What is Local SEO optimization?

• Local SEO boosts visibility in Google’s local search results
• Essential for businesses with a physical location or regional focus
• Google ranks local searches using proximity and relevance factors
• Key tools: Google My Business, local citations, and customer reviews

Local SEO is an approach to search engine optimization (SEO) that increases your company’s visibility in Google’s local search results.

Local SEO benefits any company that operates in a specific region or has a physical location there. For example, when conducting a Google search for business-related keywords, a map containing three listings appears beneath the search result (similar to a map pack), which can assist in a company’s expansion.

However, one must first understand how Google operates to understand local SEO.

How did search engines evolve?

During its nascent stages, the Internet had a limited number of websites, which facilitated effortless navigation. However, as the Internet grew, developers developed search engines to help users find the websites they desired.

When a user entered a phrase, a search engine returned websites that contained the specified keywords. Even though Google employed the same strategy, it swiftly surpassed its competitors by being the first to utilize intersite links to determine which sites were authoritative and trustworthy.

Google determines whether a page is pertinent to display as a search result by analyzing hundreds of factors on and off the page. Each factor contributes to forming your “digital footprint,” and the search engine integrates the weights or values of these factors to produce search results. Google bases the top ranking for a specific query on the user’s digital footprint.

So, how does Google work?

When you enter a search phrase, Google returns a list of sites that match your search query after analyzing the pattern of multiple website signals or ranking factors, including your site’s relevance.

When a user enters text into the search bar, Google does not perform a live search of the entire internet, which most people do not realize. In reality, it searches using a cached copy of every website that Google has identified. This replica is referred to as the Google Index.

To compile the index, Google crawls the web using tiny programs known as “spiders.” Each spider operates similarly: it begins on a single page, then examines the content of the subsequent pages by following the connections on that page, and so forth.

Google’s servers store the crawled web content and construct the index. The arachnid operates at an astounding rate of speed, continuously traversing trillions of pages. This process ensures the index stays up-to-date and promptly identifies any newly discovered sites or connections.

How Google ranks search results

In an instant, Google ranks hundreds or thousands of websites using various processes. The term for these operations is “algorithm.” When you conduct a Google search, an algorithm examines the index and returns a list of websites that match your search in organic results. The prominence, relevance, and prevalence attributed to inbound links determine the selection and ranking of those results.

The algorithm considers several on-site and off-site factors to determine which websites contain content pertinent to your query. After adding each pertinent website to the list, the algorithm ranks it based on its prominence. Using the aforementioned on-site and off-site factors, the algorithm determines which sites provide the most relevant answers to the search query. The algorithm then displays those sites at the top of the search results.

Enhancing your SEO impacts various factors, such as your website’s prominence, relevance, and link density. By optimizing the appropriate components of your website’s digital footprint, you can increase its visibility in search engine results.

Local SEO is a different pattern

What do organic local search results entail? Through an analysis of user behavior across trillions of searches, Google discovered that individuals seeking specific types of businesses require results from their immediate vicinity. Due to this rationale, Google’s local search algorithm incorporates a proximity factor—another name for Google’s consideration of your location—when you conduct a search using a local keyword (a query with local intent). This occurs irrespective of whether the searcher inputs “near me” or a city name.

For example, if you want a pizza delivery for lunch while at work, a search for “pizza delivery” will return a catalog of establishments near your workplace in the local search engine results pages (SERPs).

However, attempting the same inquiry from your residence will yield an entirely different set of outcomes. This is logical because you require pizza delivery from a nearby location.

For years, only desktop computers could access the functionality of local search. However, mobile search has expanded in recent years due to the proliferation of mobile internet access; consequently, local SEO has become critical to the success of any company that provides local products or services or employs local marketers.

What matters for local SEO

How might this impact search engine marketers? Although the local map pack appears in the standard organic search results on Google, distinct algorithms govern the primary Google search results for local rankings and the local map pack. As a local business, you can appear in the local map bundle and the primary organic search results.

For novices in the industry, determining the optimal areas of emphasis to optimize the efficacy of online marketing endeavors can be a significant obstacle.

The top 35 to 40 local SEO experts worldwide participate in Moz’s annual Local Search Ranking Factors survey. It yields superior insights into the factors that affect local search visibility.

Unlike Google’s traditional search algorithm, localized content and link popularity are determinants. Therefore, creating local landing pages for each location is critical, mainly if you operate a business with multiple locations. These pages should contain your company’s name and pertinent information, such as your address and phone number. Additionally, it would help if you optimized them using title tags, meta descriptions, and SEO best practices. This factor should alsoshould be incorporated into your content marketing and link development strategy.

Furthermore, local-oriented SEO rankings also consider location-based factors, such as a business listing on Google My Business, local citations obtained from data aggregators, and review signals provided by local customers. As a result, you should also incorporate these factors into your local SEO strategies.

