Is Doing a Local SEO Worth It? (2024)

Local SEO refers to optimizing a website or web pages to rank higher in local search results on search engines like Google. The goal is to attract more local customers who are searching for products or services near them.

Some common local SEO tactics include:

• Optimizing website pages and content for relevant local keywords (like city names, business types, street names etc.)
• Ensuring correct business information (name, address, phone number) on website and online directories
• Building local links from directory listings, local business sites etc.
• Encouraging customer reviews on platforms like Google My Business
• Creating location pages or service pages optimized for different regions/cities
• Using local schema markup on the website
• Running location-based PPC ads

Benefits of local SEO

Doing local SEO provides several benefits for small, medium and large businesses targeting customers in specific geographic locations:

• Increased visibility - Higher local rankings lead to increased visibility for your website and business listings in search results for your area. This makes it easier for potential local customers to find you.
• More foot traffic - Studies show over 34% of local mobile searches result in an in-store visit within a day. So higher local rankings can drive more store visits and walk-ins.
• Cost effective - Local SEO provides a targeted way to attract local traffic without spending on broader national campaigns. The incremental costs are also low compared to other marketing channels.
• Boosts other marketing - A good local SEO strategy provides a strong foundation to build other local marketing like social media marketing, local PPC ads, email marketing etc.

Key factors to focus on

Some key factors to focus on for effective local SEO include:

• On-page optimization - Include locally relevant keywords in title tags, meta descriptions, content, alt text on images etc.
• Name, address and phone - Accuracy and consistency of NAP citations across directories like Google My Business, Apple Maps, Bing Local etc. This helps search engines understand your local presence.
• Positive local signals - Get more reviews, local links, and citations to your business name, address, and website. These act as votes of trust.
• Mobile optimization - Over 50% of local searches happen on mobile. So focus on mobile-friendly, fast-loading web pages.
• Competitor tracking - Track and analyze local competitors for opportunities to improve rankings.

Is it worth investing in?

Doing local SEO has a strong ROI potential for many small businesses targeting customers in their city or region. Given the steady rise of local search and mobile usage, having a local SEO strategy is certainly worth investing in.

The costs are also reasonable compared to broader digital marketing campaigns. With the right focus on on-page signals, citations, reviews and optimizing for mobile local SEO can deliver consistently over months. It provides a targeted, measurable way for local businesses to boost their visibility and foot traffic.