Local SEO White Paper
The What, Why and How of Putting Your Business on the Local Map
What is Local SEO?
Local SEO is just what it sounds like: a specific form of search engine optimization and marketing that’s designed to improve results for users who perform a search with local intent – the need for something with a town, city or specific area. An example of a search with local intent would be shoe store Burlington. Every day, thousands upon thousands of individuals are searching the web from their personal computers, tablets and mobile phones for products or services in their area. Location‐specific searches are becoming more common as the use of mobile devices continues to increase, and the rise of this technology has led local SEO to become its own industry. Google and Local SEO For years, Google has been working on improving their understanding of the needs and intentions of searchers, with a particular emphasis on those who look for things locally. Many queries that specify a location result in a “list” and map of nearby shops: Local Search Results in a list and on a map for the search shoe store Burlington.Both the list and map work to show the searcher that these stores are all in the city specified in their query. They go further to help meet the searcher’s needs by also listing the address and phone number of each business, with links to each Google+ Profile (we’ll talk a bit more about that shortly) and ratings and reviews where they’re available. Going to the next step and actually searching through Google Maps by clicking the Maps tab in search: We see a bigger list and a full look at shops in the area: Google Map results for the search shoe store Burlington. From a customer perspective, this offers a very useful look at what’s around that can meet their specific needs. But for a local business owner, Google’s ability to provide these results is a goldmine. Next: Why Local SEO is an Essential Part of Your Marketing Plan
Why Local SEO is an Essential Part of Your Marketing Plan
You can clearly see now that local SEO, and Google’s efforts in providing searchers with results in their area, both give local business owners an opportunity to connect with customers in their area exactly when they’re looking for what they offer. Given the link between local search mobile devices, some statistics on the subject may put things into perspective: 68% of smartphone activity [is] conducted outside the home 67% of mobile advertising is centered on a specific place of business 95% of mobile users access locally relevant info Statistics courtesy of listedlocally.com Original source: http://info.xad.com/Portals/212960/docs/xad%20q4_2012%20report_final1.pdf 68% of search activity coming from outside the home is a huge indication of the fact that people are constantly searching on the go, which likely means they want to do business instantly – they have a need they want met as soon as possible, and they’re looking for someone to do it now. Looking further into this, 95% of mobile users accessing locally relevant info is probably the clearest sign that the majority of their searches are focused on finding something close to them. Here is another very relevant statistic:
55% of conversions* from mobile searches happen within one hour because of closer proximity to the point of purchase and because the searcher is more mentally prepared to make a purchaseStatistic courtesy of listedlocally.com Original source: http://info.xad.com/Portals/212960/docs/xad%20q4_2012%20report_final1.pdf *NOTE: A conversion is defined as any time a customer takes an action you wanted them to take, such as making a purchase or phone call. This further emphasizes the instant need that local SEO can fill for customers. It shows that those who are looking for local shops on their phones are much more prepared to make a purchase in the moment, or at least on the same day, presenting business owners with an audience that’s much further along in the buying stage. Next: Google+ and Places: How You Can Put Your Business on the Map
Google+ and Places: How You Can Put Your Business on the Map
Now that we’ve covered the basics of what local SEO is, how quickly it’s growing and why it’s so important for business owners, you’re probably itching to know: how can I get in on this? The good news it’s not a complicated process at all. Google, with their emphasis on providing the best possible user experience, encourages local businesses to put themselves on the map and makes it easy to do so with Google Places for Business. Here’s how to sign up: 1. Visit http://www.google.ca/business/placesforbusiness/ 2. Click Get started for free (from here, you’ll need to either create a Google account or sign in with an existing one if you haven’t already).3. Search for your business. It may already be there, as Google crawls several local directories and websites and picks up the data they find there. There may even be multiple results. a. If it’s there, click it. It’ll give you the option to verify the business (claim yourself as the owner so only you can edit the details), but let’s skip this for now and focus on filling in the details. Click on Continue and Verify Later.
b. If it isn’t there, you’ll be given the option to create a profile. 4. At this step, you’ll start filling out your profile’s details. Put in as much information as possible – the more you provide, the more Google can offer your customers when they search for you. 5. When you’re done, click Verify Now. You’ll be given the option for either phone verification or postcard verification. The phone call will consist of an automated recording with a PIN for you to enter on your listing in order to confirm you own it. The postcard will take a little bit longer, but will also have a PIN for you to enter on your listing in order to confirm you own it. 6. That’s it! You’re done! Your business is now on Google Maps. You can log in to your profile to edit it any time by visiting it while you’re logged in, or by accessing it directly through your account. Next: Other Local SEO Resources
