Local Marketing For Local Business
With the rise of mobile technology, local SEO and local marketing has become more important than ever. Consumers are searching for products and services on the go and finding what they need immediately — and in their local vicinity.
If your name doesn’t appear in the local search results, you’re going to lose business. That’s why it’s important to work with a digital marketing consultant to ensure that your business gets the maximum exposure across all channels.
- Local SEO (Search Engine Optimization) Services
- Google My Business (Google Maps Listing)
- Bing Places For Business
- NAP Consistency
- Social Media
- Pay-Per-Click (PPC) Advertising
- Mobile Optimization
1) Local SEO (Search Engine Optimization) Services
Optimizing your website for local search helps you rank higher on Google and other search engines, increases your web traffic and drives consumers directly to your storefront. This Local SEO (Search Engine Optimization) work involves keyword research (understanding what people are searching for related to your business offerings), balanced content optimization, metadata optimization (non-visible, behind the scenes data about your pages) and proper use of media amongst other techniques.
To further complicate things, SEO is constantly evolving in response to Google’s ever-changing ranking algorithm. To be effective, you need to stay current with the latest trends and algorithm updates. A digital marketing consultant can ensure that your keyword research and onsite and offsite SEO always remain on the cutting edge.
2) Google My Business (Google Maps Listing)
One of the best ways to get featured in local search results is to sign up for and optimize a Google My Business listing. You can also use it to post updates and respond to online reviews. A digital marketing consultant can help you get signed up, ensure your correct business information appears in Google Search and on Google Maps, and help stay on top of responding to reviews.
Since Google My Business/Google Maps is very tightly integrated into Google search results, creating and optimizing this listing is very important for your local business – even more important than your own website when it comes to having people discover your business from normal organic (non-paid) search results.
Your Google My Business listing should have your accurate business contact information and contain a concise but descriptive list of your products and services along with good categorization and high-quality, well-lit photos. This listing will need to be verified with either a phone call to your business phone number or a postcard mailed to your business address with a PIN# on it that will need to be entered into Google’s system to confirm the accuracy of the listing.
Google My Business listings appear both on the right-hand side in a highlighted box as follows:
And inline with the search results:
3) Bing Places For Business
After Google, your business should also be listed on Bing’s local listing network since there are sufficient people using Bing to justify the effort to list here also. Bing Places For Business, like Google My Business, allows your business to easily be found on the Bing search engine, which is used by many people who buy new computers where a Microsoft browser is installed as the default browser.
4) NAP Consistency
Name, address and phone number (NAP) consistency across channels is essential. Search engines use this information to gauge the legitimacy of your business when providing users with relevant results. If your information is different from listing to listing or you have multiple listings in the same directory, you’re going to get penalized and confuse people.
There are many local listing sites such as Apple Maps, Google, Facebook, Foursquare, Yelp, Yellow Pages and many more. These listings require manual submission. There are also data aggregators that distribute your information to thousands of other local directories worldwide. In Canada, there is only 1 data aggregator to submit to. In the USA, there are 4. It’s important to submit your information to both the data aggregators and to the manual listings.
A digital marketing consultant can help prevent detrimental inaccuracies and redundancies and ensure consistency across all listings.