Local search marketing has become a necessity for small businesses because consumers increasingly look for products and services online. The main channels are Google My Business, on-page SEO, social media, and online reviews, and each one plays a role in how high your business shows up in local results.
How does Google My Business improve local visibility?
Google My Business lets you manage how your site appears in Google Maps, which can increase the actions consumers take when visiting your website.
A properly optimized Google My Business profile is key to ranking high in local search results. It also helps your business collect customer reviews, which improve local SEO rankings.
To get started, decide on your primary category first, since it is the most important attribute in your GMB profile. You can also add up to nine secondary categories.
Geo-tagging your images can further enhance local discovery, and adding a “more places” tag can expand your listings.
Your Google My Business listing can also act as a launching pad for other local marketing initiatives. For example, you could set up an automated email sequence that sends emails to customers after a product ships, or build a system that encourages reviews from past customers.
What does on-page SEO do for local search?
A well-optimized on-page SEO strategy improves search engine rankings and increases organic traffic, but it has to follow best practices to work.
The strategy should prioritize an exceptional user experience. Content must be relevant to the user’s intent and of high quality.
Google’s algorithms are constantly changing, so staying current matters. On-page SEO requires balancing optimization with content quality, and it is not always easy.
Optimizing pages for local search means creating internal links to other relevant pages when your site focuses on local content. This helps users discover more content, lowers your bounce rate, and helps Google understand your content, which leads to more organic traffic.
Which social media channels work best for local marketing?
Using social media to market your local business helps you reach new audiences, build trust, drive traffic to your website, and generate leads. Strategic use is what produces results.
Optimize your profile and content so your business stands out and improves search rankings. Facebook’s Places tab, for example, appears in Google’s results and lets users check in to your location.
Instagram is another good channel for promoting products and building brand awareness, and it lets you reach relevant interests with a personal aesthetic. Depending on your audience size, you may need to post a few times a day.
LinkedIn is one of the top B2B social media networks and is a good place to share industry insights and news, as well as to network with other businesses and potential clients.
Why do reviews matter for local search ranking?
Positive reviews boost your local search ranking by building trust and convincing potential customers to visit your store, and they can also drive more sales.
One study found that consumers use online reviews to find the best local business. Sites like Yelp and TripAdvisor are popular destinations for people looking for local businesses, and if you have accounts there, setting up a review request process helps you collect more reviews.
Google considers a wide range of reviews as a signal for prominence and may include user-generated content such as social media postings when ranking pages, though it is not very specific about what counts as prominence.
According to Google, a positive review on your profile will boost your local search rank. To appear in the local 3-pack, your business needs at least four stars. Maintaining a high review frequency, meaning at least ten reviews per month, is also important.
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FAQ
What is the most important attribute on a Google My Business profile?
The primary category is the most important attribute on a GMB profile. You can add up to nine secondary categories, and geo-tagging your images can further enhance local discovery.
What does it take to appear in Google’s local 3-pack?
According to Google, a positive review on your profile boosts your local search rank, and your business needs at least four stars to appear in the local 3-pack. Maintaining a high review frequency of at least ten reviews per month is also important.
Which social media channels are best for local business marketing?
Facebook’s Places tab appears in Google’s results and lets users check in to your location. Instagram is good for promoting products and building brand awareness, and LinkedIn is one of the top B2B social media networks for sharing industry insights and networking with potential clients.
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