Local SEO: What it is and Why it’s Important

Being visible online for physical stores has become more and more important. Nowadays, it's standard to look up at a hairdresser, bike shop, restaurant or other, before heading out. Ensuring your business is found by customers before they’re nearby, has become a key part of growing your shop. Local SEO is a Search Engine Optimization strategy that helps businesses become more visible to people searching for services within a specific geographic area. For instance, when someone searches for "hairdresser" they expect results relevant to their immediate location—not a random city across the globe. This localised visibility can be the difference between new potential customers seeing your business or not. So, how does local SEO work, and how can it help your business thrive in the local marketplace?

Quick Understanding How Google Search Works

Google’s search algorithm is designed to sift through trillions of pages across the web and present users with the most relevant results. When a user searches for something, Google assesses a multitude of factors, including keywords, links, and user signals, to deliver content it believes will best meet the user's needs. For standard searches, this means optimizing for factors like on-page SEO, link-building, meta tags, and keyword relevance.

Understanding Standard SEO

Standard SEO is what makes a website visible in Google’s search results. It involves key practices aimed at improving a site’s ranking based on various signals Google looks for.

Core SEO Elements:

• On-Page Optimization: Aligns site content with relevant keywords, meta descriptions, and title tags.

• Content Quality: Publishing valuable, well-written content that keeps users engaged.

• Backlinks: Building links from reputable sites to signal credibility.

• Technical SEO: Ensures the site is fast, mobile-friendly, and easy to navigate.

These elements work together to form a digital footprint, which helps Google search algorithm determine a site’s relevance and position. 

How Local SEO Works Differently

When it comes to local searches, Google’s algorithm adapts to prioritise nearby businesses, and is a layer on top of normal SEO scoring. Google’s local search algorithm includes a “proximity factor,” which considers the searcher’s current location, even if they haven’t specified it in their query. For example, if you’re searching for “hair salon” or “coffee shop” without adding “near me,” Google still prioritises results close to your location.

With the increased use of smartphones for web surfing, local SEO has become key for businesses with a physical location, to reach potential customers when they are near and in need of your service. Additionally, the local map pack (the list of businesses with map directions that appears at the top of search results) allows you to stand out, even if you don’t have a website with a top organic ranking.

What’s Important for Local SEO?

There are three main areas to concentrate on: location-based optimization, local content and links, and Google My Business.

Google My Business: Setting up and optimising your Google My Business profile is one of the most impactful local SEO actions you can take. Google My Business allows you to appear in local map packs, showcase your business with photos, and even highlight customer reviews—all of which are major factors in local search rankings. Moz’s Local Search Ranking Factors survey emphasises the influence of reviews, with local customer reviews playing a significant role in your visibility.

Location-Based Optimization: Local SEO depends heavily on the accuracy and consistency of your location information. This includes details like your business name, address, and phone number. These details should be consistent across your website, Google My Business profile, and local citations (mentions on other directories or review sites).

Local Content & Links: As with standard SEO, content and link-building play a big role. However, for local SEO, the content should be geared toward a local audience. Creating location-specific landing pages for multiple branches of your business, or featuring local news and events, can be very effective. Link-building efforts should target local websites, blogs, and organisations to improve your local link popularity.

Easy Ways to Improve Your Local SEO

If you’re ready to get started, here are some practical steps to enhance your business’s local visibility:

Optimise Your Google My Business Profile: Set up or claim your Google My Business profile, then optimise it with accurate information, engaging photos, and responses to customer reviews. Keep your profile up to date to help boost your relevance and engagement.

Build Local Citations: Make sure your business details are consistently listed across local directories, data aggregators, and review sites. Tools like Moz Local or BrightLocal can help you manage and monitor your citations.

Create Location-Specific Content: Publish content that speaks to the local community, such as blog posts about neighbourhood events or guides relevant to your industry. If your business has multiple locations, create a dedicated page for each to better serve each area’s unique audience.

Encourage Customer Reviews: Positive reviews not only help your reputation but also strengthen your local SEO. Encourage satisfied customers to leave reviews, and take the time to respond to each review—Google values this type of engagement.

Engage on Social Media: Maintain an active presence on social media platforms to connect with your community. Social signals aren’t a direct SEO ranking factor, but they contribute to your brand’s visibility and can influence customer decisions.

Optimise for Mobile: Since local searches often happen on mobile, ensure your website is mobile-friendly with fast load times. This improves the user experience, which Google recognizes when determining rankings.

Start Utilising Local SEO

Local SEO is essential for businesses that want to attract and retain customers within a specific area. By optimising your Google My Business profile, creating locally relevant content, and building citations, you can improve your chances of appearing in local search results and map packs, ultimately driving more traffic and footfall to your business. The strategies may require effort, but in an increasingly mobile and local-focused digital landscape, these practices can make all the difference in gaining a competitive edge and growing a loyal local customer base.