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What is Local Search?

Local search refers to the process of users seeking information, products, or services within a specific geographic area, typically using search engines or online directories. In today's digital age, local search has become increasingly important for businesses aiming to connect with local customers and drive foot traffic to physical locations. Unlike traditional search, which may deliver results based on broader parameters, local search results are tailored to the user's location, providing relevant and timely information.

Screenshot of a Digital League Solutions Google Maps Listing

How does Local Search Work?

Local search operates on the premise of providing users with results that are geographically relevant to their location or intended area of interest. Search engines like Google utilize a combination of factors to determine which local businesses or services to display in search results, including the user's location, search query, and the relevance and prominence of local businesses. Local intent plays a crucial role in determining the search results, as users often include location-specific keywords or phrases in their search queries.

Components of Local Search

Screenshot of sample of Local SEO tactics on Google My Business

1. Local SEO

Local search engine optimization (SEO) involves optimizing a business's online presence to improve its visibility in local search results. This includes optimizing website content, meta tags, and backlinks with local keywords, as well as ensuring consistent NAP (Name, Address, Phone Number) information across online directories.

Having other reputable entities like businesses, news outlets, blogs, and magazines reference your business can significantly boost your online credibility. This external validation acts as a trust signal to search engines, enhancing your local search visibility. Such references create backlinks, which are pivotal for SEO, indicating your site's authority and relevance. Engaging in community activities and building connections with local entities further amplifies your presence and reputation, making your business more visible and attractive to local searches and potential customers. The synergy between online mentions and community involvement establishes your business as a trusted local authority, crucial for attracting more customers and improving your local search ranking.

Screenshot of Google My Business Profile

2. Google My Business

Google My Business (GMB) is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps. Optimizing and maintaining a GMB profile is essential for local businesses, as it helps improve visibility in local search results and provides valuable information to potential customers about your business.

Screenshot of Google Reviews

3. Online Reviews

Customer reviews play a significant role in local search rankings and consumer decision-making. Positive reviews can improve a business's reputation and visibility in local search results, while negative reviews can have the opposite effect. 

4. Citations

Citations refer to mentions of a business's NAP information on external websites, such as online directories, review sites, and social media platforms. Consistent and accurate citations across these platforms can improve a business's visibility in local search results and contribute to its overall online credibility.

Benefits of Local Search

Local search provides opportunities for businesses to engage with local customers through features like Google My Business posts, Q&A, and messaging. By actively participating in these channels, businesses can build relationships with customers and foster trust and loyalty. Optimizing for local search can help businesses appear in the coveted "local pack" or "map pack" at the top of search results, increasing visibility and driving organic traffic to their websites or physical locations. Local search results are highly targeted, connecting businesses with users who are actively searching for products or services in their area, leading to higher conversion rates and a better return on investment.

Tips for Optimizing Local Search Presence

Screenshot of Google Guarantee Badge

1. Claim and Verify Your Google My Business Listing

Claiming and verifying your GMB listing is the first step to improving your local search presence. Ensure that your listing is complete and up-to-date with accurate business information, including your address, phone number, website URL, and business hours. 

Screenshot of Mobile Optimized Website

2. Optimize Your Website

Optimizing for local search means optimizing your entire online presence to authenticate your business and encourage trust between the public and your company. Ensure your website follows UX best practices, has a fast loading time, and uses a mobile-first design approach, optimizing for mobile and tablet viewports and leveraging mobile-specific features like click-to-call buttons and location-based targeting. Incorporate local keywords into your website content, meta tags, and headings to improve your chances of appearing in local search results. This includes targeting location-specific keywords related to your products or services. With the rise of voice-activated assistants like Siri and Alexa, voice search is becoming increasingly prevalent. Businesses should optimize their content for voice search by focusing on conversational keywords and providing concise, informative answers to common questions.

3. Generate Positive Reviews

Encourage satisfied customers to leave reviews on your Google My Business listing and other relevant review sites. Respond promptly to all reviews, both positive and negative, to show that you value customer feedback and are committed to providing excellent service. Keep in mind that while having 5 star reviews is beneficial for your credibility, trust score, and reputation, having a range of positive and negative reviews helps reassure potential customers of your authenticity and viability, and allows you to showcase your business’ customer service standards. 

4. Build Citations on Relevant Websites

Ensure that your business information is consistent and accurate across online directories, review sites, and social media platforms. This can improve your visibility in local search results and help potential customers find your business online.


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