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If your business relies on virtual or actual foot traffic from a local audience, your secret weapon to growth is local SEO.
Why? Because local audience motivation to purchase is high. Google insights show that 76% of local searchers visit a physical place within 24 hours. That’s a lot of traffic you could be missing out on if you don’t have the right growth tools in place.
Leverage this opportunity with a local SEO strategy to increase your brand’s online visibility, boost website traffic and convert searchers into customers. Read on to find out how.
Local SEO optimises your website and online content with the goal of becoming a top organic result on Google search or maps.
This Google wizardry all happens thanks to the proximity factor. When someone searches with local intent, Google prioritises the websites in the immediate geographical area. It does this by assessing a website’s relevance, distance from the searcher and prominence (how well-known a business is).
For example, a searcher located in the Kawana area who types ‘doctor’ into Google will be shown the most relevant medical practices with GPs in the local area not a broad search result about doctors.
This means the local search algorithm is a slightly different playbook to broader SEO. Instead of competing for the number one search result on a national or global scale, your website is only in competition with the local businesses in your industry.
Set yourself up for local SEO success and that top spot is ripe for the taking. Here’s how.
If your business relies on virtual or actual foot traffic from a local audience, your secret weapon to growth is local SEO.
Why? Because local audience motivation to purchase is high. Google insights show that 76% of local searchers visit a physical place within 24 hours. That’s a lot of traffic you could be missing out on if you don’t have the right growth tools in place.
Leverage this opportunity with a local SEO strategy to increase your brand’s online visibility, boost website traffic and convert searchers into customers. Read on to find out how.
Local SEO optimises your website and online content with the goal of becoming a top organic result on Google search or maps.
This Google wizardry all happens thanks to the proximity factor. When someone searches with local intent, Google prioritises the websites in the immediate geographical area. It does this by assessing a website’s relevance, distance from the searcher and prominence (how well-known a business is).
For example, a searcher located in the Kawana area who types ‘doctor’ into Google will be shown the most relevant medical practices with GPs in the local area not a broad search result about doctors.
This means the local search algorithm is a slightly different playbook to broader SEO. Instead of competing for the number one search result on a national or global scale, your website is only in competition with the local businesses in your industry.
Set yourself up for local SEO success and that top spot is ripe for the taking. Here’s how.
To be considered a top-ranking local search result, the content on your website needs to reflect what your audience is searching for.
They may not know the name of your business, but they know the product or outcome they want from purchasing with you. This is how they search. Targeting these keywords and phrases will increase your visibility and allow more prospective local customers to find you.
List out the general words and phrases relevant to your business – the solutions, products or services you offer. These are your seed keywords. Then, make it local with the addition of the business location and nearby suburbs.
For example, a personal injury law firm in Maroochydore may include motor vehicle accidents, work injuries and how to claim compensation for an injury. They would then add Sunshine Coast, Brisbane, Gold Coast or Noosa.
Check and build on this list by plugging these keywords into Google search. What search phrase is recommended when you start typing in your keyword + location? The results are indicative of the most common search questions or phrases.
You can also opt to use a keyword research platform for this step or reach out to digital marketing experts who will do in-depth research as a part of an SEO strategy.
Categorise each of your keywords by the goal, or search intent, of that keyword. These fall into three categories:
1. Commercial – the searcher is ready to take action.
2. Informational – the searcher wants to learn something.
3. Navigational – searches that contain your brand name.
Understanding the intent of the search term determines where the keyword should be used on your website.
For example, ‘how to claim compensation for an injury’ is informational and would make a great blog article. Whereas ‘motor vehicle accidents’ has a commercial intent and would best suit a landing page with more in-depth information about this service.
Each of these pages should include your location keywords. Combining your search topic and location is essential for Google to consider your website as relevant and boost your ranking to the locals on your doorstep.
An example of putting local keywords into action is our work with On Point Family Practice. In a highly competitive medical industry, their SEO needed to be optimised to have a positive impact on local patient acquisition.
