Think global. The internet reaches around the world; crashing into living rooms from China to Australia. Standing in a marketplace crying out your wares so that Ethel has her sausages for tea is a thing of the past, right? I mean, who really cares about local SEO?
It doesn’t hurt to dream big. Go for it. It’s natural to imagine your website on screens from London to Narnia. However set you are for a global takeover, there are a multitude of reasons why you shouldn’t undervalue the importance of local SEO.
Well, since you are here we might as well look at a few.
Trust and approachability
When writing on a similar subject for IHM Media, I presented the idea that “many local businesses are proud institutions in a community they adore”. If you check on Facebook, you will see many groups for businesses in your area. They are little social media shrines to your local area, with local people selling to local people.
The truth is, local businesses trust other local businesses more.
Each city, town, county, or village has its own character. Often people find themselves acting awkwardly patriotic to their town. There is a sense that people in your area will have a better understanding of the challenges you are facing.
Perhaps it is the idea that you can pop around for a cup of herbal tea and discuss the problems you are having more frequently.
Whatever the reason, it is worthwhile making sure that you can be found online easy.
Local SEO alludes to reliability and convenience
Consider the logistical elements of your company. If you are a lucky to be entirely online, then you are one of the ones who don’t care about local SEO. However, if your service is tangible and requires delivery, then ordering it from the Outer Hebrides might not be your best option.
Unless you live in the Outer Hebrides of course.
Your local appeal may not be specifically about trust. It may be about convenience. Deliveries may arrive sooner. Mistakes might be fixed quicker. Customers might prefer to collect and save money on delivery fees.
There is a plethora of reasons why people search locally. This makes it worth while working hard on your local SEO.
Let’s be honest. It’s a little bit about Google.
Chloe Langlois provides us with some very useful statistics.
“64% of local customers use Google” as their primary route to finding local businesses. Furthermore, “50% of local customers who make a local search” end up visiting the outlet on the very same day. And, to steal one more statistic from Langlois; “93% of search results show the ‘Google 3 pack’” A large proportion of making into that three pack is based on your proximity.
Ergo, Google needs to know where you are.
This is obviously going to be very effective for B2C businesses that have a bricks-and-mortar outlet. Featuring in that three pack is a powerful place to be. However, it will still work if your B2B. If local businesses prefer a local supplier, you need to reach the three pack.
Is there anyone who shouldn’t care about local SEO?
If you are running an online company that is providing software solutions, then you may have a case for ignoring your local SEO. If you are a global CEO of a company such as Google and Facebook, there may be absolutely no reason why your own location is going to be of any use to anyone. Somehow, I doubt that Mark Zuckerberg is chilling with a latte whilst reading my latest article.
Perhaps I’m wrong – Hi Mark.
The point is, most businesses should at least consider the impact local SEO might have on their business.
As always, if there is anything you wish to add to this article, or any feedback, please leave a comment below.