Local businesses can win more customers from Google, Yahoo, Bing, and other search engines with a focused local SEO campaign. The basics come down to publishing useful content, building reviews, and keeping your Google Business Profile in good shape. The tips below walk through each piece.
What content marketing does for local SEO
Content marketing helps a local business attract new customers, boost website traffic, and increase brand exposure. Before you start writing, get clear on which keywords to target. Pick keywords that are descriptive and concise so your pages rank higher in search results.
Quality content is what moves the needle. A blog post is a good way to educate your audience about your product. A podcast works well for answering common industry questions.
Pair your content with social media. Facebook and Instagram posts about your local area can drive traffic back to your site, so keep those profiles active.
Why blogging still matters
Blogging is a low-cost way to engage with consumers and feed content to social media platforms, which spreads your promotions further. There are more than 175,000 active blogs online at any given moment, so the format is well supported by readers and search engines alike.
For local businesses, blogging is one of the cheapest and most effective forms of content creation, and it supports SEO by giving you more keyword-relevant pages to rank.
How should you handle fake or spammy reviews?
Fake and spammy reviews are a real concern, especially for local SEO, where the volume of online reviews plays a huge role in rankings. Google has a formal policy on the issue, and following those guidelines keeps your listing in good standing.
If you are a Google Business Profile owner, use the Managing Your Reviews tool to flag reviews you believe are spammy or fake. From there, you can request the removal of a review.
What drives local search rankings?
Three main factors contribute to a business’s local search ranking: NAP (name, address, phone number) consistency, links, and reviews. Each has a direct impact on where you show up. Focusing on all three improves rankings, brings in more customers, and drives more traffic.
The single most important piece is a Google My Business profile. This free business listing can be added to your website, and you can include a company photo to make the listing more complete.
How do you optimize your GMB page?
A properly optimized Google My Business page is the best way to stand out in local search. The listing is free to edit and shows up in relevant searches, complete with a link to your website’s contact page that can bring in more business.
Create a separate GMB listing for each of your locations, plus a profile for your products or services. If you run e-commerce, a GMB branded product listing can boost sales.
Related coverage
- Local SEO Tips For Local Businesses
- Local SEO Boosts Search Engine Rankings and Drives Traffic to Your Site