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You’ve probably heard of local SEO and its role in your web strategy. As a reminder, in a few words, local SEO is “a web referencing technique. This search engine optimization technique focuses on queries with geographic elements (neighborhood, city, country, etc.) or geolocated queries in the case of mobile devices in particular”, according to the 1ère Position agency.
Why is local SEO important for your business? No other web marketing lever could match the advantage of ranking #1 on search engines. Ranking well on strategic keywords your website receives significant traffic and a better conversion rate. Companies are dedicating larger budgets year after year to their web referencing. This has developed a network of local businesses with targeted scopes of action: local referencing is becoming a key element in an acquisition strategy. Search engines are also encouraging this trend, which allows them to respond more specifically to customer requests and needs.
Likewise for companies that want to generate attention to a specific geographic area, the rest of the traffic will then be useless and the return on investment less interesting. Still not convinced? The SEO agency NOIISEexplains to you why local SEO is so important in web marketing and how it can benefit your business.
Generate targeted traffic to your website
Since local SEO focuses on generating targeted traffic to your website, visitors are people who are geographically close and who value local roots. This proximity ensures a better conversion rate. More than 50% of people use Google to find out the address or information about a local business.
For local businesses, people living in a nearby geographic area are a high-potential database. Once they become loyal customers, you can understand their behavior inside out and suggest products they would like to buy. Having a trusted local business is also beneficial for customers. As they would not need to spend a lot of time shopping at the mall.
Take advantage of the #1 search engine and its tools
Google loves local businesses and has developed various tools, some of which are free, for their use ( Google My Business, Google Analytics, Search Console…). These tools help small businesses measure and develop their performance. This strategy helps attract more potential advertisers and offers business opportunities to VSEs and SMEs that target a more specific geographic area.
To play the proximity and local business card, Google favors local businesses in its search results, particularly with the “local pack”, a list of local businesses that respond to the Internet user’s query. Google’s “helps” are too rare to miss, right?
Gaining an edge over competitors
In almost every market, businesses face intense competition, often from a multitude of players. Local SEO could help you combat this competition. Consumers visit the store that most easily provides the information they need – often online. By following local SEO best practices, you’re leveraging a powerful and cost-effective lever.
Instead of reaching out to the entire country like big businesses, local SEO helps you focus your efforts on a specific target. If you’re not leveraging local SEO, your competitor might be, so always be on the lookout. Remember, in SEO, there’s never a dead heat.
Take advantage of a profitable acquisition lever
Unlike paid advertising, SEO is completely free. Google allows a company to position its information on Google My Business for “free”. Obviously, positioning yourself on search engines involves allocating resources – and sometimes money. However, SEO is very profitable because it is a long-term investment. You will not lose your Google positioning overnight, unlike SEA or an Ads campaign.
Gain authority and notoriety
The first page of Google ensures exceptional visibility especially on keywords with high search volume. However, this is far from being the only advantage. Positioning your business at the top of the results inevitably reassures your prospects. It is the sign that Google trusts you, it is the equivalent of having a “storefront” for a physical business. Imagine your business positioning your biggest competitors – perhaps even companies with incredible budgets. This is what local SEO allows, in part.
As people visit your website through local search, there are chances that they will post a positive review on Google or other directories. Word of mouth is the best way to get customer attention. Getting positive reviews from your customers will bring more visitors to your website and hence more conversions.
Capturing the attention of the Millennial generation
Most Millennials look for information primarily online. Unlike the older generation who prefer other media. More and more consumers are turning to the internet to get local information: new restaurant, a repair shop, a mechanic, a doctor, a home help company… Your business can really thrive if you are able to successfully capture this attention.
Continuously monitor return on investment
SEO and other web levers allow you to measure your performance and act accordingly. Local SEO strategies can be used to improve the profitability of your business and be monitored using reliable data. Thus, you will be able to track the performance of your local SEO strategy with position tracking, traffic generated or conversions. You will be able to adjust your budget as best as possible. It is entirely possible to specifically track the performance of a local campaign in relation to the rest of your SEO.
Conclusion
There is no downside to using local SEO. When done right, SEO has the ability to deliver lasting results. Most consumers today begin their buying journey on search engines. Local SEO helps you build trust in the eyes of the customer. The easier it is for them to contact you, the more you will gain their trust. This creates a long-term bond between you and your customer for a mutually beneficial relationship.