Why Is Local SEO So Important? Or What Is Local Search?

An illustration of a rocket propelling into the ski. Showing what Local SEO can do for your brand
Get a basic understanding of what Local SEO or Local Search is all about and how your business can benefit from it.

Want potential local clients to find your store, business or restaurant using Google or Bing? Then you need to understand local SEO (Search Engine Optimization).

Here’s How To Get Local SEO To Work For Your Business.

Local search engine optimization or SEO is a division of SEO that concentrates on optimizing a website so that it shows up within a specific local search area.

Local SEO includes all those handy keywords or search terms that scream local, such as:

  • lawyers near me
  • doctors near me
  • plumbers in Edmonton
  • roof repair in Seton
  • dentists near me

Essentially, local search or local SEO is an online marketing tactic or strategy that emphasizes the optimization efforts of small to large business that serves their customers or clients within a specific vicinity.

Piece of paper with local marketing written on it.
Local link building and marketing strategies help improve organic ranking.

Some of these local search efforts include:

  • Building strong local backlinks with like-minded small businesses within your area,
  • Creating website content that speaks to the viewer within that city or town,
  • On-page SEO optimization that helps search engines understand which geographic location you are targeting,
  • And, of course, consistency. Making sure your web page or landing page is optimized for potential local signals across Bing or Google’s local search landscape.  

Why Is Local SEO Or Search So Important?

As mentioned above, local search is an SEO tactic that allows your website to show up for a search term related to a specific city, town, state or province.

Piece of paper with Local SEO and general search engine optimization strategies in mind.
Local search and Local SEO is the pillar for most successful search engine optimization strategies.

Below are a few statistics that show how essential local SEO can be for your business:

  • Up to 60% of adults search for local products or service information on smartphones or tablets.  
  • One In Three (1 In 3) Google searches on a mobile phone was done right before a potential client arrived at a general store. 
  • 50% of local searches were done to determine the business address and review a business’s online status. 
  • Based on a survey, 71% of users searched local businesses for their actual location(s). These searches also include determining store or office existence, Google review status and more. 
  • 97% of consumers searched for online businesses in 2019. 

What Type Of Business Benefits From Local SEO & Why Do They Benefit?

Law Firms, Lawyers & Legal Practices

One of the best ways to increase your online visibility as a lawyer or law firm is to focus on your local search efforts. In fact, law firms that have done local SEO successfully have seen significant improvement in their daily website activity.

User searching lawyers near me within google. Getting local search results plus Google map pack.
User searching lawyers near me within google. Getting local search results plus Google map pack.

It’s no secret that potential law firm clients would much rather use search terms like “real estate lawyer near me” or “criminal lawyer in Toronto” than just searching for “lawyers” or “law firms.”

Someone searching criminal lawyers Toronto. Google serving local search results within Toronto.
Someone searching criminal lawyers Toronto. Google serving local search results within Toronto.

With that said, when someone wacks out their phone and searches for “lawyers” or “law firms,” they will get targeted results within their particular location.

So it’s crucial for any law firm, regardless of its digital marketing strategy, to engage in local SEO strategies.

Quick Tip: Law firms are likely to get a call now button showcase within their search results. Getting a call button to appear in search results is a handy little feature that allows your legal practice to get more credible leads. So how do you get a call now button to appear? You get it by implementing a proper search optimization strategy that’s primary focus is to boost your brand locally.

User searching law firms within Calgary. Google serves mobile view with CALL NOW button
User searching law firms within Calgary. Google serves mobile view with CALL NOW button

Medical Clinics, Doctors & Dentists

When someone is searching for any medical or dental service, they tend to search using search queries like “doctors near me” or “dentists near me.”

Most people want a doctor or dentist within a 5-mile radius. Seriously though, who likes driving from one end of town to the other just to see a doctor? Unless they are outstanding, but in most cases, people want to see a doctor or dentist within walking or driving distance of their office or home.

Quick mobile search for Dentists near me. Google showcasing different Google Ad options.
Quick mobile search for Dentists near me. Google showcasing different Google Ad options.

Doing a quick search using dentist near me, you can see that the search results page or SERP serves search results based on my physical location.

