Why Local SEO Is Important in 2024

Local SEO, or local search engine optimization if you want to get specific, is all about making sure your business shows up in search results when people in your area are looking for the services you offer. It’s a lot like putting a spotlight on your business for the folks who are most likely to walk through your doors.

With most people turning to the internet for nearly everything from takeout to taxes, local SEO is becoming more important than ever. With the increase in “near me” searches and the reliance on smartphones for finding local businesses, being visible online is pretty much how things are done now, and if you’re not online, that’s a problem. 

Local SEO helps you connect with potential customers in your area, driving more traffic to your website and, ultimately, more foot traffic to your store.

So, why is local SEO important? Let us show you:

• Increases your online visibility
• Helps you stand out from the competition
• Builds trust with local customers

Plus, it’s cost-effective, making it a smart investment for any small business looking to grow in 2024. Now that we got that out of the way, let’s dive more in-depth into why you should leverage Local SEO for your business.

Increase Local Visibility

Local SEO is your ticket to appearing in local search results when potential customers are looking for businesses like yours in their area. By optimizing your online presence for local searches, you increase the chances that people nearby will find and choose your business.

One of the key goals of local SEO is to get your business listed in the “local pack” on Google. This is the box of three business listings that appears at the top of search results when someone searches for services “near me.” 

Like this:

Being in the local pack means more visibility and higher chances of attracting customers.

Don’t believe us? Consider these statistics from Forbes about the benefits of local SEO:

• In 2022, organic clicks made up 45.1% of all search result clicks.
• Less than 1% of users reach the second page of search results.
• The first organic result on a search page has an average click-through rate of 27.6%.
• Over 90% of searches occur on Google.
• Google also owns almost 94% of the market share for mobile search.

These numbers highlight the importance of local search behavior and customer intent. With that said, if your business isn’t showing up in local searches, you’re probably missing out on a hefty chunk of potential customers.

Attract More Local Customers

Local SEO is a powerful tool for driving highly targeted traffic to your business. It helps you reach potential customers at the exact moment they’re searching for the services you offer—virtually 24/7. By optimizing for local search terms, you’re making sure your business appears when it matters most.

For example, consider these common search queries:

• Plumber near me
• HVAC repair in [city]
• Best best groomer shop in [neighborhood]
• Emergency dentist in [city]

When your business is optimized for these local searches, you’ll appear in the results, increasing the chances that local customers will find and choose your services. This highly targeted traffic means more potential leads and, very soon, more local customers walking through your door.

Build Trust and Credibility

Local SEO isn’t just about getting found; it’s also about building trust and credibility with potential customers. One of the key tools for this is your Google Business Profile (GBP for short). A well-maintained GBP signals to customers that your business is real, it’s legitimate, and it’s reliable.

Customer reviews and ratings play an important role here. Positive reviews can greatly influence a potential customer’s decision to buy from you. Encouraging satisfied customers to leave reviews and responding to them can enhance your online reputation—in fact, Broadly’s Reputation Management solution can help with that.

Accurate business information across the web is another trust-builder. When your name, address, phone number (also known as NAP) and other details are consistent and up-to-date, it reassures customers they can rely on you for accurate information and helps build a strong, credible presence in your local market.

Enhance Customer Engagement

Use Google Business Profile

Your GBP is like your business’s online home. In fact, it’s likely the first place folks look to find out more about you, so make sure to nail that first impression! Leverage GBP to share updates, answer questions, and show off what makes your business special.

Create Local Content

Carefully think about what matters to people in your area. Are there local events or news stories you could talk about? Sharing this kind of content helps you connect with your community and show that you’re also a part of it.

Be Active Everywhere

That’s right folks, it’s not just about GBP. You should be active on social media and other local directories. 

Also, you’re a local business, not Casper, when people leave reviews or ask questions, make sure you respond. It shows that you care about your customers and their experiences. 

Pro tip: Having trouble keeping up with comments? Broadly’s Review Management solution helps you see all your feedback in one place.

Outperform Competitors

Gain a Competitive Edge

Local SEO isn’t just about visibility; it’s about outshining your competitors. By optimizing your website and online presence, you can ensure that when potential customers search for businesses like yours, they find you first. Higher visibility in search results equals more traffic to your website, and ultimately, more customers through your doors.

Real-Life Success Stories

1. Plumbing Care Inc. | Becomes One of the Largest Plumbing Companies in the Bay Area

2. Atlas Heating & Air Conditioning | 10% YoY Growth and 4x More Google Reviews

3. George Oren Tires |  Better Connections with Customers

These success stories aren’t just anecdotal; they’re proof that a strong reputation management strategy, and quick response times, can make a tangible difference to your local SEO and your bottom line.

Tips for Staying Ahead of Competitors with Ongoing Local SEO Efforts

1. Monitor Competitor Activity: Keep an eye on what your competitors are doing online. Are they launching new products or services? Expanding their social media presence? By staying informed, you can identify opportunities to differentiate yourself and capitalize on gaps in the market.

2. Regularly Update Your Google Business Profile: Ensure that your GBP listing is accurate and up to date. This includes your business hours, contact information, and any relevant updates or promotions. Regularly posting updates, photos, and offers can also help you stand out in local search results because it tells Google you are a currently active and operating business.

3. Focus on Local Content: Create content that resonates with your local audience. This could include blog posts, videos, or social media posts that highlight local events, news, or community initiatives.

