How to Combine Local SEO With Social Media for a Successful Local Advertising Campaign

September 20, 2021

Local SEO is a branch of Search Engine Optimization that targets search results based on a searcher’s location, while social media advertising extends that local reach to platforms where customers spend time. Combining the two lets a business capture intent-driven traffic from Google and engagement-driven traffic from social feeds in a single local advertising campaign.

What is Local SEO?

Local search is a part of Search Engine Optimization (SEO). Local search is a relatively new phenomenon on the Internet, unlike SEO which has been around since the beginning of the web. Both Local and SEO are similar in many ways, but they are also different in others. SEO Local is not as popular as SEO on the national level because of its local focus. Local search tends to be more competitive than organic search due to the fact that Google restricts the placement of organic listings on its search result pages (SERPs).

Local search is an aspect of Search Engine Optimization that deals with the placement of web sites on SERPs. Local search is not the same as Local SEO, however. The two are actually different concepts. The goal of Local SEO is to drive visitors to a particular web site based on their location, while Local SEO deals with factors such as keyword density, algorithms used by Google, and the total number of links that point to a specific web site.

How do you choose the right keywords for a local campaign?

It starts with the selection of the appropriate keywords that best describe the business industry in question. This selection is based on several different factors. One of these factors is the size and scope of the business in question, and another factor is the likelihood that the selected keywords will be picked by competitors who are conducting local searches for the same products or services that the target market is interested in.

Once these keywords have been selected, the next step is to conduct a local search for them. Google and other major search engines provide tools such as Local SEO Analysts to help marketers determine which keywords will yield the most positive results. Keywords can be tested through various strategies, such as focusing on certain city names and/or geographic areas, selecting "long tail" keywords, and utilizing specific terms within phrases. A variety of SEO tools can be used to determine keyword competitiveness. All of these strategies, when coupled with local listings, can improve the targeted audience and result in more targeted traffic to the site.

What does local content and listings work look like?

Local SEO also involves the creation of local web content. A SEO expert may choose to create a variety of profiles for the site. These profiles would include such things as business description, contact information, image portfolio, services offered, hours of operation, and so on. Various web directories may require additional information in order to submit a local listing to their directory, such as business name, address, phone number, and so on. Once these listings have been submitted, they can improve the search result rankings of the targeted keywords.

Why do backlinks matter for local search?

Many marketers believe that the most important part of Local SEO is the development of high-quality backlinks. However, the truth is that backlinks play a much larger role in Local SEO than previously believed. Backlinks have the greatest effect on Search Engine results, but the relevancy of the specific page or pages to the search terms can also have an impact. For example, if an advertiser is trying to promote a pet store in a specific city, then the best place to submit a listing would be at the very end of the page results, directly above the search results. The results of the Google search for pet stores will appear at the very top of the page results, because this is a very relevant result.

In addition to backlinks, it is important to use specific keywords within the website text, and to use these keywords throughout the entire site. This allows users to search for information related to your target market. When selecting keywords within the website text, make sure that you are targeting keywords that are commonly used within your industry. Additionally, research the keywords within the local newspaper, magazines, and online forums. These keywords will prove to be useful when submitting your website to the search engines.

What results can a local business expect?

If you implement all of the techniques used in this article, then you will achieve the greatest results possible from your SEO Local advertising campaign. Using Local SEO to promote a local business will not only improve the results that you receive from your Search Engine Optimization efforts, but will also provide your customers with additional opportunities to find your business. By implementing strategies that target search terms within your local area, you will provide your customers with information that they can trust, which will ultimately increase customer satisfaction.

FAQ

What is the difference between Local SEO and general SEO?

Local SEO focuses on driving visitors to a particular web site based on their location, while general SEO deals with factors such as keyword density, the algorithms used by Google, and the total number of links that point to a specific web site.

How should local keywords be selected?

Select keywords that best describe the business industry, considering the size and scope of the business and the likelihood that competitors will use the same terms. Test options by focusing on city names and geographic areas, choosing long-tail keywords, and using specific terms within phrases. SEO tools can be used to measure keyword competitiveness.

Why are backlinks important for Local SEO?

Backlinks have the greatest effect on search engine results, and the relevancy of the specific page or pages to the search terms also has an impact. Listings placed at the very end of the page results, directly above the search results, can push highly relevant local results to the top of the page.