Local SEO, or search engine optimisation for local businesses, is an effective way for small and medium-sized businesses to increase their visibility and reach potential customers in their local area. For example, if you own or manage a jewellery, clothing or accessory store, targeting local traffic is essential to build a strong foundation for local customers. These customers are more likely to visit the store, look at your product range and try on before deciding to buy.
Local Search Stats for 2023/2024
According to Forbes 46% of all searches are local, 95% of which are conducted on a mobile, with a whopping 50% of those searches resulting in a store visit within 24 hours. Forbe’s study also outlines that:
80% of people use search engines for local search with Google averaging 91% of all online searches.
18% of local searches result in a purchase within 24 hours
Since 2019, searches for Open times or Near me have increased by 400%
64% of customers a likely to read Google reviews before deciding to purchase or visit a shop
Read the Forbes Local Search Study in full >>
“Mastering local search isn't just an option, it's a game-changer. Target your local audience effectively to boost visibility and drive business growth like never before.”
Steve Irvine - CEO Lionsorbet
What defines a local business?
A local business is a company that provides products or services that is in walking or short driving distance from a customer, generally in the same town or city that they live in. If you have a store selling products to the public, you should be searchable through local search results. A customer may use search engines to find facilities within walking or driving distance that offer the product they desire. Search engines such as Google will capture your location and offer information through local search options such as type, location, directions to your local business, outline of products and services and provide open times.
Local Search Defined
Customers seeking high quality products and services or branded goods are likely to use Google Search or Google Maps to find a business near them. Using the term Near me will generally provide more specific results but your location will provide accurate results too.
Local Search Term - Luxury Fashion Store / ☆ Top Result Flannels
Local Search Term - Jewellery Store / ☆ Top Result Bonds Jewellers
Local Search Term - Designer Shoes / ☆ Top Result Crocket & Jones
Local Search Term - Designer Handbags / ☆ Top Result Tusting
Local Search Term - Premium Wine / ☆ Top Result The Wine Connection
The user tends to type in the item they wish to buy, or service they wish to use, into search engines. Google will push matching products or businesses through its search results to show local options available.
There are many ways to target local traffic online and turn your marketing efforts into paying customers. Here are some best practices for using local SEO to improve your business's online presence.
Claim your ‘Google My Business’
Claim and verify your business on Google My Business.
This free listing service offered by Google allows businesses to manage their online presence across Google, including search and maps. By claiming and verifying your business, you can ensure that your company information is accurate and up-to-date, and that your business appears in relevant local search results.
Update your local information
Once you have listed your local business using the Google My Business tools, you should add the following information…
Detailed information about who your company is, and what products and services you have to offer
Quality images of your building, internal images of the shop floor, friendly staff pictures and product photography
Add your social profiles to increase brand awareness and social presence
Publish recent news to services pages, blog content and products - Google My Business allows you to add these in the product listing function.
The idea is to build your profile to look established and relative to your targeted users.
Enhance your website SEO
Optimise your website for local keywords
Include your city and state in your website's title tags, meta descriptions, and header tags, creating content specific to your local area and including local keywords. This will help search engines understand the relevance of your website to local searches. You can add these keywords to the Contact page, one of the services pages or the FAQs section of the website. Ensure your content is properly indexed too once you have created and published something new.
Build high-quality backlinks
Backlinks are links from other websites to your website. High-quality backlinks from reputable local websites can help improve your website's search engine rankings. For example, consider reaching out to local business associations, chambers of commerce, and other organisations to request a link to your website.
Use structured data
Structured data, also known as schema markup, is code that you can add to your website to help search engines understand the information on your website. This can include information such as your business name, address, phone number, and hours of operation.
Encourage customer reviews.
Positive customer reviews on sites like Google, Yelp, and TripAdvisor can help improve your visibility in search results and can also help to boost customer trust and credibility.
Use Online Directories
Make sure that your business is listed in relevant online directories and citations. This includes directories such as Yelp, Yellow Pages, and the Better Business Bureau.
Use Google Analytics to track your progress
Google Analytics is a free tool that allows you to track the performance of your website, including how many visitors you are getting, where they are coming from, and how they are interacting with your website. This information can help you make data-driven decisions about how to improve your local SEO efforts.
Use social media for engagement with your customers.
Social media platforms like Facebook, Instagram, and Twitter can be great tools for building relationships with your customers and promoting your local business. Make sure to include your business's name, address, and phone number on your social media profiles, and consider creating posts that are specific to your local area. Social media platforms also allow you to target local customers through their advertising campaigns. A targeted campaign offering a discount to local people can work well and give a good return on investment.
Use video content
Videos are one of the most engaging forms of content, and they can be a great way to promote your business and attract customers. For example, consider a short video tour of your business or creating a video that provides tips or information relevant to your local area. This marketing asset can be posted on your Google Business listing and your website.
