Local Search Engine Optimization

What is Local Search Engine Optimization?

This heatmap study shows how important local search rankings really are!

Most small business owners don’t realize the major differences between “organic seo” and “local seo” and wonder why they aren’t getting leads or phone calls.  While both should be performed to maximize the online real estate of your business, local SEO has become an important business tactic for physical storefronts for many reasons.  The main reason is that most local searchers click on the map pack results and not on ads or organic listings.  As you see in the image on the left, a majority of the clicks on the 1st page go to local results and it’s not even close.

That being said, Google uses a completely separate algorithm when determining how to rank local business in the “map pack” and you need have a specific strategy in place to be effective.  A business with a physical storefront doesn’t receive a lot of sales or leads from online users in different cities.  Of course there is some benefit to ranking in a large geographical region, but it’s even more important to rank highly in specified local search markets.  A majority of your customers are performing local searches such as “Lansing Dentists”, or “Plumbers in Lansing”.  If you are a local storefront business and aren’t currently highly visible in local searches then you are simply losing business to your competitors.

What Local SEO Services Do You Provide?

As I mentioned above, Google has an entirely different algorithm for ranking local business sites.  Yes, there is some slight crossover, but it’s essential to follow the best local search practices to show up highly on the map pack and STAY there.  Here are some of the main services that we provide in all our local SEO Campaigns.

• Optimized and relevant setup of your Google Business account.
• A full citation audit to discover inconsistent listings and opportunities of growth.
• Local directory citations.  We make sure you are in the best directories for your business market.
• Rich media citations that are beefed up with geo-tagged media to help increase relevance.
• Social media citations.  They are becoming more important and you can’t be left behind.
• Offpage link building and landing pages for cities outside of geographical area

NAP Consistency and It’s Role in Ranking

This is one aspect of Local SEO that can’t be stressed enough!  The NAP is also known as Name, Address, Phone Number.  The most important aspect of any local SEO is consistency.  Does your NAP stay consistent throughout the internet?  Even something as simple as a different spelling or the way your write Rd. vs road can make a difference.  This is why we ALWAYS run a citation audit at the beginning of every campaign to make sure we start without having to fight an uphill battle.

Google is looking to see how many business citations that you have, the quality or completeness of those listings, and the consistency of the listings.  You might think this is easy to do, but if your business wasn’t detailed when filling out the listings, move locations, change phone numbers, or edit your business name, there is a ton of work to clean these up and make them all consistent again!

Getting Reviews From Your Customers

Another major ranking factor for local SEO is the number of reviews that you have across the internet.  This is a tricky area to improve as it’s mostly out of your control.  There is lots of data showing that reviews can have positive and negative impacts to your business.  Not only do they help improve search ranking positions, it can also be a high trust indicator.  If you have very few reviews or negative reviews, it’s very likely the end customer won’t even visit your website.  While you are not allowed to solicit reviews or incentivize your customers to leave a review, you can make it much easier for them to do so by informing them how important is to you or creating a sign that reminds them to do so.

The Importance of Relevance and Service Areas

One of the main ranking factors for the local results or map pack is the actual physical location.  If you’re business is located in the middle of the city, you will have an easier time ranking than another business on the outskirts.  This may not seem fair, but it’s been tested many times and there is a large correlation with ranking highly related to a central location in the area.

Obviously, this is not something that can be changed easily but there are many other methods to help you overcome this problem.  Google is very good at catching fakes and it’s not recommended to create PO boxes or virtual addresses, you will be caught eventually.  I’ve tried them and they do work for a short while, but it’s certainly not worth the risk.  A good solution to this problem is to take advantage of the ranking factors you do have control over along with organic seo techniques beyond typical local strategies.

Work With An Experienced Professional

If your small business is struggling to achieve high local rankings and results, local SEO can provide the answers.  Unfortunately, implementing the proper strategy can be overwhelming.  When you work with us, you know that we get results and can do the same for you.  Don’t waste your own precious time or worse make a mistake that can set back your digital marketing for months.  Local SEO is a complicated process and can take years to learn the proper techniques.

Take advantage of the local searchers in your area and serve the customers that convert, local ones.  Our local SEO services will improve your overall prescense in teh community, get your business in front of more potential local customers, and build your reputation.  Give us a call today for more information or a free quote!