At Revved Business, we can’t stress the importance of implementing a strong local search marketing strategy for your business. Did you know that in today’s business climate, almost 75% of consumers who perform a local search visit a store within five miles—making local search marketing more important than ever.
So, what exactly is local search marketing? Some marketers call it local SEO, but we like to think of local search as a more integrated approach to marketing for local businesses. Local search marketing is all about putting your business on the map in local searches when customers are searching for a business like yours. For a more formal definition, local search marketing is a form of search engine optimization that helps local businesses show up in relevant local searches. A big part of local search marketing is making your business show up in that local “pack”—better known as the box at the top of Google searches—so that consumers can find and choose you.
To build a local search presence, you need to optimize your company’s online information so that search engines place your business in the right searches (and so that consumers can easily find all the information they need in order to choose your business). To give yourself the best chance of showing up in the right searches, you also need to tell search engines everything they need to know. How can you do this? By providing accurate, consistent NAPU (name, address, phone number, URL) to the most important directories so that search engines know what you do and where you’re located. This consistent information will show the search engine that it can trust your business. If, however, your listings on those popular directories contain inaccurate, inconsistent information, the search engine won’t know if it can trust your business. This can hurt your local search ranking, which means consumers probably won’t find you when they’re searching for the products and services you provide. Instead, they’ll find the competition—not good.
Local search marketing is a critical aspect of search engine optimization, particularly for the service industry, retail stores, doctors, attorneys, restaurants, hotels and more. For businesses that are not so locally focused like large B2Bs, local search marketing is still an important customer touch point since vendors, customers, partners and potential employees will likely be looking to get directions to your office. A bad experience can quickly erode brand affinity. Plus, bad data is rampant in local search engines and online directories, which is a key reason for duplicate local listings that can wreak havoc on your customers’ experience.
Whether you’re trying to do your local search marketing yourself or you’re paying another agency to do it for you, the process of elevating your local search ranking can seem lengthy. If you’ve been working on your business’s local SEO for a while and you aren’t seeing results yet, you’re probably wondering what the heck is taking so long. As difficult as it is, try not to get frustrated or lose patience. There is a light at the end of the tunnel, we promise. For additional advice on your business’s local search marketing, or to get started with a local search marketing strategy, come talk to our team at Revved Business.