Local search marketing is the practice of placing your business in front of nearby customers when they search for products or services like yours. It gives smaller and newer businesses a real shot at the first page of Google: less competition for local keywords, room to rank for specific phrases, and direct access to people who are ready to buy rather than just browsing. Building a strong local presence also builds trust, since customers tend to feel more confident reaching out to a business they can easily find by name in a local search.
Why local search beats national search for community businesses
When shoppers look for tires, pet medications, or a new dishwasher, they often have a choice between a big chain and a local option. Walmart is the largest store in the world and has built a successful strategy around positioning itself as a community-based organization. That community-based positioning is one of the biggest advantages of a local presence: customers feel they can trust you and are more likely to do business with you when they can find you easily by typing your name into Google.
Target keyword phrases, not single terms
A strong Local Search Marketing strategy does more than chase one keyword. Even if you optimize for “pet grooming,” millions of other searches will produce similar or different results. A more effective approach is to optimize the website for the key phrases tied to that topic, such as “pet grooming in Stockton, Oregon” or “pet grooming in California.” These long-tail, location-specific phrases are easier to rank for and connect you with shoppers who are looking for a service in their area.
Submit your site to Google and business directories for citations
Once you have your business name, the next step is to optimize the website for Google and other business directories. Citations, meaning mentions of your business on other sites, are how new customers discover you. To get the maximum benefit from citations, submit your website to Google and other directories using the proper formats: title and H-notation (what Google calls “rich citations”), links, and so forth.
Join free local search marketing programs
Local search marketing programs are free to join and come with no strings attached. Rather than submitting your website to regional directories on your own, you can join a program that allows you to submit your site to over a dozen regional directories at once. These programs often charge minimal fees because participants meet with a qualified professional and add value to their business. Participating is another way to build consumer awareness of your business.
Create a strong Google local listing
Creating a strong Google local listing is one of the most effective Local Search Marketing strategies, because consumers often search for businesses within a specific area. Google offers several tools to help users find nearby businesses, including its map page, voice search option, and phone number listings. The map page, a section of Google tools, gives consumers directions to a business’s address, making it easy to find a business near their home.
Add voice messaging to your listing
Beyond helping consumers locate a business in their immediate area, Google’s voice search feature is worth the investment. Consumers are more likely to respond to a voicemail than to a text message, which makes a voice feature on your website or listing highly beneficial. Consumers also tend to be more comfortable sending a voice message than typing one. While it is best to include a voice mail feature on all of your websites, a map pack helps make your listings more attractive to potential customers as well.
Putting it together in your marketing plan
Building your online presence through Local Search Marketing is a smart move for business owners who want to reach a wide range of consumers in their area. Consumers who are familiar with your online presence are more likely to visit your website or call your business. Since having an online presence increases your chances of obtaining new customers, adding a local search marketing strategy to your overall marketing plan is a logical step. Your list of online searchers is much more likely to convert to customers when you include a voice-search feature in your website listings.