Local search marketing is the practice of optimizing a business so it shows up when nearby customers search for its services. Showing up in those local results brings more visibility, more calls, and more foot traffic. Below are the core tactics that make a local search strategy work, drawn from the fundamentals of SEO and how Google ranks nearby businesses.
Why Local Search Marketing Matters
More people now use the internet to search for local businesses. Local search marketing lets a company reach that wider audience without narrowing its target demographic by age or income. The approach also reduces advertising costs and pulls in more targeted leads and sales. It works for businesses of any size, industry, or type, and it lets a company target any type of local customer within a given area.
Set Up Your Google Business Profile
Creating a business profile on Google is like putting up a digital billboard online. The profile includes the business name, address, phone number, and website URL, and it helps potential customers find the business in a few simple steps. A free graphic design tool such as Canva can be used to create an eye-catching local business profile, and the profile should also be optimized through Google My Business.
Use a Local Area Code and Phone Number
Using a local area code is a practical way to maximize local search marketing. Letting visitors dial a local number from the website lets the business monitor where each call originated, which is especially helpful for businesses with multiple locations. A local phone number in the Google Business Profile also looks more professional. Some argue that this may even improve search engine rankings.
Build NAP Citations
NAP citations (name, address, phone number) improve a website’s local search ranking and matter for regular listings too. The team used by the source works to add businesses to industry-specific websites and local business directories so they appear in search results, which boosts reputation and local search performance.
Go Beyond the Bottom of the SEO Pyramid
The three bottom tiers of the SEO pyramid cover the fundamental tasks involved in local SEO, and competitors are highly skilled in these core areas. To stand out, a business needs to look for opportunities rivals have not explored yet. The most effective local SEO campaign combines keywords, link building, and content marketing. Staying up to date on each of these areas is what makes the difference.
Create Location-Specific Web Pages
Building web pages dedicated to the business and its locations helps rank higher in local search results and supports broader SEO. Each page should include the location’s name and address and target the location’s keywords. Case studies and customer success stories written for a local audience add further relevance.
Use Posts, Photos, and Reviews in Local Directories
Local search directories support coupons, deals, and events, and they often feature photos and video. Reviews are highly trusted by users and should be left in local listings. Bad customer reviews are sometimes embarrassing, and the LENS function of GBP allows businesses to delete those reviews. Positive reviews still need a response, because doing so increases reputation and the chance of ranking on the first page.
Track the Google Updates That Shape Local SEO
Google’s local ranking updates continue to affect local SEO. The Hummingbird update improves the precision and speed of local searches and is designed to help users search more effectively with conversational features and meaning. The Pigeon update, the biggest shake-up in local SEO, focuses on making search results more relevant to local users. For a local business, showing up on search engines is essential to success, and these updates shape what showing up takes.
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- The Benefits of Local Search Marketing
- Local Search Marketing Is Essential For Any Business That Interacts With Customers Face-To-Face