What Is Local Search Marketing?
You’ve probably heard that you need a local marketing strategy.
And, since 72 percent of consumers who perform a local search visit a store within five miles, that strategy is more important than ever.
But, what exactly is local search marketing?
Some marketers call it local SEO, but we like to think of local search as a more integrated approach to marketing for local businesses.
Local search marketing is all about putting your business on the map in local searches when customers are searching for a business like yours.
For a more formal definition, local search marketing is a form of search engine optimization that helps local businesses show up in relevant local searches.
As you see in the picture above,, search for “indian restaurant liverpool” gives me a local pack (the map results) before I see the organic search results below. A big part of local search marketing is making your business show up in that local 3 pack (the top 3 results in the local pack) so that consumers can find and choose you.
How Does Local Search Marketing Work?
To build a local search presence, you’ll need to optimize your online information so that search engines place your business in the right searches (and so that consumers can easily find all the information they need in order to choose your business).
To give yourself the best chance of showing up in the right searches, you’ll need to tell search engines everything they need to know.
How can you do this? Provide accurate, consistent NAPU (name, address, phone number, URL) to the most important directories so that search engines know what you do and where you’re located.
This consistent information will show the search engine that it can trust your business.
If, however, your listings on those popular directories contain inaccurate, inconsistent information, the search engine won’t know if it can trust your business.
This can hurt your local search ranking, which means consumers probably won’t find you when they’re searching for the products and services you provide.
They’ll instead find the competition. Ouch.
Wondering where to start?
As a local search marketing company, we suggest starting with the basics. Search the following websites for your business and see how it looks.
If your business is new, you’ll need to create new profiles on those websites. If you’ve been around for a while, you’ll need to claim/verify these pages and then correct or complete the information on the pages.
- Google My Business
- Bing Places for Business
- Yahoo! Yelp
These websites can all have a big impact on your local search ranking, so make sure your information is correct and consistent across them all.
And remember that Yelp and social media often show up near the top of the organic search results.
Make sure your info is correct on both Facebook and Yelp in case the searcher scans past the local pack and goes straight to your social or Yelp profiles.