Website SEO

If you’ve ever used a search engine, like Google, Bing, or Yahoo, and clicked on a website to learn something, buy something, or otherwise, you essentially already know what search engine optimization does.

It’s when a query, or search, is entered into a search engine, like Google, and the user is presented with a list of websites to satisfy their query.

This might be shopping for shoes, doing research for a college paper, finding a recipe for dinner, getting directions—whatever it is the user needs.

The Basics of Local Search Engine Optimization

Search engine optimization for a small business means you’ll show up as a hyper local result to the person who is making the query. If you’re a coffee shop, for example, Google might return your website, alongside your local Starbucks, Dunkin’ or Peet’s.

In other words, if a person’s query is something like, “roofer near me” or “steakhouse near me,” the idea is to have your business website populate so the person clicks on it, not just the large chains.

There are several aspects to this:

• where the user is currently
• what the nature of their query is
• how well your website satisfies their query

Additionally, where you show up (in Google Maps, or the standard search results) can differ, as well. You can even show up more than once!

And, how well you satisfy the query also determines your rank—Google often shows at least 3 in Google Maps by default, and an additional 10 organic search results, not including ads (if there are any).

Show Up in Google, Bing, & Yahoo in Your City

There are hundreds of ways Google might look at a website and compare it to its competitors before making it available to users.

Gone are the days you can just build a website over the weekend using a basic website builder and stay competitive with your local market.

An increasingly competitive field, local SEO is expected to surpass $100b as an industry this year.  It’s also a perpetually dynamic field, as search engines are constantly refining their algorithms to ensure only the highest quality results are being shown.

In order to show up locally, your website needs:

1. Proper on-page optimizations
2. Proper site architecture
3. Contextual relevance
4. Domain authority
5. Consistent NAP (name, address, phone number)
6. Superb behavioral signals
7. Product or service reviews
8. Consistent location citations around the web
9. Corresponding Google Business Profile management

And more.

Local SEO Takes Time

The one thing nobody has control over is how long it takes to “rank” in search engines.

In a low competition environment, it might take just weeks. If your business is already established and just needs a few tweaks, it might be even faster.

However, in a high competition environment, it can take a long time—it could be months.

But there’s a positive side to this…

Once your site is optimized and ranking well, it can bring in new business for as long as you’re in business. Yes, it means staying on top of algorithmic changes and thwarting off new competitors, but you’ll never have to start from scratch again.

For this reason, search engine optimization can be one of the biggest returns on investment your business may ever experience.