Local SEO: Small Business Guide
If you have a small business, your main priority should be connecting with people in your local community. One of the most effective (and affordable) ways to do this is by leveraging the power of local SEO.
However, search engines like Google and Bing are ultra-competitive, and even small local businesses struggle to stand out. That’s where local SEO becomes your go-to strategy.
If you want to reach more people and enjoy long-term business growth, you’re in the right place.
In this guide, I’ll cover everything you need to know about local SEO, including why it’s important and key strategies to leverage.
Short On Time? Check Out These Key Takeaways:
Local SEO is an affordable and effective marketing strategy for small businesses. It increases your organic traffic, boosts your rankings, and can generate leads and sales. Over time, you can also build authority and credibility.
When leveraging local SEO for small business, it’s essential to create an optimised Google Business Profile, create high-quality content that appeals to audiences, and build local citations.
Working with a small business SEO specialist can help you save time and get the support you need to beat the competition and enjoy long-term growth.
What is Local SEO?
Local SEO is a strategy that involves optimising your website for the search engines. However, you optimise your organic presence for local searches instead of focusing on a broad audience.
The process involves finding and using keywords that your audience is searching for, building a Google Business Profile, appearing in local searches such as Google’s Local Pack and Google Maps, and strategic link building.
While local searches attract more of a niche audience, they can still be highly competitive, and failing to leverage SEO correctly could mean you’re missing out on an active audience.
Local SEO in Action
Imagine you’re a small Berkshire business looking for a marketing agency. You type in the keyword “Berkshire marketing agency”, and these results come up:
Google Maps
As you can see, the top local marketing agencies in Berkshire show up first in Google Maps. These agencies typically have the most positive reviews and highly optimised Google Business Profiles.
General SERPs
Then, as you scroll down, you’ll see a list of the top-ranking marketing services in Berkshire.
The marketing agencies that appear in these results are more likely to generate clicks and have every opportunity to turn those clicks into clients.
The Importance of Local SEO for Small Businesses
So, why is local SEO important for small businesses? Well, it increases your visibility in the local community, encourages online and physical customers, and can result in more customers/clients.
Here are just some of the many benefits local SEO offers for small business owners:
Enhanced Visibility
Research shows that 46% of all Google searches have local intent (Backlinko). The people are there, but your business will only show up in these searches if you nail down a local SEO strategy.
When Google values your content, you’re more likely to appear higher in local searches, meaning more website visitors and potential conversions.
Targeted Website Traffic
When you first start with SEO, any traffic seems amazing. Here’s the thing, though; there’s a big difference between qualified traffic and people who aimlessly land on your website.
Optimising your content and ensuring your keywords align with search intent means that you can attract audiences who are actively looking for your products or services.
It’s Affordable
Small businesses can find it hard to gain traction in their industries because the competition levels are high and budgets are limited. PPC does offer instant results, but you’re competing against businesses with larger budgets than you.
SEO is a long-term process that yields positive results over time. It’s also more affordable than PPC, making it accessible for all budgets.
Physical Business Visits
Whether you’re a retail store or offer professional services, a robust online presence can result in more visits to your physical premises.
Research from Think With Google revealed that 78% of people who perform a local search on their phone visit the business within 24 hours. Plus, 28% of these searches result in a purchase.
Credibility and Authority
The chances are that you’ve probably performed plenty of Google searches in your time. When you saw the results Google provided, did you look through all of them or opt for the top three results?
In fact, most people don’t go beyond the first page of Google. So, the higher your website ranks, the more likely audiences will trust you.
Create A Google Business Profile
A key component of local SEO is creating a Google Business Profile. The free tool lets you give customers vital information about your business, including its products/services, opening times, and other details.
However, optimising your profile and ensuring it includes relevant keywords is vital. Here are some top tips for attracting customers through your Google Business Profile.
Set Up Google Business Profile
It’s vital to set up a complete Google Business Profile (previously known as Google My Business), which means filling in the necessary information and ensuring everything is up to date.
Tell people what you do and what makes your business unique, and include keywords that your audience is actively looking for.
Here’s an excellent example of a Google Business Profile overview that provides digestible information regarding the company’s services, unique offerings and rates.
Google Business Optimisation
While a great overview is important, you should also focus on other areas of the profile. When you optimise Google Business Profile sections properly, you can look forward to more visibility.
This includes adding relevant images and using the Q&A section. When prospective customers ask questions, make sure you answer them:
Collect Reviews
When your profile has a lot of reviews with high ratings, it will rank higher than profiles with limited reviews or fewer stars. That’s why it’s essential to ask people for reviews.
