Why a Small Business Should Focus on Local SEO Strategy


The global economy in 2013 is more competitive than it’s ever been. Businesses are doing anything they can to claw themselves up in the rankings and in the popularity scale of their specific market niche. It’s an evolving environment that has been greatly influenced by the increasing presence of the World Wide Web within global business practices.

Due to consumers’ constant utilization of the internet to find what they’re looking for, businesses around the world have shifted many resources into building SEO strategy. They do this in an attempt to rank for certain keyword searches that represent the product or service they offer.

A strategy that small businesses in particular should focus on is local SEO. There are many reasons for this and they are listed below. If you are a small business or startup decision maker, these points are meant to explain why local search results are an ideal place to get some visibility, and why it matters.

1. Most people look for local businesses online
Local search results are at the forefront of prime business real estate online. A main reason is that 76% of customers worldwide are using online search engines to find and gather information about local businesses. This is a big statistic for small business leadership. It shows that not only are people using search engines to locate products and services near them, but it’s also a valuable platform for company exposure.

Why focus on local SEO? 

If someone is in the town of Dillon, Montana where your fly fishing shop is located, and is looking for a place to snag a new rod before they head out for the Beaverhead river, they will most likely get online and search for “fly fishing shop Dillon, Montana”. This simple search strategy is popular across a large majority of market niches, and it’s important that you optimize your SEO strategy with the goal of showing up in the local search results for queries like this. It can make or break your business, especially when so many people are searching for you online and are often minutes from your front door.

2.It’s an easier ball game
Small businesses, while they may not have the resources or manpower of large corporations, have a great opportunity to get noticed within the current search engine algorithms. For one, it’s easier to rank for “fly fishing shop Dillon, Montana” than it is for “business software”. Small businesses naturally have this advantage and it presents a direction that many startups and small companies are moving towards in 2013. 

Why focus on local SEO? 

Popular and narrowly focused keywords like “business software” are incredibly difficult to rank for. If you were to purchase some exposure through Google Adwords for popular keywords such as these, it would be a very expensive process. Similarly, if you were link building or carrying out another SEO approach to build for those keywords, it would take a ton of time. 

You have an inherent benefit as a small business owner that targets local consumers. This benefit is not accessible to large worldwide corporations. You can rank easier if your product or service is localized, but only if you capitalize on it. 

3. Provide a visual footprint of your operation
Local search results are a prime place to get a business noticed for a number of reasons. Firstly, when businesses show up on local search results, a map is present to give the user a more visual representation of their options and where exactly they are located. Local search also lends itself to customer reviews and photos of the actual businesses. 

Why focus on local SEO?

Local SEO results are a comprehensive form of exposure that provides the end user with everything he or she needs to access and support your business operations, literally at the click of a button. If someone has searched for something specific enough to the point where your company comes up in the local results, you have already made significant progress toward a transaction.

Local SEO provides your business with specific nuts and bolts information that an end user has requested through a localized search query. If you haven’t jumped on the strategy bandwagon yet, it may be time to do so as a small business.

Clay Christeson is afraid of heights but not much else. When he’s not building a zip line in his backyard he creates content for Local Splash, a leading SEO provider.

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