Why Local SEO is important for Small Business

According to HubSpot, 88% of people who embark on a local search via their smartphone end up visiting a nearby store or picking up their phone to call and make a purchase. Local SEO ensures when someone nearby searches for products or services related to your business, your website appears at the top of the search results, making it easier for potential customers to find you.

In this blog post, we’ll unravel the intricacies of SEO, exploring why it’s not just about appearing at the top of search engine results; it’s about guiding potential customers right to your doorstep. Let’s dive into why it’s not just a marketing strategy but a digital lifeline critical for surviving in today’s everchanging digital landscape.

What is local SEO?

When someone in your area searches for a product or service you offer, do you want to be the hidden gem or the shining star? SEO ensures you’re the latter. Local SEO, or Local Search Engine Optimization, is a crucial digital marketing strategy aimed at enhancing a business’s online visibility in specific geographic areas.

SEO can be one of many marketing channels business owners use to reach their business goals. Its primary goal is to help your business rank higher for location-specific searches on search engines like Google, Bing, or Yahoo. This is achieved through advanced and basic techniques with strategic tactics and optimizations that cater to searches in your geographic area.

What are the benefits of local SEO?

Think of SEO as the tree that keeps bearing fruit year after year. The initial effort and investment pay off manifold over time. This digital marketing strategy focused on optimizing your online search presence, offers a multitude of compelling benefits for small businesses including:

1. Increased search engine visibility

Imagine you’re in a bustling marketplace, and you’ve just set up your colorful booth with all your goodies. Local SEO is like putting a giant neon sign above your booth, making it impossible for anyone to miss. It ensures your business pops up when people nearby search for products or services you offer. That’s the power of being front and center in the search results.

2. Skyrocketing keyword rankings

Think of search engine ranking as a friendly competition. You want to be the shining knight on the first page of search results, right? Local SEO is your trusty steed in this quest. It helps your website climb those search result rankings, bringing you closer to that coveted top spot. The higher you go, the more likely people will click on your link.

3. Conversion rates that soar like an eagle

Now, let’s talk conversions. Local SEO isn’t just about getting eyeballs on your website; it’s about turning those visitors into loyal customers. Think of it as having a charismatic salesperson at your booth, charming people with your products or services. When your site is optimized for local SEO, it attracts the right kind of visitors who are more likely to become paying customers.

4. Provides a strong online reputation that shines bright

In a bustling marketplace, you’re not the only one vying for attention. Your competitors are out there, too, waving their flags. Local SEO is your secret weapon, your ace in the hole. It helps you stand out in the crowd, making your business look like a dazzling gem amidst the pebbles.

5. Cost-effective marketing magic with high ROI

For businesses with limited advertising options, SEO provides numerous advantages that traditional advertising doesn’t. One such advantage of SEO is its cost-effectiveness as Google does not charge you every time someone clicks through in organic search. Unlike SEM or PPC advertising you’re not wasting money on unnecessary clicks. You’re investing wisely, targeting your ideal customers that matter most – those in your geographic location.

Why is SEO Important for small businesses?

In today’s digital age, where consumers turn to search engines for virtually everything, having a strong online presence is non-negotiable. Search Engine Optimization is of paramount importance for small businesses for several compelling reasons:

SEO levels the playing field against competitors

In the vast ocean of the internet, small businesses often feel like minnows swimming alongside sharks. SEO empowers small businesses to compete effectively with larger counterparts. By optimizing for local search, you can stand out within your community and establish a formidable online presence, often surpassing bigger competitors in local rankings.

Large corporations might have massive marketing budgets, but when it comes to local searches, Google’s algorithms prioritize relevance and proximity. That means your small business can be the preferred choice for customers in your area, no matter how big the competition seems.

SEO builds trust and credibility for your brand

Imagine you’re looking for a local service, and you see one business with a well-optimized website, glowing reviews, and accurate contact information. Then there’s another with a dated website and little online presence. Which one would you trust? SEO not only enhances your online presence but also builds trust and credibility among potential customers.

A well-optimized website, complete with valuable content and positive customer reviews, builds trust and credibility among your target audience. When your business ranks high in search results, it’s viewed as an authority figure and reputable choice.

SEO offers another source of business revenue

You might wonder, “Is SEO even worth the investment?” Absolutely! It’s not just about being found online; it’s about being found by the right people – potential customers in your vicinity who are actively searching for your products or services. That’s the kind of visibility you can’t afford to miss. If you’re advertising on one channel whether that be social or paid ads, SEO can open up another door for revenue to take advantage of.