Being located in a densely populated region of the Sunshine Coast meant we could leverage the immediate and surrounding suburbs to strengthen their SEO. Including a location on every high-value content page, such as a service page, meant a higher relevancy score. This in turn supported their wider Google Search ads strategy. The results? Absolute top search position a minimum of 97% of the time. You can’t argue with that.
87% of consumers use Google to evaluate local businesses. If you haven’t maximised the opportunities to increase brand visibility across search and maps with an engaging Google Business Profile, your brand is losing out.
The more information you provide in your listing the higher likelihood that your website will be relevant to a local Google search. This listing is a part of your digital footprint and needs to be kept up to date as you would your own website.
Your Google Business profile becomes even more powerful when matched by five-star reviews from happy customers. A bank of positive reviews with context (testimonials about your product, service or staff) all contribute to increasing your prominence and your Google ranking.
No matter how much effort you have put into your website content, if your Google reviews are negative or non-existent your local SEO will suffer. Putting in the time to rack up those stars (and replying to show you care) could be the difference between making the sale or losing it to the business down the road.
Never under estimate the value of online reviews and convenience in your customer’s decision-making process.
There are many advantages to building quality links from local websites. A local link building strategy (also known as a backlink strategy) boosts brand awareness, increases organic website traffic and improves your local prominence.
It works by aligning your website with trusted local sources. These could include:
• Local business directories
• Local blogs or forums
• Local media publications
• Local event or community sponsorship.
The method is simple. Contribute content, list your business or partner with a local business in some way that results in a link and creates value for your brand and website.
The objective of these quality links is to increase organic website traffic. The larger the local audience engaged, the more prominent your brand will become in your local area. The higher your relevancy and prominence, the higher likelihood of being a top-ranking local search result.
Every quality local link attributed to your website (hyperlinked text) increases your opportunities to engage and build confidence with new audiences. That in itself is worth the investment.
Does your business target or operate from more than one location? Gain more bang for your local SEO buck by creating localised content for each store, site or target suburb. Do the work and you could rank as a top local search result for multiple locations. Cha-ching.
The same tactics apply whether you are targeting one location or many. Consider all SEO ingredients like written content, local link building and reviews for each location. Just make sure each landing page is highly relevant for that specific area.
For example, a landing page about your best-selling service in Brisbane may be irrelevant for your Noosa customers. The key is understanding your local audience segments and tailoring the content accordingly.
The more high-value and relevant the content, the more likely Google will deem your website worthy of the coveted top spot.
Bolster local SEO with a performance-focused Google ads strategy, and you’ll be the talk of the town. We unpack five reasons why these two strategies work better together in our insight here.
While local (and broad) SEO is an organic, long-term strategy founded on building trust, Google Search ads are a paid strategy that generates trust through convenience. With it, you can reach larger audiences and scale at a rate unmatched by SEO alone.
Google Search ads are a shortcut to getting in front of your local audience when they’re ready to engage. Think of it as away to fill in the keyword gaps by bidding on location keywords alongside your service or product offerings (for example, Kawana doctor).
When you’re investing time in building an organic local SEO strategy you want to make sure your work will pay off. That’s where Google Ads shine. Testing keywords in real-time means you can optimise your local SEO strategy around what works and avoid what doesn’t.
Ads are an investment that complements local SEO by increasing brand recall and boosting website traffic to see accelerated growth.
What could Google ads strategy do for your business? For our client, U-Haul, Australia’s leading trailer hire brand, it has helped smash its competitors out of the market.
It all came down to optimised ads built for performance. A combination of highly relevant keywords, carefully crafted ad copy and targeted in-market audiences resulted in conversion rates well above industry standards.
The campaign continues to maintain the strongest national share of voice in the industry and a phenomenal 148 x ROAS (return on ad spend) for Google ads alone. For the national trailer hire company, their Google Ads strategy has led to year-on-year exponential growth.
Local SEO is highly beneficial not just for bricks and mortar stores but for any local service, product or organisation with a regional focus.
Consider these five tips a starter pack to what’s possible with an in-depth SEO strategy run by a performance-focused digital marketing agency.
