Local Search Marketing – Attracting Local Customers
If your business depends, in whole or in part, on local customers, you need local solutions. While WSI is a global brand, we are dedicated to serving local regions in over 80 countries. We know our regions extraordinarily well, and we’re ready to put that experience to work for your local marketing needs.
e-Commerce has opened national and even global marketplaces for selling your products and services, but sometimes it’s right at home where important customers reside, and particularly if you have a physical storefront rather than a virtual one. A focus on local search marketing acknowledges this reality and tailors your overall digital marketing strategy accordingly.
Simplify Your Local Search Marketing
Local searches are search engine queries incorporating “geographical keywords” such as “Los Angeles,” “Berlin” or “Sycamore Street.” The combination of these geo-keywords with other relevant keyword phrases for your business make up the entire keyword phrase for a local search. “Seafood restaurants in Toledo” is one example, and it makes sense for you to appear on the results page of such a search if you happen to be a seafood restaurant in Toledo, Ohio. What makes up your online local search marketing plan? And why is a local focus important to your business?
Here are two advantages to consider:
Extremely Targeted Audience:
Local searches represent a targeted audience, and even more so than more generic search engine queries.
Higher Search Engine Rank:
It’s tough to appear near or at the top of the list for “seafood restaurants.” But appearing near the top for “seafood restaurants in Toledo” is a much more achievable goal. Generally, the more specific you can get your keyword phrases, the better chance you have of being found and ranking high, and a local search is no exception.
Are you ready to get the results you deserve for a local search marketing strategy? Your regional consultant is standing by to assist you.
Contact us today to learn more about our local search services.
Local Search Marketing Tips
These are our top local search marketing tips for improving your business’s online visibility. The list is based on research conducted by the industry’s leading experts. The tips are ranked by difficulty level. Some you can do on your own while others may require professional assistance.
The Tips
(Click on links below)
Tip 1: Claim your Local Business
Tip 3: Put your business in the right categories
Tip 4: Include product / service keywords in your local business listing title
Tip 5: Add or verify your business listing with data providers for search engines
Tip 6: Get your customers to write online reviews about your business
Tip 7: Engage your customers online on user review sites such as Yelp
Tip 10: Create a clean, coherent website with content that targets your keywords
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Difficulty:Medium
Tip 1: Claim Your Local Business Listing
Claim (i.e. verify) your business listings on the relevant online resources (e.g. search engines like Google and Yahoo, and directory sites like CitySearch and Yellowpages).
Why It’s Important
Claiming your listing will get you better rankings on search results, show customers the correct information about your business, and prevent your listing from getting hijacked (i.e. edited by someone who is not the business owner).
What It Requires
1. Visit the relevant search engines and directory sites.
2. Find the ‘Claim your business’ link.
3. Validate\correct your business details and claim it.
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Difficulty: Medium
Tip 2: Update your full and accurate address on all local business directories, search engines and your website
As simple as this sounds, hundreds of businesses fail to take this crucial step – which can translate into lost dollars. Take the time to check that every relevant site lists your business’s correct address, phone, email, website, and any other contact details.
Why It’s Important
An updated address generates a sense of trust for customers and search engines, as well as helps more customers find you.
What It Requires
1. After claiming your listing you can update your address details. Check that your listings are consistent across all sites.
2. Please note – If your business is located in a suburb but your service area includes a nearby city, you may want to consult an expert as to your visibility for potential customers searching according to the nearby city. An expert may be able to help you become more visible beyond your immediate location.
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Difficulty: High
Tip 3: Put your business in the right categories
Customers find you either by specifically searching for your business name or, more commonly, by a general search for a product or service you provide.
Why It’s Important
If your business is not listed under the proper categories, you may not be found by customers searching for your product or service.
What It Requires
1. Visit the search engines and directory sites and check which categories your business is listed under.
2. Do your category research – compare how your competitors categorize themselves and familiarize yourself with the categories offered by the search engines and directories.
3. After claiming your business (Tip #1) you may select your categories. Choose all the categories relevant to your business so that you’ve covered the range of potential searches.
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Difficulty: Medium
Tip 4: Include product / service keywords in your local business listing title
This helps customers find your business more easily on search engines (especially if your business name does not spell out what you provide).
Why It’s Important
According to industry research, the highest-ranking businesses on search engines have some variation of their top keywords in their listing title (e.g. plumbing, gardening, towing, etc.).