Is SEO worth it for small businesses in the long run?

SEO isn’t just about quick wins; it’s a long-term investment. Once you establish your online presence, it continues to work for you, bringing in a steady stream of customers. Think of SEO as the tree that keeps bearing fruit year after year. The initial effort and investment pay off manifold over time.

How long does SEO take to see results?

SEO is a long-term investment, and businesses should not expect instant results. The time it takes to see results from SEO can vary depending on several factors, including the size of your business, the scope of the project, and the SEO provider. Here are some general timeframes for seeing results from SEO:

Generally speaking, websites can see results in 4 to 6 months
SEO should show results within a 6- to 12-month period
Most SEO experts agree that it takes 2-4 months to see the first results from SEO
The minimum amount of time required for SEO work to show obvious results is 6 months, but a 12-month period is more realistic

It’s important to note that these are general timeframes, and the actual time it takes to see results can vary depending on several factors. These include the competitiveness of your industry, quality of your website, the level of competition, and the SEO strategy in use. Seeing results in SEO requires a long-term investment, and businesses should be ready to commit time and resources to their SEO strategy.

For example, let’s do a quick Google search for “landscapers denver”. At first, you’ll see some local search call-only ads at the top vying for your attention. Google Call-Only Ads are a type of Google Ads campaign mostly served up on mobile devices. They allow businesses to create ads that encourage customers to call them directly from the search results page.

Pay close attention to the “sponsored” title just above the ad and the GOOGLE GUARANTEED check under their business name.

These are basically guaranteed leads by Google you have to put a bid for. If you want to advertise on the Google network, you can do so in a bidding environment where you go up against competitors to bid on keywords.

This is also known as SEM or Search Engine Marketing, which is a complex field in its own right. SEM can achieve faster results than SEO, especially through paid advertising, where you can display ads right after setting up a campaign. In PPC (cost per click) advertising, you actively bid on keywords relevant to your business and your audience Cost-per-click (CPC) bidding means that you pay for every time someone clicks on your ads. For these types of campaigns, you set a maximum cost-per-click bid – or simply “max. CPC” – that’s the highest amount that you’re willing to pay for a click on your ad.

Right below the paid ads you have the Local 3 Map Pack. This is a prominent section in the Google local search results that showcases the top-ranking local businesses for a specific location or search location. It is a colorful, prominent map listing that presents to consumers the three businesses Google considers most relevant to their search.

The Local 3-Pack is a highly coveted spot for businesses looking to increase their online visibility and attract more customers. The Local 3 Pack takes up a majority of local search traffic making it hard for those outside them to be seen. Only when someone clicks through to “More businesses” can you get a complete list of local landscapers in Denver.

What factors influence your ability to rank for local searches?

Several factors influence local rankings, but when we dissect Google’s algorithm, we can distill it into three primary pillars: Proximity, Prominence, and Relevance.

Proximity: This refers to the distance between the searcher and your business’s physical location. Google will show businesses that are closest to the searcher’s physical address. This is why it’s important for you to make sure your business location on your website and Google Business Profile (formerly Google My Business) is listed correctly.

Prominence: Google will show businesses that have a strong online presence, including positive reviews, found in various industry-specific online directories, relevant backlinks, and social media engagement.

Relevance: This refers to how well a business’s website content and Google Business Profile listing match online searches. Google will show businesses that have relevant keywords and content on their website along with a Google Business Profile listing.

When it comes down to it, if your business lies in the area in which you serve, you will naturally rank although not always in a high position. Here are some of the most important ranking factors for local SEO and what you can do to help increase your chances of ranking higher:

Google Business Profile (GBP) Optimization

Claim and optimize your free Google Business Profile.
Select the most relevant category for your business.
Provide accurate business information, including your name, business address, phone number (NAP), hours of operation, and upload photos.

Website Quality and Mobile Optimization

Ensure your website is optimized for mobile search across all devices and loads quickly, preferably under 2.5 seconds.
Link your website to your GBP.
Provide a user-friendly customer experience with clear navigation and business contact information.

Conduct Local Keyword Research

Identifying and targeting location-specific keywords that are relevant to your service area.
Target both short and long-tail keywords to enhance content relevance
These keywords should reflect what your potential customers are searching for in your area.

