Overview of Local Search Optimization
Making your brand famous in your area is critical your success as a small business. Search Engine Optimiazation or SEO aims to increase a business’ visibility to a targeted audience, but Local Search Optimization or Local SEO takes targeting even further. By focusing on customers and prospects in a specific area, local SEO can drive traffic to websites and physical establishments, which, in turn, makes it possible for a business to gain an edge against local competitors. Restaurants, retail stores, law firms, car dealerships, and even dental or medical clinics can benefit from local SEO.
Why Local SEO?
- The Battle for Real Estate on the SERPs – The results that appear in the top spot of Organic Search don’t take the stop spots in Local Search.
- All the Benefits of Organic SEO – We follow the same methodology as with organic search, but with a few changes – citation and listings building, etc. We don’t stop until your business is in the Snack Pack.
- Higher Success Rate and Faster Results – You get a combination of marketing tactics that will impact the foot traffic of your business. An effective local campaign requires a combination of geo-targeted optimization and content marketing, business listings and backlinks, and user-generated reviews.
MANAGING BUSINESS LISTINGS AND SOCIAL PAGES
One aspect of local search is maintaining brand consistency across all online properties, and this includes listing websites. We claim, verify, and manage your business listings on Google My Business, Bing Local, Yelp, Yahoo Local and YP.com. Google’s Business Guidelines change quite often, it is therefore crucial we make sure that the information on the business pages are correct and change as the business changes. Your local campaigns may also benefit from our social media services, which will cover your Facebook and Twitter accounts. We keep these listings and pages updated for your business.
OPTIMIZING WEBSITES FOR LOCAL AUDIENCES
Local SEO uses the same elements as traditional SEO does, but it requires a few specifically targeted elements as well.
CONTACT INFORMATION AND BUSINESS HOURS
This is the information search engines, listings or directories, and customers often look for when they first visit local business websites. A business’ operating hours and contact information, which includes its physical address and phone number, should be displayed on every page of its website.
HYPER LOCAL KEYWORDS
Keywords and phrases containing the business’ location should appear in title tags, meta descriptions, and content. Simply targeting a city or state may not be enough to drive local leads. Going hyper local by targeting even more specific communities within your city can help get more customers through your doors. Our SEO teams analyze where local website traffic is coming from and use that data to choose better geo-targeted keywords.
TARGETING LOCAL MARKETS WITH CONTENT
Content marketing for local campaigns requires the same amount of creativity and quality for any other SEO campaign, but there needs to be a stronger emphasis on calls to action, influence marketing, and topics relevant to the business’ location.
FEATURING LOCAL TOPICS
Our writers create content based on what’s relevant to your business and your location. Writing about local trends or even area-specific laws that are related to your industry is always a good way to establish your authority as an information resource.
CREATING BRAND ADVOCATES
Our writers don’t just sell or announce your products and services; they encourage customer loyalty and create brand advocates. These customers who love your brand can promote them through word of mouth by sharing content on social media.
ESTABLISHING BUSINESS IDENTITY
We use schema markup to make sure on your website’s local content is correctly identified by search engines.
- Local Business Information (Phone, Address, Business Name, Opening Hours)
- Map Schema
- Product and Service Information Schemas
- Images and Logo schemas
BUILDING QUALITY CITATIONS
Quality backlinks is an important aspect of any SEO campaign, but citations are even more important for local SEO. Citations are brand mentions made by customers or other businesses on third-party websites. These brand mentions are key ranking factors in local search. Some of the most important and effective types of citations:
- SOCIAL OR BLOG CONTENT
Encouraging brand advocates and local influencers to talk about you in their blogs and social media accounts is a good way to acquire citations.
- BUSINESS LISTINGS AND REVIEWS
Listings in business directories, local networks, and review sites in themselves are citations. Managing these listings and getting more customers to post positive reviews of your business can add more citations.
- GUEST POSTS AND MAGAZINE PUBLICATIONS
Getting other people to write about your business in an online magazine or publishing your own articles and press releases can increase your exposure and establish your brand as a leading authority in your niche.
Our local SEO packages include citation building and link development services to help get your brand’s name mentioned in social media, online publications, and more.
MANAGING CUSTOMER REVIEWS
Your local listings and social accounts need to have unique content that goes beyond your business description, operating hours, and contact details. The best way to get this type of content is through customer reviews. Integrating links to your social media pages and business listings in your website, publishing press releases about your new listings, and engaging customers through online content can also get them to share their thoughts. The best way to encourage positive reviews from your customers is by providing great services and quality products, however it’s not the only way.
Here are some of the techniques we can use:
- Magazine/News Placement
- Blog Post Outreach
- Press Release Creation and Submission
- Video Creation and Submission
With mobile becoming an important tool for search users each day, it’s imperative that local businesses adopt a local SEO strategy that will allow them to leverage their business presence to where their customers are. It’s not a matter of simply increasing traffic to your site, it’s about staying geographically relevant to your audience and not losing out to your competitors.