Local search is an invaluable strategy that can help your business flourish. Not only does it increase revenues and customer loyalty, but local search can also enhance brand image and customer trust.
Google ranks local results using several factors, such as proximity, reviews and citations. As these signals can change over time it’s essential that they be monitored regularly.
SEO
SEO stands for Search Engine Optimization and refers to the practice of improving a website so it becomes more visible in search engine results pages (SERPs) and attracts more organic traffic. SEO can also help generate leads and conversions that increase revenue streams.
Local Search Marketing (LSM) is a form of SEO that targets consumers and their search behavior in local communities. LSM uses organic means to increase your business’s local web presence and rankings on Google and other search engines.
To be successful at local SEO, you need to learn the fundamentals of search engine optimization and how search engines function. Also keep in mind that local SEO is a long-term project which requires ongoing education.
Top local ranking factors include your business’s Google Business Profile, its proximity to searches, and relevance of its listing for search terms used. By providing complete and detailed business information across the web, Google can better understand and match it to relevant searches.
Google My Business
Google My Business is an invaluable tool that lets you showcase your business hours, services, contact details and reviews while also optimizing your listing to increase its visibility in local search results.
Google My Business also features an FAQs section designed to alleviate customer confusion regarding your business, so they know more before making their hiring decision.
Optimizing your Google Business Profile is essential to securing top search engine rankings and increasing leads and sales. This requires regular updates such as adding images, responding to reviews, and updating information about your company.
Local Business Structured Data
Structured data provides search engines with information about your website. This provides rich results that improve both page ranking and click-through rate (CTR), leading to greater traffic for your page.
Google’s Local Business Structured Data provides searchers with detailed information about a business right in the SERPs, making it easier for users to quickly find what they’re searching for while encouraging more local foot traffic.
When creating structured data on your website, make sure all relevant details such as NAP (Name, Address and Phone Number) are present – this will allow searchers to easily locate you while simultaneously increasing CTR.
Schema markup can also be applied to other pages on your site, such as blog posts and FAQs, adding more space in search results that is beneficial to the visibility of your content compared to competitors’.
Local Listings
Executing a strong local search strategy requires effective local listing management. Submitting your business info to general directories, data aggregators, and local directory websites is an excellent way of being discovered by those looking for your service or product online.
Google offers local map pack listings (in conjunction with paid ads). By appearing prominently in a search results page for products and services in your region, your business could stand out prominently when someone looks for what it provides.
Regularly solicit reviews on Google Business Profile and social media. Honest feedback is the cornerstone of local SEO success.
As part of your efforts to maintain consistency across online platforms and websites for your business, ensure your NAP (Name, Address, and Phone number) remains consistent on all. Check for misspellings, address and phone discrepancies and duplicate listings quickly and resolve them promptly to maintain local brand credibility while also safeguarding Google Business listing suspension or removal. This can ensure a strong local presence for your brand as well as ensure its existence within Google itself.