Local search puts small businesses in front of nearby customers who are ready to buy: 80% of internet users use search engines to find a local business, and more than 50% of searchers visit a business within one day of a local search. Optimizing your website for local search engines is how you reach those searchers and turn them into visitors, calls, and sales.
Why does local search marketing matter?
Local search marketing shows your business to customers actively looking for your products or services nearby. Beyond standard SEO, local search optimization drives local reviews, which give your website more exposure and inbound links. A solid strategy increases traffic, sales, and revenue without requiring a large budget to start.
How do you optimize website content for local search?
Website content is one of the most important elements in local SEO. Local SEO strategies use Google’s Keyword Planner to analyze user search intent. Your website should include valuable content such as FAQ pages, in-depth blog posts, and industry news articles. Create a custom page for your business covering your name, location, and relevant local keywords. If you have more than one location, build a separate page for each one and publish new blog posts to increase your local ranking and boost your search engine optimization efforts. When you create unique web pages, include information on why customers should choose your business so they pick you over the competition.
How do you keep business listings accurate?
Check your basic listings and verify that all your business information is accurate. Inaccurate information on popular directories may not help your local search ranking, and consumers are unlikely to find your business if your information is inconsistent. Local search marketing companies recommend updating your basic listings and creating new profiles when needed. For existing businesses, claiming and verifying pages and filling out information is essential to get found by consumers.
What does a consistent NAP look like across the web?
A consistent NAP (name, address, and phone number) is a crucial element in any local SEO strategy. Correct NAP data improves local search rankings, while inconsistent NAP data hurts your visibility in local search results and may mislead customers. Audit every location where your business is listed and correct any variations. Google’s traditional search algorithm considers distance from a user’s location to determine relevancy, so include your full address and phone number on the site. If you have multiple locations, this can be tricky, but it can boost revenue. Optimize both your local and central locations to gain more visibility and increase local revenue.
How do you build and manage online reviews?
Keeping tabs on reviews is another key component of local search marketing. 92% of consumers read online reviews, and 68% say positive reviews affect their feelings about a business. Encourage reviews on various review platforms and devote resources to responding to all reviews. Great reviews boost your local search rankings and also affect your business’ conversion and earning potential, so keep your GMB profile stocked with strong reviews. 97% of people learn about local businesses on the internet.
How often should you review your local search strategy?
A key to local SEO success is having a solid strategy and iterating on it. Review your marketing strategy every quarter to confirm it is working toward the goal of increasing visitors to your site. If you don’t know where to start, research local SEO tactics that are effective for local businesses. In the long run, local search marketing increases traffic and sales, and it doesn’t have to be expensive to start creating successful campaigns. With effective local search marketing, your business can reach the top of Google’s search results.
FAQ
Why is local search marketing important for small businesses?
80% of internet users use search engines to find a local business, and more than 50% of searchers visit a business within one day of a local search. Local search marketing puts a business in front of nearby customers who are ready to buy.
How do I keep my local business listings accurate?
Check your basic listings on popular directories and verify that your business information is correct. Local search marketing companies recommend updating existing listings and creating new profiles when needed, and claiming or verifying pages so consumers can find your business.
What is NAP and why does it matter for local SEO?
NAP stands for name, address, and phone number. Correct NAP data improves local search rankings, while inconsistent NAP data hurts your visibility in local search results and may mislead customers. Audit every location where your business is listed and correct any variations.
Related coverage
- What Is Local Search Marketing?
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Related coverage
- What Is Local Search Marketing?
- Local Search Marketing Tactics to Boost Online Visibility and Drive Traffic