No matter where you’re at in your SEO journey, one thing stays true. Your conversion odds are higher when you’re a top-ranking local result. Make sure you're one of them.
To be considered a top-ranking local search result, the content on your website needs to reflect what your audience is searching for.
They may not know the name of your business, but they know the product or outcome they want from purchasing with you. This is how they search. Targeting these keywords and phrases will increase your visibility and allow more prospective local customers to find you.
List out the general words and phrases relevant to your business – the solutions, products or services you offer. These are your seed keywords. Then, make it local with the addition of the business location and nearby suburbs.
For example, a personal injury law firm in Maroochydore may include motor vehicle accidents, work injuries and how to claim compensation for an injury. They would then add Sunshine Coast, Brisbane, Gold Coast or Noosa.
Check and build on this list by plugging these keywords into Google search. What search phrase is recommended when you start typing in your keyword + location? The results are indicative of the most common search questions or phrases.
You can also opt to use a keyword research platform for this step or reach out to digital marketing experts who will do in-depth research as a part of an SEO strategy.
Categorise each of your keywords by the goal, or search intent, of that keyword. These fall into three categories:
1. Commercial – the searcher is ready to take action.
2. Informational – the searcher wants to learn something.
3. Navigational – searches that contain your brand name.
Understanding the intent of the search term determines where the keyword should be used on your website.
For example, ‘how to claim compensation for an injury’ is informational and would make a great blog article. Whereas ‘motor vehicle accidents’ has a commercial intent and would best suit a landing page with more in-depth information about this service.
Each of these pages should include your location keywords. Combining your search topic and location is essential for Google to consider your website as relevant and boost your ranking to the locals on your doorstep.
An example of putting local keywords into action is our work with On Point Family Practice. In a highly competitive medical industry, their SEO needed to be optimised to have a positive impact on local patient acquisition.
Being located in a densely populated region of the Sunshine Coast meant we could leverage the immediate and surrounding suburbs to strengthen their SEO. Including a location on every high-value content page, such as a service page, meant a higher relevancy score. This in turn supported their wider Google Search ads strategy. The results? Absolute top search position a minimum of 97% of the time. You can’t argue with that.
87% of consumers use Google to evaluate local businesses. If you haven’t maximised the opportunities to increase brand visibility across search and maps with an engaging Google Business Profile, your brand is losing out.
The more information you provide in your listing the higher likelihood that your website will be relevant to a local Google search. This listing is a part of your digital footprint and needs to be kept up to date as you would your own website.
Your Google Business profile becomes even more powerful when matched by five-star reviews from happy customers. A bank of positive reviews with context (testimonials about your product, service or staff) all contribute to increasing your prominence and your Google ranking.
No matter how much effort you have put into your website content, if your Google reviews are negative or non-existent your local SEO will suffer. Putting in the time to rack up those stars (and replying to show you care) could be the difference between making the sale or losing it to the business down the road.
Never under estimate the value of online reviews and convenience in your customer’s decision-making process.
There are many advantages to building quality links from local websites. A local link building strategy (also known as a backlink strategy) boosts brand awareness, increases organic website traffic and improves your local prominence.
It works by aligning your website with trusted local sources. These could include:
• Local business directories
• Local blogs or forums
• Local media publications
• Local event or community sponsorship.
The method is simple. Contribute content, list your business or partner with a local business in some way that results in a link and creates value for your brand and website.
The objective of these quality links is to increase organic website traffic. The larger the local audience engaged, the more prominent your brand will become in your local area. The higher your relevancy and prominence, the higher likelihood of being a top-ranking local search result.
Every quality local link attributed to your website (hyperlinked text) increases your opportunities to engage and build confidence with new audiences. That in itself is worth the investment.
Does your business target or operate from more than one location? Gain more bang for your local SEO buck by creating localised content for each store, site or target suburb. Do the work and you could rank as a top local search result for multiple locations. Cha-ching.
