When you hear of a local business, or are looking for a type of business, what is the first thing that you do? You may head to social media and ask for recommendations, but chances are you head to Google and search with relevant keywords and a specific location to find a business that fits your needs.
“76% of people who search on their smartphones for something nearby visit a business within a day.” (Think With Google)
76%! That could lead to a lot of new business. Do you see the importance of local SEO?
So, just what is local SEO?
Local SEO
Similar to organic SEO (search engine optimization), local SEO focuses on improving your website’s rankings (where it shows up in search results) for local searches.
If you rank high in local search results, just consider for a moment how that may improve your business. Improving where you rank in local searches can be challenging, but let’s look at a few ways you may leverage content to improve your local SEO.
Leveraging content to improve your local SEO
Use Relevant Local Keywords
Using keywords in your content is an essential aspect of your content marketing strategy for improving your SEO. Simply evolve your existing keywords to include local, relevant keywords in your content.
There are a few tools to help you achieve this. If you have a Google Adwords account you can use the Google Keywords Planner tool to help you find relevant local keywords. If you don’t have an Adwords account, create one.
Google Reviews
Let’s face it, when you are looking for something, you Google it. When you are looking into buying something, you probably check to see if there are any reviews on the business and/or the product itself. Google Reviews are powerful, not only to encourage others to buy from you but also for optimizing your Google My Business presence.
A few ways to encourage customers to leave a Google Review for your business:
- Ask for it!
- In-person as you close a sale.
- On a flyer posted near the checkout.
- In a follow-up email or text.
- Respond to every review professionally.
- Thank each review.
- Address any concerns and complaints as needed.
Create content that is based on local news stories and events
Nothing is more engaging to your local market than local news and events. Create content based on local news and events to grab the attention of your local audience and promote engagement.
Online business directories
Chances are you have heard of and used online directories like Yelp and Foursquare. When your business has a physical location, make sure you are listed in these directories and that the information is accurate. Using online directories helps your visibility, improves your local SEO, while getting your business name, address, and contact information out on the web. Be sure that your information includes a backlink to your website and a thorough description of your business.
Submit guest posts on local websites
Blogs are a powerful way to publish new content on your website, helping with your SEO. Blogs are also a great way to funnel traffic to your website and engage with visitors. This is why blogging is more than likely part of your content marketing strategy, and if it isn’t, it should be.
Backlinks play an important role in where your website ranks. When you publish content on other local sites as a guest blogger, you not only show your expertise and market your products, you build local backlinks.
“88% of people who conduct a local search on their smartphone visit a related store within a week.” (Think With Google)
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