For businesses trying to attract consumers through their door (whether that door is real or virtual), success starts with a strong local search strategy. Customers are searching for solutions online – and with every marketer fighting for the first few spots on Google, making sure your business ranks organically is essential.
We’ve identified seven steps to optimise local search efforts and start capturing volume and leads from Google’s search engine results pages (SERP).
Step 1: Optimise your website
The way Google “understands” what your business is and how it functions is by crawling the website you submit. This is how it sees your business information, the types of products and services you offer and the landing page you want to direct users to in order to capture lead data (and hopefully sell your products/services!). Here are a few steps to ensure your website is setting you up for success.
Step 2: Submit data to Google My Business – and manage your citations
A huge part of showing up in local search is making search engines feel confident that your business is indeed where you say it is and that it is currently operating. One of the best ways to accomplish this is by submitting your business data to the Google My Business portal and engaging in proper citation management. Citation management means optimising any mention of the name, address and phone number (NAP) of your business online. It can be hugely time-consuming, especially for multi-location brands – who will likely benefit from working with a local search partner – but regularly making sure that all websites have your NAP properly displayed will reap huge benefits.
Step 3: Invest in local SEO content
Putting time and energy into creating content that will help potential customers through their journey to purchase is paramount. Some ideas include:
Step 4: Manage your reputation
These days, people trust online reviews almost as much as they do personal recommendations. This means every marketer should be looking to solve the four obstacles of reputation management: how to generate reviews, how to monitor reviews, how to analyse reviews, and how to respond to reviews. There are a lot of different ways you can go about this and if you are a single location or have a small footprint, accomplishing all of these steps manually is very doable. For multi-location brands, however, the use of a local search partner with a host of review monitoring modules will be wisest. These platforms can help you:
Step 5: Clean up duplicate listings
Duplicate listings, or instances of your NAP showing up more than once on a site can hurt your SEO. It’s key to find and remove duplicates. This is not the same thing as suppressing duplicates, which will not lead to building long-term listing equity. You can delete duplicates two ways:
Finding duplicates is best accompanied by “active management” which means having a human eye looking for duplicates that pop up.
Step 6: Get social
Social media for a local business can be a real windfall if done properly. It can help bridge the gap between customers and your business and create a sense of community with your brand. Below are a few things to keep in mind when setting up your social media.
Step 7: Kick ass in the real world
No amount of online SEO can combat poor real-world experiences. All online representations of your business are mere reflections of offline realities. If you are providing wonderful products and customer service in the real world, it is not going to be hard to carry that over to the digital world. Keep in mind that hiring great employees, exceeding customer expectations, training staff appropriately and truly caring about the customer are the biggest keys to lasting success.
Kyle Harris is DAC’s Product Manager. To learn more about optimising local search for your business, please get in touch!