I recently wrote a research proposal paper on the subject of Implementing Google’s Organic Local SEO Strategies for SME’s, the objective of this paper was to find actionable recommendations for small and medium sized enterprises to improve their local search ranking, for free!
I have include some exerts from the research proposal paper in this blog post, however, if you would like the full PDF please find attached at the bottom of this page.
Justification
In today’s rapidly evolving digital landscape, SMEs must prioritise securing organic visibility on search engines like Google to effectively target local customers and uphold competitiveness. With Google’s dominant market position boasting a staggering 93.51% share of UK internet users (Statista, 2024) and a monthly global user base of 1.5 billion (ZipDo, 2023), optimising for search engine visibility becomes paramount for sustained growth and brand recognition.
By adhering to Google’s organic local SEO strategies, SMEs can substantially enhance their visibility in local search results, thereby effectively reaching their target audience. This research endeavour is poised to equip SMEs with invaluable insights and actionable recommendations to optimise their online presence across Google’s platforms.
Understanding Google’s Organic Local SEO
SEO, short for Search Engine Optimization, is a set of techniques used to improve a website’s visibility on search engines like Google. By optimising various aspects of a website, such as its content, structure, and links, SEO aims to make it more likely to appear higher up in search results for relevant queries.
Organic SEO, also referred to as natural SEO, encompasses strategies aimed at enhancing a website’s visibility in search engine results pages (SERPs) through unpaid methods. It involves optimizing various elements of a website, such as content, keywords, and backlinks, to rank higher in search results organically. WebFX states that organic SEO involves tactics such as keyword research, link building, content creation and optimising page load times (WebFX, 2024). Unlike paid advertising, which involves paying for placement, organic SEO focuses on improving a website’s relevance and authority to attract organic traffic.
Local SEO, on the other hand, is a digital marketing approach tailored to enhance a business’s visibility in local search results. Unlike traditional SEO, which targets a global audience, local SEO aims to connect businesses with nearby consumers. MailChimp argues that any business that has a physical location or serves a geographic area can benefit from local SEO (MailChimp, 2024). It involves optimizing a business’s online presence for location-based searches, such as those conducted on Google Maps or with location-specific keywords.
Google’s Organic Local SEO Strategies are geared towards elevating businesses’ visibility in local search results, making them more discoverable to nearby consumers. These strategies revolve around three key factors: relevance, proximity, and prominence.
Relevance refers to how well a local business’s profile matches a user’s search query. Google evaluates factors such as keywords, content, and website optimization to determine relevance. Proximity considers the distance between the user’s location and the businesses listed in the search results. Google prioritizes businesses that are geographically closer to the user, especially for location-based queries. Prominence refers to the overall popularity and credibility of a business. Factors such as online reviews, citations, and backlinks contribute to a business’s prominence in local search rankings.
For small and medium-sized enterprises (SMEs) that rely on local customers, organic local SEO is invaluable. It helps SMEs increase their online visibility within their target market, attract relevant leads, and compete effectively with larger competitors in their area. By aligning with Google’s local SEO strategies and optimising their online presence, SMEs can enhance their chances of being found by local customers and driving growth in their local market.
Google Business Profile
Google Business Profile (GBP), formerly known as Google My Business (GMB), stands as the linchpin of Google’s Local Organic SEO strategy, offering businesses a dedicated platform to manage their online presence across Google’s ecosystem, including Google Maps. GBP provides essential information to potential customers, such as business hours, contact details, address, website URL, and more.
Optimising a Google Business Profile is crucial for enhancing your visibility in local search results and building credibility with potential customers, mainly because according to BrightLocal, without a local business listing, you can’t rank in the Local Pack, or appear on Google Maps (BrightLocal, 2024). Creating and maintaining a GBP involves providing accurate and up-to-date business information, encouraging positive customer reviews, and engaging with user-generated content.
To optimise a GBP profile, ensure that all business information, including name, address, phone number (NAP), and business categories, is accurate and consistent across all online platforms and directories.
Consistency in business information is key to improving search rankings and user experience. Goup argues that the more you can solidify your identity the better. Through listing your NAP details consistently, you demonstrate your presence in a certain area, and most importantly, your right to rank for location-based searches performed there (Goup, 2023).
Encouraging positive customer reviews is another essential aspect of GBP optimisation. Positive reviews not only contribute to a business’s reputation but also influence local search rankings. NiceJob states that the more five-star reviews your product or service gets, the more they attract potential customers. When people keep visiting your website, search engines start to identify you as an authoritative site (NiceJob, 2024). It is then, in the best interest of businesses to encourage satisfied customers to leave reviews on their GBP profile and respond promptly and courteously to all customer feedback, whether positive or negative.
Engaging with user-generated content on your GBP profile, such as photos, videos, and customer questions, further enhances your online presence and fosters greater engagement with potential customers. Regularly update your GBP profile with high-quality images and videos showcasing your products, services, and facilities.
Please find the download below:
