Local SEO is the talk of the town – and then it isn't. One minute it's the topic of the month, and the next it seems like everyone has forgotten about it. For this reason, you might be wondering: Is local SEO still relevant? The answer is a resounding YES – in fact, we believe it's more important than ever. Let's talk about why.

The state of local SEO

Let's start by looking at some important statistics for local SEO. Here's what you need to know:

50% der Verbraucher, die eine lokale Suche auf ihrem Smartphone durchführen – und 34% derjenigen, die auf einem Tablet suchen – besuchen in den nächsten 24 Stunden ein lokales Geschäft.
18% mobile searches lead to a purchase within a day
93% der Suchanfragen mit lokalen Stichwörtern führen zu dem begehrten Google-Dreierpack ganz oben auf der Ergebnisseite der Suchmaschine
60% aller Erwachsenen nutzen ihre mobilen Geräte für die Suche nach lokalen Unternehmen

These are not alternative facts – they are proof that local SEO still matters significantly for businesses.

What happens when you ignore local SEO?

Perhaps you're still not convinced. After all, optimising your website for local search can be time-consuming and expensive, especially if you have to hire someone to do it for you. What's the worst that can happen if you ignore local SEO? Here are some of the ways it could harm you.

Inaccurate online listings, also known as NAP listings, can dilute your online presence and negatively impact your Google ranking.
The lower your Google ranking, the Your website will receive less organic traffic.
You'll likely miss out on a spot in the Google three-pack – meaning your competitors will appear there instead.
Your competitors will get the lion's share of the traffic – and the business.

In other words, skimping on local SEO can cost your business money and customers. Is that a risk you're willing to take?

Tips to get your local SEO on track

To avoid missing out on the benefits of local SEO, you need to grasp the bull by the horns. You don't necessarily need to invest a lot of time or money in local search engine optimisation, but you do need to make an effort. That's why here's our best advice to get your local search engine optimisation on the right track. #1: Claim and standardise your listings We keep talking about this point, but it's important. Every time your company name and address appear online, the information needs to be A, accurate and B, consistent. And this is why. Your NAP listings play a role in how Google analyses your business. Every time Google bots see your business listing, they make a note of it. Even the slightest changes to your listing – like an abbreviation in one place and a full word in another – dilute your presence and can affect your ranking. #No. 2: Add local terms to tags and descriptions If we had a nickel every time we saw a local business skip this step… we wouldn't have to count nickels anymore! Tags and descriptions play an important role in telling Google (and users of the system) who you are and where you are. That's why including your city and state (or other local information, such as your service area) is so important. When your business appears in Google's SERP, users see your title and meta description. By providing relevant local information in both of these, you increase the likelihood of local users clicking on your link. To make the most of this tip, place the local information as close to the beginning of your tag and description as possible. This way they won't be cut off by Google. #No. 3: Make your website mobile-friendly The importance of mobile-friendliness cannot be overstated. Since 2015, mobile searches have overtaken desktop searches. You saw above that a high percentage of local mobile searches lead to an in-store visit within a day. If you don't provide your customers with great mobile performance, you will have to face the consequences. Your site must be optimised to look good on any mobile device – from a small phone to a large tablet. Here are some more tips for optimising for mobile:

Ensure the content is in a single column and can be read without horizontal scrolling
Compress images as needed for faster loading.
Ensure that the buttons are large enough so that users do not click them accidentally or on their first attempt.

You don't want mobile users to leave your site because they can't use it, so don't skip this step. #No. 4: Make the Most of Google My Business No local business can afford to, Google My Business to ignore. As it is connected to Google, it can have a significant impact on your local SEO. To get started, simply click the link above and verify your business. (You will need to wait to receive a postcard.) Once verified, you can update your information, add photos and descriptions, and grow your Google profile at the same time. #No. 5: Use Schema Markup This final tip is the most technical of all, but it can make a real difference to your SEO. Schema Markup is a code that you add to your website. It provides Google with important information about your business, including:

Maps
Menus
Opening hours
Events
Payment options

There is a long list of things you can highlight with Schema. A full list can be found here. You don't have to use schema code for everything, but the things you want to highlight will show up on Google and help potential customers find you.

Local SEO is more important than ever

Don't be fooled. No brick-and-mortar business can afford to ignore local SEO. It's the be-all and end-all of online marketing. If you don't leverage it to your advantage, it can cost you time, money, and customers.

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