According to marketers, top quality SEO is the most effective way to generate sales.
By driving traffic to your website, search engine optimisation enables you to increase conversions. However, you don’t just want to increase the amount of traffic heading to your site; you want to boost the volume of targeted traffic you’re receiving.
Targeted traffic consists of users who are actively looking to buy products and services that are related to your business. As they are further down the sales funnel, they’re more likely to make a purchase or engage with your brand.
So, where does local SEO fit into this? Well, local search engine optimisation is the ultimate way to generate targeted traffic. By using your SEO strategy to focus on the geographical areas you serve, you’re targeting the users who are most likely to engage with your business.
Take a look at this example of how local SEO generates targeted traffic…
An electrical firm in London launches an SEO campaign based on the key term ‘emergency electrician’. Success! You’re appearing on page 1 on Google for ‘emergency electrician’ and your website traffic soars. But this traffic consists of users from all over the UK and even users from overseas. Of course, they’re not going to be looking for an electrician in London. Despite your website traffic increasing, your conversion rate drops because the traffic you’re getting is too generic.
The solution? Local SEO.
What is Local SEO?
Local SEO targets a specific area, as well as relevant keywords and terms. Instead of ‘emergency electrician’, for example, your keyword becomes, ‘emergency electrician in Chelsea’ or ‘emergency electrician in London’.
When you’re ranking on page 1 on Google with location-based content, the traffic you’re generating is highly targeted. This results in increased brand engagement and a higher conversion rate. Want proof? Over 78% of local mobile searches result in an offline purchase, while over 86% of users look at a company’s location on Google Maps.
The number of people searching for local content has risen exponentially. With an increase of over 900% in just two years, it’s clear that users are embracing this trend. As the number of local searches continues to increase, this is where you need to be focusing your marketing if you want to increase sales and become more profitable.
If you’re unfamiliar with the concept of local SEO, there’s no need to panic. With a beginner’s local SEO course you can access the knowledge, skills and tools you need to succeed.
What are Local Citations?
Local citations are an important element of any local SEO campaign. In simple terms, a citation is any instance in which your company’s name, address and phone number (NAP) is shown online.
With reputable citations, you’re increasing the validity of the information in the eyes of Google. As search engines want to display the most reliable and accurate information to users, it looks for content that’s verified. When you have numerous high-quality citations to confirm the accuracy of your company info, you’re more likely to be shown on page 1 on Google.
The first step to using citations to boost your local SEO is to ensure your enterprise is registered with Google My Business. The search engine looks for this information when compiling local search results, so it’s a critical step to building your local SEO strategy. What’s more, it’s FREE and easy to do!
Once your company information is visible via Google My Business, you can set about claiming other citations. This can come from a number of sources, including:
- Online business directors
- Local websites
- Industry-specific webpages
- Event landing pages
- Blog posts
However, there is one important thing to remember when securing citations: the format of your NAP needs to remain the same. This sounds simple enough but it’s easy to get wrong. Take a look…
A* Electrical Installation, Unit 123, Success Business Park, Main Road, London, NW1 1AA, 020 71231234
A* Electrical Installations, Unit 123, Success Business Park, Main Rd., London, NW1 1AA, 020 7123 1234
Notice the three formatting differences? Although it’s clear that these two citations refer to the same business, as yet Google doesn’t recognise this. Instead, Google looks for citations which contain identical NAP information. This means you need to follow the same NAP format to get on page 1 on Google.
TOP TIP: The format you choose doesn’t impact your rankings – just make sure it’s always the same!
Effective Local SEO for Your Business
Citations are an important part of a successful local SEO campaign, but they aren’t the only aspect of local SEO. There are a number of things you need to consider if you want to rank highly for local content, such as:
- Keyword research
- Content creation
- Link building
- On-page SEO
- Page speeds
To ensure your company is displayed in an optimum position on page 1 on Google, you’ll need to focus on all of these areas within your local SEO campaign. Daunted? Don’t be. There are plenty of online resources to help you learn more about implementing effective local SEO strategies. With a top rated online local SEO course, you can gain the knowledge and skills you need to get to page 1 on Google.
Furthermore, you don’t have to take on the burden of managing your local SEO in-house. With specialist help from local SEO experts, you can get to page 1 on Google in no time. Whether you’re a start-up, a growing enterprise or an established firm, securing optimum placement in the Local 3-Pack on Google’s search engine results pack will add significant value to your business.
A great website is a fantastic way to engage with new and existing customers, but it’s only valuable if people can find it! Today’s users are relying on local search terms and ‘near me’ queries to find content, which means you need to optimise your webpages and your SEO strategies accordingly.
By prioritising local SEO, you can successfully get on page 1 on Google and generate highly targeted traffic. With higher conversion rates, increased brand awareness and measurable financial rewards, local SEO can transform any business.
Want to maximise your success and grow your business? Start your local SEO campaign today!