You can do this by heading to your profile dashboard, clicking “read reviews”, then using the “get more reviews” link.
Update Your Google Business Listing
Make sure your business information is always up to date, including contact numbers, opening times, and any other relevant information. You can also provide customer updates, including new products/services and promotions.
Local Keyword Research
Now it’s time to look at local keyword research. The phrases you choose directly impact your website’s visibility in local search results.
Instead of general terms like “SEO Services”, local keyword research focuses on a location. For example, “Copywriter in Northamptonshire" will bring up copywriting services in Northamptonshire, instead of focusing on the whole of the UK.
Here are some tactics to use when performing local keyword research.
Find the Right Keywords
You can use tools like Google Keyword Planner to find relevant search terms, but many people forget to check the SERPs. They’re goldmines for local keywords, showing you what people are asking for.
For example, I typed in “Window Fitters London”, and the SERPs provided this people also asked section:
When choosing keywords, ensure you find long-tail phrases that your business will likely rank for. Opting for KWs with high competition means you might not gain any traction.
Integrating Your Keywords
While local keywords are essential, you should also use broader terms to ensure maximum ranking potential.
If you’re based locally but work with national and international customers, balancing your approach between general terms and location-based phrases like “near me” will boost your organic profile.
Track Your Local Keywords
Any professional SEO content writer will tell you it’s not enough to find keywords, create content, and then leave it. You should constantly analyse your keywords using tools like Google Search Console to track growth.
If you’re failing to secure organic growth, you may need to reevaluate your strategy and choose less competitive terms.
Attract Local Customers With Directory Listings
Remember The Yellow Pages? Those massive books were full of local business listings, and online business directories are the same. You add your business information to them, which means that people actively searching for what you offer can find you.
However, instead of choosing general directories, you should find local directories in your operating areas.
Find Relevant Local Directories
The following directories are ideal for attracting your local audience and securing local citations:
Niche business directories can also be ideal. For example, options like CheckATrade are ideal for builders and tradespeople, while Accountants Directory lets people in the UK find an accountant.
Build Authority Within Your Community
Last but not least, we have off-page SEO - which gives your small business credibility and authority. When authoritative publications link to your website, Google recognises it as a credible source of information, boosting your rankings.
Unfortunately, link building is one of the most complex components of any SEO strategy, but the right approach can make a significant difference.
Plus, links from local publications can be easier to obtain.
Stay Updated With Local News
When you stay updated with local news, you can tailor your content strategy to cover these events. This might increase your opportunity to build links, as other local businesses will link to your content if they find it valuable and relevant.
Invest in Digital PR Services
Digital PR agencies can simplify link building for you and create a strategy that evolves with your company’s needs. Instead of spending money on a national or international PR agency, find a local service, as they’ll have plenty of connections within the area.
Sponsor Local Events
According to Neighbourly, 65% of local audiences are more likely to trust businesses that support the community. You don’t need to spend a fortune on sponsorship, but taking part in local events can raise your profile and set you apart from competitors.
Ready to Win With Local SEO?
Every small business has the opportunity to thrive with the right local SEO strategy in place. Will you secure immediate results? No. But if you’re willing to put the work in, you can look forward to long-term success.
If you don’t have the time to focus on local SEO or would like to outsource to a professional, my digital marketing services are designed for small business owners.
I offer done-with-you marketing strategies that provide a clear roadmap and toolkit that you implement, or done-for-you marketing, which means you won’t have to lift a finger.
Please contact me today to discuss my services.
FAQs
Does local SEO work for small business owners?
Local SEO is a highly effective marketing strategy, allowing small businesses to increase their visibility and attract more customers.
When you optimise your website with relevant keywords and use Google features, including Maps and Local Pack, you can enjoy consistent rankings and transform website visitors into paying clients/customers.
You won’t generate instant results, but you can build a strong organic presence with time and dedication.
Is SEO worth it for small business owners?
SEO is worth it for small business owners as it lets them compete with larger companies. While PPC can be beneficial, companies with larger budgets are more likely to attract clicks because they can bid higher to secure clicks.
When you use SEO, your budget isn't a defining factor - because it's one of the most affordable strategies to implement.
Over time, your audience will trust you more, and your band will become an authority in the industry.
How long will it take for SEO to work?
There’s no set timeline for seeing results from SEO, as it depends on your industry and the number of local competitors. Local SEO can take a couple of months to generate results, but some businesses may need to wait for over a year.
Consistency is key here, and it’s essential to stay on track and not become disheartened. Seeing your website slowly climb up the SERPs is definitely worth your time and resources.
