Local search marketing helps a small business or multi-location brand show up in relevant searches in its service area. The core moves are researching the competition, optimizing a Google Business Profile, building local links, and creating unique pages per location.
Why local search marketing matters
Local search engine optimization can be tailored to any budget and scaled from a small local business to a national enterprise brand. A local SEO program can turn an unknown brand into a household name by capturing searches from people in the area who are ready to buy.
How do you research the local competition?
Start by monitoring volatility in local search results. Google regularly changes its algorithms, and tracking those shifts keeps your strategy current. LocalRank Flux is a free tool for this purpose.
How should you choose local keywords?
Add local keywords to your site so visitors from the local area can call you. Tracking the source of those calls is especially useful for businesses with multiple locations. A local phone number in your Google Business Profile looks more professional, and some people argue it can improve ranking in search engines. Note which keywords you’ve chosen and check the PPC keyword report to see which ones performed best.
What NAPU information needs to be consistent?
NAPU stands for Name, Address, Phone, and URL. A local search marketing company recommends reviewing basic listings on popular directories to make sure the information is accurate and consistent. New businesses need to create new profiles and verify their pages, while existing businesses need to claim or verify their pages and complete the information on them. Inconsistent or incomplete information will keep consumers from finding the business.
How do reviews and authoritative content help rankings?
Google rewards businesses that provide relevant content and authoritative off-page SEO signals. Credible content establishes a brand as an authority in its niche and helps boost conversion rates, since Google uses these signals to judge whether a business is trustworthy. Local SEO relies heavily on reviews and other content relevant to local users.
Should you build separate pages for each location?
Yes. Create unique web pages that discuss the name and location of the business and use relevant local keywords. For multiple locations, create a separate page for each one. Geo-targeted service pages should specify service areas, and maps showing business locations should be geo-targeted to deliver the best local information. Make the pages unique and interesting, and use the website content to persuade customers to choose the business over the competition.
What should you watch out for when hiring an agency?
Many agencies promise to get a business on top of Google overnight, but no agency can guarantee top rankings overnight. The best an agency can do is increase the chances of being found by more customers. It is impossible to make money on advertising while struggling to run a business. Agencies that promise overnight top rankings and cannot deliver are probably scams.
Keep your Google Business Profile current
The Google Business Profile should be kept up to date and optimized regularly so the site stays appealing to potential customers and local search marketing efforts continue to perform better.
Local SEO is not for amateurs. Following these tips maximizes local SEO efforts and helps a business compete at the top of the local pack.
FAQ
What is the first step in local search marketing?
The first step is to research the competition. Google regularly changes its algorithms, and tracking volatility in search results with a free tool like LocalRank Flux keeps the strategy current.
Why is NAPU consistency important?
NAPU (Name, Address, Phone, and URL) must be consistent and accurate across popular directories. Inconsistent or incomplete listings will keep consumers from finding the business and hurt local visibility.
Can an agency guarantee top Google rankings?
No. A local search marketing agency cannot guarantee top Google rankings overnight. The best it can do is increase the chances of being found by more customers, and agencies that promise overnight top rankings are probably scams.
