Local SEO is increasingly important as consumers utilize mobile devices to search for nearby products and services. The data indicates that a strong local SEO presence is no longer accidental and requires deliberate optimization of online marketing channels. Approximately 88% of users employ smartphones for such searches, and 76% of those users visit a business within a day, with 28% resulting in a purchase. Optimizing for local search can significantly increase website traffic and conversions.
The Rise of Mobile Search and Local Intent
A shift towards mobile search was observed between 2016 and 2017, with mobile visits to websites increasing from 57% to 63% while desktop visits decreased from 43% to 37%. This trend underscores the necessity of mobile optimization for effective SEO. Furthermore, a 2017 study determined that 75% of mobile searches with local intent lead to in-store visits within 24 hours, highlighting the lucrative nature of local search traffic. Businesses must prioritize mobile-friendly website design and content to capitalize on this behavior.
Optimizing Google Business Profile and Landing Pages
Combining a fully optimized Google Business Profile with city-specific landing pages proved to be a successful tactic for boosting website traffic. Optimization of the Google Business Profile included using the exact business name, consistent Name, Address, and Phone number (NAP), and strategically written descriptions incorporating long-tail local keywords. Examples of such keywords include “digital marketing agency in Kyiv for startups” and “local SEO experts in Podil.” Adding geo-tagged photos of the team at local events and publishing weekly Google Posts featuring client wins and community involvement were also implemented.
NAP Consistency and Citation Building
Synchronizing the name, address, and phone number (NAP) across all online platforms was identified as a crucial element in building trust signals and improving local rankings. For one client, this approach reportedly doubled organic website traffic in approximately four months, transitioning the business from scattered local visits to a top choice in its area, resulting in increased calls and form submissions.
Leveraging Local Keywords and Content
Keywords relevant to local customers are essential for effective SEO. Google’s Keyword Planner allows filtering searches by location to identify popular search terms for a specific region. These locally relevant keywords should be incorporated into the website’s meta content, copy, and URLs. Creating hyperlocal content, such as pages dedicated to specific locations featuring news events or changes in the local real estate market, can further enhance rankings for those areas.
Utilizing Visuals and Schema Markup
Authentic, high-quality visuals are important for engagement. Embedding Google Maps on service pages, along with hyperlocal keywords in headings and body content, was shown to increase local search impressions by 40% and calls/direction requests by 25% within one month. Proper schema markup should also be used in conjunction with embedded maps. Boosting local visibility with structured data is also recommended.
Optimizing for Intent-Driven Searches and Featured Snippets
Optimizing content for intent-driven local searches is crucial. The source materials suggest aligning content with how people actually search in the moment, focusing on relevance, locality, and accuracy. One key contributor to search result discrepancies is featured snippets, which provide extra information to searchers. Achieving a featured snippet requires solid keyword research, question-answer sequences, and on-page SEO.
Video Content for Local SEO
Producing neighborhood-focused video content and embedding YouTube videos in top blog posts can enhance local SEO efforts. Creating hyperlocal guides with data, such as solar guides, can also be effective.
Google Business Posts and Local Events
Aligning Google Business Posts with user intent and optimizing content for local event searches can improve visibility.
Nextdoor and TikTok for Local Promotion
Utilizing platforms like Nextdoor for local business promotion and leveraging TikTok for local social SEO are suggested strategies.
Patient Reviews and Trust Signals
Mining patient reviews for trust signals can be beneficial, although the specific application is not detailed in the provided sources.
Addressing Common Local SEO Mistakes
The source materials indicate the importance of avoiding common local SEO mistakes, but do not specify what those mistakes are.
Mobile Optimization Best Practices
Given the increasing prevalence of mobile search, optimizing websites for mobile is paramount. 55% of purchase-related conversions occur within one hour of initial mobile search, demonstrating the importance of catering to mobile users.
Conclusion
The data from 2018 emphasizes the growing importance of local SEO, driven by the increasing use of mobile devices for local searches. Key strategies include optimizing Google Business Profiles, maintaining consistent NAP information, leveraging local keywords, creating hyperlocal content, and prioritizing mobile-friendliness. Combining these tactics can lead to increased website traffic, improved local rankings, and ultimately, more conversions.