To succeed with Local Search Marketing, build a strong presence across Google My Business, citations, reviews, and on-page content. The local search algorithm weighs many variables and rewards a hands-on approach, including photos, charts, and infographics on review and listing pages.
Why customer reviews matter
Customer reviews are a major part of local search marketing and influence how your business ranks. Google compares reviews across similar businesses, and consumers searching locally prefer sites with quick, accurate results and positive feedback. If your site is hard to use, you can lose visitors to competitors with simpler CRO and clearer paths to information.
Build citations on the big aggregators
Citations mattered in the early days of local SEO and still matter today. Aggregators push business data to hundreds of smaller sites. The major aggregators include Bing, Apple Maps, Facebook, Yelp, Yellowpages, Dunn & Bradstreet, and TomTom. Claiming your listing on these platforms lifts your visibility in local search results.
Publish authoritative, niche-specific content
Content is the foundation of successful Local Search Marketing. A site with authoritative content earns Google’s reward, and relevant content positions your brand as an authority in your niche. Better rankings bring more leads and lower paid-ad spend. Treat local search as a marathon: ship small improvements over time instead of overhauling everything at once. You can also follow Adam on Facebook, Twitter, and Instagram.
Account for PC vs. mobile behavior
Results for local searches differ between PC and mobile users. Major search engines increasingly factor in geo-location, and local searchers are more likely to take action. That behavior produces leads and sales, which makes the ROI worth the effort.
Keep Google My Business accurate
Make sure Google’s local search can locate your business by maintaining your Google My Business page. Your NAP information — name, address, phone number — is critical for local search marketing, so update it regularly. The more complete your profile, the easier you are to find.
Use a dedicated local SEO team
A good local SEO company assigns a team to your campaign. Software can automate some tasks but cannot keep pace with constant updates. A dedicated team plans and runs new campaigns and keeps you informed about algorithm changes, which keeps your business ahead of competitors and makes your site a one-stop shop for local searches.
Show up on Google Maps
Google Maps is the most popular navigation app on smartphones, used by about 54% of smartphone users. If your business isn’t on Google, you lose potential customers. Paid ads run alongside organic results, but most users ignore them and click the first organic listing, so visibility in organic local results matters more than ad placement.
Optimize the map pack signals
Google’s local map pack and results draw on your website and Google My Business profile. Optimizing both is crucial for local search rankings, and falling behind on updates can hurt your position. Update your website often, add relevant content, and post photos of your business or location. Those photos boost local search marketing and help your site rank in image results too.
Related coverage
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads
- Local SEO Marketing