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Benefits of Local SEO for Your Business

by Joshua Reynolds - October 18, 2022
Appearing on page one of the search engine results page (SERP) is crucial for businesses—second page results have less than 1% click-through-rates (CTR). 

Local search engine optimization (SEO) is the science behind working with local search algorithms to increase your position on the search engine results page (SERP) for local searches. Local SEO focuses on achieving several specific goals—earning a spot in the Google local pack and optimizing for local keywords. 

Why Invest in Local SEO?

Local SEO helps to get your business to the top of search engine results (SERP) for local searches. Additionally having your business appear in the top 3 results for local search helps with credibility.

Additionally, moving spots on the SERP can positively affect click-through rates per rank by almost 3%. 

Most searches are comprised of local searches with 90% of internet users searching for a local business in the last year, optimizing your website using a local SEO strategy makes attaining paying customers simpler and cheaper in the long run. 

Local vs Global SEO

Whenever you type something into the search bar, algorithms are attempting to determine your intent, not just the keywords you use. The 'intent' Google identifies shapes and organizes the search engine results page (SERP) that appears for every search, for every person. Global SEO focuses on optimizing a website for Google's global search algorithm—or for the 'intent' that Google shows results for. 

Local SEO marries optimization for Google's global search algorithm with additional local factors to rank sites for search terms like 'restaurants near me,' 'construction company,' and 'local attractions.' 

As a small business, ranking in the global arena isn’t necessary for success. Many times, optimizing you business for the global algorithm can actually be detrimental as you reach customers that physically cannot buy from you. 

Your Local SEO Checklist

Make sure you're covering your bases when it comes to local SEO. A poorly optimized site in any area listed below will struggle to rank in searches by local, qualified leads. 

On-page SEO best practices
Optimizing your on-page local SEO includes improving the content you directly control on your site. Key on-page local SEO optimization efforts include:
  • Building a focused list of local keywords
  • Optimizing your on page copy

Off-page SEO strategy
Optimizing your off-page local SEO includes improving ranking factors off of your site that you can influence—not control. Key off-page local SEO optimization efforts include:
  • Building backlinks
  • Maintaining your Google Business Profile (GBP)
  • Watching for brand mentions

Technical SEO
Optimizing your technical local SEO includes improving the factors search engine algorithms associate with a site's trustworthiness. Key technical local SEO optimization efforts include:
  • Optimizing your site's code for search and load speed
  • Building for mobile users

If you haven't spent any time assessing your website's SEO, we recommend signing up for a free SEO audit to get started. 

Benefits of Google Business Profiles

A business’s Google Business Profile (GBP) is key to local SEO success. A Google Business Profile is where the name, address, and phone number (NAP) of a business is listed, as well as any other important information for potential customers—including but not limited to products, hours, pictures, and reviews. 

More than 85% of internet users find a business’s location on Google maps—giving any small business ample reason to take advantage of this free-to-use tool. Additionally, Google heavily considers GBP strength to determine the best local search results—weighted at 36%.  

On top of all that, without a claimed, verified, and maintained GBP, a business will not appear in the Google Local Pack, which features your business’s location on Google Maps, reducing brand visibility and ultimately reducing sales. 

Optimizing for the Google Local Pack

The “Google Local Pack” is the section of the Google SERP that shows relevant local businesses related to your query. Next time you do a search, look for the short list of businesses next to the map. Businesses that are locally optimized have a much higher chance of appearing in the local pack. 

Local packs are a great example of one of local SEO's biggest benefits. Local results always appear first when Google identifies a local intent, helping your local business beat out much larger competitors. 1 in 3 searches on Google are identified as having local intent, so having a local SEO strategy ranks you above the nationwide competition.

Build Your Strategy with JTech’s Local SEO Team

Our dedicated team of experts want to help Montana businesses define their online presence. 

JTech has been providing Bozeman SEO services to the Gallatin Valley since 2003. Our team is always updating, adapting, and refining our SEO techniques, all to streamline your SEO process. 

SEO is a crucial component to ensuring the longevity of your business and our team of experts wants to help. So, if you’re ready to invest in your business’s success—our local team of local SEO experts are here for you and your business.

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