Check the results by conducting a Google search for “best [your product or service] in [your city].” Your business is forfeiting valuable potential consumers if it is not the first website to appear or does not appear on the first page.
Approximately 83% of local consumers utilize Google inquiry to locate information about local businesses, and 90% of them will make a purchase within one week of conducting the initial inquiry. Additionally, in 2021, searches for “available near me” increased by 100%, while searches for “now near me” increased by 200%, and searches for “along my route” increased by 1,000% in 2020. The significance of optimizing your website for local searches is underscored by these figures.
The initial step toward success is the analysis of local search engine optimization (SEO).
What Is Local SEO Analysis?
Local inquiries accounted for nearly half of Google’s two trillion searches annually, according to a 2020 report from Moz. Therefore, it is unsurprising that the majority of organizations allocate resources to optimizing their websites for local searches. A full-time SEO resource is employed by approximately 91% of large, multi-location enterprises.
Given the intense competition, it is challenging to dominate the local search results. Some individuals become so frustrated with their endeavors that they begin to question the duration of time it takes for local SEO to produce results. You must begin by examining your competitors in order to enhance the effectiveness of your marketing campaigns.
A thorough examination of their strategies will reveal the areas in which they are succeeding and the areas in which they can improve. By resolving the gaps they neglected, these insights can assist you in replicating their strengths and gaining a competitive edge.
Local SEO analysis entails the examination of various factors that influence the visibility of a website in local queries. The following are among these factors:
- Google Business Profile (GBP) completeness
- NAP (name, address, and phone number) accuracy
- Local content and keywords
- Positive customer reviews, among other things.
As you assess those components, you should be able to respond to the following:
- Which businesses are ranking at the top of local search results
- Why they’re ranking
- Where they’re concentrating their efforts
- Where you can outrank them
With these insights, you can enhance your local SEO strategy, thereby increasing the visibility of your website to local prospects and converting web traffic into foot traffic.
How To Perform Local SEO Analysis
A comprehensive local SEO analysis entails the identification of your competitors, the evaluation of their strategies, and the identification of opportunities to outperform them. Let us dissect each of these steps:
Step 1: Determine Your Competitors on Local Searches
It is likely that you are already acquainted with the businesses that directly compete with your brand. Consequently, you may be wondering why it is necessary to identify them.
Please be advised that the digital market is an entirely distinct domain. Businesses compete not only on the content of their products and services but also on their online visibility. In reality, even if you possess the most effective solutions, there is a high probability that your target consumers will be attracted to a brand that is more prominent in search engine results.
In the context of digital marketing, your local competitors are those who are ranked highly in search results for queries related to your products and services within your target location. It is relatively straightforward to recognize them. Type your primary products and services into the search bar on Google, along with your location.
For example, if you are a beauty salon located in Los Angeles, you may conduct a search for “women’s perm Los Angeles” or “hair extensions Los Angeles.” Identify the enterprises that are featured in the top results of Google.
Consider Google’s map pack, which is situated above the organic search results and presents the top three business listings in a frame accompanied by a map. The businesses that are conspicuously displayed in the map pack are your most formidable competitors, as they are situated at the top of the page.
Step 2: Assess How Your Strategies Stack Up Against Competitors
Assess the strategies of your competitors for achieving a high ranking in local searches after they have been identified. Contrast your digital marketing performance with their local SEO strategy, with an emphasis on the following components:
- Keyword Utilization: Keywords are essential for attracting users who are explicitly searching for products or services within a specific geographic area and driving search engine rankings. Therefore, it is imperative to conduct an analysis of the keywords used by competitor websites. To determine the search volume for specific keywords in your location, adjust the location to your service area if you are utilizing Google Keyword Planner. Verify the target keywords of the competitors by reviewing their content.
- Backlinks: In the same vein, search engine rankings are bolstered by high-quality backlinks from authoritative websites. The reason your competitors are at the top of local search results is that they may have been mentioned in reputable local news websites and blogs. Utilize platforms such as Ahrefs and Semrush to conduct an exhaustive backlink audit.
- Local Listings: By entering the competitor’s business name and keywords such as “business listing” or “directory listing,” one can determine which online directories competitors are listed on. Alternatively, you may employ software solutions such as BrightLocal, which provides a visual representation of the directory sites that cite your competitors, as well as numerical ratings for citation authority and value.
- GBP: Determine whether the competitor’s profile contains all necessary information, photographs, and videos. Assess the evaluations and ratings based on the quantity and sentiment of the feedback.
Step 3: Find Your Competitive Edge
List the ways in which you can surpass the performance of your competitors in each of the aforementioned elements after you have obtained a comprehensive understanding of their local strategies. For example, keyword usage may reveal keywords that competitors are not ranking for but have a substantial search volume. Your content strategy ought to incorporate these keywords. Add the trusted, high-authority platforms that your competitor utilized to your list of directories and backlink partners for local listings and backlinks.
It is possible that your competitor’s Google Business Profile contained supplementary categories that rendered it more pertinent to users’ search queries. This approach can help you be discoverable for each aspect of your business if you are providing a diverse selection of products and services.
How To Outrank Local Search Competitors
Your strategy for enhancing visibility to local prospects’ queries and effectively generating leads can be more effectively developed by gaining a more comprehensive understanding of your competitors’ endeavors. Your campaign should incorporate these strategies:
Populate Content With Relevant, Long-Tail Keywords
You should incorporate keywords into your web copy, meta tags (title tags and meta descriptions), blog post headings (H1 and H2), and business listings in third-party directories. Aim to include long-tail keywords whenever feasible, as they are more specific and generally have lower competition. Users of long-tail keywords are more likely to convert effortlessly due to their more explicit intentions.
Optimize Your GMB Profile
GBP has an impact on your search engine rankings; therefore, it is crucial that it is accurate and comprehensive, and that it portrays your business in a favorable perspective. Enhance these components:
- Fundamental Business Information: Please furnish essential contact information, including the name of the business, its address, and its telephone number. Include the URL of your website and the hours of operation. Each franchise location must have its own GBP that reflects its unique address and operating schedule if you are a multi-location franchise.
- Business Description: Compose a concise yet compelling summary of the services provided by your organization. Your products, services, special offers, and unique selling factors should be easily comprehensible to potential customers.
- Relevant Categories: Choose the categories that are pertinent to your business. This enables Google to display your business in response to pertinent search queries.
- High-quality photographs: Present your products and services, office or shop, and team members in professional images. This allows potential clients to perceive you as a legitimate organization.
- Posts: Google Business Profile enables you to include posts on your profile, including updates, photos, offers, and events. Restaurants are permitted to include their menus, while eCommerce firms are permitted to establish a product section. Maximize the potential of this feature to offer additional information and further captivate customers.
- Reviews and Inquiries: Monitor the feedback and inquiries that customers submit to your profile. Express gratitude to consumers who have submitted favorable evaluations. In the meantime, when receiving negative feedback, it is important to show empathy for the customer’s experience, repent, and provide a solution. It is also important to observe the queries. It is recommended that you respond to them within a day or two. Incorporate pertinent keywords into your responses whenever feasible.