Cover Your On-Page SEO for Relevant Location-Based Keywords

Ensure that your website’s on-page elements, including title tags, meta descriptions, and content, are optimized for local keywords and location-specific information.
Write high-quality content that provides valuable information the reader can immediately use.
Conduct regular updates to keep up with Google’s latest search algorithm updates.

Build Consistent NAP Citations Across Your Online Profiles

Consistent NAP citations across various online business directories, websites, and social media platforms help build trust with search engines.
Double-check for accuracy as inaccurate or inconsistent NAP information can have an impact on your local search rankings.
Optimize online directories for other major search engines like Bing Places.

Find Local Link Building Opportunities

Create high-quality, informative, and engaging content that naturally attracts backlinks from other websites.
Offer to write guest posts for local websites or blogs, including a link back to your site.
Collaborate with local events, charities, or businesses, and ensure that they link to your website as a sponsor or partner.

Encourage Customer Reviews

Encouraging and managing customer reviews on platforms like Google, Yelp, and Facebook is vital.
Encourage customers to upload a photo along with their truthful depiction of how your product/service was.
Always respond to a negative review as it can give you an opportunity to explain and show you value their feedback.

What types of businesses need local SEO?

Local SEO is a digital marketing strategy that can benefit a wide array of businesses and industries. If your business has a physical location, it can help you attract qualified customers who are most likely ready to purchase your products or services. Here’s a list of businesses that can greatly benefit from local SEO services:

Retail Stores: Local SEO helps physical retail stores draw in foot traffic by ensuring they appear prominently in local search results. Shoppers often search online for nearby stores before making a visit.
Restaurants and Cafes: For eateries, local SEO is a game-changer. Hungry customers frequently search for “restaurants near me” or specific cuisine options, and local SEO ensures your establishment is at the top of their list.
Service-Based Businesses: This category includes professionals like plumbers, electricians, lawyers, doctors, and dentists. Local SEO helps potential clients get in touch with service providers when they’re needed most.
Local Contractors: Whether it’s a roofing company, landscaping service, or general contractor, local SEO is vital. Homeowners and businesses frequently search for local contractors for their projects.
Hotels and Hospitality: Local SEO is indispensable for hotels, inns, and B&Bs. Travelers often look for accommodations in specific areas, making local SEO a key driver of bookings.
Auto Repair Shops: When drivers encounter car troubles, they need a nearby auto repair shop. Local SEO ensures that your shop appears when these urgent searches happen.
Local Artisans and Craftsmen: Artisans, crafters, and artisans selling handmade goods benefit from local SEO, attracting customers looking for unique, locally-made products.
Real Estate Agents: Local SEO is crucial for real estate professionals who want to showcase their listings and services to potential buyers and sellers in specific neighborhoods or regions.
Local Events and Entertainment: Promoters of local events, theaters, cinemas, and concert venues use local SEO to inform residents about upcoming shows and activities.
Fitness Centers and Studios: People searching for gyms or fitness classes often prioritize proximity. Local SEO ensures fitness centers are on the radar for health-conscious individuals.
Local Educational Institutions: Schools, colleges, and training centers target local students. Local SEO helps them reach prospective students and their parents.
Nonprofit Organizations: Local SEO is crucial for nonprofits seeking local support, volunteers, and donors within their community.
Professional Services: This includes accountants, financial advisors, and consultants who rely on local clientele for their business.
Local Shops and Boutiques: Small shops, boutiques, and specialty stores rely on local customers, making local SEO essential to attract foot traffic.
Salons and Spas: Beauty salons, spas, and wellness centers depend on local clients seeking their services, making local SEO a must.
Home Services: This category includes pest control, HVAC services, and locksmiths who require visibility in local searches for emergency services.

How much should a small business spend on SEO?

The cost of SEO services can vary depending on several factors, including the size of your business, the scope of the project, and the SEO provider. Ask yourself the following questions to determine your SEO budget:

How much content does my website need?
How does my backlink profile look compared to competitors?
Can I do SEO in-house or do I need a third party like an agency?

Most business owners are too busy running their business and therefore lack the proper understanding of how search engines work to prioritize SEO in their budgets. This often leads to outright neglecting this most useful marketing channel.

A study conducted by Higher Visibility found that more than half of small businesses surveyed had no budget for SEO. From that same survey, 38% believed that a budget of less than $100 would put them on the first page and yield major results.

How much you should spend on SEO comes down to how much you can afford. You have to spend money to make money, the truth is, you need to invest time and money into your business if you want people to find it.

