Local SEO for Beginners: Getting Started

One of the top questions many businesses have with local SEO is: Do I really need it?

I see. You are busy – your time, budget and energy are all valuable resources.

Do you really need another thing to keep up with?

If you want to drive in-store traffic, online or phone orders, appointments, doctor visits or other business with local consumers, the answer is yes!

Who benefits from local SEO and why?

All types of businesses that interact with and serve customers in specific regions can benefit from local SEO.

This includes retail stores, service businesses, restaurants and hotels, hospitals, banks, construction companies, and more.

Here are some examples.

Lawyers and Law Firms

One of the biggest benefits of local SEO for these customers is that Google displays a call button directly in the phone’s local search results.

So when a potential customer pulls out their phone and searches [(type of) attorney]they will see targeted results for their specific location.

Done right, local SEOs will push lawyers to the top of search results for that location, and the main call to action will be the “call us” button.

The reason this is such a huge benefit is that anyone who has an accident or has other issues will be on the phone trying to find a lawyer who offers free advice.

This pathway provides a way to be in front of consumers exactly when they need a lawyer.

Doctors and Medical Practices

When someone is looking for a medical professional, they are usually looking for [doctor nearby] or a [doctor near me].

Most people don’t want to purposely walk for hours to see a doctor. They want a nearby doctor who can see them regularly.

If you refer to the screenshot below, please use the search [doctors near me]this large local packing result has several benefits.

This local result comes pre-supplied with the doctor’s name, as well as an instant “route link” that displays a map app on the user’s phone.

When it comes to doctors, people are more likely to call to make an appointment, and they’re likely looking for an easy way to find directions to the doctor’s office.

plumber

When someone has an emergency involving plumbing, do they go straight to the store?

no, they usually go to google [plumber near me].

Google search results provide an easy way for people to call a plumber directly, read reviews, and immediately contact a local plumber in the event of an emergency.

Who doesn’t benefit from local SEO?

While we would like to see everyone benefit from local SEO and sell these services to more clients as SEO professionals, the reality is that some businesses are not suited for local SEO work.

Businesses such as online-only e-commerce stores, businesses that don’t want to share their local information, and private online sellers who want to keep their information private may not be ideal candidates for local SEO services.

Local Search Still Needs Organic SEO

Local search rankings come in the form of Google Maps packages, but your site’s organic ranking is also an important factor. This helps Google understand your overall visibility, which is one of the three main categories of local ranking signals.

SEO tips and strategies are long gone, and search has grown exponentially.

Today, UX signals, E-A-T, high-quality content, high-quality links, and higher-quality UX rule the game.

But don’t get me wrong: you still need to get your local-enhancing SEO factors right, including:

• Find the right keywords and topics as part of your campaign.
• Make sure your technical SEO is top notch.
• Ensure the highest quality content possible.
• Get links to make your website prominent enough in Google’s eyes.
• Double check and enforce your NAP (name, address, phone number) information to be accurate across many linked sites.
• Optimized for local ranking signals.

With a local focus, many of your standard organic SEO methods may vary slightly compared to the more traditional methods used to rank.

Local search can also be voice search

Now that people use devices such as smartphones, Amazon Echo and Google Home more, voice search has become the preferred way for many to find local information.

For most people, it’s easier to say “find a doctor near me” or “find a plumber near me” than to type.

Therefore, it is not surprising that local queries based on conversational voice search have increased.

If your industry is service-oriented, try keyword variations that include questions.

Semrush’s topic research tool, keywords.ioand answer the public All of these provide a way to see what questions people are searching for and how much they are searching for.

This is a great way to target keywords with local intent.

If your industry is a local entity, service-related business, such as a restaurant, lawyer, or attorney, try keyword variations that are conversational and focused.

When you do keyword research this way, you might be surprised by the search volume.

Local search is mobile search

We know that a large percentage of local searches happen on the local device, and Mobile friendliness is a Google ranking factor.

What do these facts and mobile-first indexing mean for your local SEO strategy?

Google has done its job of optimizing the list of map packages for mobile searchers. However, you can create a user-friendly, convenient experience on your website and make sure Google understands this with good technical SEO.

Roger Montti of Search Engine Journal shares “7 Ways Mobile-First Indexing Impacts SEO,’ SEJ free part Advanced Technical SEO Guide.

Local SEO requires a dedicated strategy

However, that doesn’t mean it needs to take up more of your time.

In the next chapter, you’ll find a nine-step checklist to guide your new or improved local SEO strategy.

Then, we’ll dive into every aspect of it, and you’ll find expert tips and tools to bring it all together.

Download the full guide for free here.

Featured image: Paulo Bobita/Search Engine Magazine