Local Optimization

Written on: September 1, 2019 by Melissa Bellas

Consider this—when was the last time you searched Google for a business in your local area? In all likeliness, you’ve probably done it countless times in just the past week. And you’re not alone—research shows that 89% of consumers search for a local business at least once a week, with 58% searching at least once a day 1. So when customers in your service area search for “propane delivery near me” or “HVAC services” how do you get your business shown in the top of the search results?
Local SEO (search engine optimization) is proving to be the solution. Whether it’s including your business information on your website, claiming your business’ Google My Business listing or even creating listings in online directories such as Yelp or Angie’s List, local optimization is all about gaining visibility where it matters most—in the areas you service.
With nearly half of all Google searches being local, it’s never been more important to have a local SEO strategy for your business. Local SEO gives potential customers and searchers the information they want, when they want it and perhaps most importantly, where they
want it. There is no better time to connect with potential customers than when they’re already searching for businesses like yours. Better yet, since these prospects have already expressed an interest in the products and service your business offers, they are presumably qualified leads that will likely yield a higher conversion rate.
Lead the Pack: The Local 3-Pack
With a vast majority of online experiences starting with a search engine, it’s extremely important for your business to appear at the top of results pages. When it comes to local searches, there is no better spot than Google’s local 3-pack. This block of three listings appears at the top of the results page along with an area map to showcase local businesses relevant to the search query and criteria. With the local 3-pack appearing in 93% of local
searches 2, this presents an unmatched opportunity to drive traffic to your site and generate more phone calls. In fact, a recent study found that 44% of people who performed
a local search clicked on a 3-pack listing, while just 8% opted to load additional results 3.
Meeting the Mobile Audience The days of the printed phonebook are coming to a long-anticipated end, as more and more customers are turning to the web to find local businesses—both on a desktop, and increasingly, on a mobile device. In fact, Google states that between 50% and 60% of global searches now come from mobile devices 4. All it takes is a simple search via a Smartphone or tablet for users to find businesses on-the-go from anywhere, at any time—which is especially good news for local businesses. A recent study found that as many as 95% of Smartphone users have used their device to perform local searches, of which 61% called the businesses 5. With 78% of local mobile searches now resulting in offline purchases 6, you cannot afford not to connect with this ever-growing audience.

With so many people conducting searches multiple times a day, landing your business a top spot on Google’s results page could make a difference in acquiring a new customer or closing a sale. With less than 50% of businesses taking advantage of local SEO services 7,
there is a big opportunity to get ahead of competitors and stand out in local search results, maps and even social media platforms. Take advantage of it! ICM
1. http://www.mediative.com/spotlight-on-local-mobile-consumer-searchbehaviour-
2. https://searchengineland.com/study-googles-new-local-pack-shows-inthe-
3. https://www.business2community.com/seo/need-know-googles-localpack-
4. https://searchengineland.com/report-nearly-60-percent-searches-nowmobile-
5. https://www.forbes.com/sites/cherylsnappconner/2013/11/12/fiftyessential-
6. https://searchengineland.com/study-78-percent-local-mobile-searchesresult-
7. https://www.bluecorona.com/top-seo-company/local-seo