Have you ever wondered what is local SEO? If you’re already aware of standard SEO, you will be happy to know there’s not much difference between them – except for one significant point. Instead of aiming for global reach, local SEO is utilized to be found strictly in local-based search queries.
Many business types use local SEO to grow their marketing efforts. This ranges from multinational chains to local mom-and-pop stores. It’s especially beneficial for the latter, as it gives small establishments the chance to gain a presence on the major search engines. Rather than fighting with competition across the globe, they only have to duke it out with the local competition.
When it comes to search engines, your focus will naturally go towards Google – and for a good reason. Just remember that people also use Yelp, Bing, Apple Maps, etc. to find info about local businesses, so don’t neglect these during your local SEO strategy. With that said, and due to the prevalence of Google, the following guide will focus on how the undisputed king of search works with local SEO.
How does local SEO show up on Google?
Other than focusing on area-specific results, local SEO functions as you’d expect for a standard search on Google. Say you type “plumber in New Jersey” into Google, this will bring up various local results for your perusal.
The results tend to be separated into three groups.
The top of the page is usually dominated by paid ads. A local business can purchase ad space via Google Ads, which gives them a shortcut to first place in the results. This means they don’t have to go through with building links, inserting keywords, crafting in-depth content, etc. – the methods typically applied with organic search growth.
Next up is the Google “3 pack” local ranking – more on this later. This is then followed up by organic search results, which are a distant third in proceedings. In fact, once ads and the “3 pack” are accounted for, organic links might not even start until the bottom half of the search results on the first page.
The mobile factor
In this day and age, you can never forget that searches are conducted across a wide array of apps and devices. While the last section highlighted how desktops display local SEO results, it’s a different kettle of fish when searches are done through mobile.
Considering more people are using mobile devices rather than desktops these days, it’s particularly important to remember the mobile difference. Users don’t only enter queries through Google search, either. They also utilize the likes of Google Assistant and Google Maps.
Now you may be wondering how search results are affected on mobile. Naturally, the screens are a lot smaller than desktop computers. This means there’s less real estate for search results to appear. It also means it’s vital you gain a “3 pack” ranking.
What is the Google “3 pack”?
The Google “3 pack” – also referenced as the “snack pack” – has already been established as an integral local SEO element. Simply put, if you want to maximize your search reach with local customers, you need to gain entry to this group.
So what actually is the “3 pack”?
Well, if you conduct a local search on Google, this will display a boxed area with two components: a map and three relevant local business listings. These businesses gain a prime position because Google considers them the best solution for the search query.
When there are only three spots available, it’s fair to say competition is fierce. To boost your chances, you need to refine your website’s entire SEO. That includes link building, publishing high-quality written content, incorporating the right keywords, etc.
Google Maps has a role to play
To boost your local SEO efforts, you want to use as much as you can to your advantage. This includes optimizing for Google Maps. Via your Google My Business account, state the exact location(s) of your business. This ensures your company naturally shows up in relevant local search results – an important aspect when you consider search queries tend to use Maps to find local businesses.
General searches can produce local results
Local keywords are an important factor for any local SEO strategy. A Chinese restaurant in San Francisco, for instance, will want to target keywords like “San Francisco Chinese restaurant” and “best rated Chinese restaurant in San Francisco”.
These search terms are valuable because, when someone searches for information about a local business, they tend to do so by adding their location to find specific results.
Yet this isn’t always the case. A user may only type “Chinese restaurant” or “Chinese food near me” into Google. In this situation, the Chinese restaurant owner is still in luck. This is because local results can still appear in general queries that are missing geo-modifiers.
The reason is simple: Google still recognizes the intent behind the search. They know that if someone is searching for a Chinese restaurant, they don’t want to be trawling through irrelevant blog posts or restaurants located on the other side of the country. They want local results, and this is what Google delivers.
Local ranking factors
This guide has already touched upon some of the main factors, including the use of local keywords and Google My Business. Yet this is only the start. There are many other points you need to enter into the equation for a successful local SEO campaign. If you miss out on just one of these points, it could be the difference between your business failing to find “3 pack” fame and falling into search obscurity.
Still not quite sure where to begin with your local SEO? Be sure to browse through the additional related articles below this paragraph. If you require professional help, you can have us manage your SEO campaign. We talk SEO for a living, and that includes the local variety. With our experience and knowledge, we can put a plan into place that sees you hit top spot in local search results.