If you’d like to hire an SEO company, here are some common ranges for SEO costs you can expect to pay:

Less than $500 per month
$500 to $1,000 per month
$1,500 to $5,000 per month
$2,500 to $5,000 per month

Small businesses should aim to spend at least $500 per month on SEO to see some fairly decent results and improvements that they can take to the bank.

However, businesses that spend more than $500 per month are 53.3% more likely to be “extremely satisfied” with the quality of their SEO services

It’s important to note that SEO is a long-term investment, and businesses should not expect instant results. It takes time to properly plan, implement, and tweak a campaign to evaluate its success.

The essential local SEO toolbox

To master local SEO, you need the right tools in your arsenal. We’ll explore some free and paid tools to help you get started.

Free SEO tools

Google Business Profile (GBP): This free tool from Google is vital for managing your business’s online presence on Google Search and Maps. You can update information, respond to reviews, and gain insights into how customers find and interact with your business.

Google Search Console: This free tool provides data on how your site appears in Google search results. You can identify indexing issues, monitor search traffic, and see which searches lead to your site. It’s an invaluable resource for tracking website performance.

Google Analytics: Google Analytics is used to track website performance and collect visitor insights. It can help organizations determine top sources of user traffic, gauge the success of their marketing activities and campaigns, track goal completions (such as purchases, and adding products to carts), discover patterns and trends in user engagement, and obtain other visitor information such as demographics.

Paid SEO tools

SEMrush: While known for its broader SEO capabilities, SEMrush has features like local SEO tracking, on-page SEO recommendations, and competitive analysis that are valuable for local businesses.

Bright Local: BrightLocal is a comprehensive local SEO platform. It offers tools for local search ranking tracking, reputation management, citation building, and competitive analysis.

Yext: Yext allows you to manage your business information across multiple online directories. Consistency in NAP (Name, Address, Phone number) citations is critical for local SEO, and Yext helps maintain that consistency.

Monitoring and adapting to stay ahead of the curve

Tracking and analyzing SEO metrics is essential for evaluating the effectiveness of your SEO efforts. In this rapidly changing world, adapting is not an option – it’s a necessity. SEO ensures your business remains agile and responsive. The digital landscape is ever-evolving, and your SEO strategy should too. We’ll delve into how to monitor your progress through important metrics and key performance indicators (KPIs) so you can make necessary adjustments to stay competitive.

These metrics can help your business track its SEO performance, identify areas for improvement, and make data-driven decisions to improve its online visibility and attract more customers. Every business is different so you will have to assign value to each metric and KPI but some of the most important ones to track are:

Organic Traffic: The number of visitors coming to your website through organic search. It’s a fundamental metric for measuring the impact of your SEO efforts.

Keyword Rankings: Keep an eye on your website’s positions in search engine results pages (SERPs) for target keywords. Are you moving up or down in the rankings?

Click-Through Rate (CTR): Measure the percentage of users who click on your search result when it appears in the SERPs. High CTR indicates that your title and meta description are compelling.

Bounce Rate: This shows the percentage of users who land on a page and then leave without further interaction. A high bounce rate may indicate issues with content or user experience.

Conversion Rate: This metric tracks the percentage of website visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.

Clicks and Impressions: Monitor the number of clicks your website receives in the SERPs and the total number of times your pages appear in search results (impressions).

Crawl Errors: Keep an eye on Google Search Console for crawl errors, which can negatively impact your site’s indexation and ranking.

Backlinks: Monitor the number and quality of backlinks to your site. Quality backlinks from authoritative websites can boost your SEO efforts.

By tracking these metrics, you can gain insights into your website’s performance, identify trends and patterns, and make informed decisions about your SEO strategy. It’s important to note that not all metrics are created equal and you should focus on the metrics that are most relevant to your goals and objectives.

Your Local SEO Journey Begins

Now that you understand the importance of local SEO, it’s time to embark on your journey. I’ll guide you through the initial steps to kickstart your SEO strategy.

Remember, every journey begins with a single step. SEO is your compass to navigate the digital landscape and reach new heights in your small business endeavors.

Conclusion

In todays ever changing digital age, local SEO is your small business’s best friend. It’s the key to unlocking the doors of opportunity, building trust, and ensuring a sustainable future. So, is SEO worth it for small businesses? Absolutely! Embrace the power of local SEO, and watch your small business thrive like never before. Your journey starts here, and we’re here to guide you every step of the way. Let’s get started!

Why SEO Is Important for Your Small Local Business