Search Engine Optimization (SEO) and Local Search Marketing are indispensable elements of a company’s online presence, so learn how to effectively implement both services for optimal results.
Online directories such as Yelp, Facebook and Google can be critical in helping local businesses thrive. Claim, correct and complete listings will allow search engines to identify your business with its location more accurately.
Keyword Research
Keyword research is an integral component of SEO strategies, and local search marketing is no different. Utilizing tools like Google Search Console, Ubersuggest and competitor analysis platforms (Ahrefs or Semrush) are great starting points to identify keywords people are searching for that relate to your products/services and location.
When it comes to local search, understanding your audience and their intent is of paramount importance. Being aware of which words they’re using when looking for your products/services allows you to communicate better with them so they’ll find you more quickly – leading to potential new customer connections!
Modifiers to local keywords are also key in broadening their scope and connecting with more relevant searchers. For instance, adding “near” as an adjacency will help your business locate searches which are less competitive but still likely to result in traffic/visits – this strategy is particularly helpful with highly contested keywords.
On-Page Optimization
Local search ranking factors continue to evolve, making it essential to stay abreast of the latest information. Marketing analytics software company Moz publishes an annual Local Search Ranking Factors survey which can serve as an excellent basis for creating your local SEO strategy playbook.
NAP (name, address and phone number) consistency is one of the cornerstones of local search marketing. Make sure your business name, NAP and phone number appear in crawlable HTML text on every page of your website, while multi-location businesses should ensure all location NAP data remains consistent across their Google Business Profile, citations and reviews.
Add click-to-call buttons to your website and Google Business Profile so searchers can easily contact your business. It’s also beneficial to gather authentic reviews on consumer directories like Yelp, Thumbtack, Angie’s List and Facebook in addition to collecting them on your own website and consumer directories like these – these reviews signals can improve local search and snack pack rankings for local business.
Local Citations
Local Citations Services provide search engines with proof that your business exists by listing it in directories that search engines trust. When this information matches that found on your own website, search engines can trust it as evidence that your products or services exist, ranking your website well when searched.
Citations can provide more than a backlink – they also increase “Buyer Intent”. ‘Buyer Intent’ measures how likely someone searching for your service will buy or call within 24 hours – this allows businesses to target high-converting customers in local markets.
Some SEOs often conflate local citations with link building, when their intent differs significantly. Backlinks are measured for page and domain authority while local citations are measured based on credibility and industry relevance – mentions on reliable websites like news publications will carry greater weight than mentions on less trusted directories or those still building domain authority.
Social Media
Social media plays an integral role in local search marketing and some search algorithms have begun including Likes and Reviews from followers into their ranking algorithm.
To stand out on Google, businesses need to actively participate in their local social pages by posting relevant industry and company updates as well as sharing relevant industry content. Doing this helps to build brand trust and credibility with their local ecosystem.
Less scrupulous companies may engage in questionable practices like keyword stuffing their business names, listing inaccurate location details or creating fake directories profiles. It’s essential to remain vigilant for such instances and report any incidents when encountered – using software platforms like Mobal to optimise listings and monitor profiles can help prevent these problems altogether.