With nearly two decades of experience in web and SEO, I’ve come to view Organic SEO and GMB (Google My Business) Optimization as foundational pillars of any effective Digital Marketing Strategy today. Our approach here at Shoreline is deeply strategic and data-driven, integrating these elements into every SEO campaign for our clients and using the top tools and best resources available.
Google’s ongoing algorithm updates and shifts in Organic SEO strategies, coupled with changes in GMB listings and their ranking criteria, highlight significant trends in the industry.
Many SEO agencies either neglect this approach or rely on free plugins, which can harm your SEO efforts rather than improve them.
At Shoreline, we prioritize doing things the right way. We employ unique content strategies and meticulously craft pages to foster organic growth. Despite claims by some agencies that this method is outdated or that AI is superior, we firmly believe in its effectiveness.
We create dedicated pages targeting each location where your business operates, optimizing them to maximize visibility.
If your business operates in multiple locations, it’s crucial to create separate pages for each one. For instance, if your bakery serves customers in Los Angeles, Chicago, Washington, Boston, and Austin, you should have distinct web pages tailored to each of these cities.
Near Me Searches in 2024
Amidst recent discussions about “Near Me” searches, I aim to share valuable insights and tactics that have proven effective in local search optimization for our clients. Local SEO requires a tailored approach distinct from regional and national strategies. By leveraging GMB optimization in tandem with website optimization, we enhance our ability to drive local search visibility. Here are several methods we employ within our customized strategies, along with tips for optimizing “Near Me” searches.
“Near me” searches are geared toward your physical office or store address on your GMB listings along with some local organic SEO strategies in place.
What is a Near Me Search?
First, keep in mind that in some cases of SEO or PPC the “Near Me” searches are NOT what they used to be. Yes, they still work but Google may use some of these as close match variants. For example, “pest control” and “pest control near me” are close match variants. variations of a focus keyword that are similar, but not identical
Imagine this scenario: After an exhausting baking session, your kitchen looks like a flour-filled disaster zone. In urgent need of help, you grab your phone and search for “cleaning services near me” on Google. This type of search is commonly referred to as a “near me” search, akin to sending out a virtual distress call to Google. While often used for urgent needs, “Near Me” searches also provide valuable insights for research and for locating specific services close to home.
How Does The “Near Me” Search work?
When someone performs a ‘near me’ search, Google will actively search addresses that are the CLOSEST to the user’s location to determine which results to serve up. If I did a search for Coffee Shop Near Me, Google’s algorithm takes this proximity factor into account and emphasizes the relevance of nearby coffee shops in the search results.
- Google will use the “Near Me” searches about GMB more than anything. Even more than the website pages using “Near Me” terms. Google will use the visitor’s present location when searching and deliver results closest to that location. So wherever the user is currently positioned is where Google will assume the search area. When the user is not around their specific area, they may use highly searched terms
- Once the listing is optimized and ongoing updates/SEO are done, the location page on the website must match the GMB info such as an address, website URL, etc. The Local SEO for each location helps rank the location using Schema, Internal Links, Backlinking, Keyword Optimization, and more. The Local SEO goes way above just titles and descriptions to help Google understand the service and service areas.
- The “Near Me” is considered Local SEO and the areas that we tie into our strategy all help with what Google will find on that location when someone searches the “Near Me” and is within a certain mile radius. For example, Our Local Strategy covers everything that works with the “Near Me”
10 Stats Demonstrating the Importance of Near Me Searches for Local Service Providers
Back in 2017-2019, “near me” searches grew by over 900% around the world, with the largest growth taking place in local communities around the United States (Source: Google Trends and Chatmeter).
The years leading up to the COVID-19 pandemic are hailed as the greatest shift in how customers find and hire local service providers. During this period, local businesses need to grasp the importance of “near me” searches and adjust their online presence accordingly. By using effective local SEO techniques, businesses can improve their visibility and attract more customers in their target areas.
In 2022, local “near me” searches increased by another 130% (Source: Safari Digital).
According to recent data, the majority of “near me” searches are conducted on mobile devices, highlighting the importance of mobile optimization for local businesses.
More than 2/3 of Google searches are local (Source: On the Map).
Even with all the excitement of Amazon and other popular e-commerce stores, studies prove that local searches are far more common assuring Organic SEO should be a priority.
Customers are 50% more likely to visit or call on a local business after finding them in a local “near me” (Source: BusinessDIT).
