By some estimates, more than 20% of all searches are for local businesses. If you want your brick-and-mortar enterprise to attract more nearby patrons, local SEO (search engine optimization) is a must-have marketing tactic, says the pithy “Definitive Guide to Local SEO” post over at Search Engine Journal.com.
Local Means Trusted
Six in ten users trust local search results and consider them relevant. So appearing atop the list means you’re more likely to be chosen. Summarized below are some of the article’s top local SEO tips, which perfectly complement our previous Location-Based Services post:
Tip #1: Create a Google + Local Listing—But only after first reviewing Google’s quality guidelines to understand their requirements. Giving Google precisely the information it wants, in the format it most prefers, is the best (and only) way to fully leverage this powerful marketing channel.
Tip #2: Learn how to use Reviews—Positive reviews (and lots of ‘em) tell Google and customers that your business is reputable, popular and worthy of appearing higher in the search results. Ask for reviews regularly and make it easy to submit them. Include your Google + Local profile links (and request) in emails, direct mail and in-store signage. Cautionary note: deliver on every brand promise at every customer touch point or reviews could backfire and keep customers away.
Also, take time to learn about local search citations so you’re conversant when you and your marketing team or provider decide to take the local SEO plunge. Biggest takeaway: Google gladly gives citation search-love, but only if you use their preferred format consistently across the web.
Tip #3: Get your on-site SEO in order—All the same elements apply for local SEO as national SEO, says the SEJ article, with some extra considerations like: putting your company’s name, address and phone number on every page of your site (in the same format as your Google + Local listing), preferably in the footer; also include your city and state names in Title Tags, Meta descriptions and where they fit naturally into your content.