Local SEO refers to optimizing your business’s online presence so that users doing proximity searches find your listing at the top of search engine results pages (SERPs). According to WordStream, 72% of consumers visit a store within five miles after doing a local search. Google “near me” searches doubled in 2016, and 40% of consumers use mobile devices for all of their searches on an average day. Google reports that almost 30% of searches for something nearby result in a purchase.

Local Pack & Local Organic

Apart from paid ads, which we’ll discuss in another newsletter, there are two places your business can show up in local search results. At the top of Google’s SERP, users see a box containing a map and three business listings. This is called the Local Pack. Beneath that, users see normal search engine results ranked by organic SEO factors. When we tailor organic SEO strategy to a geographic location, we call that local organic. Ideally, your business will rank in both the pack and the organic results.

Essential Local SEO Ranking Factors

Moz.com released its annual Local Search Ranking Factors report earlier this year. Experts voted on the top ranking factors for local searches in two categories: foundational and competitive difference-makers. You need foundational factors, or you won’t show up on local SERPs at all. The most important factors have to do with your name, phone number and address (NAP), your Google My Business listing and your website’s authority.

• Make sure your NAP is listed correctly and consistently across all web pages, social media and your Google My Business page
• Verify your Google My Business page
• Categorize your business correctly
• Optimize your website for mobile searches

Local SEO for Competitive Advantage

The above strategies put your business on the map. These additional factors can bump you up the ranking and secure your spot in the local pack:

• Number, diversity and quality of authoritative links to your website and Google My Business page, especially from sources relevant to your industry and/or local area
• Number of Google reviews with text
• Click-through rate (CTR) from local search results

The better you perform in each of these ranking categories, the better your SEO strategy. Want to make sure your digital “open” sign is on for nearby customers? Contact Fasturtle for a consultation.