What is Local SEO?

July 2, 2019

Local SEO is the practice of optimising your website to reach more customers in your local area. It is beneficial to any small to medium single or multi-site business or chain which deals directly with customers at a physical store location or services a specific, targeted area.

It is utilising best practice to put your website at the forefront of unpaid organic search engine or Google Maps search results. Local SEO is a more geographically specific form of SEO meaning as well as using relevant product and/or service specific keywords, you will need to give reference to the location or locations you service. 

Local search results

Local SEO not only reaches potential clients living or working within your service area but visitors to the area or people passing through, using ‘near me’ searches.

The results of a local search can be displayed as an organic listing ranked in order of relevance to the search query or in the Google ‘local pack’.  The Local Pack lists 3 businesses with snippets of information from their Google My Business listings and options to go to the website, make a phone call or get directions.

Google localised results vs Google local pack

Local SEO tools

To improve your visibility in local searches there are a number of platforms you can utilise including Google My Business, Yellow Pages, Yelp etc.

Some of the available options are free to use so the only cost is that it will take a little of your time. A great place to start is with Google My Business. It is free and you can really promote your business with all the information you can enter on your GMB listing.

As well as the standard name, address, and phone number, you can list your trading hours, the services you provide and / or the products you sell, customer reviews, questions and answers, photos, videos, posts and calls to action.

Calls to action can include links to your website to ‘learn more’, ‘contact us’ or make bookings, calls or messages. It is important to constantly check your listings to ensure that your information is accurate, up to date and relative and to keep up with changes to the platforms and tools you are using to market your business.

 

Example of a Google My Business listing

Desired outcomes

The desired outcome of local SEO is to have your business found and noticed by potential new customers and to make it easy for past customers to remember and find you again.

It is not a quick fix or one-off practice but an ongoing endeavour to get your brand and services known and recognised as authoritative and reputable within your area resulting in business growth for you.

WHAT OUR CLIENTS SAY

Through many years of a changing internet landscape and states of the economy Mash Media constantly deliver what I believe is as good as you can get! We receive responsive personalised service that I have not experienced with any other provider, large or small. Forget the rest, you won’t be disappointed, Mash media delivers hands down the best return on investment in the online marketing world. Whilst there is never a guarantee that things remain the same (especially when technology is involved), you can be assured that the team at Mash Media will be one of the first to adapt and take advantage of on your behalf. This has been my experience to date and I have no reason to expect this to change.
John Travelli - Ceramo.
I have the honour ​of​ writ​ing​ a testimonial for Mash Media and in particular its owner Sharney Ryan. I have been with them for now over 5 years​! And wouldnt consider going anywhere else again.​ The​y are a great team who have a​ genuine interest in helping my practice succeed with Marketing, Adwords and Website​ & SEO has been superb.Prior to them advising me i had spent significant sums with large organizations, only to find that much of the budget was spent on their overheads and profit before being applied to my business.This company ​truly ​delivers.
Dr Ron Binetter - AIES.
I have been dealing with Sharney for many years and followed her from her last posting in a Corporation as Sharney displays skills and knowledge in this minefield of an industry. I am very pleased to be part of Mash Media’s growth from a one-man band to where they are today with employees and offices all over. We are treated well and never pushed to increase our spend like the big guys do. Sharney and her team make our digital life clearer and easier.
Richard Wilson - Richard's Tyre Power.
If there is a better Digital Agency going around than Mash Media, then I haven't found them. And I have been looking for a long time!! We had an urgent need to get a site up and Sharney and Ben turned it around in 72 hours. Took a brief, clarified the brief, made the brief better than I thought possible. A great overall experience and just goes to show, botique is better!
Vincent Kelly - Viridor.
Sharney and Michael made sure they understand our business and Mash Media have an excellent campaign manager in Michael. His attention to detail and his hands-on approach to optimising our adwords campaign is what brought us back to Mash Media. We tried another campaign manager during the economic downturn, but came back to Mash Media when it became clear they could convert more enquiries, in spite of the economy.
Andrew Langdon - Sentinel Self Storage.
4 years and counting with the awesome Mash Media Team. They have been doing a great job of looking after our Adwords. More recently they have created a couple of different tailored websites that proved to save our adword cost by over 40%.......these websites paid for themselves in 6mths over the old clunkers. Superb results. Lovin’ their work.
Alex Brown - The URECO group of companies.