What is local SEO?

Local SEO is the optimisation of a website or webpage with the aim of driving traffic from the local community. Particularly beneficial to small businesses, it is an integral part of any marketing strategy. When implemented correctly, local SEO helps to increase your rankings within a local search territory and drive traffic to your site.

what is the difference between local SEO and traditional sEO?

Local SEO focus on a specific geographical area whereas traditional SEO focuses on national or global regions. Businesses focusing on traditional SEO tend to target more competitive, short-tail keywords i.e. SEO services, whilst those who focus on local SEO target less competitive but more specific search terms that also include a location, i.e. local SEO services Newcastle.

Local search helps your business to connect with local customers or visitors looking for a product or service that meets their needs instantly. But with traditional SEO, consumer needs are less urgent and typically involve a more complex buyer journey.

why is local SEO important?

Google maps recently revealed that an astonishing 86% of users are using the platform to search for local stores and businesses. With a further 97% of users searching online to find a local business, and with nearly 46% of all Google searches seeking information on local services and products,  it’s never been more important to get your business set up for local search.

Think about it, how often do you find yourself searching the web for a local takeaway, hairdressers, furniture store, gift shop, café or handyman? Well, the average person conducts between three and four searches per day, with nearly half of these being local. Fail to implement local SEO and you risk losing out on thousands of leads and potential sales.

Local SEO - A female searching for local businesses on her mobile phone

Benefits of local SEO

1. Improved visibility

Optimising your site for local search greatly improves your sites visibility. By giving your business a strong Google/Bing presence, you increase the chance of new customers being able to find you. You’ll also be giving your brand name greater exposure which helps with consumer trust.

2. increased website traffic

By focusing on less competitive yet specific location based queries, you’ll not only start to rank higher in SERP’s but you’ll also generate more relevant traffic to your site. And more relevant traffic means there’s more chance of sales.

3. better conversion rates

Local searchers know exactly what it is they want and are more likely to purchase from a local business within 1 day. With 28% of local searches resulting in sales, local SEO receives the highest level of conversions out of all local advertising channels.

4. reduced advertising costs

80% of mobile users choose the ‘near me’ search term when looking for local products and services. With the potential to reach 1000’s of consumers 24/7, local SEO is a far cheaper option than other local advertising methods such as direct mail, radio or sponsorships.

5. more reviews

Business reviews are a main factor in influencing local search results. By having your business listed online locally, you increase the likelihood of receiving reviews from existing customers. Which in turn helps to influence potential customers to purchase from your brand. 

6. mobile optimisation

61% of mobile searchers are more likely to get in touch with a local business if they have a mobile friendly website. Not only that, but over 56% of web traffic now comes from mobile devices with that figure expected to climb to 70% by 2025. Develop your site to be mobile friendly and you’re likely to attract more local customers organically.


Local search matters. If your business offers a product or service that is aimed at serving the local community, then local SEO should be implemented as part of your marketing strategy. And soon you’ll be able to reap the benefits of localised targeting whilst growing your business.

For more SEO & website insights, read the rest of our blog.

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