Search engine optimization (SEO) can feel incredibly overwhelming to many business owners. But did you know that one of the most effective SEO strategies is to target your internet marketing efforts on the local level?
Local SEO is a valuable marketing tool because it allows you to target your intended audience much more effectively while competing with a smaller market. In fact, it’s highly possible that many of your local competitors are not doing some of the online marketing strategies we’re about to discuss, and the more you do, the greater your competitive advantage.
While ranking for competitive general keywords might be incredibly difficult, it’s generally much easier on a local level. That’s great news if you’re a dentist, dog groomer, wedding planner or another small business that services your local area, you can use SEO to your advantage, and it can be done in just a few simple steps.
1. Local Ads
I’ve heard many business owners say that pay-per-click ads are not worth their time, and that’s often not true. Pay-per-click advertising is the perfect example of how localizing your marketing efforts can yield much stronger results. The cost of an ad depends on the popularity of the keyword you’re targeting.
Let’s say, for example, that you want to target a keyword like “dog grooming.” Well, that’s a pretty broad topic that could include everything from products to services as well as general information. But by targeting a keyword like “dog grooming in [my hometown],” you compete for clicks with only competitors in your area — and the price for each click is going to be much lower for smaller metropolitan areas.
Pay-per-click advertising is a great way to draw traffic to your website and locate the right customers.
2. Online Business Directories
Before you pay for any kind of advertising, ensure you’re set up with online business directories so your business is easy for local customers to find. These tend to be free and can greatly increase your incoming clients or customers.
Be sure to complete your Google Business Profile — this is what will allow your business to show up on Google Maps. This is the most important directory because it’s how people find local businesses, through Google search results or through the Google Maps app. Accurately complete the information to maximize the ease with which customers can contact you, including the hours you’re open, and then keep this information up to date. This is important because many people compare these listings directly to one another when deciding where to take their business, and having a completed profile makes you look more professional and makes it easy to contact you.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
After you’ve completed your Google Business Profile, complete your profiles in Bing for Business, Yellow Pages, Yelp and the Better Business Bureau. Don’t forget about industry-specific directories (such as TripAdvisor for restaurants) as these can be effective at reaching your audience, though some niche directories may charge a fee to include your listing.
3. Encourage Reviews
One of the benefits of many directories is that they include customer reviews, which play a major role in your reputation in the eyes of both customers and Google’s algorithm. The best way to get positive reviews is simply to ask your happy customers or clients to leave one on Google. Often, people just don’t think to leave a review unless they’re asked. Why Google? That’s the most important directory because it’s where you’ll get the most traffic. It’s nice if they leave a review elsewhere, too, but Google is where you should focus most of your efforts.
It’s best practice to respond quickly to your reviews; this shows that you’re active and engaged in your customer service. Thank the positive reviewers and be polite and apologetic to negative reviewers. Never argue with a negative review or get defensive — it will only come across as poor customer service and can turn away potential customers. Your response will go a long way in helping future clients know how they can expect to be treated, if necessary.
4. Local Media and Social Media
Drawing traffic to your site from other places on the internet is a fantastic way to boost your SEO. This can be done by engaging with local social media, such as Facebook groups, local forums and LinkedIn groups. Make sure to keep your content helpful or interesting without coming across too promotional — it should feel authentic.
Another great option is to write for local publications, write and publish content about local events and activities, and partner with other local businesses to write posts for each other’s blogs or create other collaborative content.
Online marketing isn’t restricted to just online activities. Find networking opportunities online and then attend them in person. Networking events tend to be most effective when they’re industry-specific, but don’t stop there. Think about where your potential clients are likely to be and find a way to be present in those places or at those events. Getting involved with various activities going on in your community is a great way to build your reputation, and if done right, you can even draw valuable local media attention.
Do something newsworthy: Host an event, create a scholarship or start some form of community outreach. All of these things can improve your SEO by getting people to talk about your business and encouraging backlinks that direct people to your site from elsewhere on the internet. As a bonus, you’ll be doing offline marketing at the same time.
Final Thoughts
Local online marketing is one of the most effective tools to bring in new website traffic and new customers, and it doesn’t have to be complicated. Start with these simple steps and you can be on your way to gaining an edge over your local competitors. By focusing on local SEO, you can position your business as a trusted resource in your community and attract more targeted customers. Take the next step in your leadership journey by investing in local SEO strategies and watch your business thrive, starting today.
