One of the first questions many businesses ask about local SEO is: Do I really need it?
I understand. Your time, budget, and energy are precious resources.
Do you really need another thing to keep track of?
If your goal is to attract in-store traffic, online or phone orders, appointment bookings, clinic visits, or business from local consumers, the answer is a definitive YES!
## Who Benefits From Local SEO And Why?
All kinds of businesses that interact with and serve customers in a specific region can gain from local SEO.
This includes retail stores, service businesses, restaurants, hotels, hospitals, banks, construction companies, and more.
Here are a few examples:
### Lawyers And Law Firms
One significant benefit of local SEO for these clients is that Google displays a call button directly in local search results on mobile phones.
So when a potential client searches for [(type of) attorney] on their phone, they will see targeted results for their specific location.
When executed correctly, local SEO will position the attorney at the top of the search results for that location, and the main call to action will be the “call us” button.
This is particularly beneficial because anyone who has been in an accident or faces another issue will often be on their phone trying to find attorneys offering free consultations.
This allows businesses to reach those consumers exactly when they need an attorney.
### Doctors And Medical Practices
When people search for a medical professional, they’re often looking for a [doctor nearby] or a [doctor near me].
Most people prefer not to travel several hours to visit a doctor. They want a nearby doctor for regular visits.
Using a search [doctors near me] shows a large local pack result with multiple benefits.
This local result provides the doctor’s name upfront, along with an instant “directions link” that opens a map application on a user’s phone.
When it comes to doctors, people are more comfortable calling to set an appointment and are typically looking for an easy way to find directions to the doctor’s office.
### Plumbers
When faced with a plumbing emergency, are people immediately heading to a store?
No, they usually turn to Google and search for [plumber near me].
The Google search results offer a straightforward way for someone to call a plumber directly, read reviews, and quickly access local plumbers in case of emergencies.
## Who Won’t Benefit From Local SEO?
While it would be ideal for all businesses to benefit from local SEO and for SEO professionals to expand their client services, the reality is that some businesses are not suitable for local SEO efforts.
Businesses like online-only ecommerce shops, those that do not want to share their local information, and private online sellers who prefer to keep their information private might not be the best candidates for local SEO services.
## Local Search Still Needs Organic SEO
Local search rankings appear in the form of the Map Pack on Google, but your site’s organic ranking is equally important. It helps Google understand your overall prominence, which is one of the three main categories of local ranking signals.
SEO tricks and tactics are outdated, and search has evolved significantly.
Nowadays, user experience signals, E-A-T, high-quality content, high-quality links, and superior UX are critical.
However, there are still locally enhanced SEO factors you need to address, such as:
– Choosing the right keywords and topics for your campaign.
– Ensuring your technical SEO is impeccable.
– Providing the highest quality content possible.
– Earning links to help your website stand out to Google.
– Verifying and implementing your accurate NAP (Name, Address, Phone number) information across numerous linking sites.
– Optimizing for local ranking signals.
With a local focus, some of your usual organic SEO methods may differ from the more traditional methods used for ranking.
## Local Search Can Be Voice Search, Too
Given the increase in device usage like smartphones, Amazon Echo, and Google Home, voice search has become a preferred method for many to find local information.
It’s easier to say “find a doctor near me” or “find a plumber near me” for most people than it is to type.
As a result, it’s not surprising to see an upsurge in local queries based on conversational voice search.
If your industry is service-oriented, experiment with keyword variations that include questions.
Various platforms provide insights into questions people are searching for and their search volumes.
This is an excellent method to target keywords with local intent.
If your business is a local brick-and-mortar, service-based one, such as a restaurant or a law firm, try keyword variations with a conversational tone.
You may be surprised by the search volume you can achieve when conducting keyword research this way.
## Local Search Is Mobile Search
We know that a significant portion of local searches happen on mobile devices and that mobile-friendliness is a Google ranking factor.
What do these facts and the mobile-first index mean for your local SEO strategy?
Google has optimized Map Pack listings for mobile searchers. But it’s up to you to create a user-friendly, seamless experience on your website and ensure Google understands this through effective technical SEO.
Getting local SEO right requires a dedicated strategy, but it doesn’t need to absorb much more of your time.
In the upcoming chapters, you’ll find a checklist to guide your local SEO strategy and explore various aspects with expert tips and tools to bring it all together.
Download the full guide for free.
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Featured Image: Paulo Bobita/Search Engine Journal
