Local SEO is the New eCommerce Trend in 2024

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The eCommerce landscape is evolving, but in 2024, a different trend is taking center stage: Local SEO.

Traditionally, eCommerce has been all about reaching a global audience, but things are shifting big time. People are increasingly turning to localized searches—those handy “near me” queries—to find what they need.

This trend reflects a growing desire to support local businesses while enjoying the convenience of immediate options. There’s a study done by Saga Pixel, stating that 46% of all Google searches now have local intent.

What is Local SEO?

Local SEO is all about attracting relevant traffic by optimizing your business’s online presence for local searches.

This involves key strategies like managing your Google My Business (GMB) profile, building local citations, performing on-page SEO, and creating content tailored to your local audience.

Unlike traditional SEO, which focuses on broad online visibility, Local SEO is centered around geographic relevance. The goal is to boost your business’s visibility in local search engine results pages (SERPs), which are customized based on the searcher’s location and search terms.

Impact on Small and Medium-sized businesses (SMBs)

Local SEO is a powerful tool that helps level the playing field for SMBs, allowing them to compete with larger brands.

Through improving their rankings in local search results, small businesses can attract more local leads and customers, even outranking bigger competitors. When people search for nearby businesses, they often choose from the top results of SERPs, trusting them as the most credible option.

Rise of Local SEO

Increased usage of “near me” searches

According to Google’s recent data, “near me” searches are rising by 200%. Local businesses typically experience massive surges in traffic upon optimization of these queries.

Google’s Focus on Local Search Enhancements

Google is continuously enhancing its local search functionality, particularly by adding new features to Google My Business that benefit local businesses. A prime example is the Vicinity update, which has proven to be a game-changer.

This update fine-tunes how local search results are displayed, making it easier for users to find businesses based on their exact location.

Why is Local SEO Important?

“Studies show that 76% of local mobile searches result in an offline purchase. So by hitting the Local Pack and Google Maps, one is bound to increase footfalls at one’s physical location considerably.”

Higher conversion rates compared to broader SEO strategies

Local searches are a goldmine for businesses, boasting a 50% higher conversion rate than non-local searches.

Positive online reviews drive more than just improving your local search rankings; they build trust with the community. When you interact with your local customers by way of reviews and collaborations, it sets up your brand’s authority.

Compared to traditional means of advertising through print ads or billboards, local SEO offers a high ROI. That means any business with a very small budget could actually achieve success with a strategically planned local SEO effort.

How to do Local SEO?

Optimising Google My Business (GMB) profile

An optimized GMB profile is crucial for local SEO success. This would include complete and accurate business information that has pictures, services, and hours of operation. Meanwhile, frequent updates in the form of posting and responding to reviews increase your listing’s prominence.

Local Keyword Research and Optimization

Tools like Google Keyword Planner and Ahrefs can help identify valuable local keywords. Integrate these keywords into your meta tags, titles, and content to improve local search rankings.

On-Page SEO Factors

Consistency in Name, Address, and Phone Number (NAP) information across all web pages is critical.

Secondly, creating localized content and adding location-specific pages for businesses with multiple locations can greatly improve local search performance. Using schema markup can also help your business appear in rich snippets, enhancing your search visibility.

Building Local Citations and Backlinks

Consistency is key when it comes to local citations across different directories like Yelp, Yellow Pages, and others.

Ensuring that your business information is consistent across these platforms is crucial for local SEO. But it doesn’t stop there—having a consistent domain name and matching social media handles can further boost your brand’s visibility and trustworthiness.

According to social media expert Van Looy, when your domain name and social media handles match, it not only enhances brand recognition but also makes it easier for people to remember your brand. This consistency can lead to increased direct traffic, a positive signal that search engines often reward with higher rankings.

Backlinks from local news outlets, bloggers, and partnerships also play a significant role in increasing your rank.

When your brand is consistently visible and authoritative across the web, search engines are more likely to rank your content higher, helping you reach a broader audience.

Latest Local SEO Trends in 2024

Personalization in local search results

Google is now increasingly using AI and machine learning to deliver personalized local search results based on individual preferences and past interactions. A good example would be the fact that a user frequently searching for organic food is now more likely to see more results for organic grocery stores in his or her locale.

Increased focus on hyperlocal targeting

These days, businesses are honing in on smaller areas within cities by using hyperlocal SEO. Instead of just targeting a whole city, they’re focusing on individual neighbourhoods.

To give you an idea of the difference, local SEO might target broad keywords like “Singapore real estate,” while hyperlocal SEO zeroes in on more specific terms like “condos in Tanjong Pagar” or “apartments near me.”

