November 24 is Small Business Saturday and for most consumers, supporting a local business is already a natural occurrence. In fact, 90% of purchases take place in physical stores and 80% of U.S. disposable income is spent within 20 miles of the home. Additionally, 50% of consumers who search for a local business on their smartphone visit the store within 24 hours. When it comes down to it, consumers are looking for products and services near their places of residence and work, and they want them fast. Having a local SEO strategy helps marketing teams reach consumers in the area and drive them into brick and mortar locations or online for fast shipping.
Here are three tactics for developing an effective local marketing strategy:
Google My Business
Creating and verifying your Google My Business page is the first step in getting on the radar with Google’s search rankings. Optimizing the page with current contact information and links will help drive traffic and confirm your business’s authenticity. Using Google Posts within your account, you can encourage visitors to write reviews, respond to reviews using the business name and location the customer visited, and share your page on social media channels to gain awareness.
Your website can be fully optimized to increase local SEO rankings. The URLs, title tags, headers, and meta descriptions should all include high-volume keywords with content that includes geo-targeted topics and information. These can include customer reviews or testimonials and case studies. The location(s) should also be easy to find and incorporated as crawlable HTML text rather than in an image. This allows Google to find your location and provide it during searches. For businesses with only one location, an About Us page can provide more local tags, keywords, and information. Adding local content such as community events, industry news, employee bios, or informative articles will also create relevant on-page local signals. Lastly, providing your location on Google Maps on your website will also signal for higher rankings.
Online DirectoriesWhen customers are looking for a local business and find the wrong information or the listing is lacking vital contact information, they lose trust and will quickly move to the next listing. Verifying that all listings are consistent with updated and full information, correct spelling, and the same abbreviations (if used) will help show higher in search results. These directories should also be mobile-friendly and have easy call-to-action buttons for calling the store or opening the address in Google Maps for directions. For local listings, 68% of searchers were found to have used “get directions” or “click to call” in a mobile ad, making these listing vital for driving traffic to store locations.
Contact excelerate Digital for help creating a local SEO strategy to drive traffic online and in stores.