321 Web Marketing helps businesses grow locally and nationally through local SEO, with Elijah leading the company’s marketing department with a background in psychology and mass communication. He also works as an independent consultant and specializes in local SEO strategies.
Why local SEO matters for your business
If a customer needs a product or service immediately, local SEO helps them find it. When the searcher is near the location of the business, they are more likely to make a purchase, and the same holds true for local mobile searches. 75% of local mobile users convert to offline visits within 24 hours, so a business listed in its local area has a real chance of earning that business.
How Google ranks local results
Google looks at a number of citation signals and the consistency of NAP (name, address, phone) citations to rank a business. A business with multiple local listings and a consistent NAP is likely to appear on the top page of local search results, which directly helps your ranking in a local area. Google has not published any specific updates on local SEO, but it has made it easier for businesses to get noticed in their local area.
Content, reviews, and NAP best practices
One of the most effective ways to increase your local SEO is to create relevant content. Localized content does not have to look like a blog post; resource guides, presentations, and technical specification sheets work as well. Consumer reviews are also a must for local businesses. According to Moz, 64% of local restaurant searchers convert instantly or within one hour of searching for a restaurant in a location, so a strong presence on review sites will increase a business’s chances of earning local customers.
For local traffic, a website’s NAP is key. A business can include its address and phone number on the site, but for local SEO to be effective, the NAP must be unique for every location. If it is not, Google may ignore the site.
The broader value of local SEO
Local SEO is the best strategy for local businesses in the digital age and lets them compete on Google, including in the brick and mortar world. The right approach drives more traffic to a website, increases brand awareness, and improves reputation among the local market. Customers, whether online or offline, are more likely to choose a business they can easily reach, so local SEO gives a clear competitive edge.
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