Boosting Your Digital Marketing

Digital marketers know that they need to use every weapon in their arsenal, such as professionally ghostwritten content, when it comes to building success for their clients. The online landscape can be rough, and with so many competing interests out there it’s all too easy for a company’s marketing efforts to fall through the cracks.

It’s therefore up to smart marketers to find the best and most effective ways to promote their clients’ businesses. If you’re dedicated to using innovative methods that return actionable results when it comes to marketing success, there’s one secret weapon that you need to begin using: local search optimization.

What is Local SEO?

Local SEO is a subset of search engine optimization that relies on optimizing digital content to rank higher in searches related to specific geographical areas. This typically means optimizing that content for specific neighborhoods that a business wants to target. With local SEO, the more specific, the better; targeting a single city, a neighborhood within that city, or even just a specific block or street are all viable approaches depending on the context of the business.

While local SEO has been a viable search optimization method for quite some time, it’s never been one of the more effective methods until recently. Today, it has grown to a much higher level of prominence when it comes to digital marketing methods, thanks to Google and other search engines taking actions to support and prioritize local search results. As a result, local SEO has quickly become a very powerful tool for digital marketing, especially among brick-and-mortar businesses that want to advertise their companies in a digital environment. Today, the best professional web developers take local SEO into account when building sites for clients — and you should, too.

Proof that Local SEO Works

Just how powerful has local SEO become as a digital marketing strategy? The most recent statistics certainly speak for themselves. In fact, research from HubSpot reveals that an overwhelming 97 percent of internet users have searched online for a local business.  Not only that, but those that do look up local businesses through a search engine then follow through and visit those locations at a rate of 50 percent, according to Google’s own search engine research findings.

In other words, consumers use search engines to find local businesses. On top of that, they’re likely to then go and visit those businesses in-person after finding the information they need. This can and does translate to greater foot traffic and may lead to greater sales volume — which leads to better success. As a digital marketing strategy, this makes local SEO one of the most effective, especially when you take into account the low resource requirements for local search optimization.

Optimizing Your Business for Local Search

The great appeal of local SEO is that it’s a remarkably cost-efficient method for marketing a business online. In fact, in most cases, there’s little in the way of resource requirements save for the time spent engaging in local optimization practices. The reason behind this is that the majority of today’s local SEO tools are free-to-use and are easily available.

One of the most noteworthy examples of local SEO tools that are freely accessible is the Google My Business tool. Made available directly from the search engine giant itself, Google My Business provides company owners opportunities to enter the details of their business, such as name, address, phone number, hours of operation, and website address, directly into Google’s database. Google will then use this data to include that business while serving relevant local search results.

Google My Business provides this information in both standard Google searches and also through Google Maps. The level of detail included in a Google My Business profile is up to the business owner and can include photographs and other images, such as a menu for restaurants, and also provides user review capabilities for customers to rate the business and leave feedback.

Moving Beyond Google

If Google My Business sounds like a more official version of business listing websites like Yelp or TripAdvisor, there’s a good reason — Google chose these business directory sites as inspiration for their own official local business listing service. However, just because your company is listed on Google My Business doesn’t mean that you shouldn’t also ensure the business is listed on as many of these other listing sites as is practical.

These business listing and review sites provide you additional opportunities to have your business listed in local search results alongside its Google My Business listing. In fact, since search engine web crawlers prioritize data from sites such as Yelp, TripAdvisor, and other major business listing sites, having a fully filled out company profile on such sites builds search authority for your company. This provides your business with more weight in relevant searches, making it more likely that it will rank higher on search engine results pages.

Additionally, these business listings likewise provide opportunities for consumers to leave feedback about their experiences with a specific business. This can be an untapped resource for attracting new customers, as someone who sees nothing but glowing five-star reviews for a business will be more likely to visit that business as well. For that reason, it is highly beneficial to focus on consumer experience and encourage your visitors to leave feedback if they have positive experiences while interacting with a specific business.

Yet Another Piece of the Puzzle

By now, it should be clear that local search optimization is an excellent digital marketing method for generating geographically significant results for a brick-and-mortar business interested in attracting consumers linked to specific areas. With easy-to-access local SEO tools at your disposal to build better local SEO, there’s little standing in your way to increase the visibility of any given business when it comes to local search results.

This makes local SEO a powerful tool. If you’re designing a full digital marketing campaign for a business, including local SEO is an excellent choice. However, it bears mentioning that local search optimization is just one piece of a much larger digital marketing puzzle. You should always take steps to incorporate as many other effective marketing strategies as well. This ensures even more success than just sticking with one specific approach.

cosplayshotDigital Marketing
Digital marketers know that they need to use every weapon in their arsenal, such as professionally ghostwritten content, when it comes to building success for their clients. The online landscape can be rough, and with so many competing interests out there it's all too easy for a company's marketing...