How Does Local SEO Work? (Services & Agencies)

Local SEO services help people find you in local search results. It’s *just about* simple.

Here’s a quick example:

Jack has a two-year-old, and like many two-year-olds, his little guy is in the throes of the terrible twos. He thought he could manage his freelancing gig with a toddler in tow. Turns out, he needs a childcare provider, like yesterday. Years ago, he would’ve thumbed through the Yellow Pages or called a friend to ask if they knew someone. 

But today, he’s doing what 99% of consumers do – Googling it. 

How do you get Jack to find and call your early education center when he’s knee-high in toys and dealing with tantrums? By coaxing Google into putting your website at the top. And how do you get your daycare to land in the top ten searches — much less the number one spot? Local SEO. 

So, how do you get Google’s algorithm to see you as the most reputable childcare and information provider? You can hire a reputable SEO Agency to make it happen. That way you can devote your limited time to serving your customers — more on that later. 

First, let’s dive into what local SEO is and how it works.

Watch this video to learn about the Digital Authority Partners approach to local SEO!

What Is Local SEO?

If you have a business and a website, you probably know that SEO stands for “Search Engine Optimization.” SEO is all about reaching a broad internet audience and helping consumers worldwide find your products or services. Local SEO services target potential clients in your area. 

Reaching clients in your area is essential if your business relies on a local population to survive. You want Google to consider your website a relevant search result when people enter phrases like “Chicago preschool” or “law firm near me” or “dentist in my neighborhood.” 

The problem? You and every other business or agency in town are all clamoring to get on Google’s front page. Why? Because a vast majority of people never go to the second page of Google results. 

To get on the first page of search results and as close to first as you can, you need to understand how local SEO and local SEO services work. Then you’ll need to get down to the nitty-gritty and create the online changes and content that tempt Google (and customers or clients) to look your way. If you want it done right, your best bet may be to partner with a company that provides the local SEO services you need.

Speaking of the example “Chicago preschool,” here's what local SEO did for one of our clients. DAP's local SEO strategy for LadyBug & Friends Daycare and Preschool saw the school rank for over 2k relevant local keywords and over a 200% increase in organic traffic. 

How Does Local SEO Work?

How does Google decide which businesses to show at the top of search results? It’s far from random: Hundreds of factors go into this algorithm, but some factors are more important than others. Google combines these to decide where you rank. 

Here are three of the most important general factors to your SEO rankings:

• Relevance: Does your business have what the consumer is searching for? 
• Prominence: Is your business well-known? 
• Proximity: How close is your business to the searcher?

If you can show you have what a client is looking for, you’re popular in the area, and you’re close by, you’re more likely to get a click and nail that sale. With great local SEO, most of your sales pitch is already done. There’s no need to convince anyone they need you — they already have a need. You just have to help them find you.

Using an SEO Agency To Reach Nearby Customers 

Any business can benefit from better local SEO, big or small. National brands can set up local landing pages to reach customers in different cities near them. Small businesses can make sure people in their area know they’re around with a modern, optimized website and updated addresses. 

Strategies may differ by business, but a top-notch SEO Agency knows exactly what to improve in order to get a higher ranking. To do that, the agency conducts an “audit” to examine your site’s current national and local rankings and content quality. It might also compare your site and strategies to your competitors’. 

After the audit, it’s time to identify keywords to optimize for, fix technical SEO gaps, and turn your website into a “conversion” machine. Optimizing for conversion ensures that customers don’t just visit — they buy. 

Following that, there’s content creation and link building. It’s important for your business to have a listing on Google My Business. Sound like a lot of work? It is. It’s also highly specialized work, which is why SEO agencies exist.

How Long Does Local SEO Take?

Optimizing your website for local hits isn’t an exact science. It also isn’t a microwave-type deal. In fact, the experts at Forbes suggest committing to an SEO overhaul for at least a year. It’s possible to see progress in less time than that, but the goal is permanent progress. 

Of course, a year of optimization doesn’t secure you a top spot in search results forever. The key is consistency. Constantly add relevant content and keep your site up to date if you want to stay on top. Luckily, that’s exactly what local SEO services are for.

Continue reading for what to look for in an SEO agency.

Local SEO Services: What To Look For

Every business needs to improve its online presence in an age when almost all marketing happens online. SEO agencies are here to help with that. So, what should you look for in one?

First of all, look for an SEO agency that stays up-to-date. Google, our all-knowing search overlord, is a finicky character. It often changes its mind about what’s most important for ranking. In other words, Google’s hard-working employees are always trying to make it work better for users.

Sometimes, those changes catch businesses off guard. Fortunately, many lists featuring Google algorithm changes that can affect local SEO are updated regularly. 

Don’t forget search engine “trends.” Unlike skinny ties and shoulder pads, these can’t be ignored without consequence. For example, the majority of consumers now use Google on mobile phones as opposed to desktop computers. People must optimize their websites for mobile: It’s not optional anymore. 

Speaking of things that aren’t optional to rank well for local keywords, here are a few of the most important local SEO ranking factors:

• Google Business Profile
• Reviews 
• On-page factors
• Internal and external links 
• Visitor interaction
• Citations (your NAP – business name, address, and phone number – on a website other than yours. Think Yelp, Google My Business, Facebook, BBB – sites like that.)
• Personalization (Google shows you more results from websites you’ve visited frequently, especially if it’s near you and in your language, amongst other things.)

Get More Information on Local SEO Here

With constant online changes going on, a business can be a top dog one day and an underdog the next. But don’t fear. Your SEO agency will stay on top of all the changes. By utilizing local SEO services, you can focus on the rest of your “to-do” list. Ready to craft a custom plan that brings in the customers? Contact the local SEO experts at Digital Authority Partners today.