What Is Local SEO?

by | Jul 20, 2021 | SEO

If you would like to rank your local business in Google, Apple Maps and Bing in local search engines, then you are in the right place.

Most people don’t consider local SEO as part of their marketing strategies as they simply don’t know what it is.

Google has an estimated 88% of the market share (at least in the US) for local searches, so it’s definitely worth understanding it.

For us, local SEO continues to be one of the most underrated marketing opportunities for local businesses, especially in Australia. 

So with this in mind, let us give you a quick overview of what local SEO stands out for and why your business should seriously consider it amongst one of their main marketing strategies.

What is Local SEO?

Local SEO is the practice of optimising your Google My Business listing to appear in the top three results below the map on the front page (Google’s Local Snack Pack).

With local SEO you want to make sure your local audience is able to find your business, call, get directions and ultimately click through to the website directly from the top results of the web page. This will translate into an additional avenue of qualified leads that will enable you to increase your bottom line!

Google’s Local ‘Snack Pack’ vs Organic Results

Let’s use a simple example, if you were to google the search term ‘coffee shop near me”

Here are the results…

local SEO
local SEO company

You will notice two very different results:

  • The “snack pack” results on the top
  • The “organic” results below 

According to a study, 36% of people click on the snack pack results, with 42% of the clicks ending up on the organic results.

The ideal scenario is to rank for both.

Global Search vs Local Search

So what are some of the main differences between these two? Below are some key takeaways:

Global Search:

  • Is usually for a topic, niche or product
  • Market is worldwide or national
  • Usually for ecommerce or information products
  • Traffic volumes are usually high
  • Automated income generators


Local Search:

  • Is for businesses, services or products in SPECIFIC towns, suburbs or cities
  • The market is local and based around a physical location (i.e. a shop or business premises or service area)

How Does Local SEO Work?

In the same way a website is comprised of different keywords and can be optimised for multiple search terms, you can actually do the same with your Google My Business Listing.

Let’s say, instead of just appearing in the search results for ‘Local SEO South Yarra’, you could appear as well for ‘local SEO services South Yarra’ or ‘local SEO company South Yarra’.

At eWebsites we take time to carefully craft the perfect strategy in order to determine the right keywords which will bring you the best results.

We look at what your target audience is looking for services similar to yours – and in a lot of times you will be surprised as its not what you would expect! We can also look at what the competition is doing out there to emulate their success and beat them.

Another important item to highlight is that there may be some keywords that you may think are the most important and have the highest search volume – which you may be right about. However, these keywords may also mean that the competition is way higher, hence they will take a lot of time to rank and beat them.

That is why we always suggest looking for the low-hanging fruits (long-tail keywords) which will enable you to immediately obtain some quick results, they are easy to rank and will provide some qualified leads and clients for your services or products.

Why Local SEO Is Important?

Local SEO will help your business stand out from the crowd and drive more qualified leads and traffic to your business. Typically the leads you will receive are from people that are specifically looking for products or services that your business offers, therefore the conversion rates tend to be quite high.

With local searches on the rise – 4/5  consumers use search engines to find local information – you don’t want to miss out.

Also, local SEO helps you build your trust and credibility with your visitors as they can immediately see your reviews,  access relevant information to your business and get in touch with you by just clicking the phone number.

To find out more information check our article around why your business needs SEO!

What Does Optimising For Local SEO Mean?

local SEO optimization

The main goal when optimising a website is ensuring we can help the search engines identify what your business does and match an online presence to what people are searching for.

This will help your business increase its overall brand awareness and authority. It also helps you to build trust with prospects without them actually noticing they are being marketed to. 

It is also important to make sure we are optimising the correct keywords – we need to ensure we are adding the city/state as part of our keywords (e.g. coffee shop South Yarra).

In addition, it is important to rank for the relevant keywords as when you are ranking for the wrong keywords you are basically missing out on opportunities to increase qualified leads and make more money. 

That’s why when you start a local SEO campaign it doesn’t matter how big or small your company is.

One of our clients is a labour hire company that had not done any marketing before they hired us and are now outranking the four majors for a variety of keywords – because we optimised the ones that were going to be more relevant to their business which would bring them more leads.

Ready to get started?

Contact us to discuss your business needs

About the Author

Tomás Affranchino Vivanco

Tomás is an SEO professional with over 10 years of experience. He's the founder of eWebsites, a leading SEO agency in Melbourne. Tomás has led several successful SEO campaigns in the most competitive niches in Australia, like health, real estate and law.

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