Local SEO refers to an SEO strategy that is designed to improve the visibility of your business in local search results on Google. If your business has a brick and mortar location or specifically serves a target geographic area, then local SEO is for you – with 46% of searches on Google seeking local information and 97% of people learning more about local businesses online than anywhere else, you can’t afford to miss it.

As Google has evolved, it has come to realise that some searches are really looking for results in close geographic proximity – if you search “MOT Garage” and you’re in Sheffield, the chances are that search results showing mechanics in South Wales won’t be of much use. In fact, 72% of consumers will visit a store within 5 miles of them after a local search, and nearly 20% of mobile local searches result in an offline purchase the very same day.

This is why Google’s algorithm takes your geographic location into account when trying to find matches for searches made with local intent. Excitingly, Google uses two separate algorithms for the main search results page and their “map pack” results, giving your business the opportunity to appear on both simultaneously and maximise visibility when matched with a query.

There are a variety of ways that you could improve your local SEO, such as:

  • Optimising your Google Business Profile
  • Optimising your website
  • Auditing and analysing your competitive search landscape
  • Implementing a local link building strategy

We find with many of our clients the best place to start is by setting up and fully optimising their Google Business Profile – read our blog on this topic for more insight, or get in touch to find out how we can help.