What is Local Search Marketing?
Local search marketing is the process of improving a local business’s search visibility online. A local business is any business that serves its customers in person, either at a storefront location or within a service area where they travel to customers.
Why is Local Search Marketing Important?
Local search marketing is crucial because your customers are almost certainly searching online for what you offer. The following statistics back this up:
- 30% of all mobile searches are related to location.
- “Where to buy” + “near me” mobile queries have grown by over 200% from 2017–2019.
- Mobile searches for “store open near me” have grown by over 250% from 2017–2019.
People performing these searches are not just window shopping. They are often looking to make a purchase. In fact:
- 76% of people who use their smartphone to search for something nearby visit a business within a day.
- 28% of searches for something nearby end in a purchase.
Best Practices for Local Search Marketing
To take advantage of local search marketing, it's important to implement best practices. Here are a few key steps to get you started:
1. Do Local Keyword Research
Local keyword research helps you understand what terms and phrases people use when searching for your services. Start by brainstorming and writing down all the services you offer. Use a keyword research tool like Keywords Explorer to gauge the popularity of these services.
Steps:
- Enter your services into a keyword research tool.
- Analyze the search volumes (note that these will be national volumes).
- Check for related services using the Matching Terms report.
Example: If you search for “boiler installation” in the UK, you might find related keywords like:
- combi boiler installation
- gas boiler installation
- electric boiler installation
Create landing pages for these services to increase your chances of appearing in relevant search results.
2. Optimize Your Google Business Listing
A Google Business listing is essential for appearing in Google Maps and the local pack results in Google search.
Steps:
- Visit Google My Business.
- Click on the “Manage now” button.
- Enter your business name and address, then verify your business.
- Fill out all information accurately, including contact details, working hours, and real photos of your location.
3. Get Relevant Citations
Citations are online mentions of your business’s NAP (name, address, phone number) information. They help Google verify your business's legitimacy.
Steps:
- Submit your NAP to major data aggregators like Data Axle, Localeze, and Foursquare.
- List your business on major citation sources like Yelp, Yellow Pages, Bing Places, Facebook, and Apple Maps.
- Submit to local and industry-specific websites and directories.
- Find unstructured citation opportunities by exploring backlinks of your competitors using tools like Site Explorer.
4. Bid on Lucrative Keywords
Paid search can help you show up at the top of Google for specific local searches.
Steps:
- Identify keywords related to your services.
- Place bids on these keywords in Google Ads.
- Create compelling ad copy.
- Track and adjust your bids based on performance.
Example: A plumber in New York might bid on terms like “new york plumber” or “plumber in new york.”
FAQs
How Can You Track Your Organic Local Search Rankings?
Use a rank tracking tool like Rank Tracker to monitor your keyword rankings by country, state, city, and zip code.
By following these best practices, you can improve your local business’s visibility online, attract more customers, and increase your chances of turning searches into sales.
