Whether you’re a large enterprise brand, a one-location company, or a one-man-band, Local Search Marketing can help you get your business found online. This strategy integrates online and offline marketing to ensure that your business can be found in search results. Although some businesses may think that online and offline marketing efforts are different, they are vital parts of the customer journey.
The first step to local search marketing is ensuring that your website is optimized for local searches. This includes including accurate NAPU for your business location. By providing consistent NAPU, search engines will be able to recognize your business’s location and what it does. For example, if you are located in Manhattan, you will have a hard time reaching customers outside the city. To avoid this problem, consider becoming a Service Area Based business and targeting multiple cities.
Another step in local search marketing is to use PPC ads. These ads will appear in the paid search results, and Google will charge you a fee if someone clicks on them. Many local businesses already know which keywords to bid on. For example, if you’re a plumber in New York, bid on the phrase “plumber new york” or “plumber new york.” This way, you can jump ahead of the competition and get your business in front of your customers’ eyes.
The next step is obtaining high-quality links. The quality of links can make or break your local search ranking. The more authoritative your link is, the higher the chances of being found by local consumers. Make sure your links are as consistent as possible, and don’t pay for links that aren’t of good quality.
Another crucial step in local search marketing is making sure you’re listed in multiple online directories. If your listings have outdated information, it will affect your local search ranking. Inconsistent information won’t attract consumers. Make sure to check your basic listings regularly, as well as any additional pages where your business is listed. If you’re a new business, you’ll need to set up a new profile and verify your listing, while an existing business needs to claim and complete all information.
Local search marketing should also include managing reviews. Reviews are important to local search because they show potential customers that they can trust a business. When your customers trust your brand, they’ll be more likely to purchase from you. It also gives your business credibility and authority in the industry. A business that has a good number of online reviews will have a higher ranking on local search.
Meta titles and descriptions are also important in local search marketing. These meta tags are what search engine users see on your website. By incorporating them into your website, you can boost your SEO. They act as your website’s local credentials and are displayed on Google’s search results pages. A web design expert can help you add the appropriate metadata. Using an SEO platform that provides an easy-to-follow guide will also help.
Google has changed the way local search works. In 2007, it introduced a local business information feature into the SERPs. With this update, it has become more important to optimize NAP citations for local search. If your NAP citations are inconsistent, you may get passed by the search engine. This update also means that it’s crucial for you to update your NAP citations regularly to ensure your business gets the best rankings in local search results.
The three bottom tiers of the SEO pyramid include the fundamental tasks of local SEO. While these tasks are essential to any local SEO campaign, it’s crucial to go beyond them. This will allow you to discover opportunities in a competitive market that your rivals haven’t yet explored. For this, you must be prepared to dedicate time and effort.
Local search engine optimization is a complex process. It’s important to know the right keywords and optimize your website accordingly. Google makes updates to its search algorithms regularly. Monitoring the volatility of your local search results is an excellent way to be informed of algorithm changes. In addition, link building is a major ranking factor in local SEO. It shows the search engines that your content is relevant to local customers.