Therefore, a local SEO strategy can be highly beneficial for any medical or dental clinic. However, in reality, very few clinics use search engine optimization to gain more patients.

Last but not least, people are more comfortable calling a doctor’s office to book an appointment. So make sure your medical clinic has the capacity to answer your phone calls efficiently and effectively.

DO NOT ask patients to go on hold just when you answer the phone. Unfortunately, this type of behavior is very common in the medical industry. Asking someone to go on hold is frustrating because you are not asking them. You’re telling them!

Restaurants & Hotels

Hotels and restaurants achieve the most significant benefit from local SEO. Why? Because Google showcases customer reviews, local address information and media materials (Videos, Images, 3D Walk-throughs) on the SERPs (Search Results Pages). This allows potential customers to experience your restaurant or hotel with the least amount of effort.

Mobile view of restaurants optimizing Local SEO to showcase their locations and or categories.
Mobile view of restaurants optimizing Local SEO to showcase their locations and or categories.

Furthermore, having a great local search strategy for your hotel enables you to have a high website conversion rate, thus leading to an increase in sales and revenue.

Mobile view of restaurants with the South East location of Calgary, Alberta
Mobile view of restaurants with the South East location of Calgary, Alberta

Roofers, Plumbers & HVAC

Ah yes, plumbers, roof repair and HVAC specialists. The primary industry for twenty-four-hour emergency repair services. For example, it’s Sunday evening, and your air conditioner just decided to stop working. The first thing you’re going to do is search for Emergency HVAC repair services.

User searching HVAC repair to look for an emergency repair service. Google showcasing Google Guaranteed certified companies at the top and HVAC repair companies using Local SEO to appear on the map pack.
User searching HVAC repair to look for an emergency repair service. Google showcasing Google Guaranteed certified companies at the top and HVAC repair companies using Local SEO to appear on the map pack.

As you can see, Google makes it relatively easy for someone to call an HVAC specialist. The search results are served with Google Guaranteed companies at the top, followed by the Map pack showing ideal HVAC companies within your area.

Google Guaranteed is a fantastic way to boost your Local SEO or local search.

What Is Google Guaranteed?

Google Guaranteed is a certification service or program that Google offers to increase client trust in local businesses. Once approved, your business will showcase a green Google Guaranteed Badge in specific search results. Furthermore, Google can reimburse customers up to $2000 if they’re not satisfied with your services. 

The Google Guaranteed program is a great way to get credible leads for your business. However, make sure your customer service is impeccable before applying for this service. A customer from hell can and will destroy your online reputation. 

Industries That Are Eligible For The Google Guaranteed Program

It’s important to note that not all countries and industries are eligible for the Google Guaranteed certification.

The following are eligible industries: 

  • Appliance Repair Services
  • Carpet Cleaning
  • Electrical Or Mastered Electricians
  • House Cleaning Or Maid Services
  • HVAC Repair & Replacement
  • Lawn Care & Landscaping
  • Locksmith
  • Local Moving Company
  • Pest Control Services
  • Plumbers
  • Roof Repair Or Roof Replacement
  • Junk Removal Or Bin Rental
  • Window Cleaning

Make sure to navigate to the eligibility page if you’re interested in applying for the Google Guarantee certification.

What Business Will Not Benefit From Local SEO?

Local SEO is hands down one of the best ways to increase your company’s organic ranking and overall organic traffic. However, it’s important to point out that some businesses won’t benefit from local SEO efforts.

The following businesses won’t gain any benefit from local search tactics:

  • Online Shops or E-Commerce. The whole point of having an online store is to distribute your product without a physical brick-and-mortar location. 
  • Businesses with no location. Local SEO highly depends on having a physical location. Therefore, local search won’t help you in any way if you don’t have an actual address.

As you can see, a minimal amount of businesses will NOT benefit from Local SEO. 

Get A Professional In Local SEO To Help You

At this point, I’m pretty sure you now understand the importance of Local SEO. The next step is to implement a strategy that works for your business.

As with anything in life, professionals like Ullaco Corp create, conduct and implement Local SEO strategies every day.

So give us a call or schedule a meeting if you want us to help you get your local SEO where it should be!