Local Search Marketing: Why Does It Matter And How Can You Improve It

What’s the first thing you do when you need something—a product or service? If you turn to Google to find a local store or business, you are like over 80% of people who rely on search engines. 

Do you know that approximately 50% of searches on search engines have local intent? The term people use the most during their search is “near me.” So, if your business doesn’t follow a local search marketing strategy, you probably miss out on many things. 

By understanding local search advertising and marketing, your business can not only get new customers but also increase brand awareness in local searches. 

What is local search marketing?

Before we jump into strategies, let’s understand what local search marketing is. 

Also known as local SEO, it’s a process that involves taking advantage of every online resource to enhance your business’s visibility and rankings on search engines through organic strategies. In simple terms, you apply principles of search engine optimization with a local focus. 

For example, a bakery in Seattle would focus its marketing efforts only in Seattle or nearby neighborhoods, aiming to rank for search terms like ‘best cakes in Seattle’ rather than targeting broad terms like ‘bakery in Washington’ or general terms like ‘bakery.’

That said, local search marketing isn’t merely limited to businesses that operate in a single city. Multi-location brands also use local SEO for advertising and marketing because most people search for nearby retailers and businesses. 

What Are The Benefits Of Local Search Marketing? 

Lead Volume and Conversion Rates

The biggest benefit that businesses gain from local search marketing is an increase in the number of leads and conversions. When you use a local search marketing strategy to target prospect customers based on where they are located, you witness an improvement in sales and revenue over time. 

Online Reputation 

The online world is unpredictable. Before you know it, a simple review from a customer can make or break your business. That’s why actively monitoring what people say about your business on different platforms is essential. It allows you to provide your customers with a positive experience and address any concerns that your users might have related to the products and services you offer.

Expand Your Market 

Traditional marketing and local search engine marketing are not the same. The latter allows you to target a much broader range of prospective customers. With local SEO, you can cast a bigger net to reach people who are interested in your products or services. 

Save On Advertising

With a local search engine optimization strategy, you can save on your advertising budget because visitors from nearby areas are most likely to take action. Since they are already prequalified based on the location, you don’t have to spend much from your advertising budget. When you don’t pay for ads that may not work, you focus your budget on strategies that bring in targeted local traffic to your site even when you stop paying. 

Build Trust And Authority 

Search engines, including Bing and Google, award businesses with credibility. With local search marketing, you can improve your authority with searchers, eventually helping build trust. It, in turn, helps establish your brand as an authority—eventually improving the number the leads. 

How Your Businesses Can Improve Your Local Search Marketing Strategies 

Create Location Pages

One of the incredible ways to take your local search marketing to new heights is by creating a unique website page that specifically talks about your business and its location. And if you operate your business in multiple locations, consider creating location-specific pages describing your business offerings, besides using relevant keywords. These targeted pages will not only help you improve your local rankings but will also boost your SEO efforts. 

Use local keywords

After setting up location-specific pages, consider doing research on local keywords and optimizing your website accordingly. For local keyword research and keyword tools, you can partner with a local SEO marketing agency, as their professionals know how to identify keywords that rank in local areas and use them to improve your website’s ranking. 

Add a photo gallery 

Another incredible way to boost your local search marketing efforts is to includ a photo gallery. Not only will it optimize your website with relevant content in the form of images, but it will also help your brand rank in image results. When people see pictures of your products or services, they are more likely to visit your site. Also, ensure you optimize your photos for local SEO purposes. 

Get High-Quality Backlinks

Gaining backlinks from other reputable businesses in your area can help boost your local SEO. The practice increases your website rankings for local keywords and builds up your website’s authority. For this, find other nearby businesses, only those that complement your business, with the help of Google Maps. Or, you can search for specific keywords relevant to your work on social media websites. After identifying a few quality prospects, consider reaching out to them through email and asking them if they are interested in providing a link back to your website. 

Add Call Tracking

Maximizing the potential of your local search marketing becomes easier when you use call tracking with a local area code. With this, visitors to your website can call your local number, which can further help you keep track of locations from where most calls come from. The practice is beneficial if you have more than one physical location of your business. Besides, a local phone number mentioned in your Google Business Profile makes your business appear more professional, which, in turn, helps you rank higher in search results. 

Use Google Business Profile

Create your Google Business Profile and ensure it is always up to date. For an optimized Google Business Profile, consider adding more relevant images, answering reviews, and updating information related to your business. It will raise your chances of ranking higher in local search results and help generate more leads and sales through your site. You can consider partnering with a local search marketing agency for effective strategies, that include implementing Google Business Profile. 

Use Google’s Local Business Structured Data 

With Google’s Local Business structured data, you can provide additional information about your business to search engine robots and help them better understand where you are located and what you do. You can ask your website developer or connect with a local SEO marketing company to do it. Once it’s done, search engine crawlers can easily collect data from your website and use it to improve your local results. 

The success of a local search marketing strategy for a business depends on how well they stand out from their competitors. When you optimize your website, particularly for local search, you give your business a much-needed boost to its overall presence. We suggest partnering with a reputable local SEO marketing agency for effective strategies that will eventually lead to more sales. 

Author’s Bio – The author is an online blogger. This article is about local search marketing

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Created on Mar 11th 2024 02:17. Viewed 93 times.

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