Local search is a concept that goes beyond regular organic search, bringing its own unique factors into play. As a result, a specialized area known as Local SEO has emerged. To determine whether your business needs this type of promotion, it helps to understand its history.
The evolution of Local SEO: how Google changed the game
About 10 years ago, Google made a significant change by analyzing a large number of search queries. They discovered that most users preferred companies located close to them – more than price, website design, or reviews, proximity was key. This led to the creation of an algorithm that prioritized businesses closest to the user.
Google started considering the user’s location, so when someone searched for something like “Order a pizza,” Google Maps would show the nearest options first. If you changed your location, you’d see entirely different search results on Google Maps.
When this proximity algorithm was introduced, some optimizers claimed SEO was dead. But Google quickly adjusted the algorithm’s influence, and Local SEO was born. Today, while proximity still matters, with proper optimization (like structuring your site well, using local keywords, getting reviews, and securing backlinks from local domains), you can push proximity down the list of ranking factors. That’s what you can achieve with the service of a local SEO agency in Calgary like Effortless Marketing.
Why does local SEO matter for any business?
Google’s research shows that people prefer to buy products or order services from businesses located nearby. Businesses far away, especially those in different cities, usually don’t attract much interest. When it comes to products, people want to see and feel them before buying, avoid delivery fees, and have the option to return items easily. For services, in-person interaction builds more trust than online communication. The takeaway?
Any business with a physical location needs local SEO.
With a physical address, you can create a Google Business Profile and appear on Google Maps. We already know that users favor local businesses, which is why Google Maps is often their first stop. By optimizing your site for Local SEO, you can rank first on Google Maps for the right keywords, even if your business is farther away from the user – as long as it’s within the same city.
Local SEO Effectiveness: what businesses need to know
User engagement with local organic search results varies by industry. For example, imagine a company offering manicure and pedicure services. If they implement Local SEO and start appearing at the top of search results, but are located on the outskirts of the city, users may still choose a closer salon. Even if the company has the best prices, travel time will likely outweigh the cost difference.
Now, consider the same scenario with a law firm instead of a nail salon. In this case, where legal services could cost over $10,000, Local SEO could have a huge impact. Ranking first on Google Maps would drive significant traffic and conversions. The top positions in both organic and local search results usually capture the majority of traffic and conversions (orders).
There are very few businesses that don’t benefit from Local SEO – the question is just how effective it will be. To gauge this, you can use examples like those mentioned in this article. For a more thorough evaluation of Local SEO’s effectiveness, you can always consult an expert, like Effortless Marketing, our internet marketing company in Calgary.
For businesses that operate nationwide but have only one physical location, Local SEO can technically only be applied in the region where that address is located. However, there’s always room for creativity in SEO. While this article won’t dive into specifics, it’s possible to promote a site in multiple regions even without physical addresses there – if you understand the business well and know how to navigate the SEO nuances.
