Local search marketing helps businesses expand their online presence by targeting the keywords people search on Google, Yahoo, and Bing. The core tactics include on-page SEO, long-tail keyword targeting, online review generation, and staying current with industry changes.
How do you optimize on-page SEO elements?
Optimizing on-page SEO factors is one of the best ways to drive more traffic to your site. These factors form the basis of your ranking and help meet your KPIs.
Content is a central element of on-page SEO. Well-written, relevant content starts with keyword research and choosing topics that match what your audience is searching for.
Title tags matter because Google uses them as the headline for your page in search results. Place targeted keywords at the beginning of your title tag and keep tags under 55 characters.
Meta descriptions are the short summaries that appear in search results. They describe what the page is about and encourage clicks. The best practice is to write a description that includes your keyword and tells users what to expect on the page.
Why target long-tail keyword variations?
Long-tail keywords give you a way to get ahead of competitors. They can increase search visibility, reach a more targeted audience, and lift conversion rates. Dropping them into content without research won’t work; a few steps are needed first.
Start by understanding the difference between long-tail and short-tail keywords. A long-tail keyword is specialized and focused on your niche, while a short-tail keyword is more generic.
A useful starting tool is Answer the Public, which generates long-tail variations from the keywords and phrases you enter and offers related search suggestions.
Rank Tracker is another option. It searches a global database of search terms to find long-tail keywords and can help you locate the most competitive keywords for your business.
How do you get more online reviews?
Online reviews drive sales, build trust, and boost conversions. A study by Social Media Link found that 83% of consumers find new businesses through peer recommendations. A study by Moz ranked online reviews as the third most important ranking factor.
Reviews can decide between your business and a competitor when local customers are choosing where to buy. A large number of positive reviews is a strong boost to a local SEO strategy.
Review quantity, the number of reviews on your GBP listing, is a measure of your business’s popularity and shows whether you’re getting more than your fair share of online exposure.
Learning about the different review sites and getting listed on as many as possible is worthwhile, and free tools are available to help.
Sending email requests for feedback is a reliable way to build reviews. It generates more reviews and signals to your audience that you want to hear their opinions.
How do you keep pace with industry developments?
The local search marketing landscape keeps changing, and traditional toolkits can fall behind. Google is always evolving, including recent changes to its Google My Business pages that encourage users to visit a business page for more information.
YouTube has a strong presence in the local SERP, and apps for services continue to grow in popularity. Maintaining an active social media presence supports local SEO, Twitter is a good way to stay connected to your community, and a Google Business page should be mobile-friendly.
Whether local SEO is handled in-house or outsourced, a solid strategy is essential. Many businesses overlook the questions prospective customers have. With the right tools you can answer those queries and respond to negative reviews in ways that limit the negative effects.
FAQ
What is local search marketing?
Local search marketing is a strategy to expand a business’s online presence by finding and targeting the keywords people search for on Google, Yahoo, and Bing.
Why are long-tail keywords useful for local search marketing?
Long-tail keywords are specialized, niche-focused terms that increase search visibility, reach a more targeted audience, and boost conversion rates.
How important are online reviews for local SEO?
A study by Social Media Link found that 83% of consumers find new businesses through peer recommendations, and a study by Moz ranked online reviews as the third most important ranking factor.