The same tactics apply whether you are targeting one location or many. Consider all SEO ingredients like written content, local link building and reviews for each location. Just make sure each landing page is highly relevant for that specific area.
For example, a landing page about your best-selling service in Brisbane may be irrelevant for your Noosa customers. The key is understanding your local audience segments and tailoring the content accordingly.
The more high-value and relevant the content, the more likely Google will deem your website worthy of the coveted top spot.
Bolster local SEO with a performance-focused Google ads strategy, and you’ll be the talk of the town. We unpack five reasons why these two strategies work better together in our insight here.
While local (and broad) SEO is an organic, long-term strategy founded on building trust, Google Search ads are a paid strategy that generates trust through convenience. With it, you can reach larger audiences and scale at a rate unmatched by SEO alone.
Google Search ads are a shortcut to getting in front of your local audience when they’re ready to engage. Think of it as away to fill in the keyword gaps by bidding on location keywords alongside your service or product offerings (for example, Kawana doctor).
When you’re investing time in building an organic local SEO strategy you want to make sure your work will pay off. That’s where Google Ads shine. Testing keywords in real-time means you can optimise your local SEO strategy around what works and avoid what doesn’t.
Ads are an investment that complements local SEO by increasing brand recall and boosting website traffic to see accelerated growth.
What could Google ads strategy do for your business? For our client, U-Haul, Australia’s leading trailer hire brand, it has helped smash its competitors out of the market.
It all came down to optimised ads built for performance. A combination of highly relevant keywords, carefully crafted ad copy and targeted in-market audiences resulted in conversion rates well above industry standards.
The campaign continues to maintain the strongest national share of voice in the industry and a phenomenal 148 x ROAS (return on ad spend) for Google ads alone. For the national trailer hire company, their Google Ads strategy has led to year-on-year exponential growth.
Local SEO is highly beneficial not just for bricks and mortar stores but for any local service, product or organisation with a regional focus.
Consider these five tips a starter pack to what’s possible with an in-depth SEO strategy run by a performance-focused digital marketing agency.
No matter where you’re at in your SEO journey, one thing stays true. Your conversion odds are higher when you’re a top-ranking local result. Make sure you're one of them.
To be considered a top-ranking local search result, the content on your website needs to reflect what your audience is searching for.
They may not know the name of your business, but they know the product or outcome they want from purchasing with you. This is how they search. Targeting these keywords and phrases will increase your visibility and allow more prospective local customers to find you.
List out the general words and phrases relevant to your business – the solutions, products or services you offer. These are your seed keywords. Then, make it local with the addition of the business location and nearby suburbs.
For example, a personal injury law firm in Maroochydore may include motor vehicle accidents, work injuries and how to claim compensation for an injury. They would then add Sunshine Coast, Brisbane, Gold Coast or Noosa.
Check and build on this list by plugging these keywords into Google search. What search phrase is recommended when you start typing in your keyword + location? The results are indicative of the most common search questions or phrases.
You can also opt to use a keyword research platform for this step or reach out to digital marketing experts who will do in-depth research as a part of an SEO strategy.
Categorise each of your keywords by the goal, or search intent, of that keyword. These fall into three categories:
1. Commercial – the searcher is ready to take action.
2. Informational – the searcher wants to learn something.
3. Navigational – searches that contain your brand name.
Understanding the intent of the search term determines where the keyword should be used on your website.
For example, ‘how to claim compensation for an injury’ is informational and would make a great blog article. Whereas ‘motor vehicle accidents’ has a commercial intent and would best suit a landing page with more in-depth information about this service.
Each of these pages should include your location keywords. Combining your search topic and location is essential for Google to consider your website as relevant and boost your ranking to the locals on your doorstep.
An example of putting local keywords into action is our work with On Point Family Practice. In a highly competitive medical industry, their SEO needed to be optimised to have a positive impact on local patient acquisition.
Being located in a densely populated region of the Sunshine Coast meant we could leverage the immediate and surrounding suburbs to strengthen their SEO. Including a location on every high-value content page, such as a service page, meant a higher relevancy score. This in turn supported their wider Google Search ads strategy. The results? Absolute top search position a minimum of 97% of the time. You can’t argue with that.
