Smartphones have revolutionized daily life, extending beyond basic communication to provide constant access to the digital world. While most people of this century have their smartphones within arms reach, digital marketing has shifted toward a more accessible and convenient approach. This shift has profoundly impacted how we live, work, and interact, and has fundamentally reshaped digital marketing and SEO.
With mobile searches increasing over time, local SEO has become crucial for businesses targeting on-the-go customers. Here, we will explore the distinctions between local and traditional SEO and offer actionable strategies to enhance your local online presence.
WHAT IS SEO?
Search Engine Optimization (SEO) refers to a set of tools and strategies for optimizing your website to align with Google’s search algorithm. When users search for something on Google — or any other search engine — the search engine results page (SERP) is populated with the most relevant and high-quality content. Your goal should be to rank on Google's page one for optimal organic website visibility.
According to recent data, page one of Google can capture up to 90% of all organic clicks. It’s hard to put a price tag on that type of online exposure, which is why every business and website needs to consider implementing SEO strategies and tools in their digital marketing campaigns.
In digital marketing, landing on Google’s first page is the ultimate goal. But what exactly does it look like? SEO can be challenging for traditional marketing teams to implement because it isn’t just one thing but, rather, a set of practices and strategies.
SEO is generally divided into two types: on-page SEO and off-page SEO. On-page SEO refers to things you can do to your site to boost your ranking, like improving your content, using keywords, and using the right alt text and meta descriptions. Off-page SEO, on the other hand, refers to tactics that don’t necessarily change the look and feel of your website but can still boost your SERP ranking. Strategies like link-building, developing relationships with other websites, and implementing a social media campaign are all examples of off-page SEO.
WHAT IS LOCAL SEO?
Local SEO is a branch of digital marketing that focuses on optimizing your website for local searches. Search engines, such as Google, are constantly aiming to deliver the most relevant results to their users. When someone types in “sushi,” Google’s algorithms will assume that you’re looking for sushi restaurants near you and not in Japan or halfway across the country. So, when you type in “sushi,” Google will populate the results page with sushi restaurants near you.
Local SEO has become increasingly important in recent years because local searches are on the rise. Unlike the early days of desktop computers, our smartphones have enabled us to use search engines from practically anywhere. When people use their phones to search, they’re often looking for nearby products or services. Another recent study suggests that 87% of smartphone users make at least one search query every day. In a world where almost everyone has a smartphone, making the shift toward local SEO is more likely to impact your digital marketing campaign goals.
HOW TO OPTIMIZE YOUR WEBSITE FOR LOCAL SEO
Optimizing your website for SEO can be a time-consuming and technical endeavor. While it is possible to optimize on your own, working with an experienced SEO team can help streamline the process, using their expertise to deliver the best results. When optimizing your website for improved SEO and increased visibility, consider the following:
1. Google Business Profiles
Google Business Profiles are the online version of a Yellow Pages listing. Essentially, they allow Google to verify your business and provide users with fundamental information about your business — such as your location, store hours, and website. Making sure that your Google Business Profile is completely filled out and updated is an important first step in getting your brand established on the web.
2. Internal Links
Internal links direct users to other pages of your site and are critical for effective site navigation and the overall distribution of information throughout your site. Internal links are often found within the copy on your website, encouraging users to explore more of your offerings. For best results, take the time to review your website’s internal links and verify that they are going to where you want them to go.
3. Optimize Your Content
In the world of SEO, content is king. Publishing consistent, high-quality content is one of the most effective methods for long-term SEO success. Google is looking for quality content that answers user’s search queries.
Perform keyword research to understand how your users are searching. Then, organize your long-form content with headers, lists, and shorter paragraphs. You should also optimize your title tags, URLs, meta descriptions, and headers with the right keywords.
4. Location Pages
If your business has multiple locations, you’ll want to develop a unique location page for each store. These pages should include location-specific information, including any different offerings or directions. When optimizing these pages, you also want to make sure that you avoid writing duplicate content across these pages. Even if your stores offer the same exact products, writing unique content for each location helps to boost your SEO rankings and has a higher appeal to search engine algorithms.
5. Optimize for Mobile
Local SEO is driven primarily by smartphone searches for local products and services. This means that you need to ensure that your website is user-friendly, visually appealing, and functions properly on a mobile device. Failure to optimize for mobile can deter or frustrate potential customers, driving them away from your business.
Peaks Digital Marketing — Your Experts in Local SEO
The smartphone has not only transformed how we communicate and consume information, but it has also redefined the landscape of local search. For businesses with physical locations, mastering local SEO is no longer optional — it's essential for survival and growth. To effectively capture the attention of on-the-go consumers actively searching for nearby products and services, you need a strategic and data-driven approach.
Peaks Digital Marketing understands the nuances of local SEO, from optimizing your Google My Business profile and ensuring mobile responsiveness to building local citations and managing online reviews. Our team of experts will conduct a thorough analysis of your current online presence and develop a tailored strategy to improve your local search rankings. We leverage a comprehensive suite of SEO services, including keyword research, content creation, link building, and performance tracking, to ensure your business consistently appears at the top of relevant local searches. Our team will help you navigate the ever-evolving Google algorithms, ensuring your website remains optimized for maximum visibility.
Don't let potential customers slip through your fingers due to a weak local online presence. Contact us at (720) 432-7115 for a free consultation. We'll show you how our proven strategies can drive targeted traffic to your physical location, increase your customer base, and ultimately boost your bottom line. Let us be your partner in achieving local SEO success.
