What is Local Search Marketing?
Local search marketing is the process of optimizing a business’s online presence to improve its visibility in local search results. This type of marketing is essential for businesses that have a physical location or serve customers within a specific geographic area. It involves techniques and strategies designed to increase a business’s chances of appearing in local search results, including Google’s Local Pack and Google Maps.
Why is Local Search Marketing Important?
- High Intent Searches:
- Mobile Searches: Approximately 30% of all mobile searches are related to location.
- Near Me Queries: Searches with terms like “where to buy” or “near me” have increased significantly, with a 200% rise from 2017 to 2019.
- Immediate Action: 76% of people who search for something nearby visit a business within a day, and 28% of those searches end in a purchase.
- Increased Visibility:
- Local Competition: Effective local search marketing helps your business stand out in local searches, making it easier for nearby customers to find and visit you.
- Targeted Marketing: Helps in attracting customers who are specifically searching for products or services in your area.
Best Practices for Local Search Marketing
1. Do Local Keyword Research
- Identify Relevant Keywords: Start by brainstorming keywords related to your business and services. Use keyword research tools like Keywords Explorer to discover popular search terms and their volumes.
- Local Keyword Ideas: Look for terms that include geographic locations, such as “plumber in [city]” or “best pizza near [neighborhood].” Create landing pages targeting these keywords to increase relevance in local searches.
2. Optimize Your Google Business Listing
- Create and Claim Your Profile: Set up your Google My Business (GMB) profile if you haven’t already. Verify your business to ensure it appears in Google Maps and local search results.
- Complete Information: Provide comprehensive details such as business name, address, phone number, hours of operation, website URL, and high-quality photos.
- Update Regularly: Keep your information current to maintain accuracy and relevance. Learn more: How to Optimize Your Google Business Profile in 30 Minutes
3. Get Relevant Citations
- Structured and Unstructured Citations: Ensure your business is listed on major directories and local/niche-specific websites. Citations help validate your business information to search engines.
- Data Aggregators: Submit your business details to big data aggregators like Data Axle, Localeze, and Foursquare. They distribute your information to numerous other sites.
- Local and Niche Directories: Find local and industry-specific directories using tools like Ahrefs’ Link Intersect report to discover where competitors are listed. Ensure consistent NAP (Name, Address, Phone Number) information across all citations. TIP: Consistent NAP details are crucial to avoid confusion and improve local SEO.
4. Bid on Lucrative Keywords
- Paid Search Ads: Use Google Ads to bid on relevant local keywords to appear at the top of search results.
- Keyword Research for Ads: Look at what keywords competitors are bidding on to identify opportunities. For instance, a New York plumber might bid on terms like “licensed plumber NYC” or “emergency plumbing NY.” Explore Competitor Keywords: Use tools like Site Explorer to analyze PPC keywords of competitors.
FAQs
How can you track your organic local search rankings?
- Rank Tracking Tools: Use tools like Rank Tracker to monitor your keyword rankings by country, state, city, and zip code. This helps in assessing your local SEO performance and making necessary adjustments.
How can local search marketing benefit my business?
- Increased Local Visibility: Helps attract customers who are searching for services or products in your area.
- Enhanced Online Presence: Improves your chances of being featured in local search results, maps, and directories.
What are the main components of local search marketing?
- Local SEO: Optimizing your website and online presence for local search terms.
- Google My Business: Creating and managing your business profile on Google.
- Local Citations: Ensuring consistent NAP information across various online directories.
- Paid Search Advertising: Using Google Ads to target local search keywords.
By implementing these best practices, your local search marketing efforts can significantly improve your business’s visibility and attract more local customers.