Overall, local SEO is a powerful tool for luxury businesses looking to increase their online visibility and reach potential customers in their local area. By following these best practices, you can improve your business's online presence, drive more traffic to your website, and, ultimately, help grow your business.
Extend Multiple Retail Locations
Prestons Jewellers offer a perfect example of Multiple Showrooms, helping boost local search
If your business has more than one retail location, either in different towns or within the same area it can help to enhance your SEO profile for each location. By making some considerate changes to your online information you can increase traffic to each location and be far more targeted in your search visibility and target market. Some areas for consideration with multiple store locations are:
Add Google My business for each store: This is important to help filter your business for each location by setting up individual Google My Business profiles for each store address. This allows you to add specific location information, directions, opening times and images of the store exterior and interior. It can increase your workload but will drive more localised traffic to each store address.
Curate reviews and testimonials for each store: Request reviews for each store address depending on the location they purchased from. This will allow you to see which stores are performing better and also provide a bit of healthy competition for the store managers.
Add store pages: If you have a single ecommerce website for the multiple stores, ensure you add a page for each showroom. This will enhance your SEO and increase visibility for local search. You can also add specific information for each page such as contact info, team contact details, and showroom pictures.
Add a main showroom page. A good example of this is Prestons Jewellers Showrooms
Add seperate pages for each store, for example Prestons Jewellers Guildford. Play close attention to the URL and ensure it contains the location name. e.g www.yourwebsite.com/pages/guildford-showroom would work well for a Shopify website.
Add location support blogs: This additional step can help boost your showroom pages and location search. Simple set up a blog post with a title such as “Our Product Range in Location” e.g Modern Diamond Jewellery in Northampton or Bespoke Mens Shoes in Cambridge. Write about your range, add some local info such as history, features, shopping guide and ensure you link through to your Showroom page for that area.
Frequently Asked Questions
What is a luxury brand retail store?
A local luxury brand retail store or outlet, is typically defined as a physical store or boutique that sells high-end, premium products that are either made in-house such as Leather Bags or Men’s Shoes or a store that stocks a range of luxury products from a range of designers and manufacturers around the world. These stores often focus on offering exclusive, that are crafted with attention to detail and high-quality materials.
Local luxury brand retailers may specialise in various product categories such as fashion, accessories, jewellery, beauty and cosmetics, or designer furniture. They cater to discerning customers seeking unique, artisanal products with a touch of flair and authenticity.
What is a luxury product?
A luxury product is considered a desirable status symbol and is often made with premium materials and craftsmanship. Luxury products can include items such as designer fashion, jewellery, watches, handbags, cars, and property. They are often considered to be exclusive and expensive and are often associated with a particular lifestyle or level of wealth. Luxury products are typically marketed to, and purchased by, consumers who are willing to pay a premium for the exclusivity and prestige that the products represent.
What do customers expect from a luxury product?
Customers who purchase luxury products typically expect the following:
High quality: Luxury products are expected to be made of premium materials and to be crafted with exceptional attention to detail and quality.
Exclusivity: Luxury products are often considered to be exclusive, and customers expect them to be unique or limited in some way.
Prestige: Luxury products are often associated with a certain level of status and prestige, and customers expect to be seen as sophisticated or successful when using or wearing them.
Personalisation: Many luxury products offer personalisation options, such as custom engravings or monograms, and customers expect that their purchase to reflect their personal style.
Exceptional customer service: Luxury products come with a high price tag, and customers expect to be treated with VIP service and attention from the brand or company.
Brand heritage: Luxury products often come from brands with a long history. Customers expect the brand to have a strong reputation and heritage.
Overall, customers who buy luxury products expect to receive a high-quality, exclusive, and prestigious product, as well as exceptional customer service and the ability to reflect their personal style.
Where is the best place to list luxury products?
There are several places where luxury products can be listed and sold, including;
Online luxury marketplaces: Websites like 1stdibs, Luxury Lane, Farfetch, and Luxe Digital are dedicated to luxury goods and are a great place to list and sell high-end items.
Luxury department stores: Many luxury department stores like Neiman Marcus, Bergdorf Goodman, and Harrods offer online shopping and can be a great place to list luxury products.
Luxury e-commerce websites: Websites like Net-A-Porter, Matchesfashion, and Mr Porter offer a wide range of luxury goods and can be a great place to list and sell luxury products.
Social media platforms: Platforms like Instagram and Pinterest are popular among luxury brands to showcase their product and reach out to their target audience.
Exclusive Pop-up shops: For luxury brands, opening pop-up shops in exclusive locations like high-end malls, luxury resorts, or private clubs can be a great way to generate buzz and reach affluent customers.
Ultimately, the best place to list luxury products will depend on the specific product and target audience. Therefore, it's important to do market research and determine which channels will most effectively reach your target customers.
Need Help with your SEO?
Would you like some help mastering your local business profile with the power of Search Engine Marketing? We would love to show you what we can do for your Luxury Brand.
