Local Search Marketing Basics For Business Owners

Local search marketing puts your business in front of nearby customers who are searching online for a company like yours. According to Ardent Growth, it is a type of search engine optimization that helps local small businesses show up frequently in relevant local results, including the listings on Google Maps. The payoff is simple: when people search locally, your business appears at the top of the results so they click through to learn more about your company instead of stumbling across it on a generic search-engine results page.

Why local search marketing matters now

The concept of local search marketing has taken off in recent years because it fits with the campaigns companies already run. Many large retailers now include local search listings on their main websites, which makes it much easier for consumers to find the items they are looking for. Smaller companies often add the same kind of listing to their own site because it makes their products seem more accessible to local buyers. Even the smallest local companies can benefit from the same approach.

Two ways to use it: specific searches vs. general optimization

Online marketers can take advantage of local search marketing in two ways: by optimizing for specific searches, or through general search optimization. If you want to market your company nationally, you would use a national search optimization strategy. For example, a company selling strollers could optimize its site for stroller searches and target strollers in the general category. The key is to use specific keywords rather than broad ones. A company that sells a range of products can pick keyword phrases tied to each product and work them into the site’s meta tags as descriptive sentences and phrases.

Targeting searchers in a specific area

For local search marketing services, the most efficient method is to target searchers within a specific geographical area. This can be done using tools such as Google Maps or Yahoo Local. You can also target searchers through specific zip codes or address fields, although those methods are less precise and may not yield the highest return on investment. Geo-targeting is therefore more economical, and targeting local searchers is the best way to do it.

How geo-targeting brings in local traffic

Geo-targeting works. Online marketers find a list of keywords and keyword phrases that are used most often when searching for local services or products, then insert those keywords or phrases into the meta description or content of the site. The rest of the site instantly becomes accessible to searchers in a certain geographical location. The higher the rank of a site, the better it is for local businesses, since higher rankings mean more foot traffic and more conversions.

Organic traffic as the foundation

Organic traffic is the most important aspect of on-page and off-page SEO. Organic search traffic is generated from natural searches, meaning that when users search within the context of a website, the results list the most popular keywords or phrases used to obtain those results. Organic search traffic represents the majority of Internet users and is the foundation of any Internet business. It comes from users who are interested in the services or products a business offers. There are many ways to get organic traffic, and local search marketing is one of the most efficient.

On-page optimization for local SEO

On-page optimization is an integral part of an effective local search marketing plan. A good local SEO strategy should include meta tags, title tags, keyword density, image tags, content placement, and ALT tags. These elements should be used appropriately to optimize websites for specific geographic locations. For instance, the meta tag of a website that sells products to individual consumers should differ from the meta tag of a website that promotes a fleet of vehicles to potential customers in a particular city.

Directories, backlinks, and online reviews

Organic search directories are a way to obtain localized traffic, and many business owners believe they provide a valuable source of backlinks. In reality, backlinks are only beneficial if users have access to reputable online reviews. Business owners can purchase links from online reviews to promote their websites, and reviews are a useful way to receive feedback from users who frequent the sites being reviewed. Reviews of local businesses may point to good customer service, high-quality products, competitive prices, and prompt aftercare.

FAQ

What is local search marketing?

Local search marketing is a type of search engine optimization that helps local small businesses show up frequently in relevant local results, including the businesses listed on Google Maps, when customers are searching for a nearby company.

How does geo-targeting help local businesses?

Geo-targeting uses keywords and phrases common in local searches and places them in a site’s meta description or content, making the site accessible to searchers in a specific geographical area. Higher rankings from this approach bring more foot traffic and conversions.

What on-page elements matter for local SEO?

An effective local search marketing plan should include meta tags, title tags, keyword density, image tags, content placement, and ALT tags, all tailored to the specific geographic location the site is targeting.

Related coverage

• How to Implement Effective Local Search Marketing For Your Business
• The Importance of Using Local Search in Website Marketing