At this point, it’s common knowledge that SEO (search engine optimization) is one of the most powerful marketing tools you have access to as a small business owner. According to one recent study, 93% of all online interactions between a brand and its customers still begin in the exact same way: via a search engine. Therefore, making sure that you rank as highly as possible for all of your most competitive keywords is always a top priority.
But at the same time, digital marketing success isn’t just about your ability to reach the widest possible audience. Your campaigns depend on your ability to get the right message in front of the right audience at exactly the right time. That, in essence, is why local SEO is so important – it helps you laser-focus your effort on the kinds of people who are most likely to become one of your satisfied (and loyal) customers to begin with.
The Power of Local SEO: Breaking Things Down
On the surface, local SEO isn’t too dissimilar to how regular search engine optimization operates. Whenever someone performs a search, engines like Google still scan through their indexes to offer what they think are the “best” results for whatever that person happened to search for. If someone is searching for a particular type of business, Google will offer up results for companies that operate in that specific field.
However, if Google knows both the location of A) the user performing the search, and B) businesses in their geographic area, it will always prioritize local results over national ones. This simple idea is how you can absolutely leverage local SEO to your advantage.
According to one recent study, a massive 46% of all searches on Google are ones that have local intent. The volume of “near me” searches has increased exponentially over the last few years alone. As if that wasn’t impressive enough, consider statistics like the following:
- Approximately 72% of people who perform a local search will visit a store, provided that it is within five miles of where they currently are.
- A major 78% of all location-based searches performed on devices like smartphones end up resulting in an offline purchase.
- About 18% of all location-based smartphone searches wind up with a sale within just one business day.
People want to support businesses in their area – especially now, given everything going on in the world right now. Plus, they want to meet their needs in the easiest (and fastest) ways possible. Local SEO, therefore, becomes the best way to reach those passionate, enthusiastic potential customers who live and work right in your own backyard – which is why it should always be one of your top priorities in terms of digital marketing moving forward.
If you’d like to find out more information about why local SEO has a far bigger impact on your small business marketing than you might realize, or if you have any additional questions that you’d like to go over with someone in a bit more detail, contact CleverLight Media today.