The Importance of Localised SEO For Your Small Business
Looking to get your local business bumping up to the top when it comes to search engine results, and thus, expanding your reach? Well, we’ve got you covered. Today I’m going to be running through a brief outline of everything you need to know to get your small business thriving through the use of a handful of essential localised SEO tactics.
Localised SEO? What’s that?
Localised SEO may sound complicated, but really it simply refers to region-specific advertising that’s done online. Plenty of local businesses across the UK are set up with the intention of only serving residents within the local area that they are based. This means that localised SEO needs to be an essential facet of their online marketing.
If you’re a small business looking to target, first and foremost, those within your local area, then you need to optimise your online presence carefully. Two of the simplest and most straightforward ways to go about doing this are by making use of local keywords, as well as setting up and managing your Google My Business listing.
The lowdown on local keywords
It’s essential for small business owners to identify which keywords are driving their relevant local traffic on the web. For instance, if you’re a dentistry practice based in Gateshead, you ought to design the content on your website so that it taps into the keywords which will drive Newcastle
& Gateshead browsers towards your site. This can be done by focusing on more specific key terms. By this rule of thumb, search terms such as “dentists Gateshead” or “dentistry services Newcastle upon Tyne” will be far more relevant to your business than simply “dentists” or “UK dentistry”.
Once you’ve identified keywords and phrases – which may include further detail in regards to what your customer base is typically searching for, i.e. “dental implants”, “teeth whitening” or “orthodontics” – you can start producing high-quality content for your site that makes use of these keywords. This will help you to rank higher.
What about Google business listings, too?
Here’s a troubling figure for you: despite the fact that 46% of all Google searches are localised, an overwhelming 56% of independent local businesses haven’t even claimed their Google My Business listing yet, and potentially never will.
Google business listings are those that appear through Google Maps, and they are some of the most visible listings that can crop up within Google’s search results. It’s essential to tap into your Google business listing as they are free to claim and make use of and are most often generated based upon the geographical location of the user making the search, if they have their location services enabled, that is. This means that, as a small business, you can broaden your reach to those individuals within your local area. Leaving your business unclaimed on Google is a big no-no. It looks unprofessional and gives potential customers no reason to vest any trust or interest in
who you are or what you do.
But what’s all the fuss about, really?
- Several studies have shown that Google Maps make up a significant percentage of any clicks made by users searching for local products and services. These listings, when claimed, can therefore be a brilliant starting point for localised SEO.
- Would you leave your shop front neglected and poorly tended to? If the answer is no (and it ought to be), then you should consider the fact that your Google My Business listing is more or less the digital equivalent to your shop front, in part. Just like a prospective customer wouldn’t want to arrive to discover a shabby shop exterior, the proverbial “passers-by” who stumble across your business through local Google searches will quickly pass you by if it appears untended to. These potential customers are, ultimately, way more likely to engage with those businesses that have a lot of updated information and lively activity that crop in the search results.
- Google My Business accounts are essential if you’re wanting to respond to your Google reviews. Seeing as though these reviews are allegedly the number one influence on consumer buying and a major ranking factor for Google, they’re pretty darn important.
Google My Business listings that are correctly optimised are, resultantly, best able to showcase your features and services to the people who count most. By way of this, local browsers are able to discover, learn about and get in touch with your business easily.
Time to Wind It Down
I hope you’ve got an idea of how to boost your small business online through the utilisation of local keywords and by correctly setting up and optimising your Google My Business listing. Savvy local SEO techniques can only help and never hinder your small business. So, what’re you waiting
for? Just because you’re small doesn’t mean you can’t think big.