What Is Local SEO?
Local SEO is the strategy of optimizing websites and marketing strategies to increase organic search traffic to local businesses.
SEO, in general, helps people from all over the Internet find your business in search. Your prospective customers see your company on the Search Engine Results Pages (SERPs).
Local SEO puts your business in front of people who are more likely ready to buy your product or service. Remember that Google stat we mentioned?
While general SEO targets a few types of keywords — informational, navigational and transactional — a local seo reseller tends to drive more conversion-ready traffic. Why is that the case? It all comes down to keyword intent.
Keyword Intent in Local Search
Search intent refers to… well, exactly what it sounds like! It’s the intent behind a search — the intent behind a keyword. So if you’re searching for “best pizza Philadelphia,” the intent is obviously that you’re looking to buy pizza in Philly — and you want the best pizza.
The same thing can be said about other keywords, like “top local law firms” or even question-based queries like, “where is the closest movie theater to me.”
What you’re trying to do with local SEO isn’t just rank for keywords, it’s to get your business in front of people and into Google’s answer box and search queries. You want to be on the map — specifically, you want to be on Google Maps.
When someone searches for products and services you sell, you want Google to realize, “hey, this product can be found at this place near you.”
Ranking in the Local Pack vs. Ranking in the SERPs
You know that old SEO mantra, “The best place to hide a dead body is on page 2 of Google?” When users search for something, they prioritize what they see first. In local SEO, that means you want to be at the top of the pack — the local pack, that is.
The “local pack” refers to the results under the map in Google search.
(Some SEOs refer to the local pack as the “snack pack,” which we find much more charming!)
Results in the local pack are more important to local SEO than what’s ranking for #1. In fact, the sites that rank in the local pack frequently don’t rank on the first page SERP for the same keyword.
Ranking #1 for a keyword as broad as “physical therapy” is close to impossible, but showing up in the local pack is much easier, provided you’re following local SEO best practices.