Local SEO helps businesses show up in searches from people nearby, and 97% of consumers turn to Google when they need a local service, while only 72% of those searchers choose to visit a local business. Quality matters more than raw link counts, and on-page signals such as a complete Google Business Profile decide whether a business appears in the local pack. Companies that invest in location-based search earn more visibility with the customers who are closest to them.
Why link quality beats link quantity in local SEO
In local SEO, ranking well on search engines is not enough on its own. The quality of links a site receives can affect how well it ranks in local search results. A website can both accrue authority and pursue it by earning links and mentions from other websites. To get the most from local SEO work, businesses should avoid buying links or running schemes that inflate link counts.
Where to put local search terms
The basic local search formula combines location and service. It helps to work local search terms into content wherever it reads naturally. Those phrases can sit in pillar pages, blog posts, or social updates. A dealership, for example, might mention that it serves the town it calls home, and a blog post on finding the best Honda deals in Northwestern Montana can carry local search terms alongside the topic. That placement keeps the business visible on the search results page.
How Google reads intent in regional searches
Local SEO also covers optimizing a site for specific regional searches. If someone searches for a hotel in a town near home, Google may not return a single business listing unless it understands the user’s intent. For a hotel business, a local search result will not show a site for booking one hotel, because Google has decided the searcher wants to see a listing of multiple hotels in the area.
What local SEO does for brick-and-mortar businesses
Using local SEO techniques increases the visibility of a business in local search results, which matters most for brick-and-mortar locations. Today’s consumers are more likely to trust a company that has a high-quality web presence and five-star reviews. Local SEO makes a measurable difference for a brick-and-mortar business.
How Google figures out location
Building a local SEO strategy is straightforward. It is an effective marketing strategy for local businesses when it is carried out by qualified professionals. Google can determine a location based on the IP address, GPS information, and context of a search query, as well as the Google My Business profile. A targeted marketing strategy gives a company more chances to reach the right consumers.
The local pack, local finder, and organic results
Local SEO also lets a business get noticed by users in the same area, and many consumers rely on location-based search results to make buying decisions. The local pack, for example, features three organic results, though ads can also appear there. This listing is based on the business’s Google Business Profile (GBP). Without a GBP, the company cannot appear in the local pack, so having a complete GBP is a strong way to promote the business locally.
If you are looking for a local SEO strategy, SEO Design Chicago is ready to help you reach your goals. Our team is dedicated to helping you develop a comprehensive marketing plan centered on location-based search.