Additionally, it is critical to mention that local search-specific SEO tools can assist you in conducting localized SEO audits. These tools facilitate tasks such as performing keyword research specific to your local audience, constructing citations, overseeing Google My Business listings, business profiles, and Google posts, and monitoring your presence in local pack results.

Google’s conventional search algorithm considers website content as well as location-based elements like Google My Business, citations, and review signals.

Start harnessing SEO

With an enhanced understanding of fundamental SEO principles and the methodology behind Google’s local search result rankings, one can now direct attention towards signals that optimize a website’s digital presence within the ecosystem of locally oriented search engines. In this manner, your company can achieve a higher ranking on the search engine results page, potentially attracting more prospective customers.

Even though numerous variables affect your visibility in these queries, it is essential to remember that local search is constantly evolving. One may consult Moz’s annual survey as a foundation for their strategic blueprint to remain informed about the signals that are gaining and losing significance. As soon as you begin to enhance each critical signal area, you can serve more individuals within your geographic region, accelerating your growth.

Google may infer your location based on your search query, the IP address you provide, or the GPS information provided by your device. Each enterprise provides further details through its Google My Business profile.

After determining that you are looking for a local business, Google will generate different results based on their most accurate estimation of your current geographical position. Google even modifies the structure and formatting of the SERP page for local queries. We refer to the search engine results pages (SERPs) that appear when a keyword is entered with local search intent as the local SERPs.

Local SERPs

Your typical SERPs (search engine results page) differ significantly from a standard search results page because individuals seeking information about a local business typically require different data types, such as hours of operation, maps, and reviews.

Regarding search engine rankings, Google’s assessment of local businesses and their websites differs slightly from others. Despite the continued significance of technical SEO strategies, there might be less competition to “conquer.”

Regarding local businesses, Google emphasizes customer evaluations and the company’s public perception to the extent that it can deduce algorithmically. For this reason, Google My Business is a critical component of local SEO.

In other words, having the best plumbing website in your city or service area is sufficient; having the best plumbing website globally is necessary. Unfortunately, you are not the only plumber who has recognized the significance of SEO.

Google My Business

Businesses can utilize “Google My Business” to administer their company profile and business listing on Google. Business owners can assert possession (confirmed via a Google postcard sent to the company’s address) to exercise authority over their company’s profile and information, reply to reviews, and handle other related matters.

Google uses the data and company profile information from your business’s appearance on Google Maps to populate the local pack and search results. Moreover, through effective GMB profile optimization, you can enhance communication with Google regarding the nature of your organization and increase the likelihood that it will appear in searches associated with your company. GMB profile administration is among the critical elements of a successful local SEO strategy.

We present the entire knowledge panel below, primarily sourced from our Google My Business profile.

Local SEO and citations

Citations are, in essence, “mentions” of your site that do not inherently contain a link back to it. Google is aware of every citation linked to your website. By implementing systematic measures to maintain consistency, such as providing your NAP (name, address, and phone number) and employing the identical format for your website’s URL, you can ensure that Google consistently obtains accurate information regarding your organization.

Your company may manually place citations or allow web users to mention your company naturally.

Given that numerous citations transpire organically, unaided by your organization, the most prudent course of action is to assume authority over the manual citations that your organization oversees on platforms such as Google or Yelp.

Additionally, it is beneficial to educate your entire organization about citations. This way, when your staff encounters citation or link opportunities, they will have the knowledge to maximize the benefits and follow established best practices.

Outranking Your Local Competition in Search

Having acquired an understanding of the intricacies of local SEO, you are likely curious as to what it takes to surpass your competitors and attract new consumers to your business through search engines such as Google. A local SEO campaign increases Google’s desire to link to your site when individuals conduct service-related searches. You can achieve this by convincing Google that your organization is the leading provider of the specified services.

 When should I use local SEO?

Local SEO is more appropriate for companies that operate in smaller markets. As local SEO targets a highly specialized audience confined to a small geographic area, the content and keywords employed must be extremely specific. It is recommended that brands utilize their contact information, address, and services to restrict the range of individuals who may visit their website.

Consider, for example, an Australian retreat that operates exclusively in a single city. Focusing on consumers within their locality emerges as their most advantageous strategy to augment website traffic and, ultimately, foster business growth. In such circumstances, local SEO is critical for the company’s success.

When should I use international SEO?

Brands that conduct business across national boundaries, including cities, countries, and continents, implement international SEO. Large websites that provide goods and services on an international scale are currently investing substantial resources in developing the most effective international SEO strategy. 

In contrast to local SEO, the published content on this platform must be universally applicable and alluring to a broad audience, encompassing individuals from various geographical locations and cultural backgrounds. It ought to cater to all types of customers who may arrive at your site via the particular keywords you employ. Therefore, international SEO requires more time and effort than local SEO. 

To combat this issue, a number of major brands have launched region-specific websites, which facilitate content curation by their marketing departments. This feature enables the brand to uphold diverse identities that cater to the inclinations of various regions, cultures, or demographic groups worldwide, all the while ensuring consistency.