Understanding Local Search Marketing and Important Parameters

When going to an ecommerce retail store, your quick reflex would be to look for the stores near your location.

Which store would you choose from all of the stores listed on the search engine page? How accurate is it when your brand name appears on the SERP?

So before you understand why you should focus on local search marketing, it is important to understand what exactly is local search marketing?

Local search marketing serves to establish a presence of your offline shop or your offline services in the search results. From small businesses to large corporations, optimizing your brand for local search is an indicator of a strong market presence and brings more conversion and sales.

The whole purpose of local search engine marketing is to build your company’s local presence.

Local SEO differs from your general SEO strategies in terms of audience, intent, and general goals.

There are certain parameters an online brand can excel at in order to be visible in local search.

Let us understand these parameters in detail.

How can you improve your local search engine marketing?

1. Google My Business (GMB)

Google My Business is a verified account for any business and serves as your brand’s identity. People searching for your company can view your GMB listing right on search engine results pages.

Some of the most common details that GMB asks for and publishes are as follows:

– Your brand name, the brand category you fall into, domain url, etc.

-The location of your services or where you meet with your customers.

– The address data of your locations.

– Your organization’s contact details with other relevant details such as working hours, etc.

After your GMB account has been created and verified, it is important to optimize it for local search.

Some of the parameters to consider for SEO optimization are as follows.

  • Include keywords and user query keywords in your product descriptions and bio. To learn how to find the right keywords, check out this in-depth blog on Keyword research.
  • Mention the correct business hours.

In a personal incident, I once visited a shop that mentioned incorrect opening times at GMB. And the result? I left a review on this topic! You will learn later on the blog how ratings are helpful in local search engine marketing.

  • Add your offline location pictures and videos to build more credibility and trust with users. A brand’s public information increases its visibility in local search.
  • Respond to reviews your users leave on GMB and Google Maps. Engaging your disappointed or happy customers through their reviews is a crucial step in building branding.

2. Domain Authority

Domain Authority is an SEO factor that indicates whether a domain URL has enough good quality backlinks from quality external sources.

To build your domain authority, you need to mention your branded link on various high quality pages. The more quotes you have for your brand, the better the search engine will understand your brand presence.

Some of the basic things you can do to get backlinks are as follows.

There are thousands upon millions of travel blogs that mention specific details about a place of interest. You can contact these bloggers and ask for a backlink to your business. This would also add credibility to a blog and make it more resourceful.

3. User experience

The users of your company website should be provided with all relevant information. User experience plays a crucial role when it comes to search engine visibility. So, check some of these user experience parameters and you will be able to tell if your website is on the right track or not.

  • Make your brand page easily accessible
  • Check if the page loads quickly or not. The ideal page load time is less than 3 seconds.
  • Check whether or not you have mentioned everything about your services and products in detail.
  • Deliver quality content that creates awareness, educates your audience, and solves their questions.
  • No use of malicious and spam activities to build online presence.
  • Make sure your site is optimized for desktop and mobile, both versions.
  • Check in good time for updates such as working hours, contact details, etc.

4. Core details of local search: NAP

Local brand search includes NAP (name, address, phone number and website) (optional).

Any inconsistencies in the NAP between the online business listing platforms and directories will reduce the brand’s authority on search engines. This could potentially confuse search engines in deciding which information is correct and which is not.

To check if there is any incorrect information and discrepancies in your business NAP data between entries, you can use Moz to review your website and make the corrections.

Reviews are an important key to brand recognition. 92% of users read reviews online. Take your example before you buy a product, maybe check out its reviews. Reviews are an indication that the user endorses the product and the brand itself as a whole.

Answering each and every review is also an integral part of any engagement. Make sure to answer users’ questions or take feedback as you aim to improve your brand authority and reputation.

User reviews are organic impressions from brands and search engines prioritize reviews.

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