Location

Location-based SEO involves optimizing a website or web page so that they better match search engine queries that focus on a particular geographical area. The geographical area can be either local — a city or a region, or hyperlocal — a suburb or neighborhood.

For example, when someone in the Sydney suburb of Balmain types “Italian restaurants” and “Sydney” into Google, page 1 of the search results will list any Italian restaurants in Balmain and nearby suburbs whose sites incorporate location-based SEO. Similarly, for a local publisher, location-based SEO ensures that their publication is listed prominently when a search is made in their area.

Also known as geo-targeting, location-based SEO enhances the relevance of a site or page to its readers, making it a critical part of any business’s SEO strategy.

3.11.2 Is Location-Based SEO Important?

Location-based SEO can help ensure that readers will find local publishers’ content more easily. This will not only help raise your profile, but as your number of readers grows it will help win over locally-focused advertisers and sponsors.

Businesses actually have more to gain from location-based SEO than publishers, given they can enhance footfall traffic. How is this relevant to digital media? Well, if businesses are looking to boost their local clientele, then a publisher with a strong local audience count will become an attractive destination for ad budgets.

With 56% of US consumers favoring local businesses in the wake of the pandemic, advertising with local publishers is a compelling proposition.