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The importance of search engine traffic for local businesses

7 minutes of reading
The importance of search engine traffic for local businesses
Category SEO

Your business may be great at attracting customers who are within 30 minutes of your physical location, but what about the customers who live outside of your local area? As you grow, it’s important to continue promoting your brand beyond your immediate area and to expand your customer base. Here are some ways you can get more local search engine traffic from customers looking for products and services in your area.


Why is locality important in marketing?

Local SEO is the process of optimizing a website so that it ranks higher in local search engines for specific geographic areas. Most people use this technique for brick and mortar businesses, but anyone can use it if they have a physical location.

Locality is important for a business because, with the ever-growing number of people using the internet from their mobile phones and tablets, it’s easier than ever before for potential customers to find them. And, if you’re in the local area, you’ll have much less competition than if you were trying to compete in a national or international market.

What is traffic?

Search engine traffic is a metric used to measure the number of visits that come from search engine queries. It is measured by using the number of pageviews, page impressions or unique visitors. Pageviews are when a user views a particular webpage and then leaves it. Unique visitors are when a user visits more than one webpage on your site in a single session. Page impressions are the total number of pages viewed by visitors during the time they were on your site.


It is important to note that there are two types of traffic: organic and non-organic. Organic traffic comes from search engines such as Google, Bing, Yahoo, and more. Non-organic traffic is not generated through a search engine but instead through marketing campaigns.

Traffic in the context of SEO optimization

This is an extremely important issue in terms of optimization and positioning, which:

  • allows you to check whether our strategy is effective,
  • allows insight into the behavior of users on the website,
  • gives the possibility of precise targeting of content and advertisements,
  • has an impact on the amount of conversion.

Google enables access to traffic statistics via the Google Analytics panel. It is the most comprehensive tool that allows you to determine the level of traffic and user behavior on your website. The second extremely useful tool is Google Search Console. In this context, the most interesting for us is the “Effectiveness” tab, which informs us about the number of clicks on the link, devices, phrases and keywords as well as the location of recipients.

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Methods to increase website traffic

Do you care about increasing popularity on the web? Do you feel that you are creating interesting content, but it does not translate into website traffic? Time for appropriate optimization.

Sign up for Google My Business

Google My Business is a free service where you can claim your business and fill in information like your address, phone number, website URL, hours of operation, and other relevant details. You can also add photos and up-to-date listings. Once you’ve completed all the steps, it will take up to two days for your changes to show up on search engine results pages. It’s important that you make sure your listing has the most accurate and recent information possible because this will reflect on your company’s reliability as well as its customer satisfaction rate.

Add Schema Markup

Schema markup is a simple way to improve the visibility of your content in search engine results pages. With schema, you can provide rich snippets with more descriptive information about your business, as well as make it easier for Google and other search engines to find your site. Since Google recognizes this information as useful for searchers, there’s a good chance that this will lead to more traffic from local searches.

Optimize website’s content

What is content? The first thought that comes to mind are articles and texts, but we are also talking about such materials as visual materials, webinars, e-books, reports, lines, infographics, podcasts, interviews, case studies or newsletters. So if you create original, substantive and interesting content, you will enjoy great interest. Posting at appropriate intervals is also important. Thanks to this, you will ensure constant, regular traffic on the website. Remember, however, that nothing happens overnight, it takes a bit of work and patience. The consequence of your actions will be to create a communication space for recipients.

Update posts regularly

To get more traffic, you’ll need to post on a regular basis. This will give your site and content a sense of continuity and people will feel like they’re reading something that’s always up-to-date. You can also post on a schedule that works for you. For example, if you’re not at work and have time during the day when your blog readers are likely online, consider posting then so that your content reaches more people than it would otherwise.

Optimize backlinks

The best way to increase your organic search rankings is through the links that you get from other websites. Backlinks are important because they show Google how authoritative your website is and how relevant it is for a particular search query. The more backlinks you have, the better chance you have of ranking highly in local search engine results pages. In order to attract high quality backlinks to your site, you should focus on creating content that will be shared across social media channels and picked up by bloggers.

Generate leads

Lead generation is the process of finding prospects who are likely to be a good fit for your product or service. In this post, we’ll walk you through how to use lead nurturing techniques in your sales funnel, and how that can positively affect both lead generation and lead conversion rates. There are many types of lead generations available: web forms, content marketing, social media advertising and so on.

Use social media marketing strategy

The best way to get more local search for your business is through social media marketing. It’s inexpensive and a great way to stay in touch with your customers. If you’re not using it already, try starting with Facebook or Twitter. You can also use this strategy for getting traffic when you don’t want to pay for ads.

Organize local events for the communities

One way to get local search engine traffic is by hosting or attending local events. You can network with other business owners, find potential customers, and grow your following. The success of the event will also help build up your reputation in the community and increase visibility on social media. Participating in events that are relevant to you will also allow you to connect with like-minded people who could be future customers or employees.

Last words

In the days of Google and the algorithm, it’s important to understand how your website ranks in search results. And because most people only look at the first three pages of results, you need to make sure your site is ranking on page one. Local SEO is a great way to rank higher in local searches, which often have more traffic than national searches. Plus, when you target local keywords, you’re more likely to attract customers who are looking for something specific like a product or service in their area.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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