Just when you thought you mastered search engine optimisation (SEO), along comes local SEO. What is local SEO and why is it important to my business, you ask? Here’s a quick explanation of local SEO and why small businesses should include it in their content marketing.
What is local SEO?
When you run an online search, Google tries to find businesses near you even if you don’t include a location. Local SEO is about optimising your small business website so that those who do include a location in a search can more easily find you.
Let’s say you own a pizza restaurant in Port Melbourne. If someone searches for “pizza deliveries in Port Melbourne” or “pizza restaurants near me”, it’s easier for Google to find your pizza restaurant if you’ve added location-specific keywords to your website.
Why local SEO is important to the success of a small business
If you’re a brick-and-mortar business, local SEO should be a vital part of your content marketing. Local SEO statistics show that 46% of Google searches are local. Of those who search for local businesses, 72% visit local stores within 5 miles of their location. More feet into your store means more profit.
How to improve your business’s local SEO
To improve your ranking on Google, you need to include local SEO in all your content. Here are two ways to do that.
1. Optimise your website with local SEO keywords
Review your website content. Are most of your keywords vague and open-ended, like “authentic Neapolitan pizza” or “fast pizza deliveries”? You can amend this to “best Neapolitan pizza in Port Melbourne” or “fast pizza deliveries in Port Melbourne”.
2. Create a Google Business Profile
As many as 86% of people look up the location of a business on Google Maps. When Google Maps finds a local business, it lists a description of the business, the address, telephone number, hours of operation, directions, photos, and customer reviews. When you optimise your Google Business Profile, your business will rank better in a local search.