This phenomenon is known as “search intent,” meaning that more customers are using local searches at the very moment they wish to pay for a product or service.
Using voice search to make the right purchase has increased by almost 150% (Source: SEMRush).
Siri, Alexa, and other voice search apps are growing in popularity. Notably, these apps are directing more “X near me” searches.
Almost 30% of all online searches in 2023 were local and resulted in a purchase (Source: Safari Digital).
Not only are so many making local searches, but they are also using them to know where to spend their money. This is another example of how search intent works for local businesses and how Organic SEO will always be a priority in Digital Marketing.
Businesses that respond to their online reviews see a 50% increase in sales on average (Source: Wordstream).
ONLINE REVIEWS and ongoing engagement (likes and review responses) are more recent ranking factors for Google. Not only does it improve your business’s reputation, but it also means that Google is more likely to put you higher in “near me” searches.
After performing a “near me” search, 60% of customers will use Google Business Profile’s Click to Call option to contact the business (Source: BusinessDIT).
Google’s Local Pack (where most “near me” search activity takes place) is making it easier for customers to take action. In particular, customers love the Click to Call option, resulting in more jobs for local service businesses.
Almost 40% of local “near me” searches are powered by map apps on mobile devices (Source: SEMRush).
Google Maps, Apple Maps, and Waze are among the top mobile apps where customers search for “X near me.” (Shoreline Optimizes ALL top directory listings)
Nearly 100% of local customers will check your online presence and reviews before calling your business (Source: BusinessDIT). The actual number is 97%, but it hardly matters. Your online presence is critical for new customers who want to know who they’re dealing with BEFORE they request a quote or hire you.
What are Common Mistakes Local Businesses Make When It Comes to “Near Me” Searches and Local SEO?
- Not hiring the right Organic SEO and Web company 😀
- Not Claiming and Verifying Your Google Business Profile
Your GMB listing is your free local ad on Google. Claim it, optimize it with accurate information (name, address, phone number, photos, etc.), and keep it current. (Shoreline handles this for all clients)
- Ignoring Other Online Directories
Listing on platforms like Yelp, Bing Places, and Angie’s List expands your reach and increases your chances of appearing in “near me” searches. (Shoreline enhances and optimizes ALL listings)
- Neglecting Organic Website Optimization
Optimize your website with an aggressive Organic SEO and content strategy. (Shoreline uses relevant location keywords and ensures it’s mobile-friendly). We love mobile-friendly websites, and so do Google and your local customers!
- Neglecting Content Creation
Create blog posts, landing pages, and social media content that speaks directly to your local audience. Highlight local events, offer neighborhood-specific promotions, and showcase local testimonials. (Shoreline does not just target high-volume keywords. We research and use localized data-driven keywords like “best plumber near me” or “carpet cleaning services [your neighborhood]).
- Not Asking for Reviews from Happy Customers
Unhappy customers usually leave reviews without being asked. It’s your happy customers who don’t usually remember to do so unless you ask and remind them. It’s very much worth the effort to amass those positive reviews. Otherwise, you risk having no reviews or only bad ones.
- Failing to Manage Duplicate Listings
Duplicate listings with inaccurate information can confuse search engines and harm your rankings. Regularly check for and remove duplicates across different directories. (Shoreline handles and corrects/removes any duplicate listings, toxic links, and more)
Strategies To Appear in Local “Near Me” Searches
Here are some strategies you should use to help optimize and appear for local and “Near Me” searches. Please note, that this is all part of our Local SEO Strategies in place at Shoreline. These areas take time and should not be a “Quick” or “Set it and forget it” task but must be built into all monthly and ongoing strategies.
- Directory Listings and Local Directories
Setting up your Google Business Profile is a good start, but don’t forget about local directories. The more local listings a business has from high-quality sources, the more trustworthy it can appear to search engines. Yelp, Yellow Pages, and Tripadvisor are popular among customers searching for businesses in their area. So, it would be wise to start with at least one of these.
- Claim and Verify Your GMB Listing
This is your free local billboard on Google. Make sure to claim and verify your GMB listing.
- Fill Out All Information Accurately
Provide accurate information for all fields, including name, address, phone number, service categories, operating hours, photos, and videos.
- Keep Your Online Presence Fresh
Regularly update your listing with new photos, special offers, and holiday hours to keep it engaging.
