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What is local SEO

Hello guys,

My name is Victoria, I'm an expert of Local SEO in RocketData, an automated platform for customer acquisition from local search and reputation management.

Have you noticed that more and more businesses, especially local ones, are implementing a local search marketing strategy? Along with this you may already heard about Local SEO that is quickly becoming one of the most qualified methods for local businesses to grow online.

I am here to shed some light on Local SEO in simple terms so you can apply that to your business, enhance search visibility and increase customer flow.

One important note I should make right now is that Google currently holds 92% of the total search engine market share. It means that most people are using Google to search for local businesses.

So, in this video we will be focusing on Local SEO in Google only.
You probably remember the times when Google search results looked completely different. And a customer search journey was different as well.

In 2014 the search engine results page (SERP) for every local query looked like a huge list of relevant links divided into several blocks:

  • ads related;
  • search engine optimized websites;
  • and a small block with a map top right.
In order to find some goods or services,
a person:

  • Entered a search query into a search bar;
  • Chose a website from the results page (sometimes a user had to check a dozen of search results);
  • Further, on a chosen website a user had to explore the information needed including locations and its details: contacts, addresses, reviews, photos and other.

To check other relevant results a customer had to repeat the process over again, which was both time consuming and inefficient.

In just a few years, the search engine results page evolved considerably and at the same time it changed the way users search. So, the "journey" to the purchase has become much easier. This happened largely thanks to local search.
Local Search is a search engine algorithm that generates search results
according to a user's location.
You should know, that 46% of all searches on Google include local intent. What does it mean for us?

Google recognizes most of the queries as "local" queries - "ATM near me", "where to drink coffee", "auto repair", etc.

Еven if a user doesn't specify the search area, the search results will be relevant to his location. So, the map with pins on goes to a priority position.
The map is accompanied by a box of local listings on Google Maps which is called Local Pack. Moz research confirms that 44% of users choose one of the companies listed in the Local Pack, and only 8% of consumers click on "More places".

And below there are typical organic search results, which are chosen by only 29% of people.

This means that if you're not ranking in the top three, you will only reach a tiny fraction of all local searches. So, today it's crucially important for local businesses to get into the Local Pack results.

With the appearance of local search, the "customer search journey" has also changed and become much easier.

Today, after making a local query, a user moves directly to the map and get there "quick response". In other words, a listing on the map replaces a company's website.
Thus, if a user finds your company in the local search results, he can quickly look at your working hours, build a route or make a phone call to your office without coming to your original website.

And you can both help a user to interact with your company or hinder it according to work you with Local SEO or not.
Local SEO is a search engine optimization strategy that helps your business be more visible in local search results.
Local SEO strategy involves working with both your website on organic search results and directly with your listings on the map - both according to the Google ranking factors.
Mostly Local SEO strategy is applied by businesses that serve their customers face-to-face.

These can be brick-and-mortar businesses with physical locations, like a grocery store or dentist's office, or service-area businesses that operate throughout a certain geographic area, like gas station or house cleaning company.

In addition, it could be even an e-commerce company with delivery points which could be visited by foot.

Important fact: people who conduct local searches are closer to making a purchase.

According to Google Consumer Research, 76% of people who search on their smartphones for something nearby visit a business within a day and 28% of those searches result in a purchase.
Businesses that do not work on their Local SEO strategy are not visible for potential customers. This means such companies loose a great part of search traffic that could be turned into foot traffic and could gain a potential profit.

If you want customers to find your company, you should put a local search strategy in place, so you don't miss out on leads ready to convert.
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