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How can Search Engine Optimisation help my local business?

How can SEO (Search engine optimisation) help my local business?

As a local business, it’s important to stand out and be seen, this is where search engine optimisation (SEO) comes in.

Local SEO is a strategy that helps your business appear on search engines for local search results.

For example, if you have ever typed in “(type of business) near me” you have seen the local search results.

If you are a brick-and-mortar business you should consider what SEO could mean for you.

This is why you need local SEO for your business.

With so many local businesses competing you need to stand out. Optimising your business’ website is the perfect way to get ahead. When people search for local results, they find you first over your competitors.

Once you are ranking well and you keep it maintained, organic traffic can be a big driver for your business and growth. Paired with a great social media presence and an amazing website user experience you can be #1 in your area.

The first 3 results on a search get the most clicks. After the 10th result, the click-through rate becomes less than 1%.

Graph showing the difference in clicks based on serp results page

Local SEO – The Basics

There is much more you can do to improve your site’s optimisation for local searches but these 3 points are key to starting to rank your website on Google:

 

  1. You need to set up Google Analytics and Google Search Console for your website if you haven’t already. This will give you data to see where you are overall and insights on where to improve.
  2. Then set up your Google My Business Profile, make sure you fill out as much information as accurately as possible and that it matches what is shown on your website i.e. address, phone number, etc… This is like your online business card.
  3. Finally, customise your page titles, meta descriptions, and headings to be descriptive and use the keywords you want to rank for. If using you’re WordPress, the Yoast SEO plugin will help you change those, start with the free version.

Local SEO for the Map Pack.

Local SEO for the Map Pack.

These search results contain what we call the Map Pack. The Map Pack on these local searches contains 3 organic results and sometimes an advert (as in this screenshot).

 

The Map Pack will appear before the normal organic results so getting into this is key if you want your business to be found.

 

Local SEO can help improve your chances of getting into the Map Pack or even move you to number 1 if you are already close.
Having great local SEO isn’t the only thing in play here though, the location of the searcher, reviews and opening times can all play a role in ranking you here.

 

How to rank your local business for more keywords.

Each page should have a main target keyword although they can rank for more than one keyword. Having a blog on your website that answers your target audiences’ questions will improve your website visibility. The blog will also build topical relevance on your site to help boost your rankings.

If you are a coffee shop you could write about the best way to brew coffee or the health benefits of different types of coffee.

If you are a light fixture shop, writing about what lampshade to use and when or how to use light in different rooms could be a great start.

If you are stuck for ideas https://answerthepublic.com/ is a great resource to find blog ideas to help increase traffic to your website.

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