How to use local SEO in your business?

Did you know that over 46% of all searches in Google are local? This means that half of the people looking for products or services online are trying to find them in their area. That’s exactly why Local SEO for your website is one of the most effective ways to get in front of potential customers who are searching for specific products and services in specific locations. Check how Local SEO affects organic search results and what you can gain by implementing Local SEO for your business website! Effective Local SEO can lead to a significant increase in traffic to your website.

Local SEO for websites – definition

SEO for local websites (Local SEO) is the process of optimising content to increase the visibility of your business website in local search results. Properly optimised websites are crucial for effective Local SEO because they help generate traffic, build authority and ensure consistency of your business data across the internet. Companies that adapt the content on their websites to local keywords, phrases and queries become much more visible and attractive to potential customers.

The Local SEO process is not just a marketing strategy. It is an investment in the growth of your business that can significantly impact its success. By leveraging Local SEO, you can reach people who are physically close to your business. Local optimisation takes into account the personalisation of results by local Google, which allows you to better align your offer with users from a specific region. As a result, they are far more likely to use your services or buy your products in the near future.

What can Local SEO look like in practice?

Let’s say you run a hair salon in Gdynia. You want people searching for “hairdresser in Gdynia” in Google Maps or the Google search engine to see your business on the first page of search results. To achieve this, you can optimise your website by using Local SEO for phrases such as “fryzjer Gdynia”, “salon fryzjerski Gdynia” or “strzyżenie damskie w Gdyni”. Visit our article on SEO in Gdynia to learn more about effective Local SEO strategies.

4 key benefits of Local SEO

1. Better visibility in Google for local searches.
2. More website traffic = higher conversions.
3. Reaching customers ready to buy.
4. A strong position in the local community.

Local SEO is not just a way to increase your website’s visibility in Google search results, but also a real opportunity to grow a business operating in a specific area. Thanks to Local SEO, your website becomes more visible to local customers who are actively looking for products or services in their area. This translates into more traffic to the website, a higher conversion rate and building a strong position in the local community.

Businesses operating locally can use Local SEO to effectively stand out from the competition, reaching potential customers exactly when they are ready to buy or use a service. Increased visibility in search results means your offer reaches people from the immediate vicinity, which supports building loyalty and long-term relationships with customers. Local SEO also allows you to better tailor your marketing messages to the specifics of a given region, which further strengthens the effectiveness of promotional activities.

Local SEO for websites

Local SEO for websites (Local SEO) focuses on adapting a business website to the needs and preferences of users in a specific region or location. By using local keywords and tailoring published content to the expectations of local users, your company can gain greater visibility in search results. This way, it can reach new customers interested in your services!

Local SEO differs from traditional SEO strategies in several key aspects, such as:

• Geolocation: As part of Local SEO, the website is optimised for a specific location or geographical area.
• Optimising Google Business Profiles: Registering and optimising a business profile in Google Business Profile (Google My Business) allows your company to appear on Google Maps and in local search results.
• Reviews and ratings: In Local SEO, obtaining positive reviews from customers is crucial. This builds trust and encourages potential customers to use the company’s services.
• Local keywords: Using local phrases and keywords helps achieve higher rankings in Local SEO.
• Local ads – Advertising campaigns targeted at potential customers in a specific region that support SEO efforts and increase the chances of driving more traffic to your website.
• Backlinks: Local link building and cooperation with local businesses operating in a given region strengthen the authority of the website.

Local SEO focuses on achieving high positions in search results at the city or area level, while regional SEO covers a broader scope, e.g. an entire region. It’s also worth remembering that many optimisation techniques used in Local SEO overlap with elements of standard SEO, but Local SEO requires a special approach to location-based keywords and optimisation for local search intent.

Effective Local SEO requires optimising the website for local keywords, location-based phrases and taking into account the specifics of locally operating businesses, such as online stores or transport companies.

Local SEO activities are an integral part of online marketing and are based on analysing search engine algorithms and monitoring positions in organic search results.

Be sure to also read one of our popular guides for entrepreneurs: Google Business Profile SEO – a guide to Local SEO in Google Maps.

Optimising your website for speed

Page load speed is one of the factors that directly affect the effectiveness of Local SEO. A website that loads instantly not only improves user experience but also increases the chances of achieving a higher position in Google. Optimising a website for speed includes a range of technical activities aimed at reducing the load time of each page.

