How your website content affects local search results with google and others

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Believe it or not, the content on your website directly effects how many people walk through the door of your business. Even if a customer contacts your directly through google and never goes to your website. Google expects every business to be an “expert” in their industry and it rewards those it deems to be so.

By the time you are done reading this my hope is that you have a better understanding about how your website content effects how many customers you have, and how this is more true every day.

Lets Start with some Local Search Stats

Before we get into specifics I think it is important to understand why it is important to focus on your search presence in the 1st place. We will do this through some stats that start to paint a picture of the importance of local search.

(These stats are from this Hubspot article Hubspot is one of the leaders in online marketing and an industry expert. Their sources are listed below as well.)

  1. 46% of all Google searches are looking for local information. (Source: GoGulf)
  2. 72% of consumers that did a local search visited a store within five miles. (Source: HubSpot Marketing Statistics
  3. 97% of people learn more about a local company online than anywhere else. (Source: SEO Tribunal)
  4. 88% of searches  for local businesses on a mobile device either call or visit the business within 24 hours. (Source: Nectafy)
  5. 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. (Source:  HubSpot Marketing Statistics)
  6. By 2021, mobile devices will influence more than $1.4 trillion in local sales. (Source: Forrester)
  7. 18% of local smartphone searches led to a purchase within a day, whereas only 7% of non-local searches led to a sale. (Source: Think with Google)
  8. 78% of location-based mobile searches result in an offline purchase. (Source: SEO Tribunal)
  9. “Near me” or “close by” type searches grew by more than 900% over two years. (Source: Chat Meter)
  10. Local searches result in purchases 28% of the time. (Source: Joel House Search Media)
  11. Search result information will send 70% of consumers to a physical store. (Source: Joel House Search Media)
  12.  92% of searchers will pick businesses on the first page of local search results. (Source: SEO Expert)
  13. Global retail ecommerce sales will reach $4.5 trillion by 2021. (Source: HubSpot Marketing Statistics)
  14. 4 in 5 consumers use search engines to find local information. (Source: Think with Google)

Do website keywords matter with Local SEO?

Yes they do. When google analyzes your online presence to determine which keywords (Search Terms) to rank you for they use your website to help determine which search terms and industries you are an expert in. Google will be able to better understand who you are and who to show you to if your keywords and content are structured in a way that google can understand.

This is where an SEO expert comes in. You can’t just throw keywords into your website and get results. There is a specific way that google and other search engines want to read your website. If you format it correctly you will rank higher when people are searching for businesses in your industry and therefore get more customers.

Do I need SEO if i’m not selling anything on my website?

The short answer is…It definitely helps.

Whether you are local, national, or international google will analyse your online presence in its entirety. This means that it will take into account the content on your Google My Business, website, social media, link structure, and more to determine how you should rank when people search terms within your industry.

Before google, there was the yellow pages. For those who don’t know, the “Yellow Pages” was an actual book that got dropped off at your house with all business and local phone numbers in it. Besides word of mouth and advertising this is how people found businesses they needed. Now, google handles this job and many more. If online search isn’t at least one of your main focuses than it is guaranteed that you are missing out on business.


Lets say you are a painting company in Medford Oregon where I live. You have set up your google my business perfectly and you have a great social media following. Now, Lets say a competitor has set up their google my business correctly and has a social media following similar to yours. This competitor also has a website with proper keyword and content structure. When a potential customer searches for painting companies in Medford Oregon there is a good chance your competitor will come up before you in search results because they have done more to show google they are an expert by having a properly optimized website that provides value to the consumer.

Do all local businesses need large websites with lots of content?

It depends on your competition. Search position is a competition for online real estate. If your competitors are lazy with their online presence then just having a website with your N.A.P. (name address and phone number) and a little content will give you a slight advantage as long as your Google My Business, Backlinks, Citations and reviews are up to par with what they are doing.

Your local search rankings are just like anything else in life. If you are willing to do a little more than the next person and do it efficiently you will be successful.

Keep in mind that more Search conscious companies are starting up all the time and what may be enough today may not be enough tomorrow. Online competition will get stronger in all industries and local search increases every year. If you don’t focus on your online presence now it will hurt you in the future as you find yourself playing catch up with companies much newer than yours.

How do I know what I need to do to rank higher than my competitors?

I offer a free SEO analysis and consultation to any business that is interested. I analyse your industry and where you currently fit into it. I will then come up with what I feel is the best plan to increase your search ranking, customers, and revenue.

Click here to learn more about getting a free SEO analysis and consultation.

2 thoughts on “How your website content affects local search results with google and others”

  1. I know this if off topic but I’m looking into starting my own weblog and was wondering what all is required to get set
    up? I’m assuming having a blog like yours would cost a pretty penny?
    I’m not very web savvy so I’m not 100% certain. Any recommendations or advice would be greatly appreciated.

    1. That’s great that you are starting a blog! For hosting, I use WordPress software with a self hosting platform. This is the cheapest option, but some web building experience is very helpful. I would recommend doing a basic blogging package through Wix or something of that nature. I wouldn’t bother with as their hosting is incredibly expensive for what you get. You can pay for your domain name and a year of hosting for under $100 depending on the service.

      The other thing I would consider with a blog is how you are going to get people to see it. I would do some research into H1-H6 heading structure as this structure is how google and other search engines read your website. I am actually writing a blog on website/blog structure that I will send you when I am done. This is the most overlooked factor in blog writing.

      If you do it all yourself you can definitely save money. If you have someone like myself help you get set up, and give you training, it will save you a lot of time. It just depends on what is more important to you.

      I’ll give you an idea of what it would cost to bring in a professional. I have blog starter packages from $500-$2,500 depending on what is needed. Since you are in the beginning steps, I have a $500 starter package that would be perfect to get you off the ground and give you some guidance moving forward.

      I hope this helps. If you have any other questions please ask. I’m happy to help.

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