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9 October 2024

How to Increase Visibility for Local Searches on Google


How to Appear in Google Maps and Rank for “Near Me” Searches in Winchester, Bournemouth and Poole

The primary aim of a local SEO strategy is getting your business to appear in Google Maps and ranking for 'near me' searches. If your business offers a catchment-based service or has a brick-and-mortar premises where customers can visit, whether a showroom, workshop or salon, a local SEO campaign could help target the local market. By targeting the local market, you create a niche for your website, making it easier to stand out, it can also attract higher-quality leads, so minimal effort or time is spent qualifying leads which don't meet the location criteria. Here are our top tips on what to do when trying to find local customers in Bournemouth and Poole with local SEO... with some very tasty examples.

Why Is Local SEO Important?

Local search engine optimisation in Winchester, Bournemouth or Poole has the power to make or break a business. Appearing in Google Maps should be your primary aim for your local SEO strategy as recent developments to the layout of Google's Search Engine Results Pages (SERPs) bring a greater focus on Google Business Listings. Additionally, the increased use of generative AI in searches has allowed local customers to rely on fast and convenient access to local information on the go. What this means is, for example, your potential customer wakes up Sunday morning and the first thing they fancy is a delicious coffee and dreamy vegan pastry for breakfast, the first thing they do is open Google and type 'coffee and vegan cake near me' and the very top results are businesses listed on Google Map Pack. Your customer can check the opening times, read the menu and even book a table all within three or four clicks from submitting their search.   When it is this easy to interact with Google Maps, it is no surprise that 80% of local mobile searches end up converting.   So, grab your avocado toast or a builder's brew as we dive into the Google Map Pack and discuss how to optimise for local SEO.  

Near me Searches in Bournemouth and Poole

Near me searches indicate that users are looking for services or products in their immediate vicinity. Google responds these searches with both Google Map Pack listings and organic page listings, this means there's plenty of opportunity to get noticed.   One way to do this is to use location-targeted keywords. How your business is set up, whether you serve multiple locations or have a single target location, will determine how these keywords are incorporated into your website. There are two main strategies, either to create individual location pages or to have a single dominant location target across the core website pages.   Another way to increase location-focused keywords on your website is to generate content around local events, the local community or create case studies within your target area. Community-based content can also help humanise your brand and demonstrate brand values, which go on to resonate with customers helping the conversion rate. You might find this type of content can minimise the effect of seasonality on your website performance too. Win, Win!   If your business has strong connections within the local area or has affiliate brands, then these should 100% be exploited for the benefit of local SEO and ideally have a reciprocated link from their website to yours and vice versa. Both websites will benefit from this linking relationship, so there shouldn't be difficulties when establishing these.   If your business doesn't have the wings of a social butterfly, then another way to generate local backlinks is to work with local directories. Local directories often list your business name, address, telephone number and provide a link to your website. Sometimes these are free or incur a small listing charge.  

How to Appear in Google Maps In Winchester, Bournemouth and Poole

Appearing in Google Maps is where the magic happens. There are Google guidelines for optimising your Google Business Profile (GBP) and all listings, whether you have a single listing or multiple locations, all need to be verified. These are simple checks done by Google to ensure no one cheats the system. For example, each GBP has to have a physical location, headquarters, or mailing address so you can not create multiple profiles targeting several locations if you don't have a mailing address at each location. The correct way to target multiple locations with a single physical address is to set up multiple target locations or service areas within a single profile. This is where most businesses end up with verification issues and their GBP will be delisted or Google will never make it public.  

Setting up a Google Business Profile without a public location, showroom or shop

Not all businesses have a location open to the public, for example, if you're a mobile tradesperson or e-commerce business, then you do not want to promote a location where customers can visit but you do want to offer a service catchment area or delivery locations. In these instances, you will set up a Google Business Profile with a mailing address (which in some cases will be your home address). There are options to make the address hidden from the public and this signals to customers that there isn't a physical address they can visit. Instead, you will list your private (and hidden) mailing address and publicly display 'service areas'. These service areas will be displayed within Google Maps and show customers where your business operates.  

