What is local SEO and why is it so important for generating leads?

Local SEO (Search Engine Optimisation) or local search marketing is a digital marketing tactic used by businesses to promote products and services to local customers. Improving your local SEO will help boost your online visibility and get you seen by more potential customers.

Location based searching

Research suggests that almost a half of all search engine searches are for local products, services and businesses. You’ll have seen this trend (especially on mobile) if you’ve seen suggested ‘find a provider near me’. This is known as location based searching.

So could local SEO can help you become more visible to your target audience?

What do local search results look like?

If you google “steel pressing” you will see something like this:

Search results tend to display two key sections. The top half is paid advertising, which your business can invest in to get the ball rolling, the second is locally-optimised content.

The map is really important for your business as users often use the geographic map and accompanying displayed customer reviews to choose their next point of contact – ideally your business.

How to improve your local search visibility?

Local SEO uses several strategies to improve local rankings including:

  • Google My Business
  • Google Maps
  • Reviews
  • Videos
  • Building local links
  • Business listings
  • Onsite optimisation

Local searches should ideally be carried out as part of your broader SEO strategy that approaches every necessary activity in a planned, considered way and as part of an integrated plan that includes analytics and progress reviews. If you’re serious about being visible as a local manufacturing business to leads, customers, partners, suppliers and other key bodies, then the investment in local search is essential as part of your long-term marketing activity.

What are the benefits of ranking for local searches?

When you get your local search strategy right, you will benefit from:

  • An increase in new local leads
  • Better local leads
  • A boost to your broader and more long-term SEO activity
  • Measurable return on investment