Local SEO: Why Looking Local Could Be The Key To Site Success

In a post-Covid landscape, widescale digitalisation continues to alter the structure of both global and local businesses. As more retailers, startups and services move online than ever before, the competition for demographic engagement is only just heating up.

As the high street continues to dwindle, it’s local businesses that are facing the greatest challenges in 2022. As they compete against e-commerce giants in an online playing field, site SEO, and a strong social media presence have become key factors in a successful small business strategy.

However, while local entrepreneurs pour more money into global scale campaigns, and wide net SEO, going back to their local roots could be the key to success, according to marketing experts at Bright Local.

In a 2020 survey, experts found that a whopping 93% of post-pandemic online searches were aimed at local businesses.

After the study found that 73% of all weekly searches incorporated a local-based search term, it’s no wonder that smart marketers plan to look local with their strategy as we approach 2023.

Stick with us as we delve into the benefits of local SEO and why it could be the key to small business success in a pool full of online competitors.

Competing In the Ecommerce Sector In 2022

It’s no secret that the e-commerce sector has all but doubled in the wake of Covid-19. In 2020 alone, the online retail sector grew by 35%, continuing to climb at an exponential rate as the years go on.

In an era of WFH culture, online shopping and consumer demand for hyper-personalisation, the internet has become an arena where both local and global businesses can thrive if they play their cards right.

For local business ventures, in particular, the ongoing death of the high street has made the shift to a digital future essential if they want to keep conversion rates and ROI high in 2022. In fact, 61% of shoppers now expect a local business to have both an online store and a physical location.

What Is Local SEO?

As more local business leaders move their venture online, site optimisation is key. However, while many entrepreneurs continue to pour investment into a global-scale SEO strategy that aims to capture a large, diverse demographic, they may be missing a trick if they don’t look local first.

Defined by the Search Engine Journal, “Local SEO is the practice of search engine optimization for local search results.”

While it may be tempting to try ranking for the web’s hottest keywords, looking local with your SEO technique will make it easier for your business to rank highly in refined, relevant searches, in turn boosting a small business’s chance of converting sales and raising consumer engagement.

Using a local link-building technique, local businesses can target audiences in their area, allowing the business to grow organically, before thriving as a wider enterprise. 

The key here is to start using local-based keyword phrases and Google’s Map SEO pack that aims to target consumers in your local area. For example, if you’re a Lincolnshire-based hair salon, you’re much more likely to appear in a search under the keywords ‘salon near me’ or ‘hair salon Lincolnshire’ rather than global ranking keywords that are not relevant to your local area. 

As you backlink to other local sites, increase your use of location-based key phrases and produce content that speaks to a local audience, you’ll find that your region-specific footprint will continue to grow.

Better still, by adopting a local SEO technique you’ll be ahead of your competitors. Did you know that over half of all small businesses still dont optimise their site for local search?

With only 30% of companies revealing that they have a strategy to convert local traffic in 2022, jumping on the local SEO train could give you a headstart when trying to rank in a pool full of online competitors.

A Closer Look Into The Benefits Of Local Search

As we’ve established, prioritising a local SEO strategy can aid small businesses in ranking highly within their regional area. 

However, while this is true, let’s delve into some of the other benefits entrepreneurs could see when introducing this conversion climbing tactic into their growth strategy in 2022.

1. Consistent Conversions 

As a result of appearing higher in local searches, local SEO drives potential sales leads to your site in great numbers, as appearing in a local search query narrows down the competition in a large online arena.

Not only are you more likely to see a boost in site traffic, but experts from Joel House Search media report that just under a third of all local searches result in a site conversion, which are pretty good odds in a competitive e-commerce environment.

2. A Spike In Site Engagement

With less competition comes more site clicks. If you’re ranking for a local search, your site is likely to appear on the first page of an organic search string. With over 90% of all consumer clicks going to the first five search results, your ranking position is everything when it comes to gaining site traffic.

As you can see here, 69% of digital traffic is attributed to local and organic searches, meaning that your small business will shine as you continue to target local prospects.

3. Reduced Ad Costs

It’s no secret that a local business flourishes in the eyes of a local audience. However, did you know, that this success accounts for advertising too?

Advertising efforts can be costly, especially when you’re aiming to reach a large audience. From pop-up banners to social campaigns, many ads draw in poor levels of revenue, purely because they are not hitting the right audience.

Jumping into a local SEO strategy means localising your advertising tactics too. Not only can advertising on a smaller scale save you pennies, but with 80% of all smartphone users opting for ‘near me’ type ads, you’re likely to rake in a hefty return on investment.

How To Step Up Your Local SEO For 2023

If you’re looking to improve your Local SEO for 2023, it’s time to start looking to the future of e-commerce-based trends, mobile optimisation and the power of localised reviews.

Focus On Feedback

Did you know that 87% of site visitors read reviews before deciding to purchase a local product or service? Therefore, it’s time to start adding conversational marketing tactics to your local strategy. From feedback forms to displaying current reviews on your landing page, prioritising local comments and suggestions can build brand authority and encourage sales leads to convert.

Optimise For Mobile

With over half of all searches coming from mobile devices in 2022, the year ahead is set to be smartphone focused for digital marketers that want to keep engagement levels high.

The key here is to prioritise your site design for the mobile experience, while also prioritising a local twist. Make sure your copy is readable on mobile, and focus on making a navigation system that is optimised for a positive mobile UX.

One way to ensure your site copy, structure and design is well optimised for a mobile audience is to invest in a strong content strategy. Employing external support such as a copywriting team or content agency can ensure that all elements of your site are desirable for smartphone-based consumers.

Keep Building A Community

Last but not least, it’s important to keep customer loyalty high as a local business retailer. Not only should you prioritise your retargeting efforts for potential leads, but you should be offering incentives to keep returning customers coming back.

There is no better marketing than word of mouth. Prioritising your consumer retention and building a loyal community on customers on-site and social platforms is a quick way to gain more business awareness, and boost that off-page SEO in your region.

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