As a business owner in Leeds, it's critical to understand how local SEO (search engine optimisation) can have a dramatic impact of visibility in the local search results.
Local businesses in are unique, but all require online visibility. Techniques such as optimising websites, local listings, reviews, and link building can boost online interactions.
Google is at the centre of most local SEO discussions. Why is this happening? Google has over 90% of the search engine market. A Google spokesperson stated that in 2018, 46% of Google search results were local.
Continue reading if you are interested in unlocking success in the local rankings with local SEO in Leeds. Alternatively seek professional advice on local SEO from a digital marketing agency providing seo services and solutions to local businesses in Leeds.
Leeds is a city[a] in West Yorkshire, England. It is the largest settlement in Yorkshire and the administrative centre of the City of Leeds Metropolitan Borough, which is the second most populous district in the United Kingdom. It is built around the River Aire and is in the eastern foothills of the Pennines.
Leeds United football club based in Leeds, play matches at Elland Road and Leeds Rhinos rugby league play at AMT Headingley Rugby Stadium.
Source: Wikipedia
Factors | Description | Source |
---|---|---|
Google Business Profile(GBP) | A free tool from Google that helps businesses manage their online presence across Google, including Search and Maps. | Source |
Local Citations | Online mentions of a business's name, address, and phone number (NAP). | Source |
Local Keywords | Keywords that include geographic terms relevant to a specific location, helping businesses rank better in local searches. | Source |
Local Landing Pages | Pages on a website specifically optimized to target local keywords and attract local customers. | Source |
Local Reviews | Feedback and ratings left by customers on platforms like Google Business Profile, Yelp, and Facebook. | Source |
Local Directories | Directories specific to a certain locality or region where businesses can list their information for increased online visibility. | Source |
Local Schema Markup | Structured data markup added to a website's code to provide search engines with detailed information about a local business, such as its name, address, and hours of operation. | Source |
Google Maps Optimisation | Optimising a business's presence on Google Maps by ensuring accurate information, responding to reviews, and encouraging customer engagement. | Source |
Local Link Building | Acquiring backlinks from locally relevant and authoritative websites to improve a business's local search visibility. | Source |
Those who are familiar with organic SEO will find that the same principles apply to local business promotions.
Local SEO is more localised and focuses on geographic areas close to a business, while national and global SEO targets a broader audience.
Local SEO aims to increase a company's visibility on local search engines and Google Maps.
Local SEO strategies focus on organic search engine optimisation, which ensures the visibility of results in search engines.
Google personalises search engine results by customising them locally. A local business's credibility can also significantly impact its ranking in local search results pages.
Different algorithms control Google's local search results, but they have similarities. Google wants to know that both offline and online businesses are relevant.
Local establishments are different from online businesses because of their proximity. A local garden centre in Leeds with multiple branches across Yorkshire focuses on localised SERPs and targeting customers nearby.
Organic and local SEO are becoming more similar. Many web-based companies are striving for high rankings in Google's organic search results specific to a particular region, while other local businesses are integrating e-commerce to attract clients from further afield.
Google Maps operates using algorithms that are separate from organic search. Maps searches emphasise the user-to-business proximity when targeting audiences.
Google has a number of ranking factors that are exclusive to their organic and local algorithms. The following section will dive into the local algorithm.
A. Significance
The algorithm looks at the business's relevance to the searcher's needs. It also identifies firms that are highly regarded and reputable in their locality.
B. Distance
The real question about distance is: "Is this business close enough to the user to be considered a good answer to this query?" The local algorithm works on proximity.
Imagine a situation where a user is in a particular area and craves takeaway sushi. If the user searches "sushi near me," the algorithm will prioritise nearby businesses.
C. Importance
Google will probably order them by importance if they are close to the person instigating the search. The algorithm would give priority to businesses in the specific area of town that sell sushi, even though they are farther away.
The algorithm could prioritise currently open businesses, and the relevance of the query can influence the search results.
So, if the search became "cheap sushi" for a more affordable snack, there may be different options.
Asking about "premium sushi" may lead you to options that are remote or at different locations. The concept of proximity creates dynamic and varied results according to the requests of a local searcher.
The search term comprises the user's geographic location, its relevance, and your company's visibility in the search engine results.
Google will display business profiles when you search for a specific company. These accounts are shown on the right-hand side of the organic search engine results in Google search results and provide extensive business information and several interactive elements.
Google Business Profile Dashboard allows you to manage the majority of the components in your Google Business Profile.
Google constantly tests new features and removes older ones. The snapshots and highlights we provide are snapshots of a particular moment. They may change, so be on the lookout for new features that can benefit local businesses.
We will break the Google Business Profile into several sections in order to make it more clear.
