What is Local SEO and Why Does It Matter in 2024?

If you own a brick-and-mortar business, or your clientele is primarily within a specific geographic region, mastering local SEO is not an option – it’s a necessity. Local SEO is a specialized branch of search engine optimization that focuses on ranking your business prominently in local search results. That means when people search for things like “pizza near me” or “best hair salons in [city name]”, your business has a high chance of appearing at the top.

Here’s why local SEO should be a top priority in 2024:

• Local searches are on the rise: More and more consumers use search engines with local intent, often on mobile devices. They rely on search results to discover local businesses for everything from finding a nearby coffee shop to selecting a dentist.
• “Near me” searches have significantly increased: Searches with variants of “near me” have increased significantly, implying an even greater need for location-based visibility.
• Prominent placement in Google Maps: Local SEO has a direct impact on your presence in Google Maps results, boosting local discoverability.
• Voice search optimization: With a growing number of people utilizing voice assistants like Alexa and Google Assistant for local searches, your business needs to be optimized for conversational search queries.

In essence, local SEO brings in high-intent leads at the exact moment they are ready to use your services or visit your place of business. It’s crucial in bridging the gap between the vast online world and the physical location of your business.

Let’s explore the critical differences between traditional SEO and local SEO:

• Geographic Focus: Traditional SEO focuses on ranking well regardless of the searcher’s location. Local SEO prioritizes appearing in searches from within your target service area.
• Keywords: Local SEO heavily emphasizes “local” keywords – your city, neighborhood, service area, in conjunction with your core services and products.
• Business Listings: Google My Business (GMB) and other local directories hold utmost importance in local SEO, influencing your appearance in map packs and local search results.

Why the Landscape of Local SEO Shifts in 2024

SEO is a dynamic field and evolves alongside how search engines interpret local intent. Understanding these advancements can help get ahead of the competition:

• User Experience as a Ranking Factor: Google continuously focuses on delivering the most relevant results that align closely with the searcher’s needs. Excellent user experience on your website or GMB listing impacts local SEO significantly.

Behavioral Trends: Search engines track how users interact with search results, noting engagement signals like clicks, website visits, phone calls, or requests for directions. A business consistently garnering interest positively impacts rankings.