Local search engine optimization (SEO) works the same as regular SEO, with the added benefit of location specificity. Therefore, your business will compete for relevant keywords in a particular location instead of in global searches. According to a November 2021 survey, 35% of consumers used the internet to locate a local business frequently. Consequently, it is prudent to have an effective local search strategy to improve your brand’s chances of being discovered by nearby consumers. Here are some effective tactics to create a practical local search strategy for your small business.
- Get listed
Search engine rankings come down to simply being a legitimate enterprise. Indeed, Google examines how often your company’s name, address, and phone number appear on the internet. The more times it locates you, and the more consistent the listings are, the better your search results will be. Consequently, let’s assume you run an HVAC company. One of the best tips to market an HVAC business in any area is to get it listed on local and national directories like Angie’s List, Home Advisor, Bing Local, Yahoo! Local, and other industry-relevant reviews or listing platforms. It is vital to provide the same details on all listings to improve your chances of being easily found, so keep this in mind.
- Create quality local content
Many digital marketing experts agree that creating high-quality content for your website is essential. Therefore, create unique and informative written and video content to address the issues and pain points of visitors who flock to your site. Website content boosts your professional credibility, improves brand reputation, and helps gain visitors’ trust. Still, you must tweak this content for local search to make your strategy more effective. For example, ensure that your website content references the town you are located in and this environs. You can include the names of towns and information about upcoming local events to claim the top spots in search engine rankings.
- Optimize your site for mobile
You have likely heard about Google’s mobile-first indexing policy, which uses the mobile version of site content for indexing and ranking. Consequently, optimize your site for mobile to ensure that people searching for your business using smartphones will readily find it. You can optimize your site for mobile by redesigning your pop-ups, using a responsive WordPress theme, and simplifying your navigation menu. Many people search for local businesses on their mobile devices, and a reported 88% of them either call or visit their preferred business within 24 hours. Consequently, optimizing for mobile can make all the difference between getting many new customers and losing them to competitors.
- Be visible on social media
Your business website is only part of a local online community, and search information is interlinked. Therefore, make your business visible on common social media platforms like Twitter, Facebook, and LinkedIn, and ensure that they all link back to your site. In addition, optimize your profiles on these sites by adding business locations in their descriptions. Additionally, you can promote your local reviews via your social media accounts to establish social proof and boost your click-through rate.