Local search marketing is now a vital part of how businesses get found online. Shops, dental offices, travel agencies, and other local companies need a strategy for showing up in nearby searches before competitors claim that space. The tactics below walk through the practical steps that small and mid-size businesses can take to start showing up where local customers are looking.
Why does local search marketing matter?
People rely on local search to find what they need, which is why local businesses should act on this trend before their competitors do. Whether you run a single storefront or a multi-location operation, a plan to capture nearby search traffic pays off in both organic and paid listings.
How do you identify your niche and target market?
Finding your niche is crucial if you want to succeed at local search marketing. You must identify your target market or audience. Once you know who you are trying to attract, you will have a better idea of what kinds of campaigns to run. Then sort through all the directories available to your business. Claim, correct, and complete your website’s local SEO profile.
Why should you not underestimate on-page optimization?
Many business owners underestimate the value of optimizing a site for local search marketing. While it might not seem like a priority when you are starting out, optimization is an essential part of your marketing plan. Think about your optimization strategy in terms of increasing your listings in organic searches and increasing your rankings in paid listings. Both involve different strategies, but both are very important.
How should you match your strategy to your service area?
For many small businesses, the service area does not contain a large amount of traffic. If your service area is relatively untargeted, it will not be easy to draw in new customers. This is why many businesses decide to go with a local search engine optimization or SMO provider. The good news is that many businesses can benefit from local marketing without losing their current traffic.
Which tactics fit which type of business?
Some businesses focus just on their physical location. For instance, a dentist may opt to use local search engine optimization or social media marketing to spread the word about his practice. He may also want to consider a paid ad on a regional magazine or newspaper. A travel agency might use digital marketing such as coupons or even digital signage at airport entrances. More often than not, smaller businesses rely on their local search engine optimization or SMO strategy to gain visibility.
What common local SEO mistakes should you avoid?
Targeting small to mid-size local businesses with an online strategy will not have much effect unless you are willing to take a few steps to improve your website. One common mistake that small to mid-size businesses make is placing too much emphasis on their Google Places business listing. While this listing is crucial to getting your business seen online, there are several other ways that small businesses can take advantage of their Google Places account.
How do you build a local search marketing plan?
One good way to improve your online presence is to start building a local search marketing plan. This does not mean going on a major search engine optimization campaign, and it does not mean ignoring the rest of the internet. You should consider maintaining your Google Places business profile and making changes to it as needed. If you have a blog, consider adding Google map tiles to it. Adding a social media presence and maintaining your Google+ page will also help your small to mid-size business show up on the major search engines.
How can your website reinforce local relevance?
Another important aspect of your local marketing strategy involves your website. If you have a blog, you should consider including information about your store within the meta tags. Meta tags are included at the bottom of every web page in your website so that search engines can understand what the page is about. For example, a meta description for a downtown shop might read: “A place near downtown Saint Louis where shoppers can find the best bargains on hand-bags, shoes, clothes and more.” By including your store’s name in this way, you make it easier for consumers to access your website. Similarly, if you do not have a store within the area you are targeting, or you are not reaching the right consumers with your physical location, you should consider a PPC campaign.
FAQ
What is the first step in a local search marketing strategy?
Identifying your niche and target audience is the first step. Once you know who you are trying to attract, you can pick the right campaigns and claim, correct, and complete your local SEO profile across the directories available to your business.
Why is on-page optimization important for local search marketing?
Optimization helps increase your listings in organic searches and your rankings in paid listings. Both areas require different strategies, and both are important for getting your business seen online.
What mistakes do small businesses make with local SEO?
A common mistake is placing too much emphasis on a Google Places business listing. While that listing is crucial, small businesses should also maintain their profile, add Google map tiles to their blog, build a social media presence, and keep their Google+ page current.
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- 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