4. Optimize for Voice Search: With the rise of voice-activated assistants like Siri and Alexa, optimizing your website and content for voice search is becoming increasingly important. Focus on long-tail keywords and natural language queries that mimic how people speak, rather than how they type. 

5. Encourage and Manage Reviews: Positive reviews can have a big impact on your local search rankings and customer trust. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook, and promptly respond to any negative feedback with professionalism and empathy.

6. Stay Up to Date with Algorithm Changes: Search engine algorithms are constantly evolving, so it’s a good idea to stay informed about any updates or changes that could affect your SEO efforts. Follow reputable industry blogs, attend webinars, and participate in forums to stay ahead of the curve.

7. Invest in Local Link Building: Building high-quality local backlinks can help improve your search engine rankings and establish your authority within your local market. To improve your search engine marketing efforts, reach out to local businesses, organizations, and influencers to explore partnership opportunities and collaborations that could lead to valuable backlinks.

Improve Mobile Search Performance

Mobile devices dominate internet usage these days, making mobile optimization key for local SEO success. Nothing is more frustrating than trying to navigate a website not optimized for mobile. So, you should make efforts to prioritize mobile-friendly design to enhance user experience. This change gets a big thumbs up from search engines like Google, too!

Optimize for Mobile Users

Ensure your website is responsive, loads quickly, and offers effortless navigation on all devices. Simplify forms and streamline content for easy access on smaller screens like tablets, smartwatches, and mobile phones.

Tailor Content for Voice Queries

45% of Americans use voice search technology to start their buyer journeys (VixenLabs).

That’s why you need to adapt your SEO strategy to capitalize on this trend by incorporating natural language, location-specific keywords, and long-tail phrases into your content.

Voice search often seeks quick answers to local inquiries, so you can craft content that directly addresses common questions and provides relevant information, increasing your visibility in these voice search results.

Cost-Effective Marketing Strategy

Comparative Advantage

Local SEO offers a cost-effective alternative to traditional advertising channels like print ads and billboards. Unlike these methods, which often involve high upfront costs and ongoing expenses, local SEO allows businesses to reach their target audience much more affordably. 

Long-Term Benefits

While traditional advertising typically provides short-term visibility, local SEO efforts can result in sustained online visibility, increased website traffic, and improved conversion rates over time. You’re in it for the long haul, and so too should your SEO strategy.

Tangible Examples

Cost-effective local SEO tactics include optimizing your Google Business Profile, ensuring consistent local citations across online directories, and leveraging user-generated content such as customer reviews and testimonials. These strategies require minimal resources but can significantly increase your chances of attracting local customers.

Boost Online Reputation

Highlighting Reviews

Online reviews and ratings matter a lot in local SEO. They help build trust with potential customers and influence their decision to choose your business. Good reviews can also improve where you show up in search results.

Smart Strategies

It’s important to ask happy customers to leave reviews on your GBP and other relevant sites. And when you get negative feedback, make sure to address it politely and quickly. This short turnaround shows you care about your customers’ experiences and want to help make things right.

Building a Strong Reputation

By using local SEO tactics well, you not only get noticed more online but also can build a solid reputation. When you showcase positive reviews and engage with your audience regularly, you show that you’re a trustworthy business that cares about its customers.

Leverage Local SEO Tools and Analytics

Essential Tools

To effectively manage and boost your local SEO, you’ll need the right tools for the job. 

• GBP is a must-have for any local service business. It allows you to manage your business information, engage with customers through posts and Q&A, and even track customer interactions. 
• Moz Local helps ensure your business information is consistent across all directories, which is crucial for local search rankings. 
• BrightLocal provides comprehensive local SEO reports, showing you how your business is performing in local search and where you can improve.

Did you know? Broadly can also be your all-in-one guide for local SEO performance. Get to know our listing management services. 

Measuring Success

Tools like Google Analytics can show you how users find and interact with your website. 

Are they coming from local searches? Are they using mobile devices? 

Google Search Console offers insights into which keywords are driving traffic to your site and how your site is performing in search results. By monitoring these metrics, you can identify trends and see which aspects of your strategy are working—or not working.

Refining Your Strategy

With all this new data at your fingertips, you can refine your local SEO approach for better results. If you notice that certain keywords aren’t driving traffic, consider adjusting them or exploring new ones. 

Regularly updating your GBP with fresh content and responding to customer reviews can also improve visibility. 

It’s also a good call to use the insights you’ve gathered to identify any discrepancies in your business information and correct them. 

By continually analyzing and refining your strategy, you’ll stay ahead of the competition and ensure your business always remains top of sight and top of mind.

Build Better Local SEO Strategies with Broadly

We’ve covered a lot in this blog, including the essentials of SEO and why local SEO is important for your small business in 2024. 

Local SEO offers the following perks: 

• Increases your visibility
• Attracts more local customers
• Builds trust
• Engages your audience
• Helps you outperform competitors
• Improves mobile search performance
• Offers a cost-effective marketing strategy
• Boosts your online reputation

It’s no stretch to say that investing in local SEO is a smart move that can pay off big time. Want to see your business at the top of local search results and attract more customers? Broadly’s relationship management software can help you manage reviews and enhance your local SEO efforts. 

Plus, we have an exciting new tool coming soon: Local SEO! This tool will let you evaluate search rankings in your area through a user-friendly search grid and track rankings for intelligently recommended keywords.

Ready to see how Broadly can improve your local SEO and attract more local customers? Sign up for a demo and let’s get started!