Local SEO is applied to improve the visibility of your business in the search engines on location-based searches. These are searches with geographical qualifications such as city, province, near, etc. In such searches, Google uses the (geo)location of the person to display search results from that area.
Why is local SEO important?
Local SEO is important, especially if you have a physical location or store. A Forbes survey shows that 95% of mobile users use their mobile device for local searches. 61% of this group actually visited the company. SearchEnginewatch’s research shows that 70% of mobile users use local search results to call the company directly from Google.
Based on the above studies, it can be concluded that visibility on location-based searches is a crucial way to get in touch with potential customers. This group is mainly looking for products or services that your company offers in the region where you are with your company, so you can assume that these are qualified leads.
Another important reason to optimize your website for local SEO is getting a spot in Google’s local 3-pack. A coveted place, when it comes to search engine results. Below we will briefly explain what a Google local 3-pack is.
What are Google's Local 3-pack results?
For example, in local searches, Google shows the most popular companies in this region. The local 3-pack results show the addresses, phone numbers and direction links of three of the most popular companies in this region.
Benefits Local 3-pack results:
According to a study by Moz, 44% of people who searched locally clicked on a local 3-pack list, while only 8% chose to load “more local results.” This shows that people searching for local listings are choosing from one of the available local 3-pack options. Because of this, getting this place is valuable as it provides a huge amount of traffic and potential revenue. A good reason to apply local SEO.
Who benefits from local SEO and why?
Hieronder een voorbeeld van 3 type bedrijven die profiteren van Lokale SEO:
Overview of the unpaid online marketing channels:
Lawyers and law firms
If you’ve never done SEO for lawyers, here’s a little secret: one of the biggest benefits of local SEO for these types of clients is that Google displays a call button directly in the local search results on mobile phones.
So when a potential client pulls out their phone and searches for “[type of] lawyer,” they’ll see targeted results for their specific location.
When done right, local SEO will push the attorney to the top of the search results for that location, and get them to click the call button.
The reason this is such a huge benefit is that anyone who has had an accident or has any other problem will be on the phone trying to find lawyers offering free consultations.
This is one way to reach consumers exactly when they need a lawyer quickly.
Doctors and medical practices
When someone is looking for a doctor, it is my experience that someone is always looking for a doctor nearby or a doctor “near me”.
Most people don’t want to go out of their way or travel several hours to see a doctor. They want a doctor nearby who can see them regularly.
Referring to the screenshot below using the search “doctors near me” there are several advantages of this large local package result.
This local result displays the doctor’s name up front, along with a direct “directions link” that displays a map application on a user’s phone.
When it comes to doctors, it’s easier for people to call to make an appointment, and they’re probably looking for an easy way to get directions to the doctor’s office.
One of the next businesses to benefit from local SEO is plumbers.
Think about it: If someone has a plumbing emergency, do they go straight to the store? No, they usually go to Google to search for [plumber near me].
Google’s search results provide an easy way for anyone to directly call a plumber, read reviews, and immediately access local plumbers if they have such an emergency.
These companies get the most benefit from local SEO because of customer reviews and local address information that are common.
The convenience of this information directs potential guests to a good restaurant in the shortest possible time.
Moreover, in a quite efficient way, people can see the restaurants that offer the best quality of food and service around.
3 tips to improve your local SEO results:
- If your business address hasn’t been updated or added to Google My Business and other online directories, it won’t appear when a customer searches with a business name “nearby” or “in *location name*”.
- Make sure your company’s NAP (name, address, and phone number) is consistent across all online directories where you’re located. If there are any discrepancies here, Google will most likely prevent your business from being listed in the local 3-pack.
- Take advantage of quotes, using a third-party website as a reference point. The quote can include your company’s name, location, or contact information. A backlink to your website is not required.An example of a quote is a food blog that mentions your restaurant as a good place to dine in your city. This helps Google understand that your company is trustworthy. This increases your chances of earning a position in the local 3-pack result.