Local SEO helps small businesses appear in Google’s local results, including the map pack, and roughly 46% of all Google searches are local. To rank for those searches, a site needs consistent NAP (name, address, phone number) citations, a claimed Google My Business listing, and on-page meta information tuned to its service area.
Why local SEO matters for small businesses
Since Google began showing local business information in SERPs in 2007, it has continued to expand local SEO parameters in its search algorithm. In 2012, Google rolled out its first major update focused on NAP citations. When a website has inconsistent or missing NAP citations, a search engine may pass it by.
Google doesn’t disclose its algorithm, but SEO experts believe that reviews and the public perception of a company are key factors in local rankings. Small businesses have a high chance of being found for local searches, as Google prioritizes their websites over the websites of big brands. In Northern Virginia, 64% of people who do a local restaurant search look for a place to eat, so appearing in that result means a higher chance of earning business.
What to put on a local website
A local site should clearly list its NAP, a city name, a business address, and an embedded map. These details help the site appear in search results and give Google the signals it needs to associate the page with a geographic area.
For example, if a plumber is looking for a new customer, it’s not necessary to create the best plumbing website on the internet. Instead, it would be wise to build a simple website that is tailored to the geographic area it services. This helps consumers find the business easily and makes it more likely to make a purchase.
Bigger brands face the opposite problem. A searcher may not see a single-location hotel when looking for a place to stay because the search engine might decide the user is searching for multiple hotels, and will not return a website that offers bookings. For that reason, a website listing a single hotel may not rank well in a local search, as Google would determine the intent of the query.
How a local SEO strategy works in practice
A local SEO strategy focuses on the area that a business serves. Barrio Restaurant, for instance, has optimized its website for mobile users, which helps local businesses get the word out about the food they serve.
Using keywords that reflect a business’ location is a strong way to attract more customers and increase sales. If people can’t find a business on Google, it’s likely they’ll make a phone call. Benchmark the campaign with the map pack to see whether the listing is visible for the searches that matter most.
FAQ
What is NAP and why does it matter for local SEO?
NAP stands for name, address, and phone number. Google rolled out its first major NAP-citations update in 2012, and inconsistent or missing NAP citations can cause a search engine to pass a website by.
How much of Google search traffic is local?
About 46% of all Google searches are local, and in Northern Virginia 64% of people who do a local restaurant search are looking for a place to eat.
Do small businesses actually outrank big brands in local results?
Yes. Google prioritizes small-business websites over the websites of big brands for local searches, which gives local sites a practical way to bypass larger competitors and reach nearby customers.