Why is Local SEO Important for Growing a Small Business?

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Standing out in the marketplace is the only way for small businesses to survive. They can never get new business if potential customers cannot find them. Whether a company has a physical or digital location, Local SEO makes them easier to find.

This article will go deep into Local SEO. We will learn what it is, balance its costs and benefits, and get actionable advice to harness its power. Let's get started.

What is Local SEO?

We've all been there. Hungry while exploring a new area. We need to find a local eatery. So, what do we do? We reach for our phones and search, "cheap eats near me". Local SEO helps search engines decide which bakeries, cafes and restaurants to suggest.

Local SEO tells search engines a business's location. It then appears in local search results. It's as simple as that.

What Are the Benefits of Local SEO?

Now we know what Local SEO is. Let's go a little deeper and examine its benefits.

  1. Visibility and findability improve. Appearing in local search results helps new customers discover a business online.
  2. Higher general search engine ranking. Local searches bring more traffic to a website. Search engines then favour that site in more generic searches.
  3. More website visitors means higher-value prospects. People searching for a specific product or service will be closer to buying. Ranking high in local search engine results makes winning their business more likely.
  4. Improve a website's reputation when it appears on the first page of Google. It is the best FREE marketing you can get!
  5. Increase customer engagement with Local SEO tools like Google Business and Yelp. They give customers a place to review a business. Good reviews act as social proof and more free marketing for that business.

What Are the Costs of Local SEO?

Those benefits make Local SEO sound fantastic - and it is. That is not the whole story. As with anything else, there are downsides to implementing Local SEO.

  1. Local SEO requires time and effort. It is a slow process. Small business owners rarely have enough spare time to implement it effectively.
  2. Changing goal posts as search algorithms change. Search engines are always updating their algorithms. They want to deliver the best search results to users. It is frustrating for website owners. Website content must be continuously optimised and updated to stay relevant.
  3. High competition from rival businesses. Local SEO is no secret. Every business competes for the top spots on Google. It takes hard work, dedication and good fortune to appear on that first page.

Local SEO Tips for Small Businesses

If the costs of Local SEO do not put you off, let's look at how you can get started with it.

  1. Get a Google Business profile! Trust me, you have to. You cannot appear in local Google searches without one. It offers an easy place for people to access your information and review your services. Local SEO doesn't work without a Google Business profile!
  2. Encourage customer reviews. These let search engines and potential customers know how good you are. Good reviews on Google and Yelp are great social proof of your excellence.
  3. Use local keywords in your content. That includes your website, blog posts, and social posts. Any content you make, ensure it is relevant to your local area. Local keywords tell Google to include you and your content in local searches.
  4. Build local backlinks through partnerships with local businesses and content creators.
  5. Be patient and stay consistent. Rome was not built in a day. Neither is SEO. Search engines periodically crawl your and other websites. Every time they do, your presence should increase. Provide regular, quality content. Nail your Google Business profile. Stay patient and reap your rewards.

Local SEO Checklist for Small Businesses

You've heard my tips. Now, here are some actionable steps. A checklist to get you and your business started with Local SEO.

  1. Set up a Google Business profile. I can't stress enough how essential this is. You won't appear on local searches without it.
  2. Review and make consistent all your online platforms. All online faces of your business, like your website and social media, must be consistent. Pay attention to your Name, Address and Phone Number (NAP).
  3. Start collecting customer reviews. Contact former customers and ask them to write a review on Google Business. With every sale, ask the customer for feedback. All this will help build social proof of how good you are and tell Google you are worth recommending.
  4. Review your website and make your content locally relevant. The first step is to change the title of your homepage. Include what you do and where you are. For instance, my homepage says 'Freelance Web Developer in Melbourne'. Read your website content and check it is all relevant to your location.

Checking off each of these things will help kickstart your Local SEO. Doing so is the foundation. It is not the end.

After doing this, create regular, locally relevant content. Try partnering with local organisations and businesses. You can all boost each other's Local SEO. It is a perpetual process. Be patient and persistent. Your rewards will come.

Is SEO Worth It for Local Businesses?

Local businesses may think that they get enough custom from their community. They do not need an online presence to find new customers. They may be right. They know their business better than me.

It can't hurt though. To set up a Google Business profile. I am sure loyal customers would gladly write you a positive review. It's all free. It can't hurt.

Conclusion: Having No Local SEO Could Be Harming Your Business.

These days, people tend to find businesses through online and social media searches. Word of mouth is not enough to thrive anymore. An online foundation is essential.

I am not saying you need a website. I am not even saying you need social media. But, showing up on Google - that's vital.

The foundations of Local SEO will benefit a business simply by making them findable. Remove luck from customer acquisition and take direct involvement with Local SEO.