You will have heard about SEO, but what is local SEO? Well, it works in the same way as standard search engine optimisation, just with one significant difference: the main aim is to be found in local-based queries.
Many different businesses make use of local SEO. It can help out a small brick and mortar store, a franchise spread out across multiple locations, or even multinational chains. It’s particularly helpful for small establishments trying to get a foothold in search rankings. Rather than trying to compete against the world, they only have to go up against other local businesses in their industry.
It’s also important to remember that searches take place on platforms other than Google. Bing, Apple Maps, Yelp, etc. – all of these are used by people trying to find out about local businesses. Nevertheless, the large majority of searches take place on Google. Due to this, the following points will focus on Google and how it works regarding local SEO.
If you want to know the answer to the question, “what is local SEO?” then read on!
How does local SEO appear in Google?
Local SEO functions in much the same way as every search on Google does. As an example, someone might type into Google “dentist in Newcastle”. This will throw up a number of local SEO results.
These results are often separated into three different groups.
At the top of the page, you tend to find ads. These are where local businesses make use of Google Ads, paying for the privilege of appearing above everything else – and not needing to build links, use keywords, create in-depth content, and more to naturally enhance their SEO.
Below these ads, you will find the Google “3 pack” local ranking. Underneath this is where the normal organic search results are, finally, displayed.
When you take into account both ads and the “3 pack”, those organic results are less effective than normal. Organic links may only start halfway down the first page of search results, and users will likely have clicked on a different link before they even reach them.
The mobile difference
Never forget that searches are conducted with a wide variety of devices and apps. While the above section describes how local SEO results appear via desktop results, it’s a different story when the same search is performed via mobile.
This is especially important to remember as more and more people are using mobile rather than desktop. They don’t just use Google on their mobile browser, either. They’ll also utilise apps like Google Maps and Google Assistant.
So how does it affect the appearance of mobile search results? Mobile devices have much smaller screens compared to desktops, which means there’s less space for results to appear. This makes it particularly vital to rank in the “3 pack” on mobile.
The importance of the Google “3 pack”
As mentioned above, the Google “3 pack” – also known as “snack pack” – is an important element of local SEO. If you want your local business to maximise its search impact, you have to be in this group.
The only question is: What is the Google “3 pack”?
If you enter a local search query, you will see a boxed area that includes two things: a map and three local business listings. These listings are considered the most applicable to the search query, hence why they gain this prime place in the results.
With only three spots to fight for, competition is fierce if you want to sit at the “3 pack” table. This means you have to do everything you can to improve your website’s SEO aspects. This means writing quality content, using relevant keywords, and so much more.
How Google Maps plays its part
When it comes to ranking high with local SEO, it also pays off to use Google Maps to your advantage. In your Google My Business profile, you should specify the exact location(s) of your company. By doing this, your business will naturally appear in relevant local search results. This is important as search queries often use Maps to discover local businesses.
Even general searches can result in local results
If you’re putting together a local SEO strategy, you will often be instructed to utilise local keywords. This is an important factor, of course. For example, if you run a hairdressing business in Manchester, you want to use local keywords such as “hairdresser in Manchester” or “Manchester hairdressing offers”.
The reason for this is simple: if someone is searching for a local business, they will tend to include their location as part of the query.
However, that’s not always the case. Someone might simply type “hairdresser” or “hairdresser near me” into Google. The good news is that, even though the query doesn’t include a geo-modifier, local results can still appear in searches.
This is because Google understands where you are located. With this information, they still deliver localised results. Why? Because even though you might enter a general search term like “hairdresser”, you typically don’t want to spend your time browsing through common blog posts or hairdressers located at the opposite end of the country. You want local hairdressers, and Google recognises this with their results.
The factors behind your local ranking
Certain factors, including Google My Business and local keywords, have already been touched upon above. Yet there are several different points to consider when it comes to local SEO. Simply missing one of these can see local competitors rank above your business – not good when the Google “3 pack” is your ultimate aim.
If you’re not sure where to start with your local SEO, feel free to read the related articles listed below. Plus, if you require assistance, our managed SEO campaigns are built with local SEO firmly in mind. We talk SEO for a living, so we know exactly what your website requires to rank at the top of local search results.
Additional Related Articles
- https://www.clickintelligence.co.uk/will-my-hosting-ip-affect-local-seo/
- https://www.clickintelligence.co.uk/local-listings-and-seo/
- https://www.clickintelligence.co.uk/how-to-manage-local-search-as-an-enterprise/
- https://www.clickintelligence.co.uk/local-seo-strategy-for-multiple-locations/
- https://www.clickintelligence.co.uk/a-simple-guide-to-local-seo/
- https://www.clickintelligence.co.uk/tips-for-earning-more-local-business-reviews/
- https://www.clickintelligence.co.uk/3-ways-to-boost-your-local-seo/
