Local SEO Services
Even the largest businesses think global but act local. Local SEO is essential for building your local footprint and engaging with your local community, whether as potential customers, employees or advocates. Local SEO is also an essential signal of authority and trust. Improve your presence in local search and attract nearby customers with expert local SEO management strategies.
What Are Local SEO Optimisation Services?
Local SEO services are specialised digital marketing strategies designed to help businesses increase their presence in geographically targeted search results across Google and other search engines. This process involves optimising webpages and content to appear in location-based queries from nearby customers, securing prominent placement in SERP features such as Local Packs, and enhancing visibility on Google Maps.
Why is Local SEO important?
As users increasingly favour AI systems and conversational search experiences, managing local SEO has become essential to maintain visibility in the evolving online landscape. The integration of voice search into AI-driven platforms and large language models (LLMs) has led to a marked increase in ‘near me’ queries, with 72% of consumers using voice assistants to find local businesses rather than relying on organic channels.
This change in search behaviour is driving immediate real-world action, as the high-intent nature of local search is prompting users to address urgent needs or make near-term decisions. Research from Think with Google has revealed that 76% of people who use their smartphones to locate nearby businesses visit those businesses within a day of their search, demonstrating the propensity for local search to translate intent into offline engagement.
How Local SEO Works
Gaining visibility in local search requires a combination of on-site and off-site optimisation techniques to signal your business's relevance and proximity to users across different search engines. From tailoring your content to specific answers to location-based queries to updating business listings with the most relevant information, employing a multifaceted approach to local SEO management is necessary to secure visibility in the relevant SERP features.
The crucial elements of local SEO optimisation include:
Google Business Profile optimisation
Creating, verifying and populating your Google Business Profile (GBP) with accurate information, such as your location, opening hours, contact details and reviews, ensures that the search engine understands where your business is located and the markets it serves.
Local keyword optimisation
Targeting regional search terms, such as ‘local SEO services in Yorkshire’ is an effective way to communicate to search engines where your business operates.
Mobile optimisation
With as many as 84% of local searches conducted on mobile, improving your site's performance for mobile users is essential to appease customers and bot crawlers alike.
Bing Places for Business optimisation
Much like your GBP, establishing your Bing Places for Business account is crucial to obtaining visibility on Microsoft Bing and related platforms. Despite Google maintaining its dominance in online search, as of 2023, Bing holds around 8.23% of the global market share and has been growing since 2018.
Local citations and directories
Being featured on reputable directories, such as Yell.com, Yelp and those specific to your industry, will increase the authority of your site while building your backlink profile.
Managing online reviews
Accumulating positive reviews can contribute to higher rankings in Local Packs and digital maps, while inspiring the trust of your potential customers.
What Are Local SEO Management Services?
We will identify search terms relevant to your location and services to increase your visibility in high-intent local queries.
We will structure your website content around local intent, such as service areas and city names, to improve its relevance for geographically targeted search results.
Ensuring all of your local listings are consistent and correlate with all of your local pages or NAP (Name, Address, and Phone number) consistency, as it is otherwise known, is essential in local SEO.
We will review your site's code and caching to improve load times on mobile devices and implement local schema markup to ensure your pages are properly indexed and appear prominently in local listings.
We will acquire backlinks from relevant directories and local organisations to strengthen your business's authority in its local area.
We will oversee your customer interactions, driving positive engagement and addressing negative reviews before they escalate into more significant issues.
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How Good is Your Local SEO?
Understanding how your Google Business Profile performs is essential for identifying weaknesses in your local SEO strategy and making the necessary improvements to increase your local visibility. By telling us about your business and its locations below, you can receive key insights about your current performance, whilst identifying opportunities to strengthen your presence in local search results.
Partner with Local SEO Specialists
At Zelst, we have observed the significance of local SEO steadily increase over the last two decades and have adapted our clients’ strategies to maximise their visibility in increasingly personalised search results. Combining traditional approaches to content marketing with innovative techniques intended to target emerging AI-powered platforms, we have confidently managed local SEO across different industries and continents to boost our clients’ E-E-A-T and earn the trust of customers and search engines alike.
For more information about our adaptive approach to digital marketing, or to arrange an audit of local SEO, content or any aspect of your digital presence, please contact us today and partner with an agency that understands how to put your business on the map.
