SEO for Local Businesses: 15 Strategies to Appear First
Do you need to target not just a local market but a niche market? Then you’ll want to learn more about SEO for local businesses. Here are 15 strategies to acquire more customers.
Keyword: Local Business SEO
Thinking about your first SEO campaign can be a daunting prospect. How can an SEO campaign get your website to rank high when everyone else is competing for the same space? That’s where hyperlocal marketing strategies come in. Optimizing your site for search engines isn’t just about choosing the right keywords and building your content around them, it’s also about incorporating local and niche keywords to make you more relevant to those searching for your specific products and/or services within your geographic region.
1. Back to basics
The concept of Local Business SEO is as old as advertising itself. However, the global reach of digital platforms is a relatively new phenomenon. Previously, advertisers were limited in their geographic targeting decisions, whether it was radio, newspapers, billboards, or local TV. This forced advertisers to speak directly to the people in their communities, acknowledging their wants and needs. While the value of digital advertising is incalculable, it is important to keep these older advertising methods in mind when running a local SEO campaign.
2. Create relevant content
Relevance is the key to any successful SEO campaign. To be considered relevant, it is essential that your offers are as specific as possible to your customers’ needs. Use the keywords they would search for as a starting point. The more your content is relevant to your customer base, the higher your site will rank in search engines, thus increasing your rankings. Content that is just filler is just filler. You know best what your business offers; turn it into lists, articles and infographics that benefit your customers.
3. Choose a niche
Doing keyword research based on industry needs is a start, but if it is very broad, you will get lost. Identify the specific needs and concerns your customers may or will face and build content around them. If you are a PC technician or have a company in the IT assistance sector in a specific location, it is certainly appropriate to implement a study of the best keywords to intercept customers in intent target and geo target.
4. Google My Business
If you don’t prioritize your Google rankings, your SEO campaign will never succeed. Over 90% of searches are conducted through this search engine, a huge number that shows Google’s complete dominance. One of the many tools they offer businesses is Google My Business, an online home for your business. By taking advantage of this feature, you will dramatically increase your chances of ranking in the top positions. This has a huge influence on the decision-making process of customers.
5. Facebook Ads
While Facebook is having an unusually difficult year, it doesn’t change the fact that it is still a community gathering place for a large number of people. Using their advertising platforms allows you to place ads with a remarkable degree of precision. Being able to target only users who have an interest in your business allows you to manage your marketing budgets, helping you to ensure that little money is wasted on an uninterested audience.
6. Facebook Groups
Another benefit that Facebook offers is the creation of a community group. Being the moderator of an online meeting place for like-minded people gives you a great insight into the people who need and benefit from your products and services. It is important to be transparent in your position as a business owner and be careful not to push sales: the goal is not to introduce every member, but instead to give them a place to share their concerns, needs and insights with like-minded people.
7. Mobile-first
Over 40% of internet usage is now done via mobile devices. It is absolutely essential that your business website is optimized for both smartphones and tablets. This is even more essential for businesses in the service industry: if you run a restaurant, for example, you want to make sure that anyone in the neighborhood who is looking for a place to eat will easily find you. It is therefore essential to have on your mobile device a fast internet connection with good network coverage in order to considerably speed up the loading of the site.
8. Create a landing page for the location
If your business has multiple locations, create a landing page for each one. This way, you can create a dedicated Google My Business listing. GMB also gives you the ability to select your geographic reach.
9. Partner with non-competitive businesses
Building a strong network within the community has immeasurable benefits. Find businesses in different industries that compliment yours or have overlapping customer bases. Helping each other reach your audience creates a real sense of community legitimacy.
10. Partner with fundraisers
Another way to build a strong local footprint is to get involved with neighborhood charities and fundraisers. Getting involved with them shows that your business is invested in the long-term well-being of the community and creates an association between your business and opportunities for improvement.
11. Empower your employees
Word of mouth is the best advertising. Having an individual who speaks to the value of your company is more valuable than any advertising campaign. Since your employees are members of your community, involve them as advocates for your brand. They are an excellent resource for creating strong, positive impressions within the community.
12. Get Reviews
Second only to word of mouth are online reviews. In fact, many people trust online reviews as much as they would a recommendation from someone they know. Search engines recognize this and use it as a key factor in determining a site’s ranking. Take advantage of this to see a dramatic increase in your online presence.
13. Use Deal Sites
With a customer base of 32.5 million in North America and Europe alone, Groupon has sold over a billion coupons. This has helped create an industry of hyper-local, hyper-competitive discount sites. Partnering with the right deal site has the ability to gain exposure to a whole new segment of local users. It’s a great opportunity to both build awareness and entice potential customers to take a chance they might not have otherwise considered.
14. Hit the streets
Going directly into the community offers a unique and valuable opportunity to connect with the people who live there. This approach may not be appropriate for all businesses, but many, especially those that involve close personal relationships, can benefit greatly from it. The financial services industry is a great example of local marketing. Presenting yourself as a person rather than a business can create a real sense of trust that advertising cannot. Remember that you are an ambassador for your company when you are out in public and act accordingly. Not everyone enjoys direct communication, so be respectful of people’s comfort zones.
15. Provide an unbeatable experience
The above strategies help get the right people in your store’s door. What you do next can make or break your business. Delivering on the promises of your campaign is essential. Remember the importance of word of mouth and online reviews: every customer experience has the potential to be another advertisement for you. The experience you provide defines whether it is good or bad advertising.
An unbeatable hyperlocal marketing campaign only gives you the opportunity for a sale. What you do next is what determines the future success of your business. In the end, it’s not the Facebook group you run or the local baseball team you sponsor that generates profits. You have to sell repeatedly. Providing an unparalleled customer experience is what brings shoppers back again and again.
SEO for Local Businesses: Conclusion
The benefits of hyperlocal marketing are many. These are the techniques that allow you to beat the big players in the rankings. Your local presence online has real value. Proper optimization directs search engines to recognize this value and rank your business accordingly. For more strategies on how to create a strong online presence, check out our blog. There are a number of articles that cover any question you may have.
If you are looking for SEO consulting for your business, you can request a free strategic consulting.
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