Local Search Engine Optimization (LSEO) is a strategy that helps small businesses rank higher in the unpaid (“organic”) results of search engines for queries tied to a specific geographic area. Because local businesses compete against nearby companies rather than global brands, a focused LSEO plan can be the difference between steady online revenue and being invisible to nearby customers.
Why Local Search Engine Optimization Matters for Small Businesses
Local businesses have a higher chance of being featured in search results than their international counterparts. There are a number of reasons for this. For one, small local businesses tend to have limited options for promotional campaigns, which translates into fewer customers and clients. It also limits companies’ options for reaching customers. Some companies that decide to advertise in-house must spend a great deal of money and resources on building an advertising department and hiring professionals to handle keyword analysis and optimization.
Common Outsourcing Options for LSEO
Many businesses choose to outsource their local search engine optimization. This is especially common among companies that have a small amount of capital to work with. Since they may lack the capital to do their own optimization, they look to other businesses to help them optimize their web pages. Many of these outsourcing companies offer a wide range of expertise that can be applied to a company’s site.
For example, some outsourcing companies provide SEO consulting services, where a business consulting firm delivers on-page and off-page SEO consulting. These strategies include SEO copywriting, article writing, website optimization, link building, and blog optimization. All of these strategies help local businesses gain higher visibility online and increase their online exposure.
On-Page vs. Off-Page Optimization Choices
Some businesses use off-page and on-page optimization strategies because it lets them choose which keywords and keyword phrases their pages should rank for. Some small businesses also use off-page techniques in order to gain higher rankings in local searches. However, many of these businesses use in-house optimization teams to make sure their pages get to the top of the local search engine results page.
Driving a Consistent Stream of Local Traffic
Some businesses use local search engine optimization to drive a consistent stream of traffic to their websites. The goal of local marketing is to create awareness of the business among its target audience. These audiences are usually the locals who live within the area or the cities where the businesses have their establishments. For instance, a restaurant in the suburbs of a big city that specializes in steaks would likely advertise in local directories and magazines targeting steaks. By using this type of local marketing, businesses can expect to increase the amount of traffic directed towards their websites.
Social Media and Video in a Local SEO Plan
Social media marketing is another strategy used in local search engine optimization. It is the practice of attracting more traffic to a website by creating profiles in popular social media sites such as Facebook, Twitter, and Google+. Examples of social media sites that can be effectively used for this purpose include Yelp, Facebook Business Page, and Google+ Business Pages. Several businesses also use video marketing in order to drive traffic to their websites.
Keeping the Strategy Current
The Local Search Engine Optimization techniques covered above are a few of the strategies used by business owners to improve the overall performance of their online businesses. While these techniques have proven effective, it is important for business owners to remember that they need to employ an updated strategy for every business regardless of the competition. Competition cannot be used as an excuse not to strive for better rankings. With the help of LSEO strategies and advanced marketing techniques, small business owners can achieve top search engine ranking positions and a high level of business success.
Related coverage
- Local Search Engine Optimization for Small Businesses
- Local Search Engine Optimization – How to Optimize Your Website for Local Searches