Local SEO is an important factor in search marketing, particularly for brick and mortar businesses that want to generate foot traffic from their web presence.
Years ago, as people began using their mobile devices more and more to search online, Google implemented some changes to its mysterious algorithm that would take into consideration a person’s location and then offer up a custom search results page that gave preference to businesses that were geographically closer to them, given other factors of credibility proved those businesses good matches for their search in the first place.
Enter Local SEO for small business marketing. Local SEO helps to establish location and get your website literally on the map when it comes to Google search results.
All other factors of your website being equal, with proper Local SEO, your site would receive better positioning than say a more prominent business farther away. The reasoning for all this is simple: Google wants to provide good customer service.
The assumption is that people search first for brick and mortar businesses in their own neck of the woods. Searching for a dentist that is 10 miles away doesn’t exactly fit most people’s needs. Likewise, looking for a pet groomer that is in Chicago’s downtown area makes little sense if you live in Rogers Park. So Google errs on the side of proximity and gives you listings that fit your location first.
When websites are optimized for local SEO, they can take advantage of the volume of traffic in their distinct area, topping the local rankings and snagging locals looking to buy their products or services. Factors that support good local SEO are meant to tell Google where your location is and that it has some permanency.
They include:
- Posting a clear address on your website
- Ensuring that that address is consistent across all your web properties (social as well as directory listings
- Adding micro data to ensure crawlers are in on the location of your business and industry
These and other factors help to ensure Google knows your location and what kind of business you are in so that your listed appropriately in its search results.
If you want to learn more about how local SEO can help your business, call one of our consultants at 773.245.7226. We love helping small business owners get a leg up on the competition.