An astounding 4.35 million business applications came in during 2020, according to the U.S. Business Formation Statistics (BFS). The record was almost double of 2.5 million applications a decade ago. With that many businesses vying for a place in the spotlight, it’s more challenging than ever for business owners to make their brands known. The market is brimming, and your business might become just a single speck in the crowd.
As the business world gets more demanding, many business owners and marketers are learning new ways to stay ahead of the curve. Failure is not an option, especially with statistics proving that around 90% of all start-ups in the U.S. fail every year. Some of the biggest reasons a business fails are wrong business location, poor internet presence, and subpar online marketing strategies.
As a business, you need people to know you exist and that you are here to supply what they demand. That is step one! This article tackles some helpful ways to improve business exposure and strengthen your brand’s online presence locally.
Understanding SEO
Digital marketing growth has been following a steep incline over the past several years. The new decade has only skyrocketed it to greater heights. With more and more businesses realizing the potential of using the Internet to reach wider audiences and decrease overhead costs, the future of online marketing seems boundless. One crucial aspect of digital marketing is search engine optimization or SEO.
SEO is a method or strategy to improve your website’s visibility in online search rankings. Every year, an increasing number of business owners realize that one of the best ways to acquire new potential clients is through organic search. The Internet is the first place people turn to when they are looking for a product or service. If someone finds your business website after typing in a keyword on a search engine like Google, the odds are high that what you have to offer fits their needs and will appeal to them.
Using SEO to improve your brand’s visibility on the web has many factors. At the minimum, you should aim to be on the first page of Google search, but always train your sights on landing the first result listing. Above all else, consider the types of content you release, the frequency of your posts, and – most importantly – user experience. Mastering these strategies will help your business rank higher on any search engine results page (SERP).
How Is Local SEO Different?
A more specific subgroup of SEO is local SEO. It focuses on listings that appear in a user’s SERP based on their location. When users type in keywords with the phrase “near me” or with cities mentioned, the first results they get showcase sites and pages for brands or companies located in those specific places. However, location-based results may also appear even with generic keywords. It all depends on how Google perceives the user’s search intent.
Using Local SEO To Your Advantage
Despite the popularity of online shopping, some people are quick to dismiss the value of acquiring new products or services at a moment’s notice. While e-commerce presents consumers with more choices ranging from a national to even global scale, the time it takes to receive a product ordered remains a drawback. For many people, it’s a deal-breaker.
E-commerce statistics show that 50% of people who search for products or services through mobile devices visit physical outlets that same day. That means there’s a 50% chance that someone in your area who comes across your business will become an actual customer. If you offer a product or service that caters to locals and appeals to the surrounding communities, local searches may pave the way to your business success.
There is no doubt that local SEO can be instrumental in boosting sales and increasing brand exposure. It’s an opportunity to build a solid community that regularly patronizes your business. While this sounds enticing, local SEO takes just as much hard work as is general SEO. Take note of these five essential tips to use local SEO to reach your targets and boost your business’ exposure.
1. Focus On Local SEO–Friendly Content Types
If you’re trying to rank on local searches, you need content that highlights locations. One way to achieve this is by creating location-specific pages. If you’re a brand with multiple physical outlets or offices, creating a dedicated page on your website for each location is the key. Doing this triggers Google’s algorithm to locate you more quickly and associate you with specific location-centered keywords. For single-outlet businesses, putting up pages featuring photos of your store and other essential information about your localities will work as well.
You can also use your frequently answered questions or FAQ page to highlight your spot. Most consumers visit FAQ pages to get into the nitty-gritty of businesses. The more visitors that click on your FAQ page, the higher the chance that portions of your FAQ can be turned into a Google search result meta description (the snippet of text users see beneath the page title in SERP). Having your location readily available in search result snippets draws the attention of potential clients near you.
Explore offering discounts for residents in your community as well. It gives them an added incentive to patronize your business: not only are you a bike ride away from them, but they also score great deals! Partner with local organizations and sponsor or host local events if you want to take it a notch higher. Featuring this type of content on your site establishes your legitimacy and good reputation in the area.
2. Invest In Building Local Links
When people think about SEO, they usually anticipate using backlinks (similar to citation where a web resource is linked to another website as a web resource). After all, Google loves external links from high-authority websites. But if getting links from big-name sites would be outside your budget or capacity, there’s no need to fret. Local links are a great way to go, especially if you aim to make a name through local searches. These local links might not necessarily reach a national or global scale, but they sure can sway local consumers’ opinions.
