Local search marketing puts your business in front of nearby customers who are already searching for what you sell, and most of those consumers will visit your store within one day of doing a local search. Because some items can’t be purchased online and many buyers prefer a local presence, showing up in those results is essential for small businesses.
Why local search matters for your business
Consumers have moved away from the yellow pages and now rely on online directories and search engines to find service providers. A properly optimized website lets potential clients find you in a variety of locations, which means your company can appear in more listings than in the past. The goal is to make your business visible on a single search results page, and you don’t need expensive advertising to get there.
Target Google first
Google holds 92.5% of local searches and Bing holds just 2.3%, so put yourself in your customers’ shoes and prioritize Google. Optimize your site so it can be found online, create content that is relevant to your customers, and use consistent NAPU (Name, Address, Phone, URL) to let search engines know what your business does and where it is located. Consistent information across platforms improves your ranking on major search engines.
Build credible content that earns trust
Google awards businesses that publish authoritative content with valuable information. Doing so builds trust and establishes you as an expert in your niche, which increases the leads you receive and lifts your visibility in local searches. Quality content also generates more inbound links.
Use local keywords in your website
Keyword research is vital for local SEO. If you are a general liability insurance agent, for example, you can use the term “general liability insurance agents” to target customers in your local area. You aren’t limited to local-only searches, either; the same keywords can be targeted across multiple places. By targeting your keywords and your location together, you attract more visitors and improve your ranking.
Monitor local reviews
Monitoring online reviews helps you respond to complaints and address concerns quickly. Responding to negative comments and reviews through local search marketing helps your business stand out among other businesses in your area. The more people you attract to your website, the more people will find it, which boosts your visibility in local search and helps you get the most clients.
FAQ
What is local search marketing?
Local search marketing is the practice of optimizing your website and online presence so that nearby customers can find your business when they search for related products or services. It includes optimizing your site for SEO, creating relevant content, using consistent NAPU information, and monitoring local reviews.
Why should I focus on Google for local searches?
Google holds 92.5% of local searches compared to Bing’s 2.3%, so targeting Google as your top priority gives you the largest pool of local customers. Putting yourself in your customers’ shoes and optimizing for Google increases your business and helps you make the most of your marketing efforts.
Do I need paid advertising to appear in local searches?
No. By following local search marketing strategies such as creating credible content, using local keywords, maintaining consistent NAPU information, and monitoring reviews, you can get your business visible in local search results without paying for expensive advertising.
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