- Encourage Reviews
Promptly and professionally respond to both positive and negative feedback to encourage more reviews. Respond promptly. Try to respond within 24 hours of receiving the review. Personalize your response. Address the reviewer by name and reference specific details from their review. This shows that you took the time to read and understand their feedback. Apologize and offer a solution. If the review is negative, apologize for any inconvenience caused and offer a solution or compensation if appropriate. This shows that you’re willing to take action to address any issues. Keep it professional. Always remain courteous and professional in your responses, even if the review is particularly negative. Monitor and follow up. Keep track of your responses and follow up with any reviewers who may have additional concerns or questions. This shows that you are actively engaged in addressing customer feedback.
- Claim Your Business on Relevant Directories
Register on directories such as Yelp, Bing Places, Angie’s List, Thumbtack, etc. Ensure consistency across all platforms by providing consistent NAP (Name, Address, Phone Number) information.
- Build Citations – Local Link Building
Get mentioned on local websites, community forums, and news articles to build your online presence.
- Target Location-Specific Keywords
Include city, neighborhood, and service keywords in your website content, meta descriptions, and page titles to improve local search visibility.
- Publish Content Relevant to Your Audience and Community (Blogs & Page Content)
Share tips, guides, and insights that are relevant to your local audience’s needs to establish yourself as a local authority. Type of content Shoreline Digital works on are:
Informational: The user wants to learn about something
Navigational: The user is trying to find a specific page or brand
Commercial: The user wants to do research to inform a purchase
Transactional: The user wants to take a specific action (typically, a purchase)
- Partner with Other Local Businesses
Collaborate with other local businesses on cross-promotions or community events to expand your reach and build relationships.
- Ensure Your Website is Mobile-Friendly – Optimizing Mobile Search
Make sure your website loads quickly and has user-friendly navigation for mobile users.
- Optimize GMB for Mobile (Use Google Business’s Free Conversion Tools)
Add mobile-specific features like appointment booking and directions to your GMB listing to cater to mobile users.
- Schema Markup
Schema markup is a form of structured data that gives search engines more information about your web pages. Which can significantly boost your local SEO efforts. For local SEO, the local business schema is particularly beneficial. Because it allows businesses to provide specific details like their address, operating hours, and contact information. When properly implemented, this data can appear directly in search results. Making your business more noticeable and accessible to potential customers. For example, if you’re in New York and search for “numero 28 pizza,” you’ll see the business’s website with rich results that are enabled through schema. In this case, showing the pizzeria’s multiple locations.
Some Latest Google GMB Updates
Google Business Profile (former Google My Business) is like managing a social media profile aimed at local businesses to improve search rankings with local SEO and customer reviews. As you know this is one of our main pieces of the Organic SEO strategies. Even for regional and national businesses. We use the GMB listings and optimize them for LOCAL growth.
Here are some updates and updated terms to GMB
- Accepting Terms
You must accept both Google’s general Terms of Service and the additional terms for Business Profiles.
- Compliance
Ensure your business complies with all relevant laws, keeps profile information accurate and up-to-date, and provides necessary disclaimers.
- Content Management
Google may edit or replace inaccurate content. You are responsible for keeping your profile content correct.
- Data Access
You can manage and export your profile data at any time.
- Licensing
By using the service, you grant Google a global, perpetual license to use your profile information.
- Updates to Terms
Google can update the terms. Non-material changes can happen without notice, while material changes will come with notice.
- Service Termination
Google can restrict or terminate your profile for breaches or legal reasons.
- Dispute Resolution
EU/UK users can use mediation for disputes. Any user can raise issues with public authorities if needed.
- Google Business Profile chat is going away
Google Business Profile (former Google My Business) is like managing a social media profile aimed at local businesses to improve search rankings with local SEO and customer reviews. As you know this is one of our main pieces of the Organic SEO strategies. Even for regional and national businesses. We use the GMB listings and optimize them for LOCAL growth.
“Near Me” Searches & PPC
The “Near Me” searches and PPC is just a matter of targeting the correct keywords due to the high intensity of the traffic. A few things to remember:
Some areas may use Google Location Extension but using this will cause you to lose ad attribution and won’t be able to report a majority of conversions coming from PPC.
The other area of PPC and “Near Me” Searches is that these searches make it more important to have a detailed geo-targeting approach, layering multiple targets (county AND all towns within the county for local searches for example) AND robust negative locations added. By not doing this and if you don’t exclude, Google can show your ad to someone who is often in your area, or was recently in your area but is no longer there.
Another important point is we also utilize click cease to block VPN traffic for accounts where a specific location is key so that we don’t serve people spoofing their location.