The first step to getting local links is networking. Reach out to other local brands or organizations that are popular in your area. Introduce yourself and explain why your business is worth partnering with. At the minimum, you may get local authorities to cite your business name on their social media. At the maximum, they will link posts directly to your website or agree to partner with you for projects or events.
Local links can introduce consumers in your area to your brand through businesses and organizations they already patronize. When they see these local names endorsing you, you get a share of the level of trust they have developed for these brands. Google might even reward your local links with high local search rankings! Either way, building a repertoire of trusted local links is sure to serve your business well.
3. Gather Credible Reviews
A lot of online shoppers have learned the hard way that not all recommendations are to be trusted. Most people have learned to always fact-check and conduct thorough research on products or services before they agree to invest their dollars into them. But if you’re a start-up or a business that is only beginning to introduce yourself to the market, how are potential customers supposed to guarantee your brand’s quality? The answer is simple: Reviews.
Is there anything better than a review that conveys the merits of your business? With most big-name e-commerce platforms, customers’ thoughts are crucial in proving a product’s legitimacy. Keep in mind that you have to be careful of where you source your reviews. Some marketers offer to create paid reviews for your brand. Most paid testimonials focus on propping up your business and skipping over the flaws. While this might sound appealing, the return on investment may not turn out to be what you expect.
Consumers are looking for honest and straightforward reviews. They can easily sniff out fluff pieces that only aim to close sales and make a profit. Instead of paying for reviews, you can offer local influencers and authority figures free products or services in exchange for their candid thoughts. Since there is nothing to gain or lose, they are more inclined to be forthright and transparent to your potential customers.
4. List Your Business On Google My Business
Listing your brand on Google My Business (GMB) might sound like unnecessary work for some, but it’s highly effective in SEO. GMB is a tool that optimizes business profiles for potential customers. It gives them a list of businesses in their vicinity and other related information: business hours, address, category, and reviews. When you have a GMB profile, you can interact more easily with past, current, and potential customers.
First off, check if your business already has a GMB profile. If it does, all you need to do is claim it and correct the necessary information. If you don’t have a profile yet, setting one up is easy! Once you register, all you have to do is input all pertinent details. Check, double-check, and triple-check the information you indicate. Watch out for typos and misleading information, especially in the category section. Most importantly, use relevant keywords to describe your brand. And, yes, you can use GMB for free!
To improve your GMB profile, take the time to upload high-quality, accurate photos of your products or outlets. Responding to customer reviews is also a key factor. Avoid generic replies since they will not add value to your interactions with past and recurring clients. Whether the reviews are positive or negative, make sure that you personalize each response to convey as much honesty and vulnerability as possible.
5. Incorporate Social Media Marketing Into Your Strategy
Last but not least, jump on the social media bandwagon! Facebook alone has 1.9 billion active users daily. While not all 1.9 billion might find your business relevant or accessible, the chances are that the majority of potential clients in your locality have active accounts. Being present on social media allows you to connect with people who might not exactly be looking for the type of product or service you offer just yet, but you’ll be in the back of their minds for later.
You can utilize social media features such as groups, lists, and hashtags to bolster your brand’s popularity. For instance, you can use your Facebook Business Account or page to join groups catering to the people in your community. That way, you get to interact and build close connections with your target market. You can also use the content on your social media pages to encourage users to visit your website.
Platforms like Facebook and Instagram are also famous in the marketing world for their rich and active marketplace. 80% of Instagram users follow business accounts, while 59% of online marketers claim that Facebook is the most influential platform in e-commerce. Given the number of people active on social media, gaining popularity on social networks can translate to higher local search rankings. The more traffic you drive to your website from social media, the more probable that you’ll get rated higher in Google’s algorithm.
Wrapping Up
All big things start small. With the increasing competition in the e-commerce market, leave no rock unturned when planning a marketing strategy for your business. Whether you’re a large brand looking to establish deeper roots in local markets or a start-up trying to stand out from the crowd, local SEO is an indispensable step toward achieving those goals. Take to heart the value of local SEO and use the tips above to guarantee an undoubtedly groundbreaking business future.
If you’re up for exploring, learning more, and capitalizing on local marketing for your business, drop us a line, and we’ll be happy to help you get started!
You may also reach out to us here at Lauer Media should you need to consult with any of your SEO needs.