Search Engine Optimization (SEO) is one of the best ways to improve online presence for any business. However, if you’re a local business, there’s a specialized branch of SEO that’s crucial for your success—Local SEO. This is the service we focus on and we want to explain the difference from general SEO.
Local SEO is fundamentally different from traditional SEO in that it focuses on optimizing a business’s online presence for a specific geographical area. general SEO still gives a base and using best practices will help any website. Hovewer, there are special techniques for local businesses, utilizing which can boost your local presence. This can make or break small businesses that rely on attracting nearby customers. If you’re looking to boost your local search rankings, you’ll want to work with a professional local SEO company. But first, let’s dive into what makes local SEO different and why it’s essential for your business.
What is Local SEO?
Local SEO refers to the process of optimizing your website to increase visibility in location-based search results. It’s all about helping potential customers in your geographic area find you online when they search for services or products you offer. For example, if someone in your area searches for “best pizza near me” or “plumber in [your town],” local SEO helps ensure your business is one of the top results.
Unlike traditional SEO, which targets broader, often national or global audiences, local SEO focuses on improving your ranking in local search queries. These queries are often attached to a geographic indicator (e.g., city, state, or region). Your goal with local SEO is to show up at the top of local search results when people are looking for businesses in your area.
How is Local SEO Different from Traditional SEO?
While both traditional SEO and local SEO aim to boost search engine rankings, there are some key differences that set them apart:
- Focus on Geography: Traditional SEO typically targets broad keywords that are relevant to a global or national audience. On the other hand, local SEO revolves around location-based keywords. Instead of simply targeting “SEO company,” local SEO focuses on keywords like “local SEO company in [City]” or “best SEO company in [Town].” The emphasis is on being found by people who are searching for services within a specific area. So when keyword research is done initially, right keywords needs to be chosen. Don’t forget about search volume!
- Google My Business (GMB) Optimization: Local SEO places significant importance on Google My Business. Your GMB profile is one of the most powerful local SEO tools at your disposal. It allows businesses to appear in Google Maps, Local Packs, and Local Finder results. Traditional SEO doesn’t leverage this tool nearly as much because it’s focused more on optimizing content for broader audiences. Also, Google Business profile may not be even allowed for certain types of businesses. This option is mainly for a physical location that can be visited or at least local business that provides on site services for a specific location. For example, HVAC service: while you can’t visit the shop, the company will provide service on site for a local customers.By ensuring your GMB profile is fully optimized (e.g., including correct hours, services, and business description), a local SEO company can drastically improve your visibility in location-specific search results.
- Localized Content Creation: In traditional SEO, content is king, and the same applies to local SEO, but with a twist. A local SEO company will create content that is tailored to your geographic area. For example, a local blog about community events, partnerships with nearby businesses, or neighborhood spotlights can help local businesses attract nearby customers. Local SEO focuses heavily on creating geo-specific content that resonates with your target audience in your immediate area.
- Local Citations: Local citations refer to the online mentions of your business name, address, and phone number (NAP) on other websites. While citations may not be a focus in traditional SEO, they are a crucial ranking factor for local SEO. Ensuring your NAP information is consistent across directories, local business listings, and social platforms helps signal to search engines that your business is legitimate and trustworthy. A good local SEO company will prioritize getting your business listed in reputable local directories like Yelp, TripAdvisor, and Yellow Pages. Avoiding spammy link farms is the new normal for SEO and it is always quality over quantity.
- Reviews and Reputation Management: Another area where local SEO diverges from traditional SEO is the weight given to online reviews. Positive customer reviews can make or break a local business, and they also impact your rankings in local search results. Most reviews also comes from Google Business profile as well. Google’s algorithm values reviews as a sign of trustworthiness and relevance in local search. A local SEO company will not only help optimize your website but also create strategies to encourage positive reviews (such as leave card with QR code to leave a review), respond to feedback, and manage your online reputation.
- Mobile Optimization: Local SEO is also more focused on mobile users than traditional SEO. Studies have shown that a significant percentage of local searches come from people using mobile devices. In fact, many mobile users perform “near me” searches while they’re on the go, looking for immediate results. Therefore, local SEO places a heavy emphasis on making sure your website is mobile-friendly and loads quickly to cater to these users. A local SEO company will focus on ensuring your site is optimized for both mobile search and local search simultaneously.Voice search is another option for local SEO, as many users use voice search precisely for local businesses. For example, you use “what is the local bank branch hours” or “call pizza place” commands while on the go.
- Link Building with a Local Focus: Just as traditional SEO relies on backlinks from authoritative sites, local SEO focuses on building links from trusted, location-specific sources. A local SEO company will help you develop relationships with other local businesses and media outlets to get backlinks that signal to Google that your business is relevant in its geographic area. For example, securing a backlink from a local newspaper or partnering with a nearby nonprofit can boost your local authority and search engine rankings.
- Local Map Pack: In local SEO, the ultimate goal is often to rank within the “Local Pack” or “Map Pack.” This is the list of three businesses that appear at the very top of Google search results alongside a map when someone searches for a service in their area. The Local Pack is prime real estate for local businesses, but it requires a robust local SEO strategy to secure one of these coveted spots. Appearing in the Local Pack can drastically increase your visibility and drive more traffic to your website. A local SEO company will prioritize getting you into this section by focusing on factors like proximity, reviews, and GMB optimization.
Why You Need a Local SEO Company
Local SEO requires an in-depth understanding of how to target geographically relevant keywords, optimize GMB listings, and create locally focused content. It’s a highly specialized area of SEO that requires a unique skill set. Working with a local SEO company ensures that your business gets the attention it needs in your immediate area.
While it is fine to hire out of state company for your general SEO, local SEO is better done locally, as SEO specialist will know their location where they provide services. It’s all about understanding local trends and moods. Here are some reasons why partnering with a local SEO company is beneficial:
- Expert Knowledge of the Local Market: Local SEO companies have a deep understanding of the local landscape and can craft strategies tailored to your community’s needs.
- Personalized Service: Local SEO companies provide a more hands-on approach compared to larger, national firms. They’ll work closely with you to understand your business and its goals.
- Time-Saving: SEO is a time-consuming process, and local SEO is no exception. A professional SEO company can handle the work for you, allowing you to focus on running your business.
- Ongoing Optimization: Local SEO is not a one-time task. A good local SEO company will continuously monitor and update your strategy to ensure long-term success.
Local SEO is a powerful tool for businesses that depend on local customers. It’s different from traditional SEO in that it focuses on location-based keywords, Google My Business optimization, and reputation management, among other factors. To get the most out of local SEO, partnering with a local SEO company is essential. Contact us to get started on your local SEO development and we will help you to propel your business on Cape Cod and Plymouth area.