Local SEO: A Complete Guide for Small Business > 자유게시판

Learning Local Search Engine Optimization

SEO for Local Search Engines (local SEO) is similar to (national seo vs local seo (www.lspandeng.com.cn)) SEO in that it's an action that impacts your website or web page on web search engine's non-paid results, but with a significant difference: it concentrates specifically on helping businesses appear on local searches. When customers search to find "restaurants near me," "Chicago marketing agencies," or "plumber in downtown," they're using local search terms that local SEO is designed to make.

Local SEO differs in the sense that it is focused on optimizing a business's online presence so that website pages are displayed by search engines when people make local searches to find its offerings or products. This approach is crucial for businesses that are serving particular geographic regions or have physical locations customers can visit.

The development and significance of Local SEO

The origin in local SEO goes back to 2003-2005 when search engines were trying to provide people with results in their vicinity and also other information, such as opening hours for a business, listings in maps, and so on. Since then, local SEO has grown dramatically, specifically due to the growth of mobile phones and "near me" searches.

For small-sized businesses with limited resources, local SEO can be a major chance. Instead of large corporations competing for national search terms, local businesses can take advantage of their geographical market share through the implementation of successful regional SEO methods. Businesses like NfiniteLimits based in Chicago exemplify the ways businesses can benefit from local SEO to establish a strong local presence and draw customers within their service area.

How Local Search Results Function

If users conduct local results, search engines display two types of results:

Local Organic Results

The local organic results contain websites that are related to the search query that have local importance. They typically include directories such as Yelp, Yellow Pages, Facebook etc. These results appear in the traditional results of a search but are relevant geographically to the area of searcher's residence.

The Local Pack Local Pack

The Local Pack displays businesses that have joined with Google and taken ownership of their Google My Business (GMB) page. This prominent feature typically shows three local businesses along with their ratings address, contact numbers, addresses as well as hours of operation This makes it the ideal real space for local visibility.

The Google Local Ranking Criteria

Relevance, proximity, and distance are the three key criteria Google claims to use in its algorithms to display results that most closely match the search criteria of the user.

Prominence shows how well-known and reputable a business is both online as well as offline. Google takes into account factors such as reviews or links, articles and general recognition in the community.

Relevance refers to the degree to which a listing of a business matches users' needs. searching for. This requires proper categorization of business information that is accurate, and relevant information.

Distance is a measure of how close the business is to the location or the location of their search query.

The Essential elements of Local SEO

Google Business Profile (Formerly Google My Business)

Google Business Profile (GBP) also known as Google My Business (GMB) is a tool for free that lets businesses create as well as manage your Google Business listing. Listings must reflect an actual physical address that customers are able to visit.

Your completeness and accuracy of the Google Business Profile is fundamental to local SEO success. The most important elements are:

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  Complete business information (name address, address, telephone number)
  
  
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  Selection of Business Category
  
  
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  Hours of operation and schedules for holidays
  
  
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  High-quality photos of your business products and services
  
  
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  Regularly scheduled posts and updates
  
  
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  Response to customer reviews and inquiries
  
  

NAP Consistency (Name, Address, Phone Number)

Primary factors that impact the chance of a local business being listed in local search are proper categorization within directories for business, the company's name, address and telephone number (NAP) being searchable on the website and references (mentions about the local business on other relevant websites like chamber of commerce websites).

Consistency across all online platforms is crucial. Any discrepancies in your business name, address, or phone number can confuse search engines and affect your local ranking.

Local Citations and Directory Listings

Citations are the mentions of your business on other websites including review sites, business directories websites, as well as local publications. The quality of citations such as a low number of duplicates, consistent and an adequate number of citations was important for businesses to appear in Local Packs.

Important citation sources include:

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  Google Business Profile
  
  
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  Yelp
  
  
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  Facebook Business Page
  
  
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  Apple Maps Connect
  
  
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  Specific directories for industries
  
  
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  Chamber of commerce local sites
  
  
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  Better Business Bureau
  
  

Reviews and Ratings

Reviews on GMB also were found to be highly correlated with rankings that are high. The number of reviews and overall star rating are both related to better rankings in Google map pack results.

Reviews are a vital part of local SEO:

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  They impact rankings in local results of searches.
  
  
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  They offer social proof potential customers
  
  
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  They are constantly updating, user-generated content
  
  
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  They assist businesses in understanding customer feedback
  
  

Site Optimization and Local Search

Your website should have been optimized to local search through a variety strategies:

Local Keywords Include location-specific keywords naturally in your content. For example, instead using "marketing services," use "marketing services in Chicago" or "Chicago digital marketing."

