In the United States, 80% of search engine users look for local businesses online, and 80% of those users visit the business within a day. Local SEO (search engine optimization) focuses on improving visibility in unpaid, earned search results, making it a core part of any local marketing strategy. For businesses targeting nearby customers, ranking in those organic results drives calls, foot traffic, and sales.
What Is Local SEO?
Local SEO is a branch of search engine optimization aimed at improving a website’s visibility in organic, unpaid results for searches with local intent. It follows the same principles as search engine marketing (SEM), but instead of focusing on paid listings, local SEO targets the results Google gives away for free.
Why Local SEO Matters for Businesses
Most local searches come from people ready to act. According to the data cited above, 80% of people searching for restaurants in a city or town are looking for a restaurant within one hour, and 80% of search engine users visit the business within a day. That urgency makes local search optimization essential.
Effective local SEO strategies include:
- Content optimization with local keywords
- Link building
- Social media marketing
- Responding to reviews to build credibility
When these techniques are applied correctly, a business can see a significant lift in site traffic and sales.
How Google Ranks Local Businesses
Google uses links, reviews, and business information to decide which local businesses appear in search results. Links improve a local business’s ranking on Google. Reviews influence how Google judges a site’s reputation. Consistent business name and address data across the web also matters. If the information is not consistent, it will not show up in local search results.
Yext’s listings and pages sync with more than 100 citation sources, and its Local Pack shows a map of a business’s location on Google. These profiles should be consistent with the business name and address so the business appears correctly in the SERPs.
The Role of Mobile in Local Search
Most local searches are made through mobile devices, which makes it easier for businesses to appear in front of nearby customers at the moment of search. Adding local keywords improves search rankings, and appearing in Google Maps gives local businesses an added advantage. Local SEO is one of the most effective ways to boost a business’s visibility and profitability, whether the business is a restaurant, a catering company, or a service provider.
Is Local SEO a Substitute for a Professional SEO Strategy?
Local search engine optimization is not a foolproof strategy and should not replace a professional SEO company. A clear understanding of local SEO helps a business attract more visitors and gain a competitive advantage in its market, but it works best as part of a broader optimization plan.
FAQ
What is local SEO?
Local SEO is a branch of search engine optimization that focuses on improving a website’s visibility in unpaid, organic search results for queries with local intent.
Why is local SEO important?
80% of US search engine users look for local businesses, 80% of people searching for restaurants want one within an hour, and 80% of search engine users visit the business within a day, making local visibility essential.
What techniques improve local SEO?
Common techniques include content optimization, link building, social media, responding to reviews, and keeping business name and address information consistent across citation sources.
Related coverage
- Local SEO Boosts Search Engine Rankings and Drives Traffic to Your Site
- How Search Engine Optimization Can Help Your Website Rank Higher in SERPs