Did you know that nearly half of all Google searches are local? Or that the 50% of consumers who perform a local search from their mobile device end up visiting that store within a day? Local search is on the rise, and for most smartphone wielding consumers, that’s probably not a surprise.
Many of us turn to our smart phones to help guide our purchasing decisions, whether that’s finding the perfect place to dine or to locate a good or service we need. Just type a few keywords into the Google search bar, and contact information, maps, reviews, and even some photos are at our finger tips, helping us decide where to go. Of course, chances are that if a business hasn’t taken the time to optimize their local search efforts, then they’ll go unnoticed by the tech savvy consumer. And that’s a shame.
Optimizing your Google local listing and capitalizing on the growing consumer base that relies on local searches is easy and yields big results, especially when it comes to foot traffic and conversions. Here’s a few simple ways to make sure your business is visible to all the customers near you.
Sign up for a Google My Business Account.
In today’s mobile based economy, signing up for a Google My Business account is as important as unlocking your doors every morning or getting a telephone number. It’s essential for success.
The free service allows businesses to list all relevant details, making their info readily available for consumers searching within your geographic location. This listing includes vital contact information (address, phone number, website) as well as reviews. It also will place your business on the map, literally, at least on Google Maps and any app that utilizes Google Maps (Yelp, for example).
Provide thorough and precise information about your business.
Google uses search algorithms to serve its users with the most accurate results it can, and for those hoping to optimize their local search efforts, that means including all relevant info. Business owners must provide accurate information for their business (phone number, address, hours of operations, and any URLs available (for example, if you’re a restaurant, you’d want to link to your menu where applicable) if they want to increase the their chances of appearing in top search results.
It also means choosing terms to accurately describe your business. Take for example a furniture store that specializes in vintage or refurbished pieces. It’s not enough to simply describe your store as a “furniture store.” Instead, specific words, like “vintage furniture” can improve search results by funneling relevant traffic to your listing, putting your store information in front of the exact consumer base you want to reach.
Be mindful of your reviews.
According to a recent Pew study 82% of consumers consult reviews before making a purchase. And almost 50% of consumers are using their mobile devices to check reviews while they’re in the store. Reviews are integral to the overall success of a business, and that’s true when it comes to attracting customers via local search results.
Remember that Google algorithm we talked about briefly above? Reviews are factored into that algorithm and impact rankings; good reviews bode well for businesses and help establish themselves as top in search results.
Great reviews do help businesses gain traction in search results, but reviews are important for another reason. Reviews create unique content that is often, by proxy, filled with keywords that help you rank better. Google sees unique and relevant content as a major plus, so reviews can help drive your campaign (so can your responses).
To leverage the power of reviews, be sure to stay engaged with your customers. You can even consider developing a campaign that incentivizes your clients to leave reviews.
I know what you’re thinking: what about bad reviews? Despite the fact that there will always be customers who are simply impossible to please, responding to poor reviews is important, and over time, customers can see that you’ve made attempts to reach out and remedy any issues (you’ll also be creating more unique content); they may even consider changing their review once you’ve addressed their concerns.
For businesses that rely on local clientele and regular foot traffic, local SEO is essential for success and must be part of long- and short-term marketing strategies. While some facets of online marketing, particularly SEO, may seem daunting, these three simple yet powerful local SEO tips can help any business stake a claim in their local economy.
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