Local search marketing is how a business gets in front of nearby customers who are searching online for its services. The most effective tactics include optimizing key local business listings, keeping name, address, and phone number consistent, building citations, using social media, and earning links back to your site. Below is a breakdown of each.
Identifying and optimizing for key local business listings
Optimizing for key local business listings helps customers find your business and can boost site traffic. These pages need the same attention as the rest of your website’s content.
Adding schema markup to your website helps Google organize your data and display it in relevant searches. You can add schema to any page, not only your home page.
Reviews are the second most important ranking factor for local businesses. A steady stream of positive reviews improves your position in Google’s search results.
Avoiding name, address, and phone number inconsistencies
Make sure your name, address, and phone number are correct across every listing. Inconsistent data confuses potential customers and weakens your local search marketing. Sync your contact information across your website and every other online source.
Your NAP (name, address, phone number) is one of the most important parts of any business website. The more complete and consistent your NAP, the more credibility and trust you earn as a local business.
Citations
Citations are references to your business that search engines use to verify your location. They help brick-and-mortar and online companies build presence and drive traffic.
Consistency is what makes a citation valuable. If your business name, address, and phone number don’t match across citations, you are sending customers to an incorrect listing.
Social media
Social media gives a local business a direct connection to its audience. When your content resonates, it gets shared on other platforms and reaches a wider group of customers.
Social search users want content that feels real and authentic. Sharing user-generated content like reviews introduces your business to prospective customers.
Start by creating an account for your business, then post regularly. An active account keeps your posts from getting buried in your followers’ feeds.
Earning links to your web pages
Link building is an off-page SEO tactic that raises your page ranking in search engines and drives more traffic to your web pages.
Publish useful content such as articles, reviews, and recaps of industry gatherings. Optimize that content so search engines can read it, and add geo-targeted elements to boost your local authority.
To attract a link, your site needs a high-quality URL and a high-volume keyword or two in your title, header, and body.
Stand out from the pack in a crowded market
Local search marketing helps your business stand out as more shopping starts with online research. A solid local SEO strategy keeps you in front of customers who would otherwise go to a competitor.
When someone searches for a local business, Google shows three ranked listings: a regular organic result, the Snack Pack, and the Local Pack.
The Google Local Pack promotes businesses with positive reviews. Asking for customer feedback builds trust with your audience and raises your SERP rankings.
FAQ
What is local search marketing?
Local search marketing is a form of marketing that uses the internet to reach people in your area who are searching for your services. It includes optimizing local listings, building citations, using social media, and earning links.
Why are reviews important for local SEO?
Reviews are the second most important ranking factor for local businesses. A good number of positive reviews can boost your ranking in Google’s search results.
What does the Google Local Pack show?
The Google Local Pack promotes businesses that have received positive reviews from their consumers. It appears alongside a regular organic result and the Snack Pack when someone searches for a local business.
