What is local SEO and how is it different from regular website SEO?
That’s one of four frequently asked questions that we’re going to answer in this article to help you determine whether local SEO is a good fit for your business and get you moving in the right direction to improve your rankings.
But first, we need to clarify one thing.
The Local Search Results
In the past several years, Google has overhauled their search results page to give local businesses prime real estate on their first page.
The reason is simple. Google users want to see local businesses for certain search phrases.
Here’s a quick example. If you’re out walking around and you need to find a nearby coffee shop, you turn to Google. A search for “coffee shop nearby” on your phone will pull up the coffee shops within walking distance, along with useful info like their phone numbers, hours, address, and reviews.
You’ve probably done this for restaurants, dentists, home services, and dozens of other businesses. According to Google, roughly one in three searches are about places and local information.
Chances are pretty good you’ve done this as well, which means you’re at least somewhat familiar with local search engine optimization (local SEO). Now that we’re on the same page, let’s dive into the FAQs.
1. What Is Local SEO and How Is It Different from Regular Website SEO?
You may not know exactly how it works, but you’re familiar with search engine optimization (SEO). That’s the process of getting your website to rank high in Google for relevant search phrases.
With local SEO, there is a slight twist. Instead of focusing exclusively on your website, you’re also going to focus on your Google Business Profile. That’s because Google displays business profiles (along with a map highlighting where the businesses are located) for many locally-focused search phrases.
For example, search for “dentist near me” and you’ll see what we mean. There will be a map and the dentists’ names, addresses, phone numbers, and reviews will be right at the top of the first page of Google. That information is coming from each business’s Google Business Profile.
So the key difference between local SEO and regular website SEO is that you need to optimize both your website and your Google Business Profile to compete in local SEO.
2. How Do You Force Google to Display Business Results?
One of the most frustrating aspects of local SEO is the fact that Google does not always show business profiles in the search results. So another common question is: how do you force Google to show the map results instead of just listing regular web pages?
Unfortunately, you can’t.
If you search a relevant keyword and Google is not listing the map with business profiles, then there is no way to force Google to show your listing. Instead, you’ll need to optimize a page on your website using regular website SEO tactics.
For this reason, it’s important to always double-check the Google results page for your relevant search phrases before launching a local SEO campaign. If Google is not showing business profiles for those searches, then local SEO is not the best approach for those keywords.
3. What Types of Businesses Can Use Local SEO?
The basic rule of thumb is that local SEO is a good opportunity for any business that interacts in-person with customers, clients, or patients. If you never meet in person, then it’s not a good fit.
Think about how frustrating it would be to see e-commerce-only businesses listed when you’re searching for a nearby coffee shop. You want a place to grab a cup of coffee, not an online store to get beans delivered. Google understands this, which is why businesses need a physical location or a defined service area to qualify for a Google Business Profile listing.
4. How Do You Compete in Cities and Towns Outside of Your Physical Location?
With local SEO, the location of your office or store is a big factor in the ranking algorithm. Think about this from the perspective of the person searching.
If someone is searching for coffee on the Upper West Side of Manhattan, it doesn’t help them to see businesses that are far away. Google knows this, and that’s why the distance between the person searching and the actual location of the business is a big factor in local SEO.
That means you’ll have an advantage ranking in Google when your prospective customers are searching near your business location. The further away the prospect is searching, the less likely you’ll rank on the first page.
It’s not impossible to rank in cities outside of your physical location. For example, you can create pages on your website for your target locations and build citations in those markets. But you need to realize you’re fighting an uphill battle with local SEO. If everything else is equal, the business closer to the person searching is likely going to have the advantage.
Want Help with Local SEO?
We specialize in helping small businesses get found in local search results. If you’d like help with local SEO, request a free SEO quote, and we’ll review your current local rankings and identify the biggest opportunities to improve.
