Local SEO Is The Key To Driving More Traffic To Your Store

Local SEO is how a store shows up when nearby shoppers search for what it sells, and it is the most direct way to get more people through the door. General SEO reaches anyone with a screen; local SEO reaches the people who can actually walk into your store.

Why local SEO matters for a physical store

Search engine optimization allows businesses to reach people when they are actively searching for something. If someone searches for “bagels,” they likely have bagels on their mind, and a bagel shop has the perfect match. People use Google all the time, but general SEO isn’t enough to drive people into stores. The post below covers the basic principles of local SEO.

Claim and optimize your Google My Business profile

Make sure your business is listed on Google My Business. This is Google’s platform for listing and responding to reviews. Google uses your company’s profile information to rank your business, so optimizing your GMB profile is essential for local SEO. Respond to reviews in a professional way so that your business gets the attention it deserves. While you’re at it, consider getting a tool to manage your listings. There are plenty of free tools available.

Keep your NAP consistent and use local keywords

Include local keywords in your title tag and meta description. Google also values consistency, so your NAP (name, address, phone number) should match across all your listings. Keeping NAP consistent on the web and on social media can help you rank better. Local content also matters: it attracts local consumers and introduces your brand, and with enough of it, you can convert local consumers into customers.

Benefits of local SEO

Local SEO improves a business’s visibility in search engine maps and increases the chances local customers will find the website. The process requires you to include the city and address of the business so people looking for a particular product or service can find it and get to know it. The website will be listed higher in local maps, and that helps you gain higher rankings and increase sales.

How brand strength translates locally

A successful SEO program will transfer to local success. The home improvement brand Home Depot, for example, ranks highly on global search for millions of queries. Because of its brand, HomeDepot.com is linked to on thousands of other websites. A local store with a strong reputation can also jump into great rankings in local search. It will be hard to compete with Home Depot, but the strategy will pay off.

How Google detects local intent

Local search engines can also recognize local intent. These searchers will enter the search bar with a specific location or a “near me” search term, which lets Google assume the user wants a local list of businesses and present those results in the SERP. A local SERP is different from a standard search result. If a query isn’t local, the result may be a pass for your business.

The numbers behind local search

Many studies have shown that 72% of people searching for local businesses in Google will go to a local store within five miles. It’s a cost-effective way to drive more traffic to your site. Using Google Maps to showcase your business lets users view your location on their device. With 80% of local searches converting into purchases, local SEO is vital for any business.

What “local” actually covers

Local SEO lets you optimize for location, product, solution, and location-based search queries. Google statistics indicate that the majority of people look for a business near them, with 46% of all searches resulting in a local search result. In addition, 51% of people who search for local services or products visit the store within a day. And 18% of local searches from mobile devices lead to a purchase within a day.

Related coverage

• Local SEO Strategies That Drive Foot Traffic to Your Physical Storefront
• SEO for Business Owners: Boost Your Online Visibility and Drive More Traffic