Having a "Google My Business" listing that is well-optimized for local SEO has its fair share of advantages for all types of businesses. Local SEO is different from National SEO in that it’s aimed at improving your online visibility and attracting local visitors, usually within certain area codes or communities, rather than targeting types of customers in a range of different areas.
Some quick stats:
- 46% of all Google searches are local.
- 97% of people learn more about a local company online than anywhere else.
- 50% of business owners have seen incorrect information on their listings.
- If you’re not yet convinced of the potential of your Google Business Profile, consider these five advantages that businesses benefit from by investing in their local search marketing strategy.
Increased Online Visibility and Brand Awareness
One of the biggest advantages of investing in local SEO is the increased online visibility and brand awareness in local search results. Being in such a position enables you to target high-value customers actively searching for products or services similar to yours in their area. A well-considered local search strategy can help you rank higher in search results and local map packs. By targeting and resonating with these potential customers, you’ll be able to drive more qualified traffic to your website and increase the likelihood of converting them into paying customers.
Improved Local Reputation and Credibility
Maintaining a good reputation and credibility in your industry is no longer a “nice to have”— it’s an absolute must. And having a strong local presence with plenty of customer reviews and engagement allows you the opportunity to build a strong online reputation and credibility. When your business appears in search results and the searcher sees “4.6 stars, 1.3k reviews,” it signals that you are a reputable and trustworthy business with a strong local foundation.
Positive online reviews and ratings play a significant role in establishing your credibility, and this doesn’t only apply to local search. Active management of your online reputation gives satisfied customers the desire to leave reviews, where you can respond to feedback and demonstrate your commitment to customer satisfaction, making your business stand out among competitors.
Increased Foot Traffic and In-Store Visits
If you have a brick-and-mortar location, you don't just want website traffic—you want in-store visits as well. And when you're one of the first results that pop up for "blah blah near me" in Google Maps, and searchers see your beautifully-crafted Business Profile glowing with reviews and recommendations, you have a much higher chance of converting new visitors, whether they make a phone call, place an online order, or simply walk through your doors.
Higher Quality of Website Traffic
Mentioned previously, the power of gaining more visibility in organic local search results gives you the ability to target higher-quality traffic with a specific intent, meaning more of the users coming in are more closely tailored to your ideal customer, leading to higher conversion rates and lower bounce rates.
Optimizing your Business Profiles helps to improve your chances of ranking higher for search queries in your local area and weed out the searchers who are not as qualified— meaning they’re not in your area or ready to do business with you. This targeting ensures the traffic you’re receiving is the highest-quality.
Higher conversion rates and lower bounce rates also have a positive impact on your website's overall performance, since search engines tend to favor websites that provide a valuable and relevant user experience. Win-win.
Outrank Competitors in Your Area
If your current local search strategy is lacking, this gives you the advantage of developing and refining a strategy based on what your competitors are doing— and how they are doing it better than you.
Implementing local search strategies that improve your online visibility for local queries, you have regular management of your online reputation on your Business Profiles, your in-store visits and/or phone call volume has increased, and you’ve narrowed down your targeting to qualified traffic for your website, then it’s safe to say you will outrank your competitors in your area for your product or service.
