Local SEO, and why it’s important

Local SEO or local search engine optimisation is a way of promoting local businesses online. The goal of local SEO is to boost brand presence and sales in specific geographical markets using localised search. Below is a brief guide on how to boost ranking in a local market, and the types of businesses that stand to benefit from local exposure.

Methods of local optimisation

There are many different methods of optimising websites for local search. Many of them revolve around conventional SEO practices. But let’s look at some of the techniques dedicated solely to local optimisation.

1) Web localisation

Web localisation means including details of the business’s location on critical pages such as the about us page, contact us, landing page, and home page. It also involves optimising the web content and calls to action with relevant keywords from local queries.

2) Claim Google My Business page

Google My Business (GMB) is a search directory that lists crucial details of local businesses. Other search engines such as Yahoo and Bing also have their equivalents to GMB. The directory displays the business’s address, working hours, contacts, direction, links, map, and a brief description. Taking ownership of this listing is critical to local optimisation.

3) Build citations

Citations are online mentions of the name, address and contact information of a business. These mentions can occur on other websites, business directories, reviews, social media platforms and forums, and even videos and apps. Well-placed citations inform users of local businesses, hence increasing their visibility.

4) Locally relevant backlinks

High-quality backlinks from credible sources favour SERP ranking. With local optimisation, you have to take backlinking a step further. Links from locally relevant sources like news and events websites and local blogs send signals to search algorithms that improve local dominance.

Businesses that benefit from local SEO

Local SEO is not for everyone. It’s a targeted marketing approach that aims at growing an online presence in a particular geographical region. Those that stand to benefit most from local SEO are service-based businesses operating within a specific area, and brick-and-mortar establishments looking to increase foot traffic through online visibility.

Examples of localised businesses are real estate services, eateries, construction services, law firms and health institutions. In such enterprises, capitalising on local searches is far more productive than targeting a broader market.


According to recent statistics, 46% of Google queries search for local information. For businesses who can leverage local markets, the potential for conversions and growth is irrefutable. Local optimisation begins with a bespoke website that represents your brand or business. Begin your local marketing today with one of our professionally crafted web designs. Get in touch with us to learn more about building a new website.