How To Win In Local Search
Local businesses must win at local search if they want to maximize the potential traffic that’s available from organic search. Read on to see why.
Google, according to comScore, gets 67.6% of the searches and they always put paid ads at the top of the results page followed by local business listings in many niches then the organic search results.
If your business doesn’t show up in the local business listings (and there usually are only two or three that are shown), your competitors are getting the majority of the phone calls.
How to Win in Local Search
Make sure you are viewed as an authority in your community. The easiest way to show your authority online before people even visit your website is by the number and quality of the reviews that shown each virtual storefront (think online directories, Facebook and your website).
Think of online directories and your website as if they are the front window your business. If people don’t like what they see, they’ll leave and go to a competitor’s virtual storefront.
Things to do:
- claim and optimize all of the major local directories starting the Google My Business
- make sure your name, address and phone number (NAP) are consistent across all directories and your website
- completely fill in as much information as possible on each directory (especially the right categories, business hours, types of payments accepted and the bio)
- add images and videos to each directory that allows it
- use your website’s about page to add your company story plus images and a bio for each member of your team (this will help build trust and differentiate you from your competitors)
- add a frequently asked questions (FAQs) section to your website (this helps inform and engage potential customers)
- put a review collection, monitoring, management and marketing system in place
- have a social media strategy in place that allows you to add quality content to your social media profiles on a consistent basis
- regularly add quality content to your website that keep your customers informed about your products, services and your industry (tips on how to get the most out of your products or services are always welcome)
If you do all of the above, you should outshine your local competition.
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