Search Engine Optimization

The vast majority of consumers now start their search for local business information on the internet. The internet has basically come to replace the Yellow Pages, so it goes without saying that developing an online presence and devising a local search marketing strategy is vital to a local business’s success.

Contrary to popular belief, people don’t just use regular search engines to find local businesses online. They also use social media websites, read reviews on local/social/review sites like Yelp, and search in niche directories to connect with local businesses. So, if you want your local search campaign to be effective, you must develop a presence wherever potential customers could find you or wherever your potential customers hang out. Some areas into which you might need to expand your web presence include:

• Regular search engines
• Local search engines
• Internet yellow pages
• Social networking sites
• Local review websites
• Local directories
• Industry directories
• Online classifieds

Here are some steps you can start taking now to build and enhance your business’s presence in local search:

Claim Local Listings

Claim local listings in Google Maps, Yahoo Local, and Bing Local, so it’s easier for potential customers to find information about your business and get in touch with you. Claiming your local listings is also important because it prevents your competitors from hijacking your business’s listings.

Enhance Your Listings

You can’t stop at claiming your listings. You also need to enhance your local listings by adding photos, videos, and descriptions to them, as well as encouraging customers to leave reviews. Make sure your listings provide all of the information potential customers would want to know about your business, such as your operating hours, the services you provide, the towns and neighborhoods you serve, etc.

Ensure Consistency

Make sure that the information you submit to all of these different sites and directories is consistent, so you don’t confuse the search engines or potential customers.

Optimize Your Website for Geo-Targeted Terms

Incorporate geo-targeted terms into your website content and page titles. In addition, link to your website using geo-targeted terms when you do internal linking and when you build inbound links.

Add Your Address and Phone Number to Every Page of Your Website

Make sure that your business’s physical address and phone number can be found on every page of your site. Doing this will signal to the search engines that you’re a local business.

Engage with Prospects and Customers Using Social Media

Use social media to interact with your prospects and customers. You can also use social media to hold contests, offer discounts and coupons, and promote special events.

Create a Mobile Version of Your Website

An increasing number of consumers use mobile devices to search for information about local businesses online. Create a mobile version of your site to ensure that your website can be viewed easily by potential customers with smart phones. Also, make an effort to optimize your site for mobile search, so you can attract more local leads via the mobile web.