No matter what product, service, or market, Google is one of the most valuable digital channels for businesses. This is especially true for those with a local focus, as more and more consumers are using Google to find a restaurant, hire a contractor, or fulfill other wants and needs.According to WebFX, around 46% of Google searches have local intent. With 8.5 billion Google searches in a day, that leaves roughly 3.91 billion local-focused searches.With these trends and data points in mind, local business owners are asking the following questions:
- Am I showing up for what my target market is searching for?
- If not, how can I show up?
- If so, where am I showing up and how can I increase these rankings?
The answer to these questions and the key to "winning" on Google is search engine optimization (SEO) or more specifically, hyper-local SEO.
What is SEO?
Search engines use complex algorithms to determine the relevance and authority of a website in relation to a particular search query. Search engine optimization (SEO) aims to align a website's content, structure, and user experience with these algorithms to improve the website's ranking in search results. By increasing the visibility of your web pages, you'll experience an increase in the quality and quantity of traffic, specifically organic traffic, to your website. An SEO campaign is completely customizable to push a business's initiatives and tackle what the target market is searching for. With extensive keyword research, strategic content creation, backlinks, and technical website changes, Google will see your company as more relevant, authoritative, and worthy of a higher ranking.The end goal of SEO is to increase organic, or unpaid, traffic to your website which will translate into more brand awareness, leads, sales, and revenue.
What is Hyper-Local SEO?
Hyper-local SEO targets local searches from consumers that live, work, visit, or do business in a certain area. With a local focus, businesses will be able to bring in more qualified users that will be more likely to convert, whether that's purchasing a product, scheduling a service, or visiting in person.The queries we want to populate for might include "near me" or the location's name, but more commonly, Google will identify their local intent and current location to display localized options.
A Key Player in Local SEO: Google My Business
Google My Business (GMB) is a free online tool that allows businesses to manage their online presence across Google, including search results and Google Maps. It is a crucial component of local SEO and an essential marketing tool for local businesses.With GMB, organizations can provide up-to-date information such as their address, phone number, hours of operation, website, and photos of their offerings or location. They can also manage and respond to customer reviews, add new photos, and post important updates, such as special offers, upcoming events, or industry trends.One of the main benefits of GMB is its ability to increase a business's visibility in local search results. By verifying and optimizing your GMB listing, you can improve the chances of appearing in the "local pack," which is the group of three businesses that appear at the top of local search results. This can be particularly important for businesses that rely on foot traffic, as being listed in the local pack can significantly increase the likelihood of customers visiting their business.Another benefit of GMB is its ability to improve a business's online reputation. By responding to online reviews and adding new photos and updates, businesses can show potential customers that they are engaged and responsive. Positive reviews can also improve a business's visibility in search results and increase its chances of being chosen by potential customers.
SEO Can Make or Break Small Businesses
Outside of word of mouth, many small businesses rely on Google to provide online visibility and grow their local presence. With an SEO strategy in place, these organizations can better compete against the competition and especially against larger corporations that might have a more established digital presence.Google My Business is a powerful tool to show up over these corporations and display your businesses' value props, reviews, and local impact at the top of Google.
Local SEO in a Franchise Business Model
For franchises, no matter the size, local search can help establish a strong online presence in each individual location. By optimizing each location's landing page and Google My Business, franchises can ensure that their locations appear at the top of search results when users search for relevant keywords in their area. This can lead to more clicks and visits to each landing page, as well as more phone calls, inquiries, and bookings.Moreover, local search can help franchises build brand awareness and loyalty in local communities. By creating and sharing relevant and engaging content about local events, news, and promotions, franchisees can connect with their target customers on a more personal level and establish themselves as a trusted and valuable resource in the local community. This can lead to positive reviews, recommendations, and word-of-mouth referrals, which can ultimately drive more business to their locations.
A Customized Local SEO Strategy
At 20North Digital Marketing, we understand the ins and outs of SEO and what it takes to create and implement a customized local SEO strategy. Generally, businesses should focus their SEO efforts on a few key strategies.Before making any changes to your content plan, it's important to understand your target market and industry. Keyword research will help you identify the most relevant search terms to target. A competitive analysis is also key here to understand what your competition is ranking for and how you can start beating them out on Google.With keyword research and a better understanding of the local market, organizations can identify existing opportunities to tackle through web page optimizations. Optimizations use strategic content that includes relevant keywords, conversions, and overall valuable content.In addition to on-page optimization, businesses can also focus on creating high-quality new pieces of content that are tailored to their target audience. This can include blog posts about local events, well-known landmarks, and other topics that are relevant to the local area. This can also include new landing pages that are aimed towards a specific solution or service area. By creating content that resonates with potential customers, businesses can increase their brand awareness and improve their chances of appearing in local search results.
Digital Ads vs SEO: Which is Best for Your Local Marketing Strategy?
Another powerful marketing tool many local business owners might consider is paid advertising. A Google Ads strategy displays your website to potential customers who are searching for specific keywords or browsing relevant websites. Businesses can choose which search queries they want to show up for and pay to do so. When comparing digital ads and SEO, how do you know which to pursue?In general, a combination of both digital advertising and SEO can provide the best results for a local business. SEO and ads build each other up to show Google your website is a resourceful tool for users. By leveraging both strategies, businesses can reach a wider audience and increase their online visibility while also building a strong, sustainable online presence over time.Of course, not every business has the resources to invest in both, so if you are looking to implement one, consider whether you are looking for short-term success or a long-term digital presence. SEO is a long-term strategy that can take time to show results, but it can ultimately provide more sustainable and cost-effective benefits than digital advertising.When deciding between digital advertising and SEO, local businesses need to consider their budget, timeline, and overall marketing goals. If a business needs to generate leads quickly, digital advertising may be a more appropriate option. However, if a business is looking for a more sustainable approach to online marketing, SEO may be a better fit. Ultimately, the choice between digital advertising and SEO depends on the specific needs and goals of each individual business.
20North: A Experienced & Reliable Agency for Local Marketing
Located in Atlanta, Georgia, 20North Digital Marketing serves a variety of nationwide businesses in their local SEO, advertising, web development, and email marketing efforts. This includes everything from large franchises to small service-based organizations. Our goal is to help you find your customers and provide real results, fast.Whether your organization is interested in a long-term strategy to establish your presence on Google or a fast-acting advertising solution on a variety of digital platforms, our team is ready to help. Contact us today to learn more about how we can audit your current efforts and create a customized marketing strategy.
