It’s tough for local businesses to compete with big brands for the top spots on Google’s first page. So, how can you get there without breaking the bank? Local search marketing.
Put in the effort, check off those SEO to-dos, and you’ll see happier website visitors and a happier CEO. A solid local search marketing strategy is key, and it doesn’t have to be costly or complicated. Here are eight tips to kickstart your local search marketing today. But first, let’s define what local search marketing actually is.
What is local search marketing?
Just so we’re clear, local search marketing is about attracting nearby customers. This includes both paid and organic strategies. However, you can create a powerful organic plan using search engine optimization (SEO). While often used by small and medium-sized businesses, these tips have also proven successful for larger companies. So why is local search marketing so important? In today’s digital world, online visibility is crucial. When you have limited marketing funds, organic search might be your business’s only way to get found. Here are some essential yet straightforward tips to boost your website traffic organically. Let’s dive into “local”!
1. Focus on quality content
Content is king.
Image via Directive However, more doesn’t always mean better. Publishing content without a clear goal can make you appear inauthentic, and people will lose interest. Concentrate on delivering high-quality, on-brand content through engaging blogs, videos, and podcasts. When users are engaged and spend more time on your page, they’re more likely to explore your site further. Makes sense, right? As a local business, your content needs to be relevant. For example, a financial services firm in Austin should create content like “Tips for Personal Financial Success in Austin.” Locals reading this are likely seeking financial stability and might need your services. Relevant content attracts potential customers. And Google takes notice. But how do people find this content?
2. Be smart with keyword targeting
Think like your customer. What are they searching for when they type those words looking for the best product or service? Certain keywords are your friends here. Phrases like “near me” or “in [your city]” added to your service keywords are effective. Even broader terms like “Mexican restaurants” or “CrossFit gyms” will yield local results. Choose the right keywords and target them well, and you’ll climb the rankings. How to target effectively? Naturally incorporate keywords into meta titles, meta descriptions, headings, image alt text, and your content. This signals to Google that your page is relevant to the keyword you’re aiming for. While other ranking factors exist, incorrect keyword targeting almost guarantees you won’t rank for that term. Keyword research tools help you identify strong keywords to target and weak ones to avoid. Below is an example from SEMrush showing keyword research with metrics like volume and difficulty, allowing you to choose the most effective words.
3. Speed up your website
Ever left a website before it fully loaded? You’re not alone. People don’t wait for slow websites. Moz highlights that page speed significantly impacts page ranking, according to Google. Page speed is often neglected, as improvements might require hiring developers. While that’s a consideration, it doesn’t diminish the importance of a fast website. Users running local searches want instant results. If your site lags, they’re gone before it even loads. By maximizing page speed and minimizing load time, you increase your chances of gaining a customer. Tools like GTmetrix and PageSpeed Insights can pinpoint areas for improvement.
PageSpeed Insights suggests improvements like enabling compression, minifying code, reducing redirects, and more. These fixes not only affect load time but also enhance user experience. Don’t let these minor issues cost you business.
4. Prioritize positive user experience
User experience is crucial. We all know this. However, many websites remain difficult to navigate. User experience (UX) encompasses a potential customer’s entire interaction with your website. A visually appealing site with fancy graphics doesn’t automatically translate to good UX. The good news: You can measure and improve your UX! Engagement metrics like average session duration, click-through rate, returning user percentage, bounce rate, and linking patterns (like reverse funnel link paths) are key to gauging UX changes.
Google considers these metrics to evaluate UX and compares them to similar websites to determine rankings. For instance, local searchers want quick results, strong reviews, and a seamless website experience. These searches are often done on the go and are therefore quicker, with clicks based on gut feeling. If a user lands on your site and finds it difficult to navigate or not CRO-optimized, they’ll quickly leave and choose the next option. A positive UX encourages return visits and builds trust, demonstrating that you value their time. This directly impacts organic traffic. Review your site. If it’s not user-friendly and easily navigable, it’s time for a revamp.
5. Submit to directories strategically
Directory submissions are an underrated SEO tactic. Whether you’re a local business or a large corporation, correct directory submission is crucial. Search directories like Google, Yahoo, and Bing are vital, making up 90% of online searches. Submitting to them ensures potential customers see accurate information about your business. Moreover, local directories like Yelp receive almost 70 million users per month. Others like Yellowpages and Superpages have over a million monthly visitors seeking local business information. Not submitting your business means missing out on a large customer base.
For local search strategies, directory submissions are your gateway to getting on the map. Submitting to general directories like Google, Yellowbook, and Superpages can be beneficial for potential customers searching for you. Additionally, submitting to data aggregators like Factual, Neustar, Acxiom, and Infogroup help distribute business data to local directories globally.
6. Optimize with Google My Business
There’s no reason not to have a Google My Business account. This free tool lets you optimize your Google business listing (your Business Profile) to rank higher on Google Maps and local Google Search results. With 86% of consumers using Google Maps to find businesses, this free account is a no-brainer. We’ve got you covered with this setup guide: How to Create and Verify Your Google My Business Account.
When creating your account, provide all requested business information. Google asks for this because it’s what searchers (your potential customers) want to know. Providing these details manages expectations and reduces negative reviews. Beyond basic information, regularly upload photos, publish weekly Google posts, and consistently gather reviews. Learn more about these and other optimizations in our article: 13 Essential Google My Business Optimizations for 2020.
7. Manage reviews actively
The best way to minimize bad reviews is to respond to all reviews consistently. This shows customers that you value their feedback and are committed to providing the best possible experience. When responding, maintain a friendly and respectful brand voice. According to Google, the more high quality, positive reviews you receive, the more visible your business becomes. Encourage customer feedback to increase your review count and boost visibility. Google uses relevance, distance, and prominence to determine local ranking. Reviews heavily influence these factors, which are reflected in SERP map packs. Not sure what map packs are? Google your business’s target keyword. Let’s use “Mexican restaurants” as an example.
Local map packs typically show three businesses matching the local keyword (in this case, “Mexican restaurants”). Remember the three factors determining your position in this map pack: relevance, distance, and prominence. Google prioritizes the number of positive reviews, with higher-ranked results having better ratings. Google understands that searchers prioritize distance and quality. By actively managing reviews, you can continuously improve your local search ranking.
8. Implement local structured data
Structured data, or schema, is code added to your website to give Google more information about your site. While it comes in various forms, we’ll focus on a couple of specific examples. Different types of structured data benefit different businesses. LocalBusiness schema is valuable for providing essential information to potential visitors. Schema codes for address, price, and reviews offer instant information without even clicking your link! Event schema is useful for businesses hosting local events. For example, if you have an upcoming event you want to highlight in search results, you can display the event date and name (along with the landing page) directly on the SERP (as shown below).
Regardless of your industry, strategically choose schema that benefits your customers. Schema.org offers a complete list of markups useful for local and global businesses.
Craft your own local search marketing strategy
Your business is unique, so some of these tactics might not be a perfect fit. However, understanding your competitors’ strategies is crucial, as they might be the reason you’re not seeing desired results. Keep in mind that competitors might also be using paid search (pay-per-click or PPC advertising). Consider integrating both SEO and PPC approaches to dominate the search results page. For local businesses, showing up in local searches is non-negotiable for growth. A comprehensive local search strategy will boost your visibility to the right customers. Try these tips today!