Maybe you're not convinced yet. After all, optimising your website for local search can be time-consuming and expensive, especially if you have to hire someone to do it for you. What's the worst that can happen if you ignore local SEO? Here are some ways it can hurt you.
- Inaccurate online listings, also known as NAP listings, can dilute your online presence and negatively impact your Google rank.
- The lower your Google ranking, the less organic traffic your website will receive.
- You'll likely miss out on a spot in Google's three-pack - which means your competitors will appear there instead.
- Your competitors will get the lion's share of the traffic - and the business.
In other words: Skimping on local SEO can cost your business money and customers. Is that a risk you want to take?
Tips to get your local SEO on track
In order not to miss out on the benefits of local SEO, you need to take the bull by the horns. You don't necessarily need to invest a lot of time or money in local search engine optimisation, but you do need to put some effort into it. So here's the best advice we can give you to get your local search engine optimisation on the right track. #1: Claim and standardise your entries We talk about this point all the time, but it's important. Every time your company name and address appear online, the information must be A, correct and B, consistent. Here's why. Your NAP listings play a role in how Google analyses your business. Every time the Google robots see your business listing, they make a note of it. Even the smallest changes in your listing - like an abbreviation in one place and a whole word in another - dilute your presence and can affect your ranking. #No. 2: Insert local terms in tags and descriptions If we got a nickel every time we saw a local business skip this step... we wouldn't have to count nickels anymore! Tags and descriptions play an important role in telling Google (and users of the system) who and where you are. That's why including your city and state (or other local information, such as your service area) is so important. When your business appears in Google's SERP, users will see your title and meta description. If you include relevant local information in both, you increase the likelihood that local users will click on your link. To make the most of this tip, place the local information as close to the beginning of your tag and description as possible. This way, Google will not cut it off. #No. 3: Make your website mobile-friendly The importance of mobile-friendliness cannot be overestimated. Since 2015, mobile searches have overtaken desktop searches. You saw above that a high percentage of local mobile searches result in an in-store visit within a day. If you don't give your customers great mobile performance, you will suffer the consequences. Your site needs to be optimised to look good on any mobile device - from small phones to large tablets. Here are some more tips on optimising for mobile devices:
- Make sure that the content is in a column and can be read without horizontal scrolling
- Compress images as required so that they load quickly
- Make sure that the buttons are large enough so that users do not click on them accidentally or on the first attempt
You don't want mobile users to leave your site because they can't use it. So don't skip this step. #No. 4: Make the most of Google My Business No local company can afford it, Google My Business to ignore. Since it's connected to Google, it can have a big impact on your local SEO. To get started, simply click on the link above and verify your business. (You'll have to wait until you receive a postcard.) Once verified, you can update your information, add photos and descriptions while growing your profile on Google. #No. 5: Use schema markup This last tip is the most technical of all, but it can make a big difference to your SEO. Schema markup is a code that you add to your website. It provides Google with important information about your company, including:
- Maps
- Menus
- Business hours
- events
- Payment options
There is a long list of things you can highlight with Schema. You can find a complete list here. You don't have to use schema code for everything, but the things you want to highlight will show up on Google and help potential customers find you.
Local SEO is more important than ever
Don't be fooled. No brick-and-mortar business can afford to ignore local SEO. It's the be-all and end-all of online marketing. If you don't use it to your advantage, it can cost you time, money and customers.
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