Images and Map
The image section present at the top of the GBP panel contains images taken by the owner and those generated by users. Images are crucial to click-to-rate (CTR).
In addition to the main profile picture, mobile devices have a separate tab for photos.
You may also upload videos in your photo section. Share more than two videos if you want to have a separate subtab for mobile videos.
If a user uploads an image that is questionable to your profile, then you can report the picture to Google as potential spam.
Map Section
Clicking on the Map in the GBP Knowledge Panel takes users to the Maps Knowledge Panel in Google Maps. Google Maps displays a map with a pin indicating the business location. Verify the accuracy of your map marker. Users can suggest edits to the placement of an incorrectly placed map marker.
Images of the exterior of the business
Posting images of the exterior of your premises will take you to an interactive Google Street View of the establishment.
Business details and reviews
Google specifies that the business title must match the company name. If you are a service-area business, like a plumber, without a physical location, make sure your brand name is consistent with your website branding.
Site, Directions and Bookmark buttons
The buttons in this series (site, directions, and save) have many uses. The "site" link redirects the user to the company website's landing page. By clicking "Directions", users are taken to Google Maps to get precise directions to the business. Users can bookmark locations, add them to lists, mark them as future destinations, and much more by clicking "Save".
Review Ratings and Quantity
The star segment is not an exact average. It's more of an estimate of the mean using external data. By clicking on the number, you can access a separate interface to view all reviews. Although the exact impact is still speculative, review count and sentiment have a significant influence on local rankings. Review sentiment has a significant effect on conversions.
Location
This section is for traditional "bricks-and-mortar" businesses. It should display a valid physical location. Some stores will need to include additional information if their premises are inside another establishment.
And depending on how Google shows the physical address, a service provider like a plumber may not need to display a visible address as they have no physical office. To enable this there is an option to ensure the address is not made visible to consumers.
Operating Hours
By clicking on the icon, you can see all of your business's operating hours. You must ensure that holiday and seasonal hours are updated correctly. Google has a guide on how to set special hours.
Contact Number
This number should be linked directly to the location of the business. Users can call the number via Hangouts when accessed from a desktop. Google Business Profile Dashboard allows you to add multiple phone numbers, but only the first will be visible.
On mobile devices, the phone number will appear as a call button.
Google Questions & Answers
Businesses can participate in Google's Q&A feature by answering questions and creating FAQs. They can also address customer queries.
Popular Q&As appear prominently on the business's profile. The platform provides an "Ask A Question" button to submit questions and a link to "See All Questions" for all inquiries. This interactive area is vital for social engagement and customer assistance. It could also impact rankings. Businesses should monitor Google Q&A for spam and misuse.
Reviews on the web shown in the Google Business Profile
Google collects reviews and ratings from various external sources such as Facebook, Twitter and other platforms.
By clicking "View all Google Reviews", users go to a pop-up window that displays all reviews. Owners can respond to reviews through the pop-up or Google Business Profile dashboard.
The number of reviews and sentiments are speculative ranking factors. Owner responses, frequency of reviews, and the number of reviews influence the rankings of GBP listings. Monitoring reviews for spam or misuse is essential.
Clicking the button for "writing a review" (via desktop) or "rate and review on Google" (via mobile) redirects consumers to a pop-up window, which allows customers to add written text, upload photos and provide a star rating.
Google Business Profile Description and Posts
The section for business descriptions has returned and is a great way to highlight the location. The description can be up to 750 words.
In your description, highlight the business's attractive features, but avoid promoting discounts or sales, as this is against the rules.
Google Business Posts
GBP posts allow businesses to share short content, including images and videos, directly on their Google Business Profile. Google Posts are input via the Google Business Profile dashboard.
There are many categories of posts, such as Updates, Offers, and Functionalities. Each Google post is visible for seven days unless it's categorised as an "event," in which case it stays active until that event ends.
Local SEO (or Search Engine Optimisation) is a strategy that helps your business become more visible in local search results in Leeds on Google. Its particularly useful for businesses with a physical location or those who serve a specific geographic area, such as the city of Leeds or a suburb of Leeds.
Google Local SEO ranks businesses in Leeds in the local search results based on relevance, distance, and prominence, considering factors like accuracy of business information, proximity to the searcher, and overall online reputation.
Local SEO matters because it helps businesses increase visibility among local customers, driving more foot traffic and boosting sales within their geographic area.
Local SEO can be free if you manage it yourself, focusing on activities like optimising your Google Business Profile listing and creating local content. However, costs may arise if you use paid tools or hire professionals in Leeds.
To optimise your Google Business Profile (GBP) in Leeds, ensure your profile is complete and up-to-date, including accurate business name, address, phone number, and hours. Add high-quality photos, respond to reviews, and post regular updates about your business.