87% of consumers use Google to evaluate local businesses. If you haven’t maximised the opportunities to increase brand visibility across search and maps with an engaging Google Business Profile, your brand is losing out.
The more information you provide in your listing the higher likelihood that your website will be relevant to a local Google search. This listing is a part of your digital footprint and needs to be kept up to date as you would your own website.
Your Google Business profile becomes even more powerful when matched by five-star reviews from happy customers. A bank of positive reviews with context (testimonials about your product, service or staff) all contribute to increasing your prominence and your Google ranking.
No matter how much effort you have put into your website content, if your Google reviews are negative or non-existent your local SEO will suffer. Putting in the time to rack up those stars (and replying to show you care) could be the difference between making the sale or losing it to the business down the road.
Never under estimate the value of online reviews and convenience in your customer’s decision-making process.
There are many advantages to building quality links from local websites. A local link building strategy (also known as a backlink strategy) boosts brand awareness, increases organic website traffic and improves your local prominence.
It works by aligning your website with trusted local sources. These could include:
• Local business directories
• Local blogs or forums
• Local media publications
• Local event or community sponsorship.
The method is simple. Contribute content, list your business or partner with a local business in some way that results in a link and creates value for your brand and website.
The objective of these quality links is to increase organic website traffic. The larger the local audience engaged, the more prominent your brand will become in your local area. The higher your relevancy and prominence, the higher likelihood of being a top-ranking local search result.
Every quality local link attributed to your website (hyperlinked text) increases your opportunities to engage and build confidence with new audiences. That in itself is worth the investment.
Does your business target or operate from more than one location? Gain more bang for your local SEO buck by creating localised content for each store, site or target suburb. Do the work and you could rank as a top local search result for multiple locations. Cha-ching.
The same tactics apply whether you are targeting one location or many. Consider all SEO ingredients like written content, local link building and reviews for each location. Just make sure each landing page is highly relevant for that specific area.
For example, a landing page about your best-selling service in Brisbane may be irrelevant for your Noosa customers. The key is understanding your local audience segments and tailoring the content accordingly.
The more high-value and relevant the content, the more likely Google will deem your website worthy of the coveted top spot.
Bolster local SEO with a performance-focused Google ads strategy, and you’ll be the talk of the town. We unpack five reasons why these two strategies work better together in our insight here.
While local (and broad) SEO is an organic, long-term strategy founded on building trust, Google Search ads are a paid strategy that generates trust through convenience. With it, you can reach larger audiences and scale at a rate unmatched by SEO alone.
Google Search ads are a shortcut to getting in front of your local audience when they’re ready to engage. Think of it as away to fill in the keyword gaps by bidding on location keywords alongside your service or product offerings (for example, Kawana doctor).
When you’re investing time in building an organic local SEO strategy you want to make sure your work will pay off. That’s where Google Ads shine. Testing keywords in real-time means you can optimise your local SEO strategy around what works and avoid what doesn’t.
Ads are an investment that complements local SEO by increasing brand recall and boosting website traffic to see accelerated growth.
What could Google ads strategy do for your business? For our client, U-Haul, Australia’s leading trailer hire brand, it has helped smash its competitors out of the market.
It all came down to optimised ads built for performance. A combination of highly relevant keywords, carefully crafted ad copy and targeted in-market audiences resulted in conversion rates well above industry standards.
The campaign continues to maintain the strongest national share of voice in the industry and a phenomenal 148 x ROAS (return on ad spend) for Google ads alone. For the national trailer hire company, their Google Ads strategy has led to year-on-year exponential growth.
Local SEO is highly beneficial not just for bricks and mortar stores but for any local service, product or organisation with a regional focus.
Consider these five tips a starter pack to what’s possible with an in-depth SEO strategy run by a performance-focused digital marketing agency.
No matter where you’re at in your SEO journey, one thing stays true. Your conversion odds are higher when you’re a top-ranking local result. Make sure you're one of them.
