The Definitive Local SEO Guide For 2021

Local SEO, or local search engine optimization, describes all measures that lead to a good ranking of your own company for relevant search queries with a local reference. In addition to local keyword combinations, Google also tries to display results with a local reference for more general search queries. Using an IP or a logged-in Google profile, Google can recognize the location of the user and display suitable results. This creates very individual search results with a correspondingly high level of relevance for the user. Get help with our local SEO guide to improve your knowledge.

There are two ways for SEO experts to rank for a search query with a local reference:

Hits in organic search results: Rank your own website as best as possible in local search results

Hits in the local listings: The company is displayed above the organic search results with name, opening times, link to the website, ratings and a marker in Google Maps.

What is Local SEO?

Local SEO stands for Local Search Engine Optimization and is an often underestimated part of Search Engine Optimization. We know from various studies that many Google users search specifically for providers in their area. Effective local SEO methods help regional companies successfully market their products and services online. This enables potential customers to find you faster and better. The focus is on optimizing local search results using certain on-page and off-page measures.

On-Page Optimization

In highly competitive industries in particular, it is a challenge to land on Google’s page 1 in local search results. The rule also applies to local SEO that good On-Page optimization is the first step on the way to good rankings – regardless of the local goals. Optimization for mobile devices is a basic requirement, followed by a good structure of the pages including a sitemap, coherent navigation and internal links as well as a clear URL structure.

In addition to these very technical points, the content naturally also plays a very important role. In addition, it is important to deliver content that is relevant for the users on-site and provides added value – informs your (potential) customers about best practice projects or new products. The whole thing can be implemented in the form of a blog or guide. Another option is customer reviews – ask customers who have had positive feedback whether you can publish them on your website – this creates trust and credibility.

Finally, the company data (such as company name, address, telephone number, geo-coordinates, payment methods, opening times) should also be marked with schema.org.

Why is local SEO important for SEO?

The latest statistics show that local search is playing an increasingly important role for consumers. Google reported the following results, among others:

• 46% of all Google search queries are local, which includes search queries made on desktop, mobile or tablet.
• 28% of local searches mostly result in a purchase.
• The same is true for 34 percent of those who used the tablet or computer for this.
• 54% of respondents said they looked for a company’s location before going there for the first time.
• Furthermore, 53% of the respondents used the route planner to find out how to get to the store.
• Half of the respondents continued to say that they looked for the address of the store.

It, therefore, makes sense, especially for SMEs, to fully exploit this potential. Local search engine optimization (local SEO) is competing not you with all other providers of a country or globally, but only with your regional competitors. A good ranking in the local search is possible with little effort and pays off in any case.

What is the difference between Local SEO and SEO?

The difference between local search and organic is that local SEO has a geographic component. When a user searches for Industry + Location, Google knows that the search has local intent. Accordingly, the search engine sometimes shows completely different results for a local search than for the traditional organic search.

The map package is then displayed (also known as the ” Local Pack ” or Map Pack), which consists of three elements:

1.  Google Maps: a map of the locations is obtained from Google Maps
2. The NAT elements ( name, address and telephone number, opening times)
3. The organic search results

Local Ranking: Research The Right Local Keywords

The foundation of a successful local ranking is choosing the right keywords. In a first step, thorough keyword research including the local component is necessary. You can use various tools for this. Aside from the traditional services, there are some providers for whom the locality factor plays a major role.

Yelp Suggest

The first port of call when determining the right local keywords is Yelp. Searching on the influential referral portal works in practically the same way as on Google. Simply enter in a potential keyword that a potential user could use to search for your business. The best thing about Yelp is that it sometimes displays additional keywords that don’t even contain the term you entered.

Google Suggest

Google Suggest is also good for local searches. However, there is one point that you have to keep in mind: The search query must be based on what local users would be looking for. Google Suggest will then provide you with a whole range of suggestions in the search bar.

Local Voice Search

Incredible, but true: a full 20 percent of Google searches on smartphones are now carried out using voice searches. Of course, there are certain differences between spoken language and written searches on Google. You shouldn’t completely ignore this factor in your strategic alignment.

Google Keyword Planner

Google Keyword Planner one of the best tools for keyword research. It is characterized by the fact that it accesses a huge volume of data from specific regions. If you are looking for new local keywords, I recommend the “Start with a website” option. This is how you can find out which keywords your successfully placed competitors are using.

The disadvantage: You have to have an AdWords account, and since you have already entered the payment information, otherwise you cannot access the Keyword Planner at all.

Google My Business

A 100 percent fee, but definitely a decisive success factor is Google My Business. If you are not yet using the free tool for entrepreneurs, you should do so urgently and register immediately. This not only improves your local ranking but also makes it easier for your potential customers to contact you.

Stay consistent on all sides

Probably the most important piece of advice when it comes to Google My Business: everything has to be right. In any case, the data provided must match the website and all NAT quotations. We will come to this relevant aspect in more detail later.

Fill in every data point you can fill in

Depending on how complete the profile is, Google assigns a score. This can ultimately decide on a better placement. For this reason, it is advisable that you really fill in all of the input fields. You can even add secondary input categories if necessary. Of course, detailed information is also of interest to your customers. Google does not have any experience in giving the score if you make an effort to completely fill in the input fields.

Always keep your most important business data up to date

Many entrepreneurs forget to update their Google My Business profile on a regular basis. The consequence of this is often negative comments from dissatisfied customers who, for example, are standing in front of closed doors during company holidays. It’s easy to avoid. Basic information such as opening times or telephone numbers should therefore always be up to date. You can also make your vacation times public.

How can I improve my local SEO?

One of the most important ranking factors in local SEO is the physical proximity to the desired location. This factor is not really optimizable unless you consider moving to the city center. In a central location, you have better chances of being found, but there is great competition there.

In addition to the location, there are other factors that influence the ranking in the local search. In order to increase your visibility in the local search results, you should definitely optimize the following areas.

NAP Elements
Google My Business

How long does local SEO take?

This is one of the more common questions prospects and customers ask us. This is a legitimate question. You invest a lot in your digital presence and want to know when this investment will pay off and lead to results.

Unfortunately, there is no clear answer to this. Rough schedules and estimates are certainly possible, but even these will differ for each company. How quickly you can see results depends on many factors, such as:

• The competitiveness of your industry.
• The history and position of your own website.
• Your budget and your tenacity on these factors.

What is a Local SEO citation?

Business directories are improved rankings in Google. You are now asking yourself: why is that?

Google includes many factors in its local algorithm. This also includes how often your own website is linked from other pages. In addition, whether data such as name, address and telephone number match in the various directories.

For small companies in competitive industries, it can therefore make perfect sense to provide up-to-date and correct information about their own company in other local directories online.

Who needs local SEO?

Whether a doctor, lawyer, restaurant, car repair shop, boutique or hotel – Local SEO is worthwhile for every company that sells products in a brick-and-mortar store or offers local services. In these cases, local SEO is even a must. Relevant information such as an address, opening times or telephone number is increasingly being accessed on the smartphone while on the move. Users who are looking for services or products in their area are about to make a purchase decision. Anyone who appears in the local search with the right information at this moment has a great chance of turning these users into customers. With Local SEO you increase your visibility in the local search results and make users aware of your store.

CONCLUSION

Local SEO has become indispensable in many industries. Just look for the nearest restaurant or find the phone number of a car repair shop and make an appointment – thanks to smartphones and tablets, potential new customers are often just a few clicks away from you. But in order to be found, as an entrepreneur, you have to consider and implement local SEO in your marketing strategy. SEO Islamabad, as an experienced digital marketing agency, can support you professionally.