Search Engine Optimization
Understanding Local SEO begins with Search Engine Optimization. SEO employs market research, search trends, and search engine best practices to optimize your website for search traffic. In simpler terms, SEO helps you rank higher in search engines like Google, Bing, and Yahoo. If customers can’t find you, they can’t buy from you.
Local SEO essentially works the same as any Website SEO. However, the main difference is the level at which the developer needs to understand the elements of SEO. Therefore, market knowledge, search trends, and search engine best practices become more niche as you move into local SEO.
Larger companies generally focus on national or global trends. However, Local markets often differ to varying degrees. Search trends also vary, similarly, from location to location. They way customers search for “tennis shoes” in one area shows a completely different trend from customers searching for “sneakers” in another region. Lack of Responsive Design can also hurt Local SEO. This is due to over half the volume of local searches being performed on mobile devices.
This makes it essential that the developers of your website and digital campaigns be local. Experts with a local understanding of these market and search trends are in a much better position to create an online presence for your business that is relevant to your location.
Is SEO More Cost Effective for Local Markets?
Local companies have an advantage in implementing an SEO strategy. Search trends differ in local areas. Therefore, local businesses are in a better position to compete with national brands by targeting local keywords. No SEO campaign can target every local trend, and competition for visibility decreases as the target area size gets smaller. This enables local businesses to essentially get more return on their investment in a Local SEO campaign.
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