Local SEO 101: Optimizing Google My Business

If you’re a small business with a brick and mortar store, your SEO strategy will look slightly different from national brands. Since 46% of all Google searches are local, focusing on local SEO can be your best bet for driving leads. Why is local SEO so important? According to @ThinkWithGoogle, 76% of people who search for local businesses on mobile visit a related business that same day.

What is Local SEO?

Local SEO focuses on optimizing your online presence to engage more customers from relevant local searches. This strategy puts your business in front of people who are more likely ready to buy your product or service. While general SEO targets a few types of keywords — informational, navigational and transactional — local SEO tends to drive more conversion-ready traffic. 

Google, with an estimated 90% market share in the US, also captures the bulk of local SEO value. Most people are using Google to search for local businesses with local-specific keywords, which presents two SERP options for ranking: the Local Pack and the organic results.

The Google Local Pack is the boxed area that you see when a local search is made. The Local Pack displays the top business listings that are most relevant to the search query. In local packs, users get enough information right away – they can view ratings, distance, price estimates, and more without having to navigate further. 

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