What is Local Search Marketing?
These types of ‘local service’ businesses include enterprises such as:
- Hairdressers and Beauty Salons
- Pubs and Bars
- Restaurants and Eateries
- Tradesmen, Plumbers, Electricians, Decorators
- Dog Groomers
- Leisure & Sports Facilities
- Car Valets
- Financial Advisers
In fact, any business where people aren’t willing to travel outside of their immediate area or people temporarily visiting an area and are looking for local facilities are included.
How does Local Search Marketing SEO?
Local Search Marketing using SEO is about getting your website found when searches either reference a particular location in the phrase or keywords (such as "Restaurants Kingsbridge") or the a general search is made when the searcher is in a particular location and the search engine offers up some local suggestions.
Google is getting better at working out where you physically are and so you may see local businesses appearing in the search results more and more, even if you haven’t typed in a geographical term.
In the example below, I have simply typed in “restaurants”, Google knows that I am near Kingsbridge and so has displayed restaurants that are situated in the nearby area. If I was in a different town then the list of results would be different again and be relevant to that town.
If the search was made when in another town but referenced a target town Google would list those restaurants that it identifies as being in that area.
So, using a different search such as "financial advisers Kingsbridge" the following results occur:
In this example, Sabre Financial are highly optimised and appear in the Google Locations Map and at the top of the search rankings.
Here are our top tips for ‘getting’ found locally by using Local Search Marketing:
1. Business Listings
Claim or set up your business listing on Google, Bing and Apple. They all create map listings of your local area and in the case of Google you also have the opportunity to add a business page and Google + listing.
2. Local Citations and SocialSet up a Facebook page, Twitter account, LinkedIn page and list your business in any local directories. This will help the search engines cross reference your business information and can help improve your search results as well as giving you the opportunity of reaching a larger audience.
3. Website Contact Details
Make sure that you have your company address on the footer on every page of your website and that you have a contact page also listing your address, phone number and email address.
4. Optimise Your Content For Local Towns
Add content to your website about the town, villages and area that you offer services in. If you have a blog add posts referencing relevant events in your local area, such as a local food fayre if you run a restaurant is perfrct. If you cover several places or towns have a page for each one (ensure that the content is different on each of the pages to avoid a duplicate content flag with Google)5 Paid Search Advertising
A local PPC/Adwords campaign can help you reach people locally - quickly. Google Adwords is very good at allowing you to highlight your services to a very specif area, town, postcode, distant from etc.
6. Facebook Advertising
If you are a B 2 C company, then Facebook advertising (which is still relatively cheap in comparison to Google) also allows you be very specific in your targeting, not only by location but in the demographics of your target audience (male, female, age, interests, income etc).
7. Reviews Matter
Persuade your customers to leave you a review on either your Google listing and or Facebook page. Engage with people on social media and ask your customers, suppliers and connections to share your content with their networks.
8. Email Marketing
Email marketing is still one of the most effective ways of staying in touch with your clients and now more than ever emails are delivered direct to the recipients mobile device. It’s a great way to keep in touch with your customers and let them know what is happening in your industry/ business and allows you to highlight any local events that may interest them plus letting them know about any offers you might currently have on.
9. Keep it Steady
Once you have built up these activities, keep it steady. Don't overdo any one particular marketing stream, work across all of them across the month. An hour a day across all of these will soon add up and your business will reap the rewards!
10. Monitor And Measure
For all of these activities, makes sure you have implemented Google Analytics to monitor and measure their performance. That way you'll know what's working and what isn't, build on success and minimise the impact of any failures.
If you would like any help with Local Search Marketing SEO, please get in touch.