Optimising your Google Business Profile

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At the very basic level of optimising your Google Business listing, one thing that is often overlooked is having a consistent, business name, address, phone number and business hours across the listing, your website and any directory listings. This is one of the most common errors and can be easily done when a quick change is made on the website and not followed through on the Google Business Profile.  

Imagery

A picture can paint a thousand words and if your customers are looking for a 'vegan pastry near me', they probably want to see what you have to offer. Similarly, if you're offering a service, product or inviting customers to a venue, it is so important to add your own imagery, as the default will be the Google Maps Street View. Ideally, you want to take charge of your listing, take your own exterior and interior images on a sunny day and set your own display image.  

Get Reviews, and Respond to Them

Encourage your happy customers to leave positive reviews on your GBP listing. And don’t forget to reply! It shows you care and keeps engagement high.  

Mobile Optimisation

Most “near me” searches happen on mobile and going back to our impressive statistic from earlier in the blog, a whopping 80% of 'near me' searches on mobile end up converting. So if you're optimising for Google Maps and 'near me' searches, we can presume these users are going to be on mobile and will be looking for a mobile-friendly website with fast loading times and easy navigation to take them on their next step of their search journey. If you're worried about your website's mobile performance, why not check out our conversion rate optimisation services for more information?  

FAQs About Near Me Business Searches

  1. Is it important for my business to appear for 'near me' searches in local SEO?
    • 'Near me' searches have become important in local SEO as they reflect a user's intent to find services or products within their immediate vicinity. Optimising for these queries enhances visibility in local search results, particularly in the Google Map Pack, leading to increased foot traffic and conversions.
  2. How does Google's algorithm interpret 'near me' queries?
    • Google's algorithm processes 'near me' queries by assessing the user's current location, the relevance of local businesses, and their authority. It prioritises businesses with accurate and complete Google Business Profiles, consistent NAP (Name, Address, Phone Number) information, and strong local backlinks.
  3. What role does the Google Business Profile play in ranking for 'near me' searches?
    • A well-optimised Google Business Profile is crucial for 'near me' searches. It ensures that your business appears in local search results and the Google Map Pack. Regularly updating your profile with accurate information, engaging posts, and responding to reviews enhances your local search visibility.
  4. How can local keyword optimisation improve 'near me' search rankings?
    • Integrating location-specific keywords into your website's content, meta descriptions, and headers signals to search engines your relevance to local queries. For instance, incorporating phrases like 'coffee shop in Bournemouth' aligns with users searching for services in that area.
  5. Is creating individual location pages beneficial for multi-location businesses?
    • Yes, developing dedicated pages for each location allows for targeted content that addresses the specific needs and interests of local customers. This approach helps to build relevance and improve rankings for location-based searches, however, pages must not share duplicate content.
  6. ​What is the significance of geo-tagging images for local SEO?
    • Geo-tagging images with location data helps search engines associate your visual content with a specific locale, reinforcing your relevance for local search queries.​
  7. How does voice search impact 'near me' queries?
    • With the rise of voice-activated assistants, optimising for natural language and question-based queries can enhance your visibility in voice searches, which often include 'near me' phrases.
  8. How do citations from industry-specific directories affect local SEO?
    • Listings in industry-specific directories enhance your business's authority and relevance within your sector, contributing positively to your local search rankings.
  9. How does mobile optimisation affect 'near me' search visibility?
    • A high number of mobile searches are for local services, so making sure your website is mobile-friendly improves the user experience and aligns with Google's mobile-first indexing, improving your rankings in 'near me' searches.​
  10. How do online reviews influence 'near me' search performance?
    • Positive online reviews contribute to your business's prominence and credibility.Encouraging satisfied customers to leave reviews and responding thoughtfully to feedback can enhance your reputation and influence your rankings in local searches.
 

Our Top Tip!

Don’t just set it and forget it. Regularly update your GMB listing with new photos, posts about promotions, and respond to reviews promptly. Keep an eye on your analytics to see what’s working and tweak your strategy accordingly.  

Free Local SEO Consultation

Feeling overwhelmed? No worries, we’ve got your back! Get a free local SEO consultation with us, and let’s make your business the centre of every “near me” search. Drop us a message or give us a call, and let’s get started on making your business the go-to spot for local customers. We can discuss SEO opportunities specific to your website and your business goals. Drop us an email or give us a call on: 01794 830042

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