Local SEO Can Give Your Company The Competitive Edge
SEO aims to increase a business’ visibility to a targeted audience, but local SEO takes
targeting even further. By focusing on customers and prospects in a specific area, local SEO can drive traffic to websites and physical establishments, which, in turn, makes it possible for a business to gain an edge against local competitors.
Restaurants, retail stores, law firms, car dealerships, and even dental or medical clinics can benefit from local SEO.
1 – Maintain Brand Consistency on All Channels
Creating a “Branding style guide” is the best way to maintain a consistent massage across all social media platforms and online business listings.
Some basic information you’ll want to include are:
- Your company names.
- Your mission statements.
- Your company’s slogan
- Your logo design(s) – also include when and where each rendition will be use if you have multiple versions.
- Your color scheme – write down as much detail as you can about how color usage pertains to you brand.
- Your Typography – What fonts and style used in all your material. Blog posts, emails, sales copy, etc.
- Images – Is there a look and feel you want to use (i.e., warm/cool, saturation levels and what feelings they should invoke.
2 – Optimize Your Website for Local Audiences
Your contact information and business hours should be displayed on all pages of your site. This should include your business’ physical address and phone number.
Hyper Local Keywords
Keywords and phrases containing the business’ location should appear in title tags, meta descriptions, and content. Simply targeting a city or state may not be enough to drive local leads. Going hyper local by targeting even more specific communities within your city can help get more customers through your doors.
3 – Your Content Should Target Your Local Market
Content marketing for local campaigns requires the same amount of creativity and quality for any other SEO campaign, but there needs to be a stronger emphasis on calls to action, influence marketing, and topics relevant to the business’ location.
Featuring Local topics
Writing about local trends or even area-specific laws that are related to your industry is always a good way to establish your authority as an information resource.
Create Brand Advocates
Encourage customer loyalty and create brand advocates. These customers who love your brand can promote them through word of mouth by sharing content on social media.
Establish Your Business Identity
Make sure your website’s local content is correctly identified by the search engines, use schema makeup.
- Local Business Information (Phone, Address, Business Name, Opening Hours)
- Map Schema
- Product Information
- Images and Logo schemas
4 – Build Quality Citations
Quality backlinks is an important aspect of any SEO campaign, but citations are even
more important for local SEO. Citations are brand mentions made by customers or other businesses on third-party websites. These brand mentions are key ranking factors in local search.
Social or Blog Content
Encouraging brand advocates and local influencers to talk about you in their blogs and social media accounts is a good way to acquire citations.
Business Listings and Reviews
Listings in business directories, local networks, and review sites in themselves are citations. Managing these listings and getting more customers to post positive reviews of your business can add more citations.
Guest Posts and Magazine Publications
Getting other people to write about your business in an online magazine or publishing your own articles and press releases can increase your exposure and establish your brand as a leading authority in your niche.
5 – Manage Customer Reviews
Your local listings and social accounts need to have unique content that goes beyond
your business description, operating hours, and contact details. The best way to get this type of content is through customer reviews.
Integrating links to your social media pages and business listings in your website, publishing press releases about your new listings, and engaging customers through online content can also get them to share their thoughts.
The best way to encourage positive reviews from your customers is by providing great services and quality products, however it's not the only way.
Here are some of the techniques we use:
• Magazine/News Placement
• Blog Post Outreach
• Press Release Creation and Submission
• Video Creation and Submission
6 – Make Sure Your Site Is Optimized for Mobile
With mobile becoming an important tool for search users each day, it's imperative that local businesses adopt a local SEO strategy that will allow them to leverage their business presence to where their customers are. It's not a matter of simply increasing traffic to your site, it's about staying geographically relevant to your audience and not losing out to your competitors.
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