Search Engine Optimisation (SEO) refers to the set of practices that are employed in order for a website to become visible in organic search results.
Local SEO is a facet of search engine optimisation that focuses on becoming visible for localised search queries.
Examples of localised search queries include:
- Lawyers near me
- Doctors near me
- Lawyers in [city/suburb name]
- Doctors in [city/suburb name]
Users who enter these types of search queries are predominantly looking for brick-and-mortar businesses or local services.
So, if you fall under one of these two categories. Local SEO concerns you.
Why is local search important in the Australian market?
Due to the long-term focus and nature of SEO, businesses often give it the miss in favour of other marketing channels i.e. social media.
Here are some reasons for why you shouldn’t dismiss SEO:
- 93% of all online experiences begin with a search engine
- 75% of users don’t go beyond the first page of search results
- 88% of consumers trust online reviews as much as they do personal recommendations
- 72% of people who conduct a local search for a business will eventually visit the physical location
- 78% of local searches lead to the purchase of a product offline
In terms of online search, it’s no secret that Google is by far the most dominant search engine in Australia. Here are some search engine marketing share facts for September, 2019.
- Google: 94.09%
- Bing: 3.47%
- MSN: 0.76%
- Yahoo: 0.67%
- Others combined: 1.01%
Alongside the above facts, search engines can be utilised as a free source of advertisement and this is why SEO is important for Australian businesses.
What kind of businesses can benefit from local SEO?
Essentially, any bricks and mortar business or business servicing a particular area, including:
- Doctors, dentists and medical practices
- Plumbers and other trades people
- Restaurants and other hospitality venues
- Real estate agencies
- Fitness centres
- Leisure centres i.e. local swimming pools
In a nutshell, anyone who has and sells goods or provides services from a physical location.
Which businesses won’t benefit from local SEO?
Local SEO isn’t relevant to all businesses, as not all businesses aim to serve their local market. In Australia, there are plenty of businesses that serve the entire country.
Also, e-commerce stores have become prominent in Australia as well i.e. The Iconic.
Therefore, if you serve a national or international audience or don’t have a physical address then you should engage with general- rather than local-specific SEO.
So, how will local SEO impact your business?
- As many localised search queries are performed by non-locals, you can help potential customers discover your business with local SEO. In turn, you’re maximising your chances of capturing a new audience.
- You can provide your customers with valuable information. For example, if you’re a restaurant owner, information such as open/close times, Wi-Fi access as well as pet friendliness could sway customers to make their way through your doors. The more information potential customers have about your business, the more trust they will develop.
- Approximately 60% of people will end up calling a business after performing a localised search query.
Is there any other reason you should engage in local SEO?
According to Adam Farra, CEO of HostGator, “Society today is already transitioning from PCs to mobile Internet usage, so local SEO will be a necessity, not ‘nice to have’ in the very near future.”
See how DesignQ can help you with Local SEO
If you would like to maximise your search visibility for localised search results then contact us via the form below. We will help you find out what your potential audience size is and take you through the steps that we will take to capture that audience.