What It Requires
1. Choose your business listing title carefully – incorporate a keyword as naturally as possible.
2. Be consistent – update your listing titles across all the relevant sites.
3. Consider consulting an expert – a professional can best assess a reasonable combination of keywords for your business listing title.
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Difficulty: Medium
Tip 5: Add or verify your business listing with data providers for search engines
Search engines and local search sites use data providers (e.g. InfoUSA, Localeze, Acxiom, etc.) as a source for their information.
Why It’s Important
Because local directories rely on data provider sites for their information, when starting you local search marketing campaign you want to make sure your details are correct at the source.
What It Requires
1.Visit the data provider sites.
2. Find the ‘Claim your Business’ link.
3. Validate/correct your business details.
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Difficulty: Low
Tip 6: Get your customers to write online reviews about your business
Ask your customers – on your website, in person, or through your literature – to submit online reviews about you.
Why It’s Important
Reviews about you helps increase your online visibility. It will also build credibility, good word-of-mouth, and draw in new customers.
What It Requires
1. Any time you have a satisfied customer, ask him/her to take a moment to review you
2. Make it easy – provide your customer with the link(s) to post their review.
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Difficulty: Low
Tip 7: Engage your customers online on user review sites such as Yelp
Create more “buzz” around your business. You will see what your customers have to say and how you can improve your business.
Why It’s Important
Online reviews of your business are an increasingly influential factor in your business’s online rankings, and therefore your visibility.
What It Requires
1. Read your online reviews. Learn what customers like and don’t like.
2. If the site allows you to respond, respond to your reviews. Engaging in a dialogue shows that you take your customer service seriously, and can impress new potential customers.
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Difficulty: High
Tip 8: Use social networks such as Facebook and Twitter to stay in touch with current customers and attract new customers
As social networks gain overwhelming volumes of traffic and attract more and more users, you have a ripe opportunity to connect with many potential customers.
Why It’s Important
Many businesses gain visibility through social sites. They are a popular forum for engaging in dialogue, organizing groups, and sharing recommendations (and warnings). Customers may be more inclined to interact with you if you are open to communicating through these sites. This will also allow you to form a community for your business – a way to communicate with existing customers, advertise sales or specials, and be visible to potential customers.
What It Requires
1. Unless you are a savvy social web user, you may want to consult an expert to familiarize yourself with the various features of these sites and avoid any practices that may turn off potential customers.
2. Once you’re comfortable navigating these sites, be sure to sign online to them regularly.
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Difficulty: High
Tip 9: Advertise online
Today’s online advertising options allow you to buy traffic and measure your ROI (return on investment) per advertising campaign.
Why It’s Important
There is a limited amount you can do to drive organic traffic to your site (traffic that arrives naturally) in a relatively short time. If you want to boost your online visibility (especially if you want to see immediate results), you should consider advertising online in order to increase your exposure amongst your target market.
What It Requires
1. Research your options, such as PPC (pay-per-click campaigns) versus traditional paid advertising.
2. Consider consulting an expert regarding the key message, content, and design of your ad/banner/landing page.
3. Consider consulting an expert as to how to wisely buy traffic, gain positive ROI and measure which investments have been effective.
CONSULTATION RECOMMENDED!
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Difficulty: High
Tip 10: Create a clean, coherent website with content that targets your keywords
A website is a critical factor in determining online presence. More and more small and medium-sized businesses have created websites, even if they are extraordinarily basic.
Why It’s Important
It’s the reality that most consumers today expect a business to have their own website. A website is a one-stop, convenient destination to answer all the customer’s questions – who you are, what you offer, your contact details, rates, updates, news and specials.
Note – your website can be as simple as a homepage with your logo and contact details. Even if you don’t operate a store-front business you should still have a website. It offers an accessible face to the Internet-savvy consumer, and you want to be visible to them.
What It Requires
1. If this is your first time creating a website, we highly recommend you consult an expert. The process involves technical, functional and marketing aspects which you will want to set up as successfully as possible.
2. A good start is a nice, static site – use a clean, unified design to show your business is professional and well-organized. Make sure it is user friendly and that the content incorporates all your business information, some customer reviews, basic onsite SEO (search engine optimization) readiness and a focus on local search marketing.
3. As your business grows, you can develop your site. Make it more interactive and invest in SEO to take full advantage of your online exposure potential.
CONSULTATION RECOMMENDED!
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