Did you know that 97% of users search online to find a local business? And that a huge 78% of these local searches result in an offline purchase? If your Manchester-based business isn’t optimised for local search, you could be missing out on a significant portion of potential customers.
But what is local SEO? This blog will delve into what it is and how it differs from your standard SEO practices. Put simply, local SEO is a targeted approach to search engine optimisation that improves your website’s visibility when people use search terms with local intent. E.g. ‘agencies near me’, ‘Manchester marketing firms’ etc.
Local SEO is more important than ever and an essential tool enabling you to reach high-intent users and convert them into paying customers. Stay tuned for a run-down of what local SEO can do for your business and our tips and tricks to ensure you’re maximising its potential.
What Is Local SEO?
Through analysis of user behaviours, Google worked out that searches for certain businesses (like plumbers, restaurants, and yes – digital marketing agencies) are often local in nature. For this reason, search results now take location into account when you search for one of these ‘local terms’. You don’t even need to specify a location, Google’s clever algorithms sense what you’re after and show you the best utilities near you. But how can you make sure that Google sees your business as one of the ‘best’ in Manchester and puts it at the top of the SERPs? The answer is local SEO.
Local SEO goes beyond traditional SEO by focusing on optimising your online presence for a specific geographic location. It involves claiming and optimising your Google Business Profile listing, strategically using local keywords throughout your website content, and encouraging positive customer reviews.
These steps send strong signals to search engines that your business caters to a specific area. The result? When people in your city or town search for products or services you offer, your business is more likely to appear prominently in search results, leading potential customers right to your doorstep. So, local SEO isn’t just about ranking well; it’s about attracting users who are actively looking for what you offer in their local area.
What Are The Benefits Of Local SEO?
By now it should be clear that local SEO is a powerful tool for driving sales and boosting your business. But let’s go over the three areas where local SEO can make the most significant impact.
Traffic and visibility
Local SEO done right will get your business seen by the right people at the right time. A robust strategy will significantly boost your visibility, attracting a flood of highly relevant local searches. This is because local SEO helps your business rank higher in search results for relevant local keywords – and this translates to more targeted traffic.
Credibility
Building trust with potential customers is key to any business’s success, and local SEO plays a significant role in establishing your website’s credibility. An accurate Google Business Profile, and consistent contact details across your website create a sense of reliability for potential customers. Equally, local SEO’s emphasis on online reviews act as social proof – building trust and encouraging purchases.
Sales and revenue
Realistically, your number one priority is to get paying customers through the door (or new clients brought in). Local SEO is your key to achieving this; it’s a cost-effective way for your business to build trust, reach more customers and ultimately drive sales.
Let’s face it, the whole point of getting more website traffic, being seen online, and building trust is to boost sales, right? Ranking high in local searches puts your business in front of potential customers who are already interested and ready to buy what you offer.
Tips For Improving Local SEO For Your Manchester Business
🐝 Google Business Profile
The first step to improving your local SEO is setting up a Google Business Profile. This is a free tool that lets you manage how you’ll appear in Google Searches and Google Maps. Within this profile, you can highlight good reviews, include contact details and directions to your business, and link to key pages on your website. If a user searches for your business, this profile will appear on the right-hand side and it’s up to you to make sure they’ll want to click through.
🐝 Google Map Pack
This is the term used to describe the real top spot in Google’s local search results. If a user makes a search with local intent, the first thing they see is a set of businesses and a map identifying their locations. This appears above the traditional search results and is reserved for the very best businesses. For example, if we were to search for recruitment agencies in Manchester, the map pack looks like this:
Under each business is a condensed version of their Google Business Profile, and this pack has become a key factor in consumers’ buying choices.
So, how can you utilise this? Well, to get into the map pack results make sure to:
>>Claim your Google Business Profile
>>Generate authentic online reviews
>>Link-build (but more on this later)
🐝 Reviews
You’ll notice that the three agencies in the coveted spots above had a good review average. Reviews really are crucial because the more high-rated reviews, the more chance of appearing in front of your target users, and providing the credibility they need to press ‘buy’. You’ll know that it’s within our nature to trust something that’s been peer-reviewed. Good reviews give you that extra bit of confidence to purchase.
So, how can you encourage reviews? You need to make it easy for the customer – include a link to your Google Business Profile on your website and a ‘leave a review’ button on key landing pages. Plus, following up with your customers via email is a good idea, politely asking them to leave a review. It can also be good to add an incentive here, although note that Google’s policy states that you cannot pay for reviews.
🐝 Address / contact details included on website
Including your business’ address, phone number and email address on your website is an important element of local SEO for a few reasons:
🡺Consistent contact information in multiple places shows Google that you’re a legitimate local entity
🡺Including these details is a clear signal to Google that you’re a local business – this will improve your ranking for relevant local keywords
🡺Aside from anything else, it’s really useful for the customer! People need to be able to contact you quickly and easily. And, don’t forget that Google takes UX into account too. This is particularly important now that most searches happen on mobile devices – users want to be able to call a company to find out more with one click.
Many companies integrate this into the header or footer of their website so that it’s easily accessible.
🐝 Optimise on page content for Manchester-related searches
This simply includes carrying out some keyword research to see what your local customers are searching for, and then naturally implementing these terms. As well as using tools for this, think about putting yourself in the customers’ shoes. What would your ideal clients be looking for and what words would they be using to search?
Of course, remember that high quality, useful content is a top priority so make sure your pages still read naturally. But it can be good to include terms like ‘Manchester’ for example, in your page URLs, title tags, headings, and image alt tags.
🐝 Local link building
Link building, the process of gaining backlinks from other websites, plays a vital role in off-page SEO. These links act as endorsements, signifying to Google that your website is an authority. But did you know that it can be tailored to local SEO too? Look for ways to attract links from locally-focused websites and prioritise this in your Digital PR strategy.
Local news outlets, industry blogs within your area, and websites of local businesses can all be valuable sources of backlinks. Share stories with a local site or perhaps write a case study about a local client in exchange for a link from their website. This will all work to strengthen your local online presence, increasing visibility and conversions.
How Cedarwood Digital can help with your local SEO strategy
Local SEO is done best with the help of SEO professionals. Here at Cedarwood Digital, we have a track record of boosting business’ sales through local SEO. If you’re a local business in Manchester, we can help you with your strategy; get in touch today to see how we can help you thrive in the Manchester market.
