What is Local SEO and Why Does It Matter for Melbourne Businesses?
- Ash
- Feb 12
- 3 min read
Updated: Mar 20
Table of Contents
What is Local SEO?
Why is Local SEO Important for Small Businesses?
How Does Local SEO Differ from Regular SEO?
Common Local SEO Strategies to Implement
What is Local SEO?
Local SEO is a strategy that helps your business show up in local search results. Think of it as making sure your business is visible when someone in your area searches for products or services like yours. For example, if you run a bakery in Melbourne, local SEO helps your bakery show up when someone nearby searches for "best bakery in Melbourne."
When someone types "near me" or a location-based query into Google, the search engine looks for businesses that are relevant to the location and search intent. That’s where local SEO comes in – it optimises your online presence so your business can rank higher in local searches. It’s not just about having a website; it’s about making sure your website, Google profile, and other online assets are properly set up to attract local customers.
Why is Local SEO Important for Small Businesses?
Local SEO can level the playing field for small businesses trying to compete with bigger brands. When people search for local services or products, they often choose businesses that are easy to find – those that show up at the top of their search results. By optimising your business for local SEO, you can increase your visibility, attract more local customers, and even beat bigger competitors that may not be optimising their local search efforts.
Local SEO is important for small businesses because it targets the people who are most likely to walk through your door or pick up the phone. If you’re a plumber in Melbourne, for example, a customer searching for "emergency plumber Melbourne" will likely call you if you show up on top of the search results. The more visible you are, the more business you can generate.
How Does Local SEO Differ from Regular SEO?
While both local SEO and regular SEO aim to increase your online visibility, the main difference is that local SEO targets searches with a geographic intent. Regular SEO may focus on ranking for broad terms like “best fitness tips” or “affordable running shoes,” while local SEO focuses on keywords that include a location, like “fitness centres in Melbourne” or “running shoes Melbourne.”
Local SEO also heavily relies on Google My Business (GMB), an essential tool for businesses that want to show up in local search results. With regular SEO, your focus may be on improving site content and backlinks, but with local SEO, your business profile on Google plays a critical role in ranking locally.
Additionally, local SEO involves building local citations, which are mentions of your business on other websites or directories. This helps establish your presence in the local community and signals to Google that your business is relevant for local searches. On the other hand, regular SEO focuses on broader link-building strategies and content creation that target a wider audience.
Common Local SEO Strategies to Implement
To make the most of local SEO, here are a few strategies that can help:
Optimise Your Google My Business (GMB) Profile: Keep your profile up-to-date with accurate information, including your address, phone number, website, hours of operation, and photos. The more complete your profile, the better your chances of ranking in local search results.
Use Location-Based Keywords: Add location-specific keywords to your website. This means including the name of your city or region in key places, such as your page titles, meta descriptions, and throughout your content. For instance, instead of saying “best coffee shop,” say “best coffee shop in Melbourne.”
Build Local Citations: Get your business listed on local directories such as Yelp, Yellow Pages, or local chamber of commerce websites. These citations help search engines verify your location and improve your local ranking.
Collect Reviews: Encourage your customers to leave reviews, especially on your Google My Business listing. Positive reviews can help improve your local SEO by signalling to Google that your business is trustworthy and relevant.
If you run a local business, getting local SEO right is essential. Not only does it improve your search rankings, but it can also help you build credibility, attract more customers, and increase foot traffic to your store or office.
Want more local customers finding your business? I specialise in Local SEO & content strategies that help Melbourne businesses be seen.
Comments