Without a doubt, search engine optimization (SEO) is one of the keys when it comes to modern marketing, particularly digital marketing. Furthermore, SEO has grown so much that there are now multiple subsets of SEO, all of which are important. One of the most important facets of SEO in 2020 is called local SEO. Not only is local SEO relevant in 2020 but it is going to impact every business. It is important for every company to understand what local SEO is, how it works, and how to optimize it so that it can remain relevant this year and beyond.

What is Local SEO?

Local SEO is a variation of typical SEO practices that helps promote a business based on location-oriented searches. Local SEO is aimed at making sure that people can find a product or service in their vicinity, thus the name local. Numerous searches fall under the category of local SEO. Some of the important qualifiers that shift a term to the umbrella of local SEO include:

  • Zip codes
  • “Near me” searches
  • Cities
  • States
  • Towns

Any searches that include these qualifiers are going to signal Google that is should search that person’s vicinity and provide relevant results in the given area.

Why Does Local SEO Matter?

Local SEO is important for all companies; however, it is particularly useful for businesses that are brick-and-mortar operations. Local SEO is also especially important for businesses that provide a service in that given area including plumbing, electrical work, and HVAC companies. Nearly everyone has used a smart device to perform a local search at some point. The majority of these people either call or visit a business that is on the results page. These numbers prove that local SEO is useful for generating leads. Furthermore, because these leads are looking for something specific, they are qualified leads that are going to lead to a higher conversion rate. Therefore, it is critical for businesses to do everything they can to make themselves visible in location searches.

Landing in the Three-Pack on Google

The top prize in the world of local SEO is landing in the three-pack that is located at the top of every local search page. For those who don’t know, this is a list of three results that show up just underneath the map when a local search is performed.

When a business shows up in the local three-pack, additional information is provided to the person who carries out the search. This includes not only the name but also a short description, the address, and the business’s hours. Furthermore, a star rating is also provided for each business in the local three-pack. Because most people end up clicking a result in the local three-pack, this is a coveted spot on the results page.

The Future of Local SEO

Local SEO is only going to become more popular this year and beyond. Therefore, every business needs to incorporate local SEO into their digital marketing strategy. It will pay dividends in terms of leads and conversions.