Welcome back to the Local Advertising Journal! If you own or manage a local business such as a shop, a restaurant or a farm you are aware of the competition in which you have to cope every day to catch the attention of customers. More and more determined to find convenience and quality in a few clicks and that, before taking decisions, require to obtain assurances on the quality of the exercises to turn. You’ll be interested to know that there are simple steps to optimize Local SEO and the reasoning behind the creation of contents that allow you to increase – in some cases considerably – the scope of the promotion of your business.
The Local SEO, in particular, is the branch of activities aimed at improving the ranking on search engines and more generally to enhance accounts of local activities “be found” – as they say – results in further opportunities for revenue, to say nothing of the possibility of getting positive reviews useful in turn to entice potential contacts to turn to activities recognized as authoritative by other users.
1) Local SEO: Include any information in your Google My Business page
Google My Business is the full and free tool at your disposal to create a full record of all information related to your business (address, hours, phone number, photos, any reviews), and managing the complex of Big G instruments targeting managers of activities, from updates on Google+ introduction of information to show on Google Maps.
You’ve surely noticed that, when you search on Google Maps, you are also reported receptive and restorative facilities near a resort with the chance to see any reviews and deepen through its websites.
To claim your listing in Google Maps through the relevant page Google My Business is the first step to do to take control of the most authoritative – and free – available to showcase and give potential customers an impression of care and attention to the visibility.
Google Maps, for example, offers its users a tool to express restaurant reviews in the form of a comprehensive questionnaire that allows you to highlight features, services and local advantages : who will be interested in eating in the area and will have to choose between alternatives will way to verify all aspects that can make a real difference.
You have already tried to set up a profile on Google My Business, but have not found any tangible results? In all likelihood you’ve overlooked some essential aspect of your target audience definition, or you have committed one of the frequent local SEO Optimization Mistakes – by the lack of contact information for inclusion in incorrect categories (which leads away really interested) – that, fortunately, they are easily correctable.
You may also like to read: Local SEO: 7 Tips To Improve Your Local Positioning
2) Local SEO: Choose your niche (thematic and geographic)
Starting from the research made by “keyword + location” Google offers considered relevant results regarding the entered destination as well (watch!) Simply based on the location from which you type the search.
With local SEO, the owners of assets located in the territory can intercept visits related to specific geographic areas and deliver content most relevant to specific needs.
Applying a geographic determination of content profiling can more effectively your target to increase the profitability of your marketing campaigns.
Crucial will be, first of all, choose your keywords best for your business, namely …
- Those designed to achieve reasonable results in terms of conversion to competitive parity
- Those defining with relevance a niche of overriding public for our activities
Once you have selected keywords of interest, you will need to use them in the most significant fields of each item – Title, Description, Tags <H>, as well as in the definition of the images – you’ll want to make it traceable for certain search queries geolocated.
If you are a restaurant owner and in your menu plan homemade pasta, can be a good strategy to integrate articles on news of themed pasta territory (festivals or pageants) and report the value given by the quality of your homemade product (uniqueness) and that contributes concurrently with a defined event in time (limited).
A call to action effectively introduced similar items conveys a sense of value (a benefit in the eyes of the law, such as the ability to solve a problem, to obtain a playful advantage and / or emotional) and suggests a sense of urgency or limited availability to call for action in the short term (as indeed book a dinner on the occasion of an event).
You may also like to read: Local SEO: The guide for those who do business in the city
3) Local SEO: Create specific and relevant content
Restaurants, food shops and activities that revolve around the world of food can trigger a company blog in which to publish special recipes, tips to create phenomenal meals, contained in support of an inbound marketing plan designed both to intercept long key lookups that generate buzz on social media through themed shares in the community and among the lovers of good food.
A good assumption to convert your visitors is to decide very carefully the niche to which you want to address: a general approach on the dishes to be served at the table is likely to qualify as yet another portal that talks about cooking in general terms, while only approach a circle of admirers of a certain type of dish (e.g. vegan cuisine, regional dishes, homemade desserts etc.) increases our chances of appearing authoritative for a certain part of the audience.
A confirmation of the value covering the contents (and maybe even the passion with which they are written) will point out an example of how it is possible, almost exclusively by optimizing on page and working for quality content and relevant to a given search query, get in the first position on Google for a culinary research.
Found that your portal has to offer enjoyable and relevant browsing experience to research intentions, you can proceed to generate valuable content (that is able to responder to specific research needs) that will be the basis of a link building value thematic portals (e.g. the organizers of local events that you cite in your turn to updates on local news).
Remember that the official ranking of local signals include relevance (relevance between typed request and the response offered), the distance between your position and that of the writer and the importance (the authority that you can get through mentions found the net in the form of links and citations) in addition to CTR.
Result? Driving online reviews of your business does well, create content that encourage readers to click is good, pushing over insights pertaining to specific needs is just fine!
You may also like to read: The use of display advertising in the local marketing
4) Local SEO: Consolidate your presence on the network via forums and social networks
We have already spoken of the Local SEO benefits for SMEs focusing on the importance of content within their portal, but we cannot help but remember how much backlinks are important and, in general, the importance of receiving good references from thematic sites and online community.
In the case of the local structures, the bond with the land can be turned into an added value that can attract the attention of potential visitors: the experience maybe many years, perpetrated by convincing practices of storytelling that marry the values and aspect of the target. If the towns evoke the rediscovery of nature sensations you can lever a narration by the sense of adventure and discovery of their origins, farms could instead
Platforms like Instagram or Pinterest allow you to share intriguing visual material on restorative qualities and collect with appropriate hashtag testimonials from guests and patrons to bring to the attention of a wider audience the aesthetic qualities of your business.
The forum are another channel where you can avail yourself to expand your brand awareness: participating in discussions and naturally relying on your experience you will be taken to increase your brand visibility.
You may also like to read: Local Advertising: How Internet Changes The Investment
5) Local SEO: Optimize your website for Mobile devices
With the boom of mobile search (and about 30% of them have a local purposes) provide fast and convenient navigation experience has become absolutely essential not to lose precious visits: smartphones and tablets are the ultimate tools for searching local, and thanks to the handy Google tool you can check if your portal also optimized for viewing on small devices.
In the end, I hope these tips – although certainly not exhaustive on the subject – have provided you with useful tips on actions to be implemented to improve your visibility for local searches. What do you think? Comment on this article to tell us your opinion!
There are many search terms made by our potential customers. Citing the example above, you could search for “Dentist Toronto”, “New York lawyer” etc. … The search engine in 99% of cases will return a set of navigation tabs, card local activities, maps, phone numbers and organic results (or the list of results usually appear in the advertising or cards).
