Local search marketing is something that almost every company has heard of, but what exactly is it and why does it matter?
We’ll go through why this is such an important opportunity for local businesses to take advantage of, as well as how to speak to the major benefits that may help your agency get more local business transactions!
What is the definition of local search marketing?
Local search marketing is an SEO technique that focuses on improving a website’s rank on search engines to target a single or many geographic locations.
Websites may rank in organic local search as well as the Local Map Pack, giving them double the visibility.
Small and medium-sized businesses that rely on local customers should make use of the advantages of local search techniques to assist them to acquire business from consumers looking for a product or service right now.
What Is the Importance of Local SEO?
Consumer tastes are trending toward a hybrid experience, in which they want both in-store and online options.
50 percent of all local searches result in a visit within 24 hours, and 80 percent of mobile local search traffic converts as if that wasn’t enough.
Websites may get a competitive edge by reaching out to potential clients in a certain location who are more likely to convert.
This allows them to stay top of mind with customers, resulting in increased organic sales and long-term income development.
What Is the Difference Between Local and Global SEO? What Is the Difference Between Local and Organic SEO?
A local search marketing approach, as previously said, optimizes websites to rank high in search engines for specific geographic locations.
Local SEO is advantageous to any company that:
Is there a physical location where people can go?
- Even if there isn’t a physical shop, they can service a certain region (or areas).
- There are real stores in a variety of locales (like a franchise)
- Prominence, Relevance, and Distance (among other ranking criteria) are heavily weighted in local SEO ranking factors, as opposed to standard SEO ranking factors:
This relates to how well a company is known and established online, as measured by reviews, third-party website mentions, directory listings, social signals, and other factors.
This refers to the relevance of a company’s products or services in connection to the search query and what the searcher is looking for.
This relates to how close or distant a company is located or can serve about the searcher’s intended location.
SEO that is done naturally
‘Traditional SEO‘ and ‘global SEO’ are two terms used to describe organic SEO.
This type of search engine optimization focuses less on specific geographic areas and more on improving general website rankings to reach a nationwide audience.
Traditional SEO focuses on keywords relating to products, services, sectors, and, ultimately, the purpose of the searcher.
This sort of SEO is great for companies who can provide their services or products to an entire country or perhaps the entire world.
Let’s look at an example to show the difference.
A therapist in Newark, Ohio, wants to reach out to more people in his community.
While adding more keywords relating to his sector (PTSD, depression, etc.) may improve his site’s performance across the country, it is not the most effective way to contact potential clients.
Increasing the specificity of his keywords and incorporating a location will aid Google in determining how relevant his website is to searchers.
For example, when you search for “PTSD treatment,” you’ll get informational results that describe what the problem is, what the symptoms are, and what treatment choices are available, rather than providers.
However, the keyword “PTSD therapy in Newark, Ohio” will show search engines that his site is about PTSD treatment in Newark, Ohio, not simply PTSD.
Using this keyword can help him rank better in searches for PTSD therapy in his region.
For small firms, ranking on generic searches is usually not particularly beneficial.
People who conduct particular, local searches, on the other hand, are more likely to acquire a product or service.
Other components of SEO may be localized using similar tactics.
What is the Process of Local SEO?
Google My Business is a service provided by Google.
Businesses must have a Google My Business profile to rank in the Local Map Pack.
As a result, creating a Google My Business profile should be your first step (it has since been renamed to Google Business Profile).
It is available to all businesses at no cost.
Within the Local Map Pack, this is the primary site where buyers will locate your information.
Once you’ve claimed the listing, you’ll be able to fill in the various categories with information about your company.
A description of what you do, your business hours, pictures (of the building interior, exterior, team members, and products help to build trust), products and services your business can fulfill, contact information, and a radius of the regions you can offer products or services to, accessibility details, and so much more are all important.
Restaurants, for example, may submit their menus and reservation links directly to their Google Business Profiles (Google My Business) so that customers can see them right away from the Local Map Pack.
NAP Consistency & Online Directories
Name, address, and phone number are abbreviated as NAP.
This is some of the most crucial information for your consumers and search engines to be aware of.
Citations are another name for NAPs, and citations are found in web directories.
Many other online directories are relevant for small businesses and can help improve their local search marketing strategies, as well as inform customers about their offerings and drive business to both physical locations and websites, in addition to the Google Business Profile mentioned above.
It’s critical to include your company in relevant web directories and to provide consistent information.
On every page of your website and in every directory relevant to your business, your NAP should be correct.
If a company’s information varies from platform to platform, it degrades the user experience and can lead to worse search engine results.
Not to mention the fact that it might turn off potential clients by instilling distrust.
The following are some of the most well-known directories:
- Google My Business / Google Business Profile is a Google service that allows you to create a profile for your
- Chamber of Commerce & Industry
- Bing Business Locations
- Apple Maps is a mapping application developed by Apple Inc.
- The Better Business Bureau (BBB)
Website of high quality
This may seem self-evident, but a good website will help your company operate better.
It not only communicates your brand to customers but also demonstrates to search engines
that you are a reputable and trustworthy company dedicated to providing the greatest possible user experience for your website visitors.
A website with high-quality pages, no broken links, and a quick site speed ranks substantially higher.
Local companies often do most of their business in person,
yet 74% of customers seek a hybrid customer experience (both in-person and online shopping).
Many customers conduct preliminary research on firms online, and your website may make or break this contact.
Local companies rely heavily on customer reviews.
Reviews from delighted consumers bring additional traffic to a firm, whether via word of mouth or online.
Online reviews are said to affect 93 percent of people’s purchase decisions.
People want to check what other people have to say about a business before going in person or making a purchase.
Furthermore, 4 and 5-star ratings are closely linked to internet ranking increases.
In this scenario, both number and quality are important, so responding to and managing current reviews is necessary,
as it aims to produce as many goods, legitimate reviews as possible.
It’s vital to note that you can’t beg for favorable reviews or persuade someone to leave one—doing so is against Google’s standards.
You can, however, request that consumers and clients provide comments.
One of the key aims that a company should strive for is to provide
the finest possible customer experience so that people will talk positively about the company’s reputation.
If your company is connected with several unfavorable reviews, don’t erase them.
Instead, use this as a chance to address the issue by replying to the individual
who posted the negative review and determining how you can improve the situation.
Potential consumers will notice your comments on such reviews and realize that you care about the customer’s experience.
The same may be said about search engines!
Local search marketing optimization, like standard SEO, is a continuous process.
To stay ahead of the game, your competitor is always working, and you should be as well.
And plainly, there’s a lot that an SEO specialist needs to perform this well!
Nummero may assist you with growing your firm or providing extra capacity to offer a high-quality local search marketing plan to your clients.
Our white label local SEO services include a team of SEO specialists that are actively working on client campaigns,
over a decade of industry knowledge, access to a variety of resources and tools, and data-driven methods that increase online exposure and produce growth.