Local SEO is nothing more than marketing to search engines, which, in reality, is not unlike regular SEO practices. The difference lies in the optimization of a business website, social media accounts and online profiles to rank high for location-specific searches. This means nearby potential consumers will find your company over those that are too far away for your business to be of use to them.
As such, local, small storefront businesses can reap many rewards from the use of local SEO digital tactics. When potential customers search for a “diner near New Orleans,” a “hairdresser in greater Chicago,” or a “florist in Sedona,” the businesses that use local SEO and fit such criteria will be sure to generate new traffic. These audience members may then convert into paying clients.
Almost half of all online searches are specific to a particular geographic area, and, that said, it would be foolish for any small business to miss out on this guaranteed traffic. So, if you feel like your small town hardware store could never compete with big boxes like Home Depot and Lowe’s, take comfort in knowing that using local SEO gives your company a valuable opportunity for ranking high in the search results of nearby customers.
Particular Ways Small Business Owners Benefit From Local SEO
There are several specific advantages to utilizing local SEO for small, neighborhood, brick-and-mortar companies. Here are five of the most prominent benefits:
1. Lower Costs
Local SEO costs much less than other forms of digital marketing. That said, attracting traffic to your website organically ironically hooks your most valuable audience and leads them to your website. You may think that paying for advertising will alert local consumers to your presence, but, if local SEO is done right, the need for paid ads is next to nil.
2. Pinpointed Traffic
Nearly three quarters of local searches turn up businesses within five miles, which typically result in an in-person appearance by the searcher, and he or she is ready to buy. Broad SEO tactics, however, do not really encourage local traffic. Instead, you are inviting online visits from folks that are much too far away to come in and make a purchase.
3. Increased Visibility
As it was already stated, getting on the first page of search engine results guarantees that you will be seen, even if you are competing with national and global chains in your niche.
4. Commanding Trust
Another advantage to ranking high on search engines is the guise of authority and reliability that a business seems to gain. Others will respect you as a pillar of the community and master of your chosen niche.
5. Returning Clients
While a gain in local traffic will certainly lead to conversion and an increase in sales, you must also consider that when these consumers walk into your business, you will be ready to give them an incredible experience. That said, if the occasion arises when they once again need someone in your field, they will search again online, see your business’s name in their search results, recall a great experience and become a repeat customer.
In conclusion, it cannot be denied that smaller, neighborhood companies certainly do benefit from local SEO strategies as a part of their overall digital marketing campaigns. It is a priceless tool for storefront businesses to keep in their shed so they can vie with both local competitors and larger chains.
To learn more about local SEO, check out our article, “What is local SEO and how can it help your business?” or confer with a digital marketer in your area.
