Local businesses need local SEO. This isn’t an overstatement or an opinion. When a company’s local SEO efforts are sub-par, the company misses out on valuable opportunities to gain website traffic, leads, and sales. Fortunately, the effort doesn’t have to be overwhelming, but it does need to be comprehensive and start with a few simple steps.
Confirm your Google My Business listing.
Think of Google My Business as a giant online directory filled with local business listings. When customers search for local businesses (i.e. “restaurants near me,” “antiques near me,” “furnace repair near me”), the search engine giant pulls the most relevant and local listings.
The process makes claiming a business’ Google My Business listing a top priority for companies wanting to improve their local SEO. The claiming process is free, but does need to be confirmed by a postcard sent to the business address. For optimal results, take the process a step further by optimizing the GMB listing or outsource the task of creating and optimizing to trusted marketing professionals.
Find more opportunities to ask for online reviews.
Online reviews are a key part of a local SEO strategy that gets results. Online reviews on sites like Yelp and Google My Business are incredibly relevant to customer searches about companies, making reviews a valuable asset for local companies.
Most customers won’t leave a review unless asked—and companies have numerous opportunities to do so. The process of asking for reviews (and improving local SEO) starts with a complete evaluation of company standard operating procedures. Companies can ask for reviews via:
- Electronic communications (i.e. company promotional emails, sales professional emails to clients, follow-up emails after receiving product or service, etc.)
- In-person asks (i.e. cashier during check-out process, sales professional in follow-up meeting, technician after service is completed, etc.)
- Paper ask (i.e. postcard with information to leave review with package, sales professional thank you note, etc.)
Monitor online reviews.
Asking for online reviews comes with a risk. This risk can be minimized by only asking customers that are satisfied, but the truth is that some customers leave negative reviews. While finding a negative review is never pleasant, negative reviews come with an opportunity. The key word here is “find.” Companies cannot seize on the opportunity to showcase their excellent customer service until they are aware of the review.
Negative reviews can be located with diligent online monitoring or via automated software (contact a marketing company for an automated monitoring option). The latter option makes companies aware of every review so they can respond (to both negative and positive reviews). When the review is negative, companies should respond promptly without getting defensive. Instead, companies need to acknowledge the issue and offer to discuss the matter privately (through electronic messages).
A company employee should be designated to answer and resolve the matter (if possible) to eliminate the chance of the inquiry falling through the cracks. This employee should be chosen carefully and should be trained to respond using the best customer services practices. If the customer’s issue is fully resolved to their satisfaction, company employees can ask for the customer to remove or revise their review.
Embrace the latest online search trends.
The way people find products and services online is continually evolving. Companies wanting to get online customers need to utilize this information when optimizing their online presence. Online consumers are using voice search and mobile devices for their searches. More than a million voice searches are done every month, according to this Forbes article. The amount of searches on mobile devices surpassed searches done on desktop devices years ago.
This information is invaluable for businesses, but only if used correctly. Companies should construct websites optimized for long-tail keywords, with a structure built for search engines, and with optimized media (video and images). These basics are only part of developing a website that shows up in online searches. A marketing professional can help fill in the gaps and ensure that every website element is optimized for the latest search trends.
Make it clear online the business is local (or has locations).
One of the most important aspects of local SEO is to make it incredibly obvious that the business is local or has multiple locations—without compromising the customer experience. The effort should start on a website with the location clearly spelled out on the Contact Us page, multiple location pages (if the business has more than one location), and on other optimized website pages. In addition to a clear location, businesses can also benefit from localized content and local links.
This effort comes with an incredible attention to detail. Companies should take extreme care to ensure that the name, address, and phone number is exact on the website and any other online listings. For example, address road should be written as ‘Road’ or ‘Rd.’ in all listings.
List the business in local online business directories.
Local online business directories are a powerful—and strategic—local SEO tool. The first step is to research local business directories and select the right “online phone books” relevant to the company. This comprehensive list of online directories is an excellent start (and can be used by a company or as part of an outsourced local SEO campaign). When filling in the listings, make sure that every name, address, and phone number are exactly the same. Consistency is key; all listings should include the same suite number and label (‘Ste.’ Or ‘Suite).