Optimising your website for accessibility

Website accessibility is another key element of effective Local SEO. Your website should be fully responsive, meaning adapted to display on various devices, including smartphones and tablets. More and more users access Google search via mobile devices, so optimising the website for accessibility is essential if you don’t want to lose potential customers.

Building links to your website

Building links to your website is one of the pillars of effective Local SEO. Links from other websites, especially those related to your region or industry, increase your website’s authority in the eyes of Google’s algorithms. The more valuable backlinks point to your website, the greater the chance of achieving a high position in Google search results.

Google Business Profiles – how can Google My Business affect your Local SEO?

A Google Business Profile (Google My Business) is an invaluable tool for business owners that can significantly impact local search results. The service allows companies to present their contact details, opening hours, customer reviews and other important information in Google search results. It’s worth emphasising that customer reviews have a significant impact on the company’s position in search results and on the decisions of potential customers.

The effectiveness of a Google Business Profile depends on a well-thought-out Local SEO strategy that should take into account optimisation for user queries and the specifics of locally operating companies. The cost of Local SEO depends on the scope of activities and the competitiveness of the industry, and it’s worth remembering that Local SEO takes time and the first effects may be visible after several months.

Read more: How much does advertising in Google Maps cost? Price and benefits for your business

How creating a Google Business Profile can boost Local SEO for your website

A Google Business Profile is closely integrated with Google’s local search results. In addition, the profile is directly linked to Google’s local algorithms, which increases the chances of reaching local customers. This means that a company with an optimised profile has a better chance of appearing in the top positions for local queries.

In practice, this means that when a potential customer types in phrases related to your industry and location, your profile can appear on the search results page, next to the map and links to other companies.

When you leverage Local SEO by using Google Business Profiles, your company has a real chance to become more visible and accessible to people in your area. This, in turn, can translate into increased traffic to your company’s website and attracting new local customers.

Google Business Profiles in Google Maps

Many companies make excellent use of the potential of Google Business Profiles as support for Local SEO for their business websites. This allows them to reach new customers and increase brand awareness among local residents.

Here are a few examples of companies that successfully use Google Business Profiles:

Blisko Psychotherapy Centre – Gdańsk. See the Case Study.

Natural Hotel – Mazury. You can find details of their achievements in local marketing in the Case Study we prepared.

How to achieve a high position in search results?

Effective SEO with a focus on Local SEO requires planning specific marketing activities. To achieve the best results and gain a high position in local search results, it is necessary, among other things, to adapt the SEO strategy to a specific location and industry, skilfully use local keywords and regularly monitor the actions taken. It is also worth focusing on location- and service-based keywords, because their proper selection is crucial for the effectiveness of Local SEO.

Here are some aspects worth considering to increase your company’s visibility in local search results:

1. Optimising keywords – Effective Local SEO should include the proper selection of keywords that contain the name of the city, district or area where your company operates. Particularly important are keywords related to the location and services of the company, as their correct selection increases the chances of reaching potential customers through local queries.
2. Optimising the company website – Make sure that your website includes information about services, products, opening hours and the exact location of the company. SEO activities such as content optimisation and creating proper meta descriptions are also extremely important.
3. Positive reviews and opinions – Encourage your customers to leave positive reviews and ratings on your Google Business Profile. Good reviews help build trust among potential customers and strengthen your website’s position in local search results.
4. Backlinks from local websites – Backlinks from other local websites can strengthen your website’s position in search results. Local link building, i.e. obtaining links from local sources, is especially effective as it builds your website’s authority and helps increase local traffic. To take care of this aspect, you can cooperate with local bloggers, associations or partner companies.
5. Presence on Google Maps – Make sure your company’s location is accurately marked on Google Maps. This makes it easier for local customers to find you and use your services. Don’t know how to add a business on Google Maps? Check it out here.

Local SEO for your website – what you really need to know

Local SEO is the process of optimising a company’s website to increase its visibility in search results for local queries. These activities aim to improve the company’s position in local search results. They include, among others, analysis of local keywords, website optimisation, encouraging customers to leave positive reviews and ratings in the company’s online profile. It also means acquiring backlinks from local websites, which is particularly important for companies operating locally.

