How Useful Is Local SEO For Small Businesses to Find Customers Nearby

Small businesses and medium-sized businesses operating in specific geographic areas are the chief benefactors of Local SEO. Local SEO enables these businesses to target local customers. The local customers are relying only on local solutions. When small to medium-scale businesses optimize their businesses for Local SEO, they are most likely to appear at the top of search results on SERPs. When the users are searching using keywords having "near me", "best", "emergency" and "in" mentions in the searches, then the optimized businesses start appearing.
Through this targeted approach, small-to-medium-sized businesses can get connected with the right audiences at the right time. This is how the possibility of online searches can be converted into offline purchases. 

The Statistics Grading How Effective and Important Local SEO Is 
    • Local SEO can have a direct impact on sales.  Within 24 hours, a significant 28% of local searches could be converted into a purchase.
    • Optimizing local search captures a large section of online activity. 69% of overall digital traffic is the result of combined local and organic searches.
    • Local SEO creates a potential reach for a business. 98% of consumers are using the internet to come across local business information.
    • Mobile devices spark local searches - 57% of local searches are done using mobile devices and tablets.
    • 92% of searchers rely on the businesses appearing on the first page of local search results. 

How Does Google Determine Local Search Rankings? 
Every local business should be familiar with Local SEO, and how and why the business should appear before the searchers. A local SEO strategy being developed is based on certain factors influencing local search. Google determines the local search rankings based on these three influential factors; Proximity, Relevance and Prominence.

    1. Proximity 
How close a business is to the searcher refers to the proximity. Google tends to generate the business listings closest to the user. Although this factor cannot be controlled yet it is essential to consider when Google Business Profile is being optimized for Local Search. 
For a business to show up on local searches in proximity, the service area should be listed in the Google Business Profile. 

    2. Relevance 
Even Google generates relevance-based results. A business's relevancy is dependent on the search query and its products and services. Google compiles a list of businesses offering the same products and services to answer a search query. 

    3. Prominence 
Prominence is focused on what the customers are saying about a business' products and services. On the Google listings, it is shown in the form of 1 - 5 star ratings, as well as user comments and reviews. Google prefers displaying places with excellent ratings to guide users to find the best business suitable to their needs. 

These three factors play a vital role when a local SEO strategy is being created. Local SEO influences where a business is positioned in local search results. These factors help in better optimizing local SEO plans for driving more foot traffic to the company. 

How Should the Small to Medium Businesses Use Local SEO? 
A small business has to take simpler actions to boost visibility in local SERPs. These are a few easiest ways to improve local SEO efforts. 
 
    1. Creating Accurate, Consistent Local Citations 
In the Local citations; the business name, address and contact number are mentioned online; as in the local business listing. Wherever the local citations are added on the web, the information should be correct and every time used in a consistent format. It builds trust with the search engines to trust the data. 

    2. Listing Business In Online Local Directories 
Search engines can verify the business is legitimate and have correct data when local business listings are set up in the major search engines and online business directories including Yelp, Yext, Bing Places and Facebook. Data should be accurate and consistent. 

    3. Setting Up and Maintaining A Google My Business Profile 
From the information entered to set up Google My Business profile for a business, the users can learn the necessities from Google Search and Google Maps as well. When a business is present on Google My Business, then the business reviews can be monitored in  Google, quick updates can be made to the hours, and even build relationships with customers through features such as Google Posts. 

    4. Responding Regularly To Reviews  
Responding to reviews online shows the customers who are positive prospects, can also be a positive signal for local search rank. Generating a lot of business reviews calls for some effort, and once the reviews start coming up, responding to them becomes important. The reviews could be positive or negative, so responding is crucial. 

    5. Adding Hyperlocal Content To the Website  
A website copy containing local keywords can function wonders! Having specific business identifiers included in website content helps the search engines collect clear information and better understand the business operations, and the local areas where the business is servicing. Hence, the business shows up when someone in the area is searching for a "business or product near me". 

How Valuable Local SEO Is For Small Businesses? 
Being implemented strategically, Local SEO could be a game changer for small businesses since it levels up the marketing spend and impact. Small businesses create a significant impact in the local area with a well-executed local SEO strategy. Let us look into why Local SEO is specifically valuable for small businesses: 

    1. Local SEO Targets the Ready-To-Buy Customers 
Usually, the customers are ready for purchasing when they are searching for a product or service “near me”, or are including a location in their query. Local SEO brings up the business before the potential customers actively looking for purchase. 

    2. Local SEO Boosts Online Visibility In Community 
Online presence optimized for local searches raises the chances of being noticed by the people living in the local area. It's crucial for businesses relying on foot traffic or local clients.  

    3. Local SEO Encourages Foot Traffic 
Additional visibility online often gets converted into more foot traffic. Local SEO is helpful to customers ready to discover the business online as well as in person. 

    4. Local SEO Helps In Building Trust and Reputation 
Positive customer reviews boost business credibility, and Local SEO encourages positive reviews. After the potential customers come across the positive reviews from other locals, they build up trust for the business. 

Local SEO comes in with a plethora of benefits. While creating a significant impact on the business' visibility, reputation and bottom line, a focused Local SEO strategy attracts more relevant traffic, increases sales and establishes a strong presence in the local market. Whether it is a small shop or a medium-sized company with a local focus, investing in Local SEO qualifies it as a smart move capable of leading to lasting success. Local SEO can be counted as an investment in the community, customers and business future.