Why Local SEO Is the Secret to Growing Your Small Business
What is Local SEO?
Local SEO, short for local search engine optimization, is the process of optimizing your online profiles to better represent your business and to better meet consumer searches.
It helps local customers find you on Google, especially in maps, directories, and "near me" searches. When people nearby, or tourists planning a visit to the city, search for the products or services that you offer, we want them to see you as quickly as possible.
Example: If you own a jewelry shop in Queen Anne, local SEO ensures that people searching for terms like "jewelry near me" or "handmade jewelry in Seattle" can easily find your business.
As a small business owner, you may feel there’s little reason to invest your time and money into optimizing your presence on Google when Amazon and Walmart have seemingly overtaken your market’s top search rankings. While this may be true for most organic search rankings, this is not the case for local SEO.
Whether you serve a specific area like King County’s Capitol Hill or you run a physical brick-and-mortar location, local SEO helps you better connect with people in your neighborhood, town, and city. This is important because when evaluating local businesses (such as reading business reviews or checking out services), 81% of consumers turn to Google as their platform of choice to find out this information.
Can You Find Your Business on This Map?
On your screen, there is an interactive map of Seattle. This is what your customers see when looking for places to visit. Use this map to find your business, and pay attention to how it appears on the map.
Interactive Map of Seattle | Zoom in to Find Your Business
Now, after using the map, was your store an easy find? Or did it not appear until you fully zoomed in?
Did it even appear at all? Did other businesses that work in your industry pop up before yours did?
Keep in mind, this is exactly what your customers see when looking around the city for places to visit.
Local SEO is what is needed for people to find you quicker, and if you already can be found quickly, local SEO is what is needed to maintain that high positioning.
Local SEO is the process of optimizing your online profiles to better represent your business and to better meet consumer searches.
Here’s Why Optimizing Your Online Presence is Critical
Online Search = The New First Impression
In a study conducted by Google, they found that around 83% of consumers research online before visiting local stores, and a 2021 report by Visual Objects found that 76% of consumers look for a company’s online presence before visiting and also form a first impression based on the appearance of online profiles.
This means that 3 out of every 4 people who visit your store or research your services examined your profiles prior to visiting and formed a judgment about your business. If they see your competitor ahead of you in the ranks, servicing the same general area and having higher reviews (in ratings and review count), chances are they’ll visit there instead.
Your Customers are Also Google’s Customers.
Google wants to make their users’ experiences as seamless as possible when using their platform. They do this by giving their consumers the most accurate results based on what they type into the search bar.
Through the improvement of your local SEO through the optimization of your Google Business Profile, having correct and consistent citations across the internet, and having your web pages signal to Google that you are who you say you are, you become the best result for specific consumer searches, and Google has no choice but to put you in those high spots.
Let’s say, for example,
You’re a Boutique Called “The Artisan Collective,” Located in Bellevue.
Situation:
Your boutique has been open for two years. Your business started strong, fueled by foot traffic from nearby condos, tourists, and word of mouth. But as Seattle’s retail landscape shifted and competition increased, you noticed a worrying trend:
Declining Walk-ins:
Belltown’s foot traffic ebbs and flows with the seasons, and relying solely on walk-ins isn’t sustainable.Lack of Online Presence:
Although you created a website for your business, you’re struggling to update it regularly and are having a hard time turning online visitors into walk-in customers.Missed Opportunities in Search:
When people Google “boutiques in Bellevue” or “local handmade gifts near Seattle,” your shop doesn’t appear on the first page—or at all.
Your boutique’s bottleneck is that its online presence is not optimized for local searches.
How Local SEO Can Help
Through the hiring of a local SEO specialist, you were able to fix 5 things and get on the top of the local search results. These are the 5 things that were improved:
1. Optimizing for Local Search Visibility:
With a properly optimized Google Business profile, your boutique now ranks highly for key phrases such as:
“Handmade gifts near me”
“Local artisan boutique Seattle”
“Unique Seattle gifts”
This means people searching for last-minute gifts or exploring Belltown could easily discover your shop.
2. Driving Foot Traffic with Local Listings:
Through your business info being updated across Yelp, TripAdvisor, and other directories, you can now tap into the tourist market that Seattle attracts.
Clear directions, hours, and glowing customer reviews would make your boutique a must-visit destination. The specialist’s engagement with your reviews also shows customers that you care and provide a welcoming environment for all.
3. Showcasing Artisan Stories Online:
Through SEO-friendly blog posts like "Top 5 Seattle-Made Gifts for Any Occasion," you can attract website traffic while sharing the stories of your featured artisans, boosting customer connection and loyalty.
4. Leveraging “Near Me” Searches:
With mobile users often searching for “shops near me,” local SEO would ensure that The Artisan Collective ranks highly, capturing impulse shoppers nearby.
5. Competing with Chains:
Unlike big retail brands, your boutique offers a personalized, unique experience. Local SEO could help you compete by making your niche offerings visible to the right audience.
