Local SEO is no longer just an option for your marketing strategy, but a critical element that you cannot survive without. The increase in mobile marketing and demand for instant gratification by today’s consumers makes local marketing more important than ever. Local search engine optimization involves targeting the specific location of your audience and/or business with keywords and geo-location information, and can set your brand apart from the rest when done correctly.
What are the Benefits?
Local SEO offers many different perks for the modern business, including:
-Targeted market focus. While most SEO campaigns are generalized and focused only on keywords and demographics, a local campaign will ensure that your business service area is the focus. This increases your rankings and gives you less competition based on local search.
-Directory listings. Not everyone utilizes Google to find what they need. Even if they start there, some still wind up on sites like Yelp!, YP.com, and other directories that list businesses by location and type. This can help increase your search rankings and give your audience more information about your organization.
-Social media marketing. Instead of reaching out to a generic audience, you can tailor your social media campaigns and profiles to a localized audience or group. A car dealer in Houston, Texas isn’t going to want to market to car buyers nationwide, for example. Social media is about making actual connections from virtual spaces, which is why local search optimization is a critical part of a successful marketing campaign.
-Personal connections. Today’s consumer wants to work with a company that they can connect with on a personal level. They aren’t buying a brand or a product. They are buying the personable, professional expertise of local businesses that meet their needs. If you cater your SEO campaign with local keywords and content, you will be much more likely to make the strongest connection to your customers.
-Better rankings in SERPs. Optimizing your content for local search will almost immediately improve your chances of ranking higher in search engine results. Even when users search for a related keyword without a location, your local optimization will ensure that your page shows up higher in the results than it might otherwise. Search engines like local SEO, and they reward those who use it well.
It’s Not a Choice
Some people still view search engine optimization and localized keywords as an optional part of their marketing strategy. The benefits listed here do make it sound like a good option, but the fact of the matter is that it is a crucial part of your success in online marketing today. You should include local keywords in your SEO strategy and make sure that you’re capitalizing on your local audience.
If your content is ranking higher in SERPs, you will also gain the benefit of being found easier on certain apps and tools that base their own searches off of sites like Google. With the increasingly mobile world that we live in, this kind of visibility is going to completely change the way that you do business. Local search optimization is not a new concept by any means, but a tried and true method that is just now coming to the forefront of marketing strategy. As your audience demands a better connection, your marketing campaigns will need to address the areas that you haven’t, including localized SEO.