Local SEO – or local search optimisation – focuses on improving findability in local search results. Google's search results page (SERP) is highly personalised and localised. That is, the results differ based on your search history and your location. For example, if you search for a 'hairdresser nearby' in Amsterdam, you will get different results than if you search from Brussels.

There are several definitions of local SEO. You can mean the 'local pack' (Google Search & Google Maps), but also localised organic results (blue links).

However, local SEO usually refers to improving visibility in the 'local 3-pack'. These results are similar to those in Google Maps and show only local business listings. The local pack is usually ABOVE the organic search results, and thus delivers enormous opportunities to improve visibility for local keywords.

Local SEO focuses on local keywords, that are in fact all keywords that return a local pack. These are keywords with a local search intention, someone may be looking for a location, product, or service nearby.

Examples of searches with a local intent:

• optician

• Optician + Amsterdam

• glasses + nearby

• buy lenses

• eye test

As you can see, local keywords can contain a location, where someone is searching for something in a certain city or region. However, this doesn't always have to be the case because Google can determine when someone is looking for something nearby. In fact, according to figures from Google, 46% of all searches have a 'local intent'.

Different types of local keywords:

• Outside the service area, search for a 'keyword + [location]', for example, someone searches for an optician in Amsterdam. Example: 'optician amsterdam'

• Within a specific service area, search for a location near where they are at that moment, for example, someone searches for an optician from Amsterdam. Example terms: 'optician', 'optician nearby'

The number of keywords that display a local pack is growing, making local SEO increasingly important. Local keywords are usually high-converting keywords, and in almost all cases generate new customers.

The number of searches that display local search results is increasing. And there are multiple explanations for this, the most important being that people are increasingly looking locally. Everyone has a smartphone these days, and the use of navigation apps, including Google Maps, is only increasing. Google Maps has now become a search engine itself. In the past 10 years, the number of searches for places 'nearby' has increased by about 350 times.

The Google algorithm uses various factors to determine positions of your locations in Google Search and Google Maps. Google itself indicates that it uses the following factors:

• Relevance: Relevance indicates how well your business profile matches what someone is looking for

• Distance: The distance takes into account how far each possible search result is from the location term used in a search, or the search user’s location.

• Prominence: Prominence refers to how well-known a company is, it is partly determined by the number of online listings.

We have developed the LOCAL Success Model that details how to become more visible on the keywords that are important to you, and thus realise more leads, store visits and sales.

With an effective local SEO strategy, you can ensure that your locations become more visible in local search results. A smart rollout strategy is essential for organisations with large numbers of locations.

4 essential steps for effective local SEO:

1. Keyword research and strategy – Determine your objectives (e.g., more store visits, lead generation or growth in sales of specific assortment) and conduct a local keyword survey. Based on this, you can develop a strategy and plan of action.

2. Optimisation of Google Business profiles – Optimise Google Business profiles according to SEO best practices and the findings from the keyword research.

3. Improve ranking in Google Search & Maps – Improve your positions in Google and make sure your locations are shown in the local 3-pack for relevant local keywords through a well thought-out citation building strategy

4. Analyse and optimise – Analyse your strategy and monitor results. You can then roll out effective strategies to other locations – this is an ongoing process.

There are opportunities in almost every market and industry. The sooner you invest in local SEO, the faster you can get a head start on your competition. Organisations with multiple locations can no longer ignore this. Schedule your Local Search Scan now and discover the opportunities for your organisation.