Local Search Engine Optimisation (SEO) is a key strategy for small to medium-sized businesses aiming to improve their online presence, especially within their local area. Local SEO focuses on optimising a business to appear in location-specific search results, helping connect potential customers with nearby services. Given the rise of mobile and voice searches that target local intent, mastering local SEO has never been more crucial for businesses in 2024.
In this article, we’ll explore what local SEO entails, why it’s becoming increasingly important, and how businesses can apply specific strategies to improve their visibility and rankings in local search results.
What is Local SEO?
Local SEO refers to the optimisation of a business’s online presence to ensure it appears prominently in local search results, such as Google Maps and organic search listings with local intent. This involves strategies like optimising Google Business Profiles, including location-specific keywords, and ensuring consistent information across directories and websites.
For example, when someone searches for “plumber near me” or “Italian restaurant in [city name],” Google uses location data to display the most relevant businesses. By using local SEO techniques, businesses can position themselves in those key search results, increasing their chances of being found by local customers.
Why is Local SEO Important in 2024?
Local SEO is particularly significant as search behaviour evolves, with more searches now occurring on mobile devices and via voice assistants like Siri or Alexa. Here are key reasons why local SEO is critical for businesses in 2024:
Increase in Mobile and Voice Searches
As mobile search usage rises, people increasingly search for nearby services while on the move. In fact, location-based searches have surged in recent years, with queries such as “restaurants open near me” seeing an over 500% increase. Additionally, more than half of consumers use voice assistants to search for local services, which means businesses need to focus on optimising for natural, conversational queries.
Higher Conversion Rates
Local searches often translate into higher conversion rates since people looking for a service near them are usually closer to making a decision. For example, a person searching for “best hair salon near me” is typically ready to visit a location. This means optimising for local SEO directly impacts foot traffic and sales.
Enhanced Visibility in Search Results
Google prioritises local businesses for relevant searches by displaying what’s known as the “local 3-pack” — the three local businesses that appear prominently on search engine result pages (SERPs). Appearing in the 3-pack dramatically improves a business’s visibility, making it easier for nearby customers to discover them.
How Does Local SEO Work?
Search engines, especially Google, use various factors to rank businesses in local search results. The main factors are:
Proximity
Google determines how close a business is to the person searching. Therefore, businesses need to ensure their address and contact details are correct across all platforms, including their Google Business Profile.
Relevance
This refers to how well a business matches the intent behind a search. If someone searches for “vegan restaurant in Birmingham,” Google will prioritise businesses with descriptions, reviews, and website content that clearly indicate they are a vegan-friendly establishment in Birmingham.
Prominence
A business’s prominence is determined by its online presence and reputation. Factors such as online reviews, backlinks, and mentions across local websites contribute to prominence, which in turn impacts rankings.
Local SEO Strategies for 2024
To improve your business’s local SEO in 2024, here are some actionable steps you can take:
1. Claim and Optimise Your Google Business Profile
The first step in any local SEO strategy is claiming and fully optimising your Google Business Profile. This profile is one of the most important tools for improving visibility in local search results. Ensure that all the information — including business name, address, phone number (NAP), business hours, and website — is accurate and up-to-date.
Example: If you run a bakery, upload high-quality images of your shop, showcase popular products like cupcakes or fresh bread, and use accurate keywords like “best bakery in Bristol” in your profile’s description.
Tip: Regularly update your profile with posts about special offers or new services to keep your profile fresh. Additionally, encourage happy customers to leave positive reviews, which will further enhance your profile’s visibility.
2. Build Consistent Local Citations
A local citation is any online mention of your business’s NAP. Citations can be found on directories, websites, and social media platforms. For effective local SEO, ensure your business’s NAP is consistent across all platforms. Inconsistencies, such as using a different phone number on one site and another elsewhere, can confuse search engines and harm your ranking.
Example: Register your business on platforms like Yelp, TripAdvisor, and local online directories, and ensure all information is identical.
3. Use Location-Specific Keywords in Content
Location-specific keywords are crucial to local SEO success. Include keywords that mention your business’s services along with the location you serve. For example, a plumber in Leeds might use phrases like “plumbing services in Leeds” or “emergency plumber near Leeds city centre” throughout their website.
Tip: Include these location-based keywords in strategic places like meta descriptions, headings (H1s, H2s), and alt text for images. Make sure the content is natural and relevant to your audience rather than just stuffing in keywords.
4. Optimise for Voice Search
With voice search becoming more common, businesses must adapt by including more conversational, long-tail keywords in their content. Voice searches tend to be phrased as questions or full sentences rather than short keywords.
Example: Instead of simply optimising for “coffee shop near me,” consider optimising for phrases like, “Where can I find the best coffee near Leeds University?”Tip: Create content that directly answers common questions. A blog post titled “Where to Find the Best Coffee Shops in Leeds” is likely to perform well in both typed and voice searches.
5. Manage and Respond to Reviews
Online reviews play a major role in local SEO. The more positive reviews a business has, the more likely it is to rank higher in local searches. However, the way you manage your reviews also matters. Responding to reviews, both positive and negative, shows potential customers that you value feedback and care about their experiences.
Tip: Develop a system to regularly ask satisfied customers to leave reviews. For example, you could include a link to your Google Business Profile in follow-up emails after a service.
6. Create Location-Specific Pages on Your Website
If your business operates in multiple locations, create separate landing pages for each. These pages should have content relevant to each specific area and include local keywords. For example, a cleaning company operating in London, Manchester, and Birmingham should have a page for each city, such as “Cleaning Services in Manchester.”
Example: A Manchester-specific page could feature testimonials from local customers, references to local landmarks, and services tailored to that community.
7. Get Backlinks from Local Websites
Backlinks from reputable local websites and blogs can significantly improve your local SEO. Partner with other local businesses, sponsor events, or get mentioned in local news articles to build a strong backlink profile.
Example: If you run a fitness studio, collaborate with local health bloggers who can write about your classes and link back to your site.
Local SEO Myths
There are several misconceptions about local SEO that can mislead businesses:
- Local SEO is only for small businesses: While small businesses can benefit greatly from local SEO, large businesses with multiple locations also need to optimise for local searches.
- Once local SEO is set up, you’re done: Local SEO requires ongoing attention, from updating your Google Business Profile to responding to reviews and adapting to changes in search algorithms.
- Only positive reviews matter: While positive reviews help, responding to negative reviews professionally can also positively impact your reputation and rankings.
Case Study: Local SEO in Action
A small pizzeria in London decided to enhance its local SEO strategy by optimising its Google Business Profile, gathering reviews, and creating location-specific content. Within three months, the pizzeria’s website traffic increased by 40%, and its profile appeared in the local 3-pack for searches like “best pizza in East London.” This boosted their online visibility and led to a surge in both online orders and foot traffic.
Local SEO in 2024 and Beyond
As 2024 progresses, businesses need to stay ahead of trends such as AI-driven search technologies, which will better understand user intent and personalise search results. Hyperlocal targeting, where search engines provide results tailored to very specific locations, will also become more prevalent, making it even more important for businesses to keep their online profiles up-to-date.
Conclusion
Local SEO is now an indispensable part of any business’s digital marketing strategy. By claiming your Google Business Profile, using local keywords, managing reviews, and continually updating your online presence, you can improve your visibility and attract more local customers. As algorithms evolve and consumer search behaviours change, staying on top of local SEO best practices will be key to your business’s success in 2024.
