Maximising local SEO: A guide for business owners & marketers

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Published in SEO on December 3, 2023
Author Jack Bird

Unlocking local SEO essentials for business success.

While each local business is unique, nearly all of them need to be found online. So it makes total sense that understanding the fundamentals of local SEO and making it your strategic ally is not just a game-changer; it’s the key to unlocking online visibility for your business.

Join us as we delve into the significance of local SEO and uncover the essential steps to kick start a successful local SEO campaign. But what exactly is it, and why is it so important?

What is local SEO?

Local SEO, or local search engine optimisation, is a means of strategically enhancing a business’s online presence to boost visibility in local organic search results. The three pillars of local search — proximity, prominence and relevance — form the basis of this practice.

Through a blend of technical and creative efforts, local SEO aims to convince search engines that a particular business is the most relevant result for online searchers in close proximity. Local SEO can even be viewed as a form of customer service by ensuring that nearby online searchers can easily find, connect with and ultimately choose their local business.

Under the umbrella of local SEO, the broader term “local search marketing” encompasses all online and offline efforts to promote business locations, turning them into household names in the communities they serve.

Why local SEO matters

Google is at the core of the majority of local SEO discussions because, with a staggering 91.54% global search engine market share as of November 2023 (source: Statcounter), it serves as the main search engine powerhouse. Furthermore, with an astounding 46% of Google searches exhibiting a local intent, that’s a huge number of local searches being done every day. Clearly a statistic that shows how prominence in Google’s local and localised organic search engine results can drive business to each location.

While other search engines like Bing and Yahoo still have roles to play, their shares are tiny compared to Google’s — it’s estimated that Google processes 2 trillion searches per year globally.

Everything you need to start your local SEO journey

1. Understand Google’s guidance for local search
The guidelines for representing your business on Google is a must-have document for every local business marketer. It teaches you how to think of a business in Google’s terms, how to market via the Google Business Profile (formerly Google My Business) and how to avoid costly mistakes. Understanding and adhering to Google’s guidelines for local search is crucial. Violations can lead to loss of rankings or removal of local business listings. Here you can read more about the guidelines for representing your business on Google.

2. Basic business data
After confirming the eligibility of a location you intend to promote, the guidelines provide a thorough explanation of how to complete the different sections of the Google Business Profile. This includes instructions on naming your business, managing addresses, departments, establishing operating hours and delving into other essential details.

3. Clear identification of the business model
Different business models have unique requirements and opportunities in local SEO. Whether it’s a brick-and-mortar store, service area business, hybrid, or multi-department business, understanding the model you’re going for is vital for effective strategy implementation.

4. A clear statement of business goals
Defining business goals is essential for measuring success in local SEO. Whether it’s increasing foot traffic, phone calls, transactions, or online interactions, setting clear goals and timelines helps guide the local SEO journey.

Get a local SEO head start with an experienced digital partner

Partnering with Let’s Drive Digital provides you with a distinct head start in your local SEO endeavours. Our team brings valuable expertise to the table, ensuring that your strategies align seamlessly with the latest SEO trends and algorithm changes.

☑️ Captialise on actionable insights
Utilising our deep knowledge in cutting-edge SEO tools and technologies, we can deliver actionable insights into the specific search terms and keywords trending within your local area (relevant to your business). This enables us to tailor your website content and SEO strategy to align with the preferences of your target audience. Thus connecting your website with the Google search terms that matter most to your local audience, so they find you effortlessly. Nifty hey!

☑️ Stand out from the crowd
We’ll analyse your local competitors, to provide an understanding of their strengths and weaknesses in terms of SEO. We use these insights to strategically position your business, ensuring your website emerges prominently for the same search queries that your competitors target and we capitalise on the opportunities your competitors may be missing. This careful approach ensures your online presence not only matches but exceeds the competition.

☑️ Results you can measure
As you may have noticed, our team at Let’s Drive Digital is brimming with insights to help propel your website up Google’s search rankings organically, ensuring it catches the attention of the right people. However, another aspect we’re passionate about is demonstrating the results to you. We meticulously track key performance indicators (KPIs) and provide insights into how your local SEO efforts translate into tangible business results.

☑️ We keep things simple
Working with us means cutting through the jargon to get straight to the task at hand. This approach allows you to focus on your core business activities while we expertly manage your online presence, delivering optimal and accelerated results. Feel free to get in touch to discuss how our expertise and tailored solutions can elevate your local SEO strategy.

Give my business a local SEO head start

Jack Bird

Managing Director

Having worked in the SEO industry for over four years and successfully grown sites both as personal projects and for clients, Jack is a seasoned SEO and specialises in producing content at high velocity to drive traffic. Jack is also a classically trained pianist and still plays in his spare time. A leading expert on Plytix PIM, there’s very little Jack doesn’t know about product information and how to manage it!

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