If you own a physical storefront, you might wonder how you can leverage your location to promote products and services. Google Search and other search engines introduce searchers to various companies hosted strictly on the internet. But does physical location affect SEO?
At Rival Digital, our team specializes in helping local businesses rank well in local search results. We explore how you can use Google and other engines to promote your local business to customers near you.
Understanding Your Search Engine Rankings
Whether you prefer Google, Bing, or Brave, your search engine of choice can likely identify local intent when you look for businesses near you. For example, you type “ac repair near me” or “plumbers in City, State” into the search field. Google will identify local search results using your device location or your specified search terms.
The first search results often feature location keywords that closely match your query. Of course, the rank and file of local searches also depends on other factors, such as:
- Site speed.
- The presence of quality backlinks.
- Whether social media profiles and other citations match the businesses’ contact information and address.
However, keywords and information that match the local intent of a search are influential ranking factors when potential customers search for nearby services and products.
Does Physical Location Affect SEO?
So, how does physical location affect SEO? How can you harness local search engine optimization to attract more visitors to your business website? As the term suggests, local SEO depends on your location and proximity to nearby customers.
Let’s break down how Google and other engines connect searchers with nearby services:
- Website topic and location: If you provide water heater services in Milwaukee, Wisconsin, make sure each web page reflects that information. An SEO-friendly format is “water heater repair in Milwaukee, WI” in headings, descriptive copy, and URLs.
- Business address: Your business location has a specific storefront or office address. Add the address to every website page.
- Searcher proximity to the business: Google and other engines typically produce the closest results when a user is searching for a company near them. If you serve a broader area than your storefront location, add pages that reflect additional locations to attract a wider local intent.
How to Improve Your Local SEO Efforts
As a business owner, you might rely on one or multiple locations to turn profits and pay bills. Even companies with physical storefronts rely on digital strategies to gain visibility and traction with new customers. How can you transform each website visit into a customer strolling through your store entrance?
Build a Google Business Listing
A Google Business profile, formerly known as Google My Business, links your brand’s online presence and physical location directly to Google. Your GMB listing should include:
- Your business name
- Primary services or products you offer
- Industry type
- Storefront photos
- Brief business descriptions
Google will place your brand and profile at the top in an instance where a searcher looks specifically for your brand name or a prominent service in relation to your location.
Use Google Search Console
Google offers resources beyond a GMB listing to connect your online presence with your location. For example, you can use Google Search Console to experiment with your website rankings. It can help you create a more SEO-friendly site for both organic and locational searches.
Cross-Check Your NAP Information
If Google discovers inconsistent location information throughout your website, social media platforms, and local directories, it can penalize you by pulling you down in search results. Your NAP, or name, address, and phone number, is a huge search ranking factor. You should not only feature it on the first page of your site but every citation or digital instance that mentions your brand.
Read More: The Power Of Local Listings For SEO in The HVAC Industry
Explore Every Other Ranking Factor
Numerous factors beyond Google My Business and accurate NAP influence organic and local SEO rankings. Check the following website elements:
- Site domain and URLs: Your digital addresses are just as important as your physical ones. Make sure the domain and URLs reflect the areas you serve and what you offer.
- Location and service keywords: You learned above that keywords combining cities, regions, and states with product or service provisions help connect local searchers with businesses. Add keyword variations to headings, URLs, content, and tags.
- Content quality: Finally, a reputable search engine will prioritize quality content that engages the viewer. Publish blogs, videos, and other media that reflect your brand with entertaining yet informative elements.
Outshine Local Competition With Rival Digital
Does physical location affect SEO? It absolutely does! No business knows this better than Rival Digital. Call 800-674-9823 to enhance your digital performance.
