Local SEO is an optimization strategy (SEO) that makes your business more visible on Google’s local search results.
Local SEO can be beneficial to any business with a physical address or that serves a specific geographic area. Local SEO is beneficial if you are searching Google for important keywords that relate to your business, and you see a map (also called a map pack) with three listings underneath.
To understand local SEO you must first understand how Google works.
What is the evolution of search engines?
Early on, the internet was relatively small, and navigating it was simple. Search engines were developed to help users find sites more easily once the internet expanded.
When you enter a phrase in a search engine it matches that phrase with websites that include the keywords that are part of your search phrase. Google adopted the same method, but quickly overtook the competition when it was the first to use links among sites as a way of determining which websites are trusted and have authority.
Google today looks at hundreds factors, both on and outside your website, to determine whether it is relevant to display as an search result. The factors that make up your “digital foot print” are weighed or valued differently by the search engine. Your digital footprint will determine whether you are a top Google result for a search query.
How does Google work exactly?
Google returns a list of websites that match a particular search when you enter a phrase. It checks for the patterns of different website signals or ranking factors such as your site’s relevance.
The majority of people are unaware that Google doesn’t perform a search on the internet when someone enters something in the search bar. In reality, it’s searching a copy of the websites that Google has found. This copy is known as the Google Index.
Google crawls the web using small programs known as “spiders”. Each spider follows the same pattern: it starts with a page and then looks at the content of the pages below.
Google indexes web content as it is crawled. Spiders crawl trillions of web pages in a blink of an eye. The index is kept as current as possible, and new sites and links are found quickly.
Google’s search ranking
Google uses a variety of processes to quickly rank hundreds of thousands of websites. These processes are known as algorithms. Google checks its index to return a list with organic results that matches your search. These results are ranked and chosen based on the relevance, prominence and popularity of inbound links.
The algorithm uses a combination of on-site and offline factors to identify websites that are relevant to your search. The algorithm adds all relevant websites to a list that is ranked according to prominence. The algorithm, which takes into account both on-site and offline factors, determines the sites that best match your search query. These sites appear at the top.
Improved SEO can influence your website’s relevance, prominence, and link popularity. Your site will appear higher in search results if you optimize the digital footprint of your website.
Local SEO has a unique pattern
What about organic local search results? Google discovered that users who are looking for certain businesses in their local area need to see results based on the behavior they displayed during billions of searches. Google’s local algorithm incorporates a proximity factor. This is just a fancy word for saying that Google considers your location when you search a local keyword. Even if the searcher does not include “near me” or a city in their query, Google will still take this into account.
Google’s local SERPS will show you a list of pizza delivery places near your office if you search for “pizza”.
If you do the same search at your home, however, you will get a completely different set of results. It makes sense if you want a nearby pizza delivered.
Local search has existed for many years but was only available to those who used desktop computers. Mobile search has increased dramatically with the growth of mobile internet access. Local SEO is therefore vital for any local business or marketer.
Local SEO: What you need to know
What does it mean for search marketers? The local map pack appears in the organic Google search listings. However, the algorithms that power the local search results and the map pack are different. Local businesses have the chance to appear in both the organic search results as well as the local map pack.
When you are new to online marketing, it can be difficult to know where to focus your efforts to get the best results.
Moz, a marketing analytics software company, has published its annual Local Search Ranking Factors Survey. This survey includes 35-40 of the world’s top experts in local SEO. The results are the most accurate way to determine what factors affect local search visibility.
Localized content, local link popularity, and SEO best practices are all factors in Google’s search algorithm. It is important to take this into account in your link-building and content marketing strategy.
Local SEO rankings also consider location-based factors, such as having a listing on Google My Business or local citations. These should come from your local customers.
There are also SEO tools that focus on local search. These can assist you in developing local SEO audits. They include keyword research that is focused on your local market, creating citations, managing Google My Business listing, Google business profile, and Google posts.
Google’s search algorithm includes a number of factors, including website content. Other factors include Google My Business, reviews, citations and other location-based signals.
Start harnessing SEO
You can now focus on the signals that will optimize your website’s digital footprint within the localized search ecosystem. Your business will appear higher in the search results, which could lead to more customers finding you.
Local search is changing and growing, so it’s important to keep up with the changes. Moz’s survey will help you to keep track of which signals are becoming more important and which ones are not. This information can be used to create your strategy. You’ll have the ability to reach more people within your geographical region and grow faster once you improve each of these important signal areas.