Episode 7: Local SEO
To kick things off with local SEO, let’s look at three important statistics:
- 43% of searches on Google are local searches. (Source: Chitika)
- 78% of local mobile searches lead to an offline sale. (Source: comScore)
- 88% of people use and trust online reviews (many from local search results). (Source:BrightLocal)
What does this mean? It means that as an SEO expert you have to know and understand local SEO, especially if you’re optimizing a website for a local business. Google and other major search engines know when their users are searching for a local business. In fact, local is so important, Google will often display local search results above the organic search results. That means for some websites, local SEO can be far more important than organic SEO.
Local SEO Optimization
Optimizing your site for local SEO is a little different than optimizing your site for organic SEO. If you have a software business that you market around the world, local SEO may not be important to you. But if you’re a plumber in Portland, Oregon, local SEO could be instrumental to the success of your business.
Local SEO Factors:
- City and/or state included in title and description tags
- City and/or state included in heading tags
- City and/or state included in copy of page
- NAP (Name, address, and phone number) included on page
- NAP consistency on all local directories (must be the EXACT same)
- Review quantity on different local directories
- Page Authority of Landing Page URL
- Company address located in city searched
- Click Through Rate
- Google Map on page
- Link signals
SEO doesn’t always include local SEO, but if you’re targeting a local business then local SEO must be a part of your strategy, in addition to organic SEO. There are actually some great tools out there like Yext and Moz Local that will help you organize and optimize your site for local search.