Having a robust local search marketing strategy, can support businesses reach new customers who are searching for location-specific services and products?

What is Local Search Marketing?

Local search marketing is the method of optimising your owned properties to generate traffic from location based searching. Customers are everywhere, in different locations, on various devices, and consuming different types of content. Thus, local search marketing is the art and science of ranking well in local search results.

According to Go Global, nearly half of searches on google are for local products and services. This means as a local business your search marketing strategy should be good so you are found every time on local searches. Showing up in local search is essential to your success, so let me expatiate on some local SEO tips that will support your business to be found on search results.

  1. Optimise your Uniform Resource Locator (URL), tags and Content

Your URL, title tags, headers, meta tags and content should mostly include your city or region and the target keyword of the page they describe. This shows Google what geographical location the page is relevant to and what content is on the page. This also helps google index your page adequately.

  1. Get listed on relevant review sites

Most customer’s decision-making are influenced by online reviews nowadays. How many times do you read reviews from website like feefo, amazon or eBay on a seller before making a purchase when it’s your first time? I can confidently assure you must online customers do this and this is why ecommerce website have loads on reviews to Review sites for SEOguarantee and reassure customers of their service and product offering. According to MOZ, online reviews make up 10% of how Google decides to rank your website page. This makes your presence on major review website very important. Below are some useful review website you should try and get your business listed on:

  • Yelp
  • Yellow Pages
  • Foursquare
  • Google+ Local
  • TripAdvisor
  • Yahoo Local
  1. Monitor your keywords rankings for local searches

Tracking your ranking on keywords search volume, device, result type and preferred URL at top of searches in each geographic location is quiet relevant to your business success in search results. In addition, create of form page segments and keyword categories so you can examine your data and isolate any ranking or performance drops or spikes so you can spot issues, opportunities, and seasonal changes.

This can be done be using a combination of SEO tools online that can help you do this if you are a search marketing expert. If not, it’s best to ask and have that conversation with your search-marketing agency you are using.

  1. Get listed on Google My Business

Get your business hours, phone number, and directions on Google Search and Maps — with Google My Business. Make sure your business info is accurate when customers search for you online. Is it the right address and website listed online?

Google My Business

Local searchers are primarily looking for a business’s address and location, and this free tool enables you to put your NAP (name, address and phone number) and other business information on Google Search and Maps – so make sure this is up to date.

Once you get verified through Google they will either call or send you a letter through the postal business address registered online.

  1. Make use of Schema Markup

Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return further helpful results for users.

Below is an example of a local business that has markup on its event schedule page. The SERP entry looks like this:

Schema Markup

The schema markup told the search engine result page (SERP) to display a schedule of upcoming hotel events. This is useful information for the user and exceptionally helpful. In reality, Schema tells search engines what your data means, not just, what it says.

In conclusion, It’s not enough to stay on top of your Google My Business listing alone. As a business, you need to make sure your contact and location information is updated and consistent across your website, social media pages, review sites and directory listings as well. So make it a point update your NAP (name, address and phone numbers) plus make them consistent across all channels.

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