Local search marketing succeeds when a business combines strong user experience, an accurate Google My Business profile, quality reviews, reputable backlinks, and targeted content. Over 80 percent of consumers say online reviews have influenced their decision to buy a product or service, and Google factors your site’s UX into how it ranks you against similar competitors. The steps below cover the core pieces that move a local business up the local SERP.
Why user experience matters for local rankings
When users do a local search, they want quick, relevant results, solid reviews, and a near-perfect experience on your website. You can encourage locals to call you or visit your website by providing a link to a review page, which shows them your reputation as a trustworthy brand in their area.
Keep your Google My Business profile accurate
Your GMB profile should have accurate and up-to-date information. This makes your listing appear more attractive to potential customers, boosts your click-through rates, and increases your chances of making the local SERP three-pack. The more relevant and detailed the information is, the more likely your business will appear in local searches. You can also post photos of your venue to boost your business’ visibility. If you have a GMB profile, it will boost your ranking in the local SERP.
Build domain strength with reputable backlinks
Increase the strength of your domain by obtaining backlinks from reputable websites. One way to get backlinks is by guest blogging. However, you must be careful not to use low-quality sites for link building.
Create quality content and partner locally
Aside from building a solid reputation, local search marketing involves creating high-quality content and reaching out to other local businesses. Local search marketing also relies on search advertising, or paid search marketing (also known as Google Ads), which boosts the visibility of your business for relevant searches. Local search marketing is a crucial component of any online marketing strategy.
FAQ
What is the most important factor in local search marketing?
User experience is paramount, because Google takes your website’s UX into account when ranking you against similar sites, and users want quick, relevant results.
Why does Google My Business matter?
An accurate, up-to-date GMB profile makes your listing more attractive to potential customers, raises click-through rates, and improves your chances of appearing in the local SERP three-pack.
How can backlinks help local rankings?
Backlinks from reputable websites increase the strength of your domain. Guest blogging is one way to earn them, but you should avoid low-quality sites for link building.
