Here at Zelst, we worked with a legal client on strengthening their local SEO, improving their Google My Business visibility by 84% and clicks-to-call by 86% in just one year.
Our Client’s Goals
With multiple offices located across the north of England, our client in the highly-competitive area of medical negligence law wanted to drive visibility, traffic and engagement amongst their local audience to increase the number and quality of enquiries overall and gain an advantage over nearby competitors. We helped them to achieve these goals by implementing local search strategies, including optimising their Google My Business and Bing Places for Business profiles.
What is Local SEO?
Local SEO relates to the organic search visibility of your business on a local scale. When a user searches for a key term that has a local intent, Google recognises this and displays the most relevant results in relation to the user’s location.
Local SEO is particularly important if you have physical stores or offices and want to capture the attention of your local audience. By implementing an effective local SEO strategy and following best practices, you can increase your visibility, traffic and conversions overall.
Optimise Local Business Profiles
The first step to building a strong and successful local SEO presence is to make sure all your details are correct to appear in the search results. Using the correct business name, address (if applicable) and phone number on your Google My Business and Bing Places for Business listings is crucial - this is known as your NAP (name, address, phone number).
Not only are you providing essential information to potential or existing clients who come across your business, but you are also helping to drive interactions. By optimising our client’s Google My Business and Bing Places profiles, we helped to increase phone calls by 86%, direction requests by 109% and profile views by 84% in 2023.
We also introduced high-quality and relevant imagery to our client’s profiles to improve engagement and provide a strong, on-brand impression to those looking at their profile in local search results.