Local Search Engine Optimization (Local SEO), sometimes also referred as local search engine marketing is an effective method to market your local business online, as it helps businesses to promote their products and services to the local customers exactly at that time when they are searching for them online.
This is attained in various ways, some of which differ from what is practised in standard SEO, and some of which are simpler to handle using local SEO tools and can need certain local SEO services.
Define “Local Search”
First, let us have a look at the differences between a standard informational search and what is known as a local search. Did you know that as per Google, 46% of the searches have “local intent?”
Whereas anyone in this world with good SEO and authority can rank for a search query like “how to fix a blocked drain”, when the query has more purchase intention behind it, it becomes “plumbers nearby” or “best plumber in (your location).”
For these kinds of a search query, which typically includes a ‘ location’ or ‘nearby’, search engines understand that what the person wants is business suggestions or lists based on the place, and so that is precisely what they provide in the local search engine results page (SRP). The disparity in result and behaviour is precisely why local SEO is essential and worth investing in along with standard SEO practices.
What are local SERP’S?
What local businesses need most to enhance traffic to their sites or through their doors is visibility on what is commonly known as the “3-pack” or “local pack”. Everything that is shown in the local pack comes from the Google My Business profile, a significant part of Local SEO marketing that is becoming more significant as Google tries to satisfy more search queries in the SERP’s directly.
What is Google My Business?
Earlier known as Google Local, and for a time, even Google + Local, Google My Business is, as the name indicates, your business profile on Google. You can find out how to claim or add your Google My Business listing here.
It feeds info to various places, including the Google Maps and local pack search results, but the most common appearance will probably be when it is the top right side of a branded search for your company.
What are the citations?
A citation is a place your business’ NAPW (Name, Address, Phone number, Website URL) information comes together online, mainly in a business listing website or online directory. These are mainly significant to get in place for local SEO, as if you do not appear in places people are searching for businesses like yours, you are expected to get overtaken by the competitors that do.
There are two kinds of citation: structured and unstructured. Typically, structured citations appear in business listings and appear from form field that is being filled in while the listing is claimed. Unstructured citations are probably the results of social media and press, whereas your NAPW info is clearly visible and connected on a website, but not in a structured way.
Achieving citations for your local business is not only important, but it is also popularly known as “table stakes” in local SEO, as in if you do not achieve the citations, you cannot play the game.”