How to Use Local Search Marketing to Increase Your Search Engine Ranking

Local Search Marketing helps your business rank higher in search results by pushing you into the local pack and in front of nearby customers. With local paid ads, you can leapfrog competitors and appear at the top of searches like “real estate broker” in New York. The steps below cover the listings, data, on-page work, and reputation signals that drive those rankings.

Get listed on the directories that feed local search

To show up in local search, your business needs to be visible on several sites. Listings on Yelp, Yellowpages, and Superpages are all important. You should also submit to general directories, which have millions of users and help potential customers discover your business. Submitting to data aggregators spreads your business information across local directories globally.

Keep your NAP information accurate and consistent

In local search, your NAP information should be accurate and consistent. NAP stands for name, address, and phone number, and can also include your website URL. Accurate NAP data helps you rank well in local search results. Almost ninety percent of online users find local businesses through the internet, so clean NAP data directly supports traffic and growth.

Choose DIY or hire a local search marketing agency

Local search marketing is a core part of any digital marketing strategy. It lets you simplify communications and align marketing with lead generation. You can run local search marketing on your own or hire a local search marketing agency to help you. Mobile usage keeps climbing, which raises the importance of local search optimization. A Forrester survey found that only thirty-one percent of consumers believe businesses are doing a good job of local targeting.

Use Google local business structured data and detailed audiences

Local search marketing gives you access to a wider audience and saves time and money. Adding Google’s local business structured data to your site improves your chances of appearing in local search results. Local search advertising also builds visibility and reputation with nearby customers. This type of marketing needs detailed audience profiles; the more accurate the audience, the higher your chances of showing up in local search.

Build backlinks, local content, and reviews

Beyond local ranking factors, actively pursue backlinks to your site. Link building also improves your domain authority. Reach out to local organizations and publish content for them. Valuable content attracts customers and prompts them to leave reviews. Reviews raise your credibility with Google and build trust with customers. A business with more positive reviews ranks higher on the local 3-pack.

Maintain your Google Business Profile and brand presence

For local SEO, make sure your business has a Google Business Profile. Keep the profile optimized with relevant images and updated information. Social media, email marketing, and other online platforms help build a solid brand reputation, so maintain a professional tone across them. Strong content does two jobs at once: it increases visibility and generates inbound links to your website, which is a major ranking factor for local search.

Tie it together with on-page SEO, links, and local intent

The goal of local search marketing is to increase visibility in local search results, especially for businesses with a physical location. Solid local search optimization puts your business high on Google’s local search pages. Combine on-page SEO, link building, and localized intent to lift your visibility and ranking in local search results.

FAQ

What is NAP and why does it matter for local search?

NAP stands for name, address, and phone number, and can also include your website URL. Keeping NAP information accurate and consistent across directories helps you rank well in local search results.

Where should a business list itself for local search marketing?

List on Yelp, Yellowpages, and Superpages, and submit to general directories that have millions of users. Submitting to data aggregators spreads your business information across local directories globally.

Do reviews affect local search rankings?

Yes. Valuable content attracts customers and prompts them to leave reviews, which raise credibility with Google and build customer trust. A business with more positive reviews shows up higher on the local 3-pack.

Related coverage

• How to Use Local Search Marketing to Increase Your Search Engine Ranking
• How to Use Local Search Engine Optimization to Increase Your Visibility