Page for Locations If you have multiple locations, make dedicated pages for each location that contain unique, location-specific information.

Schema Markup Schema structured information is considered to be a ranking factor. The addition of the 'LocalBusiness' markup will enable you to present relevant details about your company to Google. This structured data can help search engines to understand your company information more effectively.

Mobile Optimized A large portion of all local searches occurring via mobile devices, having an accessible mobile-friendly website is necessary to local SEO achievement.

Advanced Local SEO Strategies

Content Marketing for Local Audiences

Create content that resonates with your local audience:

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  Participation and coverage at local events
  
  
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  Participation in the community and sponsorship
  
  
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  Local industry trends and insights
  
  
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  Partnerships with other local businesses
  
  

Link Building to Local SEO

Backlinks have the greatest correlation to local rankings. Focus on earning links from:

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  Local newspapers and publications
  
  
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  Chamber of commerce website
  
  
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  Local business partners
  
  
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  Community-based organizations
  
  
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  Influencers and bloggers from the local area
  
  

Managing Online Reputation

Manage and monitor Your online profile across multiple platforms.

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  Respond promptly to all reviews, both positive and negative
  
  
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  Resolve customer issues professionally
  
  
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  Encourage customers who are happy to leave reviews
  
  
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  Check for mentions of your business all over the internet
  
  

Algorithm Improvements as well as Local SEO

Local SEO is subject to algorithm update that have the potential to significantly affect rankings. The most significant updates are:

The Possum Update (2016)

A significant change to Google's local algorithm which was released on 1st of September, 2016. Businesses that operate outside city physical limits showed a significant increase in ranking within the Google Local Pack.

The Hawk Update (2017)

This update has refined the way Google is able to filter similar businesses in close proximity. It also affects the way that businesses located in the same building or area appear in search results.

Common Local SEO Problems

Fake Reviews

Joy Hawkins, a Google Top Contributor and local SEO expert, highlights the challenges caused by fake reviews: the absence of an effective procedure for business owners to report fake reviews on sites of competitors. It is an ongoing issue for legitimate companies competing with those who manipulate reviews.

Citation Inconsistencies

Maintaining the same business information across hundreds of online directories can be challenging but is vital to local SEO achievement.

Competitors from National Brands

Smaller local businesses need to be able to compete with national chains that have more money for marketing and an online presence.

Best Practices for Small Businesses

Start with the Foundations

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   Claim and improve and optimize Google Business Profile
   
   
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   Ensure NAP consistency across all platforms
   
   
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   Create citations for relevant local directories
   
   
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   Encourage and manage customer reviews
   
   

Prioritize Quality and Relevance

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  Offer current, accurate business information.
  
  
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  Develop valuable material for your local market
  
  
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  Connect with your community in person and online
  
  
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  Maintain high standards for customer service
  
  

Monitor and record

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  Keep track of your local search rankings
  
  
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  Monitor review platforms regularly
  
  
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  Study Google Business Profile insights
  
  
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  Track website traffic using local search results
  
  

How Local SEO is Going to Change the Future of Local SEO

As SEO engines continue to develop certain trends are determining our future for SEO in local areas.

voice search optimization: With the rise of digital voice devices, optimizing the search for conversational queries based on questions is becoming increasingly important.

Visual Search: Google Lens and similar technologies make visual search more popular in local discovery.

Artificial Intelligence: AI is improving search engines' capability to discern user's intent and deliver the most relevant results for local searches.

Mobile First Indexing: Google's mobile-first method emphasizes the importance mobile optimization for local businesses.

Conclusion

Local SEO is a key marketing strategy for small-scale businesses looking to attract customers in the vicinity of their business. By understanding how local search works and implementing comprehensive optimization strategies, companies can dramatically increase their visibility in local search results.

The key to successful local SEO lies in the consistency as well as accuracy and engagement with the local community. It doesn't matter if you're a restaurant in downtown Chicago or a service company like NfiniteLimits, or a retail store in any small town, local SEO will help you connect with those who are searching for your product or services.

Achieving success in local SEO requires ongoing effort and a constant adaptation to algorithm updates, but the results are improved visibility, higher quality leads, and better relationships with your local client base. By focusing on fundamentals while keeping up to date with the best practices, small businesses can effectively compete in their local markets and build sustainable growth by enhancing search visibility.