By getting that specific, businesses can connect with customers who are ready to take action in their local area.

The Role of AI in Local SEO

Artificial Intelligence (AI) is becoming a game-changer in local SEO, offering tools that streamline various aspects of the optimization process.

For example, AI can now generate localized content and manage Google Business Profile (GBP) listings with minimal manual effort. Tools like Falcon AI provide automated analysis and actionable recommendations to optimize your local rankings.

Businesses can maintain a strong local presence by making data-driven adjustments quickly and efficiently, without getting bogged down in time-consuming manual tasks.

AI also helps with keyword research, competitor analysis, and even predicting future local search trends, all of which are essential for staying ahead in a competitive market.

Here’s a screenshot of LinkMiner leveraging AI to make a deep analysis of backlinks.

Local SEO Common Mistakes

Ignoring NAP consistency across platforms

Wrong and inconsistent NAP information negatively impacts your local rankings. This implies that consistency on social media, local directories, and the website ensures strong local search visibility.

Neglecting online reviews and reputation management

Managing your online reputation is more than just keeping up appearances—it’s about maintaining trust and visibility. A great example of the consequences of poor reputation management is United Airlines’ 2017 crisis. When a passenger was forcibly removed from an overbooked flight, the incident quickly went viral, and the company’s lack of empathy in its initial response only fueled the backlash.

Negative content flooded search results, leading to a drop in stock prices and a significant blow to the airline’s reputation. It took years for United Airlines to recover from this incident.

This situation highlights the critical role that SEO reputation management plays, not just for global brands but for local businesses too. If negative reviews or bad press dominate your search results, it becomes much harder for potential customers to find you, as search engines prioritize trustworthy sites. Just as with United Airlines, failing to manage your online reputation can drastically reduce your visibility and make it difficult for your business to bounce back.

To avoid falling into a similar trap, it’s essential to stay on top of your online reviews and actively manage your local SEO. Responding to both positive and negative feedback shows that you value your customers and are committed to providing excellent service.

Overlooking Mobile Optimization

In today’s digital environment, making sure your website is mobile-friendly isn’t just a nice-to-have—it’s essential for local SEO success. With Google’s shift to mobile-first indexing, the search engine now primarily evaluates the mobile version of your site when determining your rankings. If your site isn’t optimised for mobile, you could be missing out on better visibility and higher rankings.

To improve your site’s performance, it’s important to focus on optimising your mobile pages for responsiveness. This involves using a responsive web design, which adjusts your site’s layout to fit any device, ensuring users have a smooth experience whether they’re on a phone, tablet, or desktop.

Google specifically recommends this approach because it consolidates all your content under one URL, making it easier to manage and helping you avoid common issues like duplicate content or slow page loads.

Failing to update or optimise Google My Business

With outdated information in the GMB profile, business opportunities are lost. Renew your GMB profile from time to time to keep it afresh for customers so that you remain visible.

Using outdated SEO practices

Avoid over-optimization of anchor text and keyword stuffing. Modern SEO is focused on user experience and intent, key to maintaining strong local search rankings.

Staying Updated on the Latest Local SEO Trends

Checking out the latest tools and resources for local SEO

Effective local SEO management requires the right tools. Moz Local, BrightLocal, SEMrush, and Whitespark are highly recommended for managing local SEO efforts. Tutorials are available for beginners to learn how to use these tools effectively.

Local SEO requires investment in SEO tools. If you’re not looking to take it in-house, then consulting our team of Singapore SEO consultants would be your business’s best bet at maximising local SEO.

Regularly auditing and adjusting local SEO strategies

Conducting periodic audits helps identify areas for improvement. A comprehensive SEO audit checklist includes verifying NAP accuracy, updating GMB profiles, ensuring website mobile-friendliness, re-evaluating local keywords, and enhancing backlinks and local citations.

Partnering with a Lead Generation Agency or SEO Consultancy

Another effective way to stay updated on the latest Local SEO trends is to work with a specialized lead generation agency or SEO consultancy. These professionals are immersed in the industry and continuously monitor changes in search algorithms, local search trends, and best practices.

Whether you’re looking to improve your online visibility or drive more targeted traffic, a lead generation agency in Singapore can provide the expertise you need.

Summing Up

2024 will be the year local SEO transforms eCommerce. With nearly half of all Google searches having local intent, optimizing for local searches is essential. Focus on key strategies: enhance your Google Business Profile, build local citations, fine-tune on-page SEO, and leverage AI tools. These steps elevate your local search rankings and foster lasting customer loyalty. Embrace local SEO now, and watch your business thrive in the dynamic digital marketplace.