Although ecommerce is the buzz right now, the truth is that most businesses aren’t global e-companies. They’re actual physical product or service related businesses that provide something to customers. That means that if you’re a small business owner or entrepreneur, you’re likely going to be starting in a specific place. Establishing a home customer base is critical to sustainable success, and in order to do that, you need to be found locally. Here are a few things you can do today to improve your local search results today.
- Set up your Google business page. This is probably the single most important factor in your local search visibility after having an actual website. When I speak with business owners about their marketing strategies, I’m always surprised by how few of them have bothered completing the setup. It’s free, and it’s quick. Get it done today. https://www.google.com/business/
- Update your site with local business markup. Google indexes and organizes your site in a variety of different ways. Have you ever wondered how Google knows what some things are? Like how does Google know that a web page is for a restaurant? Or that a picture is for a particular product? Well, some of it is driven by AI and algorithms, but a lot of it is driven by developers and designers adding snippets of code that identify important items for Google. This is called structured markup, and it’s vital for successful local SEO. If you created your own website, you can easily add structured markup to some elements to help your site be discovered and important information categorized more easily. For the schema you need, check out https://schema.org/LocalBusiness
- Add location specific wording to your site. Your meta data, page titles, etc… should include specific mention of your location. Instead of just “Web Design,” it should say “Web Design Madison, WI.” Importantly, your digital advertising campaigns should do the same thing. Not only does location tagging your keywords make your targeting more precise, but it can often help reduce your advertising costs as well. Update the content on your site to reference the local community.
- Focus on reviews. Do you have testimonials or reviews from customers? Then put them up on your Google My Business page you created earlier. Highly reviewed businesses are featured more prominently, and even a couple reviews can make a big difference. Reviews are an indication that people actually interact with your business, so you should make an effort to get as many quality reviews as possible.
Well, what are you waiting for? Get started on these improvements now!