Local Search Marketing (LSM) is an essential strategy for any business that deals with customers face-to-face, including franchises, retail chains, “mom & pop shops,” financial services brands, and service providers. By strategically applying Local SEO, your business can overtake competitors in its local market, attract searchers nearby, drive more foot traffic, and improve return on marketing spend.
Below are the core channels and tactics that make up an effective local search program.
What is a Google Business Profile and why does it matter?
A Google Business Profile is a free way for local businesses to be discovered online. When customers search for products or services nearby, Google ranks the most relevant businesses first by matching listing data against the search terms.
After you claim and verify your Google Business Profile (GBP), the Info and Settings tabs let you quickly edit your business name, hours of operation, phone number, and website address.
The GBP dashboard also includes an insights panel showing how prospective customers discover your business, giving you data to make decisions about local visibility.
How does Google Business Profile placement work?
Google Business Profiles sit at the core of local search marketing. The dashboard lets you edit company information, post updates about products or promotions, and run ads to promote your business.
An optimized profile helps your company appear in the Local 3-pack, the section of search results that displays company details like name, address, and phone number. Placement in this area depends on relevance and the level of interest from potential customers.
Google Business Profiles give search engines proof that your business is significant and relevant, and reviews play an instrumental role in raising that profile because they show consumer trust and expertise.
What is Local SEO?
Local SEO (search engine optimization) is the practice of optimizing a website for local search results, including content, on-page elements, and link building. It is essential for businesses that serve a specific region or city.
Acquiring online reviews is one of the best ways to increase local search visibility, since positive reviews are an established SEO ranking factor.
Key components of local SEO include keeping your NAP (name, address, and phone number) information consistent across the web so search engines can verify your location. Marketing technology tools let you track and monitor local SEO rankings over time so you can tell whether your tactics are working or need adjustment.
What is Local Search Engine Marketing (LSEM)?
Search Engine Marketing (SEM) is a form of online paid advertising in which advertisers purchase ads to appear on search engine results pages (SERP). SEM differs from SEO in that it targets selected keywords and typically delivers instantaneous results.
SEM is most often used to promote Google products such as Search, Shopping, and Maps, but it can also run on other search engines through systems like Bing Ads. Ads appear on SERPs via auctions in which advertisers bid on keywords.
Both SEO and SEM require thorough keyword research to identify user intent, group keywords into ad groups, cut budget waste, test ad copy, and refine keyword bids. Book a strategy session to find high-ROI growth opportunities for your business.
How does a photo gallery help local search?
Adding a photo gallery to your website increases the amount of localized content on your pages and gives you a chance to rank in Google image search, which can send more visitors to your site.
Use photos to showcase employees, your business location, and your products and services. Add captions with relevant keywords, and avoid duplicating captions across images since this can be treated as keyword spam and hurt search ranking.
Photo galleries drive leads and sales revenue, help you stand out from competitors, and build your online reputation. Combined with local SEO techniques, they can take your business to new heights.
Related coverage
- Local Search Marketing Is Essential For Any Business That Interacts With Customers Face-To-Face
- The Benefits of Local Search Marketing