Local SEO: Underappreciated by Many Companies!
Local SEO: Underestimated by many businesses!
A study by DAC Group Germany has revealed: German businesses seem to have little to no interest in Local SEO.
More than 500 companies with over 180,000 branches were analyzed for their local online marketing. This includes factors such as the availability of location data and websites, reviews, local advertisements, etc. The result: The companies examined barely achieve an average rating of 2 out of 5 stars. It appears that these businesses are not recognizing the relevance and potential of local marketing. There's an urgent need for improvement!
A crucial first step is to review your location data. Check the visibility of your business in apps and directories here.
Why Local SEO Matters and Why Optimizing Your Locally Available Data Is Essential
One-third of all searches are local!
Nowadays, whenever there's a need for information on anything, be it businesses, products, etc., the first instinct is to grab the smartphone, tablet, or laptop and search through input or voice assistants. Local relevance has become second nature: When out and about, searching for, let's say, an Indian restaurant, one expects to see all nearby options. Search results then display map entries with names, locations, ratings, price ranges, and even highlights like "kid-friendly," "casual," or "cozy":
Source: Google
Store owners, even those of small shops, and businesses can generate additional foot traffic through such listings.
Especially for businesses with a local presence, the increasing use of search via smartphones, tablets, etc., opens up a new avenue for customer engagement. 88% of people who conduct a local search on their smartphone visit a corresponding store within a week.
So, if your local listings are well-maintained, informative, and even well-rated, you stand a good chance of attracting consumers who search locally online to your physical store.
How to create a Google My Business listing?
In just a few steps, you can ensure greater visibility for your business in search results with your Google My Business listing:
- Enter your details on "Create Google Account" and follow the displayed steps
- And you're ready to sign in to Gmail using the created account
- Your business is already in the database, and you just need to claim the listing
- Your business wasn't found and needs to be created anew
- Business name
- Country/Region
- Address, Zip Code, and City
- Phone number
- Category
In just a few days, your listing will appear in the search engine as a so-called Knowledge Panel:
Source: Google
This window appears beside the usual text search results, providing users with an overview of the most important information about your business. Here, you can also directly link to your website, although it's not mandatory.
To appear in the Knowledge Panel on Google, you don't need your own website. If you still want a small online presence, even a business card created, for example, via Google Sites, suffices.
This panel ensures that you appear in the map entry during a local search.
Use Reviews and Customer Interactions to Improve Local Visibility
In addition to maintaining accurate location data and business information on Google My Business, customer reviews and interactions also play a crucial role in local SEO performance. Businesses should actively work on gathering positive reviews and responding to customer feedback. Good reviews not only build trust with potential customers but also improve local rankings in search results.
Regular interactions with customers, such as responding to reviews and providing up-to-date information like special opening hours or promotions, signal to Google that your listing is actively managed. Businesses can also use the option to post updates on their Google My Business profile to share news, events, or offers, thereby increasing local visibility. These actions not only enhance customer engagement but also boost your business's discoverability in local search queries.
For more benefits of a Google My Business listing and what you should pay attention to, read our blog post: "Why You Should Use "Google My Business" for Your Business".
