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When running a business, Google is your best friend, but only if you learn to speak their language. If you are not currently utilizing SEO strategies and taking advantage of the digital landscape, you could be missing out on a massive amount or traffic and revenue. As a society, we are increasingly reliant on digital information. It is estimated that Google processes approximately 5.6 billion searches per day.
Google My Business
Having an active, optimized and verified Google My Business profile is the most important thing you can do for your local business, especially if there is a brick and mortar location associated with it. 76% of people who search on their smartphones for something nearby visit a business within a day. “Where to buy” and “near me” mobile queries have grown by over 200% since 2017. Showing up as one of the top options on Google for the right keywords can make a huge difference in your traffic and conversions. Ideally, you want to get featured in the “local three pack”. These three Google My Business results pop up on the map when you are searching for a local business. If you want a chance at showing up in the three pack, your Google My Business profile needs to be filled out entirely and correctly. When filling out certain fields such as your business description you need to take note of keywords that describe everything you do in order to show Google you are the best relevant choice and to up your chances of being featured.
A high functioning Google My Business profile can also help you build your brand reputation through relevant content and customer reviews. When searching for a local business, 60% of customers check Google My Business for reviews. Setting up a strategy for receiving and responding to reviews can help build trust and loyalty. Reviews are also a big factor in Google’s algorithm because they say that you are a good resource for the particular query.
Backlinks are also very important for local SEO. If you are not familiar, a backlink is simply a link from one site to another. When a lot of other sites link to yours, it tells Google “look here for great information!” However, backlinks are not all about quantity. Bad backlinks can be very toxic to your site. The goal is to find the balance between quality and quantity. Quality backlinks can come from sites that have a higher domain authority, are great informational resources, or are very relevant to your business. You will want to be featured in business directories and other local informational resources and blogs to not only drive awareness, but also to assist in your SEO. Next, try to build relationships with other local businesses in order to gather additional links. Backlinks are another way to tell Google that you are a good resource for a specific product or service, and in turn they will continue to help you rise in the rankings.
Just like any other website, creating relevant content is extremely important for local SEO. You will want to have landing pages on your website dedicated to each service you provide or category of goods you sell. Another effective local SEO strategy is to have pages dedicated to each location or sub-location that you serve. This will help you to show up for more specific searches related to your business.
Another important SEO content strategy lies within the blog. Posting blogs regularly can help boost your traffic by ranking for additional keywords that work in parallel to your business objectives. Also, the more relevant, informational content that you post on your site, the more Google will notice you as a good resource for the public. Choose topics based on what your company does or provides, answer common questions, and pay attention to local keywords.
Benefits of Local SEO
Implementing local SEO strategies can do a lot for the success of your business. Aside from the obvious increase in traffic that comes with appearing higher in relevant Google searches, there are many other unseen benefits. By increasing your online visibility and providing a great in person service, your customer or client community can be expected to grow. Not only are repeat customers one of the largest factors in a growing business, but they also help grow your business through word of mouth or referral traffic. Building your online presence and increasing organic traffic will also help you save money on other costs, such as ad spend. When you show up first for a search term you own that real estate. Ads are great, but you have to pay to rent the space, and you can save a lot of money by owning that number one spot.
At 20North, we have worked with many different types of local businesses to increase traffic and conversions through Local SEO. We have worked with local businesses like doctor’s offices all the way to large scale franchises. Contact us to learn more about how we can help your business grow and compete in an increasingly digital landscape.
By Emily Ball