Local SEO is the way forward if you want to get more customers to your local business from organic search.
But what is local SEO, how does it work, and which ranking factors matter?
In this guide, you’ll learn how to rank your business on local search to get more customers through your door.
Local SEO basics
Local SEO keyword research
Local SEO ranking factors
Local SEO tools
Chapter 1. Local SEO basics
First, let’s explore what local SEO is, why it matters, and how it differs from “regular” SEO.
What is local SEO?
Local SEO is the practice of improving your online presence to get more business from local searches. These searches take place on many search engines, but local SEO focuses on optimizing for Google users.
Why is local SEO important?
Local SEO is important because many people use search engines to find local businesses.
In fact, according to Google:
30% of all mobile searches are related to location.
78% of people who search for something nearby on their phones visit the business within a day.
28% of searches for something nearby result in a purchase.
In short, customers are searching for your business. If you’re not there, you’re leaving money on the table.
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How does local SEO work?
Local SEO is a game of two halves because Google shows two types of search results for local searches. These are “map pack” results and organic “blue link” results. You can rank on both of them.
Infographic of types of results on Google SERP
Map pack results
The map pack (aka local pack) is a Google SERP feature that shows the top local business listings and a map. It often appears at the very top of Google’s search results for local searches.
Organic search results
The “regular” organic search results are the “10 blue links” that we’re all familiar with. They usually appear below the “map pack” results.
Chapter 2. Local SEO keyword research
Local keyword research is the process of understanding how people search for the local services you offer.
It’s important because you want to optimize for what people search for.
Let’s go through how to do this.