Every business with a brick-and-mortar location or location-specific customer base needs local online visibility to stand out from the competition. Local search engine optimization activities ensure users can find your brand when they search for nearby products and services. Your business can start taking steps today to enhance local search visibility and find qualified leads.
Use these tips to go local starting today:
Develop location specific content. Instead of targeting general audience members with interesting topics, weave locations into the title, meta description, and body of your content. Create landing pages to target each location you serve with relevant, local information. Use a city and state abbreviation format (e.g. Indianapolis, IN) to reference communities and gain location-specific search visibility. Include a location specific title and meta description for every piece of content you upload to your site.
Build your Google My Business listing. Google My Business is one of the premier online directories for local search. When users bring up Google Maps on a smartphone to search for local restaurants, parks, or malls, local listings will appear. Build a listing that stands out from all the other 3.9- and 4.2-rated competitors in the area.
To do so:
- Claim your business or create a listing using Google’s step-by-step process.
- Fill out your business description, locations, and contact information with unique, accurate information.
- Encourage customer reviews.
- Add inviting, non-stock images users can scroll through.
Review and update other listings. Evaluate, update, and maintain listings on other popular directories including Yelp, TripAdvisor, Angie’s List, and the Better Business Bureau. Each listing increases visibility and can help you build a strong reputation based on positive customer reviews.
Focus on voice and text key phrases. More people are starting to conduct searches using AI personal assistants and digitally transcribed searches. Digital users talk and type differently. Optimize content based on both voice and text key phrases to gain better local visibility.
Invest in geotargeted advertising. Use paid online advertising to target relevant users located in your area. Work with a professional marketing firm to research and create advertisements designed with your target market in mind.
Begin a local link-building strategy. Work to earn inbound links that connect with your locally optimized landing pages using social media interactions, guest article writing, and more. Each link creates a new pathway Google’s crawlers can find and use to improve your ranking.
Never ignore your website. The website continues to serve as the foundation for digital branding and marketing. Keep your website current, relevant, and optimized for searches with local content to gain visibility and boost local search results.
Like traditional SEO, local SEO requires a strong foundation and commitment to developing accurate, relevant, and specific content. Use these tips to optimize your brand for local searches and enjoy better visibility in the local market.