Four in five consumers use a search engine to find local information, and half of those searchers visit a store within a day. If your business is not listed in the places those searches return, you are missing local customers and losing sales to competitors. Local search marketing is the set of steps that get a business found in those local results, from small home businesses up to large national corporations.
Why a local presence matters
A visible local presence boosts your credibility online and helps build your reputation. The more you market locally, the more likely people are to find you and use you. If you sell fresh food in your area, a local search can generate thousands of new customers. If you offer professional services, a local search can lift your revenue and reputation. To get these results, your business has to show up in the right places.
Focus on the questions local consumers actually ask
Local search marketing works best when it addresses the questions consumers are asking in a local context. A visible local pack increases your visibility. Photos, charts, and infographics engage customers and add to that visibility. Reviews are useful in multiple ranking contexts and raise the odds your site shows up in local searches. The more information customers provide, the better your chances of being featured in local results.
Target local keywords, not just generic ones
Local keywords are a reliable way to strengthen local search marketing. Ranking for broad terms such as “general liability insurance agents” is hard, but focusing on local keywords can sharply improve your chances of being found online. The advantage is that these keywords are not locked to one exact location. You can pick a list of phrases that fit your business. You can also choose a general keyword that describes your business, or use a local keyword that improves discoverability when a broad keyword is too competitive.
Use local listings and manual search if you do not have a website
Without a website, manual search is still an option. Tools are available for finding local listings, and many come with a mobile app that helps you locate local listings on the go. This puts your business on a map so customers can find you easily, gets your brand in front of more people, and drives more customers to your location.
Add a local phone number to your Google Business Profile
When customers search, a local phone number is displayed next to your listing. That number lets you track how many calls come from your website, which is especially useful for businesses with multiple locations. Adding a local phone number to your Google Business Profile looks more professional and can help you rank higher on Google. Many free tips on local search marketing are available online if you are new to the topic.
Monitor online reviews and respond to them
Monitoring online reviews is essential for a local business. If a customer has a bad experience, they can find your business on Google or another search engine. When customers are unhappy with a product or service, take action to address the concern. Whether you want to resolve a complaint or protect a positive image, local search marketing plays a role in keeping customers coming back.
Bring in foot traffic with local SEO
Local search marketing also drives foot traffic. An attorney, for example, can make sure local searchers find the firm. Local SEO helps you attract new clients and keep them. Including your location in the keywords you choose increases your reach, so include location terms when picking keywords for your business.
