Previously, we’ve discussed SEO, and detailed what “Local Search Engine Optimization” is and the important role it plays in a company’s digital marketing presence. (Find that blog here: http://www.rencacoal.com/2019/05/24/local-seo-or-global-seo-you-need-both/) As we move forward toward an even more digitally integrated world, research is finding that getting found locally has only become more important in 2020 than it has been in the past few years.
- 83% of U.S. shoppers who visited a store in the last week say they used online search before going into a store. That is up 20% from last year. (https://storage.googleapis.com/think/docs/think-with-google-2019-research-review.pdf)
You want to rank as close to the top of the page as possible on their search engine results page (SERP). Capture your buyer early in the process (like on their first “search!”) and you are more likely to funnel them directly into your channel or store. It’s clear they are going to search. Use the best local SEO to reach them sooner rather than later. Otherwise, you may be too late.
And speaking of too late,
- 75% of smartphone users expect to get immediate information while using their smartphone. (January 2019 Google/Ipsos)
People are searching before they leave or on their way. If they don’t find you, they will go to someone they can find. “Where to buy” + “near me” mobile queries have grown by over 200% in the past two years. (March 2019 Google Data)
What makes local SEO so special? It’s really just another branch of the SEO tree, but with a focus on actual physical location. If yours is a strictly online business, you won’t need the same type of Local SEO that a brick and mortar store will. Local SEO involves Local Directories, for example, and other specific local SEO links. You will also want to pay attention to Google’s Local SEO algorithms. Start by optimizing your homepage and your meta data. Use local schema and SEO best practices. These help search engines understand you, your business, and your site.
Yes, there’s a lot to it. And the more you do, the higher you’ll rank. That’s just the way it is. In the weeks to some, we’ll be discussing more about digital marketing and how to make it work for your company. So come back for more knowledge on the how-to’s of digital marketing.