Local SEO: Capturing “Near Me” Searches

If you're running a brick-and-mortar business or offering services that are location-dependent, then you've probably heard a lot about local SEO (Search Engine Optimisation). You know, that magical way of getting your business to show up when people search for “restaurants near me” or “plumbers in London.” But how do you actually capture those “near me” searches? And what steps can you take to show up at the top of local search results?

Well, grab a cup of tea, and let's break it all down with some practical tips you can start implementing today.

1. Claim Your Google My Business Listing

It all starts with Google My Business (GMB). This is your golden ticket to showing up in local search results, Google Maps, and even the local 3-pack (those three businesses that appear at the top of the search results). If you're not yet on GMB, it's time to change that!

By claiming and optimising your GMB listing, you ensure that potential customers can easily find your business details like your name, address, phone number (NAP), website, hours of operation, and even reviews. Keep this information up-to-date, as Google loves consistency.

Action Tip:

• Add photos and videos of your business to make your profile more engaging.

• Respond to reviews – this not only builds trust but also shows that you care about your customers.

2. Optimise for Local Keywords

To capture those “near me” searches, you need to optimise your website with local keywords. Think about the phrases people might use when searching for your business or service locally. If you're a plumber in Manchester, your keywords should include phrases like "plumber near me," "emergency plumber Manchester," or "plumbing services in Manchester."

Use these keywords in the following areas:

• Page titles and meta descriptions

• Header tags

• Body content

• Image alt texts

• URLs (if possible)

However, don't go overboard. Aim for natural usage rather than keyword stuffing – nobody likes that!

Action Tip:

• Use tools like Google Keyword Planner or Ubersuggest to discover relevant local search terms for your industry.

3. Build Local Citations

Local citations are mentions of your business's name, address, and phone number (NAP) across various online platforms, such as directories, review sites, and social media. These citations help Google understand that your business is credible and locally relevant.

Get listed on local business directories like Yell, Yelp, and Yellow Pages. Don't forget niche-specific directories that cater to your industry. And, of course, keep your NAP information consistent across all platforms.

Action Tip:

• Focus on reputable and high-quality sites – low-quality citations can hurt your SEO.

4. Create Location-Specific Content

Content is king, right? But when it comes to local SEO, it’s about creating content that speaks directly to your community. Start by writing blog posts, creating videos, or sharing social media content that highlights your local expertise or involvement in the community.

For example, if you run a café in Bristol, write about the best local spots to visit, or the most popular events in town. This signals to Google that you’re a trusted resource for people in your area.

Action Tip:

• Consider creating location-based landing pages for different areas you serve.

5. Encourage Reviews and Testimonials

Reviews are vital for local SEO – they not only influence rankings but also help you build trust with potential customers. The more positive reviews you get, the higher the chances you’ll rank higher in local searches.

Make it easy for customers to leave reviews by providing links to your GMB profile or other review sites. And remember, it’s important to respond to reviews, both positive and negative, to show you care.

Action Tip:

• Aim to get a steady flow of reviews, but never try to bribe customers for them.

6. Mobile Optimisation is a Must

Since “near me” searches are often done on mobile devices, it’s essential that your website is mobile-friendly. If your site isn’t responsive or takes too long to load, you could lose out on valuable traffic. Google prioritises mobile-friendly websites in its rankings, so don't overlook this aspect.

Action Tip:

• Use Google’s Mobile-Friendly Test to check how well your site performs on mobile.

7. Use Structured Data Markup

Structured data, also known as schema markup, is a code that you can add to your website to help search engines understand your content better. It helps search engines display more detailed information about your business in the search results, like your hours, location, and reviews. This can improve your visibility in local search results and make you more attractive to potential customers.

Action Tip:

• Use tools like Google’s Structured Data Markup Helper to get started.

Wrapping Up

Capturing “near me” searches isn’t as daunting as it seems – with a little effort, you can increase your chances of ranking higher in local search results. Just make sure your Google My Business profile is up-to-date, optimise for local keywords, gather reviews, and create location-specific content. And don’t forget – your mobile website experience is just as important as your desktop one!

By following these simple tips, your brick-and-mortar or service-based business can drive more local traffic, get found by more customers, and ultimately boost sales.