Unlocking Local SEO

Search Engine Optimization, or SEO, is commonly thought of in conjunction with listings on search engines like Google, Bing, DuckDuckGo, Leo and others. While it is important for small businesses to be listed on these large search engines, for many, it is more important that they be found locally. Recent efforts to localize search results on large search engines help, but there is more that can be done to enhance your local presence. Over 75% of people searching for nearby services visit a business within a day. With numbers this high, it would be folly to ignore local searches. How can you boost your business so it can stand out in a crowded online marketplace?

 First, it is important to realize that although you are seeking local search optimization, the internet is global. Local searches take place on global search engines. You will need to take advantage of tools provided by large search engines to make your business stand out when a local search is performed. Since Google is the largest search engine, it only makes sense for you to start there. You need to start by claiming and completing your Google Business Profile. Include your business name, address, and phone number (often referred to as NAP). Enter your NAP with care and make certain the data is correct (we will use your NAP later).

 Second, choose relevant categories for your business; this helps Google understand what your business offers. The categories you choose are used to connect your business with online searches. Choosing proper categories helps refine global to local, but it may also set you apart from other local businesses.

 Third, take advantage of the tools offered by your Google Business Profile. You can keep your profile current by making frequent posts, uploading photos, and offering specials. This attracts visitors and sends a message to Google that your business is thriving and active.

 Fourth, take advantage of high-quality directories and listings. Visibility on reputable directories like Yelp, Yellow Pages, and other local directories adds credibility for customers and search engines alike. These directories are online mentions of your NAP; think of them like little advertisements that you place across the web. It is critical that your business name, address, and phone number be consistent with each listing. A small change can confuse search engines and affect your placement.

 Look for quality before quantity when it comes to directory listings. Reputable and high-authority directories are trusted by search engines. Directories like TripAdvisor, Trustpilot, Yelp, and others help establish the credibility of your business with your audience and search engines. Niche directories, though not as well known, should not be underestimated. A mechanic's listing on a reputable automobile directory should boost the mechanic's local SEO efforts. Maintain a list of all directories where your business is listed so you can keep the information up to date.

 Fifth, actively seek online reviews from satisfied customers. Maintain reviews by responding appropriately to both positive and negative posts. Thank people who leave positive reviews and address the concerns mentioned in negative reviews. Responding to reviews helps build relationships and shows that you are responsive to your customers. Studies show that 78% of consumers trust online reviews as much as personal recommendations. This makes reviews an essential part of attracting local customers.

 Sixth, a technical aspect of local SEO is schema markup. When we build your website, we take care of this for you. Schema markup is an underlying code that tells search engines what type of business you are and other details. We make your markup fluid so it is automatically updated when you alter your meta title or description. This information is used by Google and other search engines to display the information about your business, typically listed to the right of traditional search listings.

 Local SEO is an investment in your business's future. Global reach is important but if the person searching for your product or service from the other side of town can't find you, there is work to be done.