Tips for Local SEO

SEO with a focus on Local SEO is not just a way to increase your company’s visibility online. It is also an effective method of attracting customers from a specific area or region. Achieving success in this field, however, requires planning a strategy and defining specific marketing activities. The key is to develop an effective Local SEO strategy that includes an audit, selection of keywords and website optimisation.

Here are a few tips that will help your company achieve visibility in search results and increase the trust of local customers.

Competitor analysis

Carry out a thorough analysis of your competitors’ activities. Check which keywords and marketing activities are being used by other companies in your industry. Think about how you can plan your Local SEO strategy to stand out from the competition.

Mobile friendly

Make sure your company website is responsive and adapted to mobile devices. Many users search for information using mobile phones, which is why Google rewards well-designed mobile websites in search results.

Monitoring results

Regularly monitor the results of your actions, analyse website traffic and evaluate the increase in traffic resulting from SEO activities, then update your established strategy based on the data obtained.

Local social media

Be active in local groups and on social media platforms. Share content aimed at potential customers and engage in discussions within the local community.

Updating data

Don’t forget to regularly update information on your website, Google Business Profile and social media platforms. Up-to-date data builds credibility and makes communication between the company and potential customers easier.

Local phrases and the right choice of keywords

Selecting the right keywords is one of the foundations of a successful Local SEO strategy. Why is it so important? Because search engines rely on keywords to determine which content to show users. Properly chosen keywords will let you reach the right audience – people interested in your products or services in a specific location. Keep in mind that optimising content for keywords, especially those related to location, significantly increases your website’s visibility in search results for users from a given city, district or region.

Here are a few aspects you should keep in mind when selecting keywords for Local SEO:

• Local phrases and queries: Make sure your keywords include information about your company’s location. This can be the name of a city, district or area served by your company. For example, if you run a restaurant in Gdynia, key Local SEO phrases might be “restauracja Gdynia” or “jedzenie w Gdyni”.
• Keyword research: Carry out detailed keyword research to understand which phrases are frequently typed into search engines by potential customers. In your analysis, include keywords related to the company’s location and services, as the right selection of such phrases is crucial for increasing visibility in local search results and improving rankings in SERPs. Use available keyword research tools to identify the most valuable phrases for your industry and specific company. Remember that Local SEO is about a specific location – don’t forget that during your research!
• Diversity of keywords: Don’t limit yourself to a single local phrase. Choose a variety of keywords that reflect different aspects of your business and increase your chances of acquiring customers in your area! It’s worth optimising the website for local keywords and different keyword variants to reach potential customers in a specific region more effectively. For example, if you’re looking for keywords related to hairdressing services in Warsaw, don’t focus only on phrases like “fryzjer Warszawa” or “salon fryzjerski Warszawa”, but also “strzyżenie męskie w Warszawie” or “stylizacja włosów kręconych Warszawa”.
• Long Tail Keywords: In addition to general keywords, also include so-called Long Tail Keywords, i.e. longer and more precise phrases such as “dobra restauracja w centrum Gdyni”. They are often less competitive and attract customers with more specific needs and expectations. Effective use of long-tail keywords can significantly improve the visibility of your content in search engines. Learn more here.

Using local keywords in titles and descriptions

Proper use of local keywords in titles and descriptions is the foundation of effective website optimisation for Local SEO. Location-related keywords help search engines better understand which audience your offer is intended for, and therefore increase the chances of your website appearing in Google search results for local queries.

How much does Local SEO for your company in Google cost?

SEO for a website carried out by a professional marketing agency with a focus on Local SEO costs from several hundred to several thousand PLN. This depends on the selected package, scope of activities, the client’s individual needs and the competitiveness of the local market. Additionally, the cost of Local SEO also depends on the competitiveness of the industry, the area in which you operate and the tools used during SEO activities.

You can find more details and specific amounts in the article: How much does an SEO campaign cost? A guide to price lists and services.

Regional SEO and increasing your website visibility with Rodin

If you want to increase your company’s visibility in Google search results and reach new local customers – take advantage of the Local SEO service for local businesses from Rodin. Find out how effective Local SEO can be and what you can gain by deciding to work with a team of experienced specialists in Local SEO and online marketing.

Write to us, request a free quote for Local SEO services and watch as your website reaches an ever-growing group of new local customers.