Local SEO – Optimising Websites for Local Traffic

It’s impossible to make a sale if customers don’t know that your business exists. It’s also difficult to make one if a competing business is easier to find. You are also limiting your chances of converting sales if your website is inaccurate or incomplete.

Over 80% of consumers use search engines to find local companies. Local SEO will ensure that your website can be found by prospects with local intent.

What is Local SEO?

Local Search Engine Optimisation (SEO) promotes your business to local customers, based on the searcher’s physical location or a location-based search query. Leads generated through local SEO are important as they are nearby and searching specifically for products and services offered by your business.

Search Results are Relevant to your Location

What you see on a search engine results page (SERP) will be different to anyone else Googling the exact same term. Google’s algorithm is designed to display results that are personalised for the user. Results will factor in a multitude of factors including the search terms you’ve used previously, the types of websites you have visited, and, importantly, your location. This is how local SEO attracts relevant, local consumers to your business’ website.

Google My Business

In addition to your website optimisation, there are several online tools that can enhance your visibility.

Google My Business is one of the most powerful of these. This online business directory displays images of your business premises to users searching for products or services in a certain geo-location. The listing includes vital information, including your physical address, phone number and your trading hours. Your correct physical address is a prerequisite for your business to show up on local search results. 

Your Google My Business profile will show up in the Google Search local pack and Google Maps. As the name suggests, this is SEO for location-based searches. Your business will show up for searches that include a geo-qualifier, such as a city or a postcode. Google’s “near me” function also picks up the searcher’s geo-location and provides results for that area.

This is also a profile where you should look to obtain positive reviews from your customers. Eight in ten searchers read online reviews for local businesses. Similar to reviews on your social media profiles, Google reviews will add credibility to your listing in search results and will increase your chances of the searcher reaching out to you, with nine in ten consumers more likely to use a business after reading positive reviews.

Optimise for Local, Mobile Traffic

Your website must also be optimised for mobile searches. If not, your company will lose out on the 61% of mobile searchers that are more likely to contact a local business when they have a mobile-friendly site.

Mobile devices will influence more than $1.4 trillion in local sales by 2021. Why is this relevant to your business? Customers are on the go. They need information and they need it now!

If your business isn’t shown to them ‘right now’, it is likely that you have lost the customer and the sale. 

The importance of local mobile traffic by the numbers:

• 28% of local searches result in purchases.
• 46% of Google searches are looking for local information.
• 61% of potential customers performing a local search end up calling the business.
• 72% of consumers that do a local search on mobile will visit a store within five miles of their location.
• 88% of people searching for local businesses online either call or visit the business within 24 hours.
• 97% of people find out more about a local company on a mobile device than anywhere else.

Grab Attention!

Grab the customer’s attention when they are hungry. They are looking for someone like you! Local SEO provides potential customers with the information that they want and when they want it. Be the first in the queue for these customers.

Almost all searchers will pick businesses on the first page of local search results, driving traffic to your website. This gives you the opportunity for lead generation and/or online sales. A Google My Business listing will also drive customers to your brick and mortar business. 

If you’re interested in learning more about a local SEO strategy, including local search rankings, local listings, and localised content, give us a call today!