According to Google, more than 90% of Internet users have gone online to research a product or service — and then gone in person to a nearby business to make a purchase. But, how do you make sure they find you? By optimizing your online presence for local search.
Effective local search happens when someone types a geographic keyword in a search engine (like Google or Yahoo!) to find a nearby business. A search for “collision repair Atlanta Georgia” for example, will not only deliver websites of individual businesses, but also directory listings for nearby body shops on sites such as hotfrog.com, superpages.com and yellowpages.com.
Unfortunately, Google says, only 20 percent of small businesses have claimed their local listings on the leading local search sites. With mobile marketing growing and outpacing traditional online search, Google estimates at least 40 percent of searches from mobile devices are local.
More importantly, mobile local searchers take action. In the U.S., 87 percent of mobile local searchers are taking action as a result of their search, like visiting a business, making reservations or buying online for in-store pickup. Here are three ways you can get in on the local action:
1. Claim your local listings. According to Google, just 15 percent of small businesses have claimed their local listing on Google Places. Because 70 percent of online searchers will use local search to find offline businesses, it’s the single most valuable thing you can do.
2. Build citations using local directories. A citation is any mention of a business name, address and phone number. Most of that happens in local directories (and it’s certainly the easiest way to build them), but it can happen anywhere. If someone writes a blog post about you that has your business name, address and phone number – but doesn’t link to your website – it serves as a type of citation (ex. Chamber of Commerce, local professional groups, local merchant’s society, etc.).
Much like links, citations have impact that depends on the reputation and authority of the site the citation appears on. Several citations from minor, low-authority blogs or pages aren’t worth as much as a single citation from an authoritative source, like the Better Business Bureau. Balance quantity with quality.
3. Make sure you have regionally appropriate content on your website. Some regional content is straight-forward. Use a local phone number, mention a local office on your website and strategically place geographic references in the body copy of your pages.
Blogs are also a great way to localize your on-site content. Consider a local flavor piece or talk about something regional. Give a shout-out to a local event, band, or other event that ties you to a region. Link out to local places of interest – as long as it makes sense for your website and your business.
Interested in Claim Local? Call Us Today! 951-734-8181