If your business doesn’t appear when nearby customers search for the products or services you offer, you lose sales to competitors that do. Local Search Marketing is the work of making sure your business shows up in those geographically relevant searches, primarily through Google’s Local Pack and Localized Organic results. The tactics below cover listing optimization, NAP consistency, keyword targeting, and authority building, the same basics an SEO company or local search expert would apply.
How does Google display local search results?
Google runs local search optimization through the Local Pack, a feature that displays three local businesses at the top of a search. Each listing includes the business’s name, address, phone number, review ratings, website URL, and directions on Google Maps. The results below the Local Pack are called Localized Organic. These listings display a website URL and a business title, but do not include contact details. To make the most of your Local Search Marketing campaign, you should optimize your business listing for local intent.
How do local keywords drive website traffic?
The goal of your Local Search Marketing campaign is to increase website traffic. The more local your target audience, the more likely they are to convert to paying customers. However, this doesn’t mean you need to limit your keywords to the town you serve. If your business is located in a suburb, you may want to use keyword phrases that relate to the city or metropolitan area in which your location is located. These keywords will likely receive more searches than the name of your town. This way, your potential customers won’t mind that you are outside of the city limits.
Why does NAP consistency matter?
While your NAP is your business’s core information, it’s essential that you have consistent information on all platforms. Inconsistent information can cause customers to be misdirected and cost you revenue. The first step in ensuring that your NAP is consistent is auditing your business listing on all platforms. The process is free, and you’ll find your NAP appearing in more places than expected. It’s easy to make the changes yourself.
Should you target the metro area instead of just your suburb?
Your local search strategy doesn’t necessarily have to be limited to the exact city. If your business is located in a suburb, it may make sense to use the keywords associated with the nearby metro area, since those terms typically get more searches. If your local customer can’t find it, they will not know about it.
How do you build authority for local search?
In order to increase the chance of your website appearing in local search results, your website must have an authority score. The best way to gain this authority is by earning links and mentions from quality sources. The age and longevity of a site can also help in building your site’s authority. It’s also important to include your website’s URL in your business’s NAP.
How should you tailor your strategy to your audience?
When developing your local search strategy, keep your target audience in mind and use local keywords. Your target audience is more likely to be interested in your product or service if your site has a high authority score. Google’s search algorithm also uses customer reviews to rank your website, so your NAP must reflect the same information across all platforms. Adding more reviews will help your website appear higher in local searches.
What does a local-ready website need?
Having a website with a high authority score is essential for local search, since it helps your website be more relevant to local consumers. Make sure your website’s content is relevant to these people. When people search for products and services in a local area, they look for a business that fits their needs. The more information your business has, the more likely your business will succeed. If you don’t have a strong authority score, you’ll have difficulty getting your brand out there.
If you have a physical store, your local search marketing strategy must include a physical address. Your website should have a physical address and a title tag with your city or state. Structured citations from good authority sites should also be included for your business’s location. Your page should be optimized for local searches. Once your website has been indexed, you’ll be able to compete with online-only businesses. You’ll also be more visible in local search results if you add a map of your store.
FAQ
What is the Google Local Pack?
The Local Pack is a Google feature that displays three local businesses at the top of a local search. Each listing shows the business’s name, address, phone number, review ratings, website URL, and directions on Google Maps. The listings that appear below it are called Localized Organic results.
What does NAP stand for and why does it matter?
NAP stands for Name, Address, and Phone number, the core information for your business. Keeping this information consistent across all platforms prevents customers from being misdirected and protects your revenue. Auditing your business listings is a free first step.
Should local keywords include just my city or the wider metro area?
If your business is in a suburb, keyword phrases tied to the nearby city or metropolitan area typically receive more searches than the town name alone. Targeting the broader metro area lets you reach customers who don’t mind that you’re outside the city limits.
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