Local Search Marketing – Bringing Offline and Online Efforts Together

December 12, 2022

Local search marketing ties your offline presence to your online presence so customers find consistent, accurate information about your business wherever they search. A strong strategy combines an optimized Google Business Profile, listings on local directories, and verified contact details.

What does an optimized Google Business Profile look like?

An optimized Google Business Profile has a direct effect on how often your business shows up in local searches. Start with the categories that fit your business most closely. A restaurant, for example, can add a menu and a reservation button. A hair salon can add its own service category.

Add a few high-quality photos so your listing stands out in local results. Include your physical address and full contact information so customers can reach you even when you are closed.

Why list your address and contact info on local directories?

Listing your address and contact information on local directories supports your local search strategy in three ways: it builds brand reputation, attracts new customers, and raises your ranking on Google, which sends more traffic to your website.

Even businesses without a physical storefront should appear on local business directories, since those directories carry significant domain authority and can drive large amounts of traffic. Make sure every listing uses the same name, address, and phone number (NAP). Inconsistent NAP data hurts your visibility and can lead to penalties in local search results.

To keep NAP data accurate across listings, use a pre-filled document or create a separate listing for each brand you operate.

How does video verification work on Google Business Profile?

Adding a video to your Google Business Profile shows customers what to expect when they visit and can make your listing more prominent in search results. Two common video types are a short tour of your store and a product demonstration. Videos that capture a customer’s experience at your business tend to attract the most interest.

Alongside video, you can add photos, a cover photo, and music to round out the profile. Photos can be captured in person or with a simple gimbal camera.

Postcard verification is the most common way to verify a Google Business Profile. The postcard typically arrives within 14 days, though delivery takes longer in some areas.

How do you bring offline and online efforts together?

Connecting offline and online activity in local search marketing starts with understanding your target audience. When online and offline marketing work together, customers get a continuous experience that keeps them engaged.

Ask readers to share their experiences through your social media profiles, and consider adding a QR code so they can get more information quickly. Make your phone number clickable on your website. Barrio Restaurant has made its phone number clickable on mobile devices, so tapping it prompts a call to the restaurant and brings in more business.

FAQ

Why is a Google Business Profile important for local search marketing?

A complete and accurate Google Business Profile makes your business more likely to appear in local searches, and it lets you verify your information so customers see consistent details.

What is NAP and why does it matter?

NAP stands for name, address, and phone number. Listing the same NAP on every local directory is critical for online visibility, and missing or mismatched details can result in penalties in local search results.

How long does Google Business Profile verification by postcard take?

Postcard verification usually takes up to 14 days, and delivery can take longer in some areas.