The purpose of local search optimization is to:
- Help businesses show up on the map
- Outrank their competitors on the map
- Be the most desirable choice among the businesses that show up on the map
Map results show up when users search for products/services in a specific geographical region/city. For example – when users search for ‘best seafood restaurants in Vancouver’, they will see 3 restaurants pop up on the first page on the map between the advertisements and the organic search results.
Local Search Map
This post highlights 5 advantages of local search optimization.
1. Get Found With The Buyer’s Intent
Have you ever searched on Google for things like ‘restaurants near me’ or ‘plumbers near me’? Do you remember phoning the ones that popped up on the map? When users search for such keywords, they are generally searching with a buyer’s intent.
With the help of local search optimization, you can be a part of this last, which also gives your business some credibility. This will entice your potential customers to come to you, rather than your competitors.
Buyer's Intent
Here is a video explaining the different categories of search results on Google
2. Have Your Business Information Displayed In The Knowledge Graph
When users search for your business name on Google, what do they see? Do they see a list of websites or see your information display prominently on the right-hand side of the search results (known as the knowledge graph)?
What would you, as a business owner, prefer? You don’t need to answer that question.
Your business information will appear in the knowledge graph when you have a properly created, verified listing on Google Business. A Google Business listing is the preliminary step to Local Search Optimization.
What is a Knowledge Graph
Here is a video demonstrating the same
3. Make Users Interact With Your Business Through Website Links And Phone Calls
When you appear on the maps, are you one-click away from getting a phone call or having them visit your website? By ensuring that your phone number and website links are included in your Google Business listing, you will make it easier for users to get in touch with you to research you further.
It is also important for your business name, website and phone number to be accurately and consistently published on the myriad of online directories where your business information may be published.
Examples of online directories can include Homestars, Yellowpages, Yelp, BBB, Industry Canada etc.
Source: elementiq
