Almost every small business has a local target market. Some small businesses even have multiple local target markets. While traditional SEO and AI search marketing tactics can help improve performance, small businesses should take a more local approach with marketing. This is where local SEO comes into play. Local SEO is important for small businesses because it helps them reach and connect with nearby customers who actively search for their products and services. Explore the benefits of local SEO and find out why you need to consider it for your small business online marketing.
Massive Local Search Volume for Small Businesses
Google receives millions and millions of searches every day, and many of these searches have local intent. Local intent means that the searcher is looking for local information or a local business. According to a Digitalapplied study, around 46% of all Google searches have local intent. Beyond that, a Brightlocal study found that 80% of U.S. customers search online for local businesses weekly. How do you take advantage of this local search volume as a small business? By prioritizing local SEO in your digital marketing strategy.
Local Keywords Are Less Competitive for Small Businesses
Local keywords, especially those with “near me,” tend to be less competitive than national keywords. Why? When you target a local keyword, you only compete with other businesses in the local area. In some cases, this may be only three to four businesses. Publishing local content gives your small business a real opportunity to appear at the top of local search results.
Local Searchers Are High-Intent Customers for Small Businesses
Reaching local searchers is critical for small businesses because these searchers are high-intent customers. They are ready to buy or at least contact a local business about a product or service. As such, improving your small business’s local SEO performance likely generates more foot traffic, phone calls, direction requests, and website visits. And all these lead to more sales.
Google Business Profiles Provide Organic Visibility for Small Businesses
Google Business Profiles are important for small businesses, especially those with a local audience. One reason why is because these profiles appear in the map pack in Google search. The Google map pack, which includes three businesses and a map, dominates local search results in both size and presence. It is therefore no surprise that 42% of searchers click on results in the local map pack. By improving your local SEO and appearing in the local map pack, you can maximize local visibility without paying for ads. That said, Google has started to show ads in the local map pack for some local searches.
How Google Business Improves AI Overview Presence
Google recently integrated Google Business and AI Overviews. Previously, AI Overviews included information such as business name and description from Google listings. Now, AI Overviews can include entire Google listings as well as a local map. These AI results sometimes do not even have any links to your website. What this means is that optimizing your Google Business Profile may be your best option to increase AI Overview presence in local searches.
Local SEO Is Cost Efficient for Small Businesses
Small businesses often do not have the resources to compete with big brands on national keywords or cost-per-click ads. However, local SEO levels the playing field because you can focus on your own target market without wasting time and money on other markets. Local SEO is therefore more cost-efficient for small businesses and generally has a high return on investment (ROI). When done well, local SEO can actually generate value without any cost at all!
Local SEO Builds Trust and Credibility with Small Business Customers and AI
Local SEO updates to your small business website and Google Business Profile build trust and credibility with your content. On your website, for example, you can publish local content that proves to your customers that you are the experts in your market.
Furthermore, local SEO builds trust and credibility with AI models like Google Gemini and ChatGPT. AI models prioritize reputable and high-authority businesses in their search results. Quality local content, an optimized Google Business Profile, and other local citations mean more visibility for your small business in AI search results.
Boost Small Business Ratings and Reviews with Local SEO
As a small business owner, you know how important ratings and reviews are to your overall performance. Potential customers rely on reviews more than anything when they choose a local business. In fact, many potential customers only consider businesses with ratings of at least four out of five stars. A good local SEO strategy can help you collect reviews on your Google profile and even on your website.
Tips for Boosting Local SEO Performance
Now that you understand its importance, be sure to follow these tips to boost local SEO performance for your small business:
- Optimize Google Business Profile: The most important platform for small business local SEO is Google Business. You need to claim, optimize, and add content to your profile. Also, do not forget to include tracking on your website link.
- Maintain consistent business citations: Google Business is not the only citation for your small business. Make sure you pay attention to other citations, especially those that are industry specific. Business information like name, address, and phone number must be consistent across all citations.
- Publish local website content: There are two main local content types: location pages and local blogs. Start with location pages and then move on to blogs with local topics.
- Collect and respond to online reviews: Your small business’s average rating and amount of reviews impact local SEO rankings. Responding to reviews can improve rankings as well.
CORE Search and Local SEO Services
CORE Search is here to help if you are looking to improve your small business’s visibility in local searches. Our SEO services include local SEO updates related to your website, Google Business Profile, and other local listings.