Local SEO: What is it, and how does it work?

A local SEO plan is a type of search engine marketing that increases the visibility of your business in Google’s search engine results.

Any company with a physical address or that targets a particular geographical area might profit from local SEO. A local SEO strategy can help you expand your business if you search on Google for any essential keywords linked to your organisation and a map featuring three listings under it.

However, you must first understand how Google works before understanding local SEO.

What is the Google algorithm?

When you type a search term into Google, it analyses the pattern of numerous site signals or ranking variables, including your site’s relevance, to return a list of results that match your search.

Most people are unaware that when they type something into the search bar, Google does not conduct a real-time internet search. Instead, it’s effectively going through Google’s archive of all the sites it’s discovered. It is called the Google Index.

Google crawls the web with little programmes called “spiders” to create the index. Each spider follows a similar pattern: it starts on one page, then investigates the backlinks on that site, then advances on to the content of the next page, and so on.

Once the web content is crawled, Google’s servers store the data, and an index is set up. The spiders work on a vast scale, scanning millions of pages each second at lightning speed. This ensures the index is up to date and actually allows websites and linkages to be discovered quickly.

What is the ranking system of Google?

In a matter of seconds, Google ranks hundreds or even thousands of websites using a variety of algorithms. Algorithms are the terms for these procedures. When you search on Google for something, the algorithm searches the index and delivers a list of websites that match your search results. The relevancy, significance, and popularity of incoming links are used to pick and rank these results.

To determine whether sites have something related to your search, the algorithm takes into account a variety of on-site and off-site factors. All important websites are listed and ranked in order of significance. The system then determines which websites best fit your keyword search based on several on-site and off-site characteristics, and those websites are displayed first in the results.

Optimising your SEO does have an effect on the relevance, visibility, and connection popularity of your website. If the positive components of your digital footprint are optimised, your website will appear higher in more search results.

Local SEO requires a different strategy

What about organic search results in your area? After researching user behaviour over trillions of searches, Google discovered that customers looking for specific types of businesses want results from their local area. That’s why Google’s algorithm for local search includes a proximity component, meaning that when you look for a local phrase, Google considers your location (local intent).

For instance, when you’re at work and want lunch delivered, Googling “food delivery” gets a list of nearby businesses in the SERPs (search engine result pages). However, you’ll receive different outcomes if you do the same query at home.

Local Search Engine Optimisation has been around for a while, but it was limited by the fact that most people exclusively used desktop computers. The recent surge in mobile network connectivity, on the other hand, has boosted mobile search. As a result, SEO Strategy has now become critical to the success of any company that sells or services locally and local advertisers.

What matters for Local Search Engine Optimisation?

The principal search results for localised search engine rankings and the local map pack outcomes are driven by different algorithms, despite the fact that the localised map pack appears in the regular Google organic search results. You have the option of appearing in both the primary search engine results as well as the local map pack.

The most challenging thing to figure out when you’re new to online marketing is where to put your efforts for the best results.

As with Google’s traditional search algorithm, local search content and local link popularity are essential factors. As a result, it’s necessary to create localised web content for every customer of yours, business locations, including your headquarters, including details like address and phone, as well as optimising title tags, meta descriptions, and following SEO best practices. It should also be factored into the local content marketing strategy and link-building plan.

Moreover, local SEO rankings take location-based factors such as having a Google My Business listing, local citations and references from data aggregators, and reviews signals – which your local customers should publicise. Therefore, you should include them in your local SEO efforts.

It’s also worth noting that local SEO tools can assist you with everything from search term research based on your local audience to creating references and maintaining Google My Business listings, company profiles, and posts. And perhaps even monitoring your inclusion in local packs.

Make local SEO work for you

You may start focusing on signals that will maximise your site’s digital presence in the local-oriented search industry now that you have a deeper understanding of SEO fundamentals and how Search engines rank local search results. Consequently, your company will rank higher in search results, making it easier for potential customers to find you.

Many factors influence your positions in these web searches, but keep in mind that local SEO is one of them still evolving. Search Engine Journal’s annual study can help you create your strategy playbook by tracking which signals are becoming more critical and less important. Once you strengthen each crucial signal location, you’ll be able to serve more individuals in your geographics.

Are you planning to invest in Local SEO or other marketing strategies?

Our Local SEO specialists at Red Herring Digital can help your business stand out in local search rankings. We are a full-service digital agency based in Yarraville.

Get a free consultation with our digital strategist, or call us at 1300 646 118 to optimise your website for the best results.