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Local SEO – when is it worth it?

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Local positioning (SEO) is a process thanks to which a website becomes more visible in organic search results for a specific area – for example, a city or a province. This type of promotion works well for businesses that have their own websites, but they sell in-store or provide various services. Using local SEO will help you get new customers quickly.

In what cases will local SEO fail? 

Generally, it can be said that the beginnings of local SEO are due to the Google search engine. In 2014, the Gołąb update was implemented, thanks to which the entire system started to work better, effectively using geolocation. It has been more or less since then when local inquiries – primarily on smartphones – users see not only the list of websites in the search engine, but also the map and opinions given by other people.

As it is easy to conclude, local SEO is an ideal proposition for companies that do not operate online all over Poland, and the website is only a showcase for a stationary business. This is a very wise solution, especially taking into account the fact how much information modern users search on the Internet. Local SEO will be a phenomenal proposition for restaurants, florists, automotive services, tailors, various shops and many other service points.

If you – as a user – allow Google to use the geolocation of your device, the search results will be tailored to where you are at the moment. You can find out with a little test. Open a search engine, and then send one of these three queries:

  • Restaurants near me;
  • Shops open now;
  • Gas stations nearby.

If geolocation is turned on, the results will surely surprise you positively. It is worth noting that the search engine matches not only the results from Google Maps, but also the list with URLs and subpage titles will be adapted to your location. The user can therefore easily find exactly what he is looking for with his smartphone, even when far from home. This fact perfectly shows the value of local SEO .

Local SEO - when is it worth it?

Which industries benefit the most from local SEO? 

In general, local SEO can be implemented on any website, regardless of the industry. However, there is a group of businesses that can count on particularly good results obtained through positioning. These include:

  • Transport – auto tow truck services, transport of goods and people;
  • Mechanical plants – vehicle servicing and repair;
  • Gastronomy – restaurants, cafes, catering;
  • Premises for rent – wedding houses, premises for proms and balls;
  • Beauty – hairdresser, beautician, manicure services.

Of course, your business needs a website to run local SEO . If you don’t have one yet, think about it. Visibility is also provided by the Google Business Listing. It is worth optimizing it by supplementing all information about the business. Undoubtedly, thanks to it, a large group of potential customers will benefit from your offer.

Despite all these facts, are you still skeptical about local SEO and investments in positioning? In that case, it is worth knowing a few official statistics, thanks to which we will prove the effectiveness of this type of marketing activity.

  • 76% – this is how many people look for something nearby on a smartphone, and then visit a given facility, for example a company. Source; ThinkWithGoogle.
  • 28% – this is how many searches for something nearby end with a purchase. Source; ThinkWithGoogle.
  • 250% – the number of searches for “stores open nearby” on mobile devices increased by this amount in 2017-2019. Source; ThinkWithGoogle.

Why is Local SEO beneficial for small businesses with a tight budget? 

As a rule, local SEO is a bit cheaper and requires less work compared to positioning for the whole of Poland. This is because of less competition. In addition, small business sites usually do not require extensive optimization because they have relatively few pages. That is why very often even companies with a small advertising budget are able to invest in this type of marketing. Remember that local SEO is a long-term investment that will bring excellent results – just a little patience.

It is worth getting acquainted with the offer of a professional agency that provides positioning services. If this type of business is located in your city, it is a good idea to arrange a short meeting. In this way, you will learn the advantages of local SEO from a specialist, and if interested, you will receive an individual quote and a marketing strategy tailored to the characteristics of your business.

Local SEO - when is it worth it?

Local SEO and global SEO – how to promote an online store?

Global SEO looks slightly different, which is carried out, for example, as part of the positioning of online stores. First of all, in such a situation, the business has much greater competition, even for those phrases that are relatively rarely searched. In addition, global positioning does not use specific phrases referring to a specific city. However, local and global SEO have many common denominators. One of them is building quality content – substantive content has been, is and will be appreciated by search engines. 

In recent years, UX has also played a significant role in marketing. Local SEO is hard to imagine these daysbe global, where user experience issues are completely ignored. Both UX and positioning have exactly the same goal – conversion. In addition, user experience and SEO complement each other, which only confirms the value of these solutions. A website designed in accordance with the user experience provides convenience and is simply useful. If you belong to entrepreneurs who value innovative solutions, it is worth familiarizing yourself with the SXO (Search Experience Optimization) strategy. It is a combination of effective positioning practices (SEO) with adjusting the website to the user’s needs (UX), which results in increased visibility and conversion.

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How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.

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