Local search is an essential component of any search engine optimization (SEO) strategy aimed at reaching customers in a particular region, city, or neighborhood.
In simple terms, local SEO focuses on enhancing your visibility and rankings in local search results, such as Google’s Map Pack/Local Pack. Organic SEO, meanwhile, aims to boost webpage rankings in organic search results. The ranking of your website in these organic results can positively impact your standings in the Local Pack as well.
Organic listings provide another excellent opportunity for your local business to appear before motivated searchers when Google identifies local intent in the query.
While local and organic SEO are interconnected in these respects, each aspect requires a unique strategy with distinct optimization tactics.
What Is Local SEO?
Local SEO involves optimizing for local search results. On Google, this means improving the rankings and visibility of your business listing in the Local Pack/Map Pack for a wider array of relevant queries.
Consider the last time you searched for something on the go—perhaps [men’s shoes], [daycare providers], or [coworking spaces]. Google aims to present the best possible answer to any query. When its algorithms recognize local intent—indicating that you seek something nearby—Map Pack results will prominently appear on the search results’ first page.
These results might include organic listings about local businesses and services. For searches like [Mexican restaurants open now], local results might appear above all organic content because Google has recognized an immediate local need.
Local search results typically offer more useful information (business name, address, phone number, website, photos, reviews, and star ratings) for local needs than a simple blue link. Adhering to Google’s Webmaster Guidelines and providing a user-friendly website are general best practices for SEO. This is crucial for ensuring your website ranks where local intent in the query is established.
However, you can appear in the Map Pack even without a website, as these results largely draw information from your Google Business Profile (GBP). Google may also include details compiled from various sources and user suggestions.
Google has separate guidelines for local SEO, prominently its ‘Guidelines for representing your business on Google.’ These are vital to maximize your Map Pack visibility and avoid suspension.
As you explore our Local SEO Guide, keep in mind the distinctions between local organic and the Map Pack. At various points, we discuss Google search algorithms, technical SEO, webpage optimization, etc. These subjects relate to opportunities for improving local organic results and boosting Map Pack rankings.
Why Local Search Is Important
Several statistics underline the importance of local search for businesses:
- Google reports that 76% of local smartphone searches lead to a business visit within 24 hours, with 28% resulting in a purchase.
- Some 30% of Google searches relate to location.
- 61% of consumers search locally daily.
- A survey shows 82% of consumers read online reviews for localized searches and spend about 14 minutes deciding based on reviews.
- 86% rely on Google Maps for business locations.
- Yelp appears in the top five results for 92% of small business searches.
- Globally, 74% of in-store shoppers search for specifics like [closest store] or [in stock] before visiting.
- Over half of the world’s Internet users access local searches via mobile.
- 83% use Google Search for local business information, with 55% using Google Maps, 44% Apple Maps, 39% Yahoo, and 31% Bing.
How Google Determines Local Ranking
While Google keeps its organic algorithms secret, it is more transparent about local ranking factors. The three major categories are:
- Relevance
- Distance
- Prominence
Relevance involves how well a Business Profile matches a search inquiry. You should include comprehensive and detailed business information to help Google understand and match your profile with relevant searches.
Distance is the proximity of each potential search result from the specified location. If no specific location is provided, Google calculates distance based on known location data.
Prominence measures how well-known Google perceives a business to be. This is complex, as offline prominence is also evaluated.
According to Whitespark’s ‘2021 Local Search Ranking Factors’ survey, local SEO experts believe these to be top ranking factors for the Local Pack:
- GBP primary category
- Keywords in the listing title
- Proximity to the searcher’s location
- Business address within the city of search
- Additional GBP categories
- High numerical star ratings
- GBP listing completeness
- Quality and authority of inbound links
- Keywords in Google reviews
Improving Your Local Search Presence
Local search is crucial for businesses of all types that serve local customers, from franchises and retail chains to small shops and service providers.
In ‘Local SEO: The Definitive Guide to Improve Your Local Search Rankings,’ you’ll find guidance to develop and implement a successful local SEO strategy.
You’ll discover:
- Top local ranking signals and their importance
- Steps to create a strong local SEO strategy
- Competitor analysis tips for local searches
- The importance of accurate NAP information and user experience
- Best local link-building opportunities
- How to leverage reviews and ratings
- Complete optimization tips for your GBP listing
- Key attributes to help your GBP stand out and convert
- Tools for managing local SEO and listings efficiently
Insights from experts like Ben Fisher, John McAlpin, Alexandra Tachalova, Marshall Nyman, Maddy Osman, and others will guide you in forming a strategy tailored for your business.
Download the guide for free today.
Featured Image by Paulo Bobita
