How to Use Local Search Marketing to Increase Your Website Traffic and Conversions

August 29, 2022

Local search marketing helps your business appear in local search results, which drives more website traffic and more conversions while building a positive public image. About 70% of online shoppers look for local products and services, and the core levers are accurate business data, content, metadata, Google Business Profile, reviews, and per-location pages.

Why local search is critical for small businesses

Local search marketing is a core part of search engine optimization, with 70% of online shoppers looking for local products and services. It will only become more important as smart mobile devices keep growing. For local businesses, it is often the first touch point with customers, and a bad experience can quickly erode brand affinity. Bad data is rampant in local online directories and search engines, which is why providing accurate information about your business matters so much.

How long does local search marketing take?

Local search marketing is a time-consuming process. It requires a strategy and constant iteration. Have a plan to implement your strategy, and review it at least quarterly. It can be a great supplement to your lead generation strategy, but it should not be the only pillar of your marketing plan.

What content works for local SEO?

Content is another important part of SEO. The more credible your content is, the more authority your business will have with searchers. This establishes you as a knowledgeable expert in your niche and increases the number of leads you receive. Use a variety of content forms to engage your audience. If your content is useful to your target audience, it will help improve your local search rankings.

Where do local searchers actually find businesses?

Local search ranking relies on the information shared by multiple websites. Social media profiles, websites, and Yelp profiles often show up near the top of organic search results. Some people even go straight to social media profiles when looking for a local business, and social media is one of the primary ways people find local businesses. Spending time on it is worth it if it pushes your profile up the rankings.

How do I optimize meta titles and descriptions?

Meta titles and descriptions are the metadata that appears in the search results of local searches. These pieces of information communicate your company’s credentials as a local company. If you are unsure how to add them, seek the advice of a professional web designer. If you prefer to do it yourself, try to find a platform that offers step-by-step guides.

Does a local phone number in Google Business Profile help?

A local phone number in your Google Business Profile will help you make the most of local search marketing. Customers can call you directly through the website if they find your business through one of the search results, and you can track the source of the call. This is especially helpful for businesses with multiple locations. A local number also makes you appear more professional, and some argue it could help your business rank higher in search results.

How do review sites affect local rankings?

Review sites are another important part of local search marketing. They help people make an informed decision about which business to choose. Online reviews of your business increase your visibility and conversion rates, and they help establish your brand as an authority in your industry. If your business has a review page on Google, it is likely to rank higher in local searches.

Should multi-location businesses create separate pages?

If you have more than one location, create a page for each one. Each page should be unique and discuss the location of the business and use local keywords to boost local rankings. Creating separate pages for each location also increases your search engine visibility. With unique pages, you can persuade potential customers to make a purchase.

What do local searchers expect from a business listing?

Local searchers have specific needs when it comes to finding a business. They may even be your potential clients. Answering their questions helps you populate the People Also Ask boxes with valuable information. Also, display key information such as phone numbers and hours of operation. This helps your business stand out from the crowd and earn more business.

FAQ

Why is local search marketing important for small businesses?

70% of online shoppers look for local products and services, and local search is often the first touch point with customers. Accurate business data and a strong presence in local results protect brand affinity and drive more website traffic.

How can reviews improve local search rankings?

Online reviews increase visibility and conversion rates and help establish your brand as an authority. A review page on Google is likely to help your business rank higher in local searches.

What should multi-location businesses do for local SEO?

Create a unique page for each location that discusses the specific location and uses local keywords. This approach boosts local rankings and increases overall search engine visibility.