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6 Hacks To Optimize Your Local Search Marketing

6 Hacks To Optimize Your Local Search Marketing

Local search marketing is a concerted effort that uses geographically optimized web content, business listings and social media signals to draw local search traffic from your neighbourhood, town or city to your business. Local search puts your company and the products it’s selling in front of your local audience. With the increased use of mobile devices, local search is a mission critical marketing tactic that cannot be ignored. Let’s look at the 5 top hacks for optimizing your local search marketing:

1. Claim Your Place(s)

Google Places
    Multiple Locations on Google Maps

    Claim a place for your business in local listings and display authentic information about your product or service to millions via search engines like Google, Yahoo Local and Bing Places for Business.

    If your business is multi-locational, ensure each location has a dedicated page that includes name, phone number address, hours of operation and (if required) directions to the given location. This information helps search engines return the most relevant results based on the location of the user and the keywords they’ve searched.

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    List your business with a 100% score on Google My Business by completely filling in the 20+ fields. By completely filling in all the different account fields, you’re more likely to earn a place in the first page of Google SERPs (Search Engine Results Page).

    Google My Business

      2. Spread the Word

      Go beyond Google and spread the word about your business in some of the top local information repositories:

      • Search Engine Maps (Google, Bing and Yahoo)
      • Yellow Page Directories (Insider Pages, Superpages)
      • Local Directories (CitySearch, Localeze)
      • Review Sites (Yelp, Urban Spoon, Zagat)
      • Business Directories (InfoGroup/InfoUSA, Acxiom)
      • Niche, Industry Specific Directories (Health Grades)

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      While submitting your listings, make sure your local search listings are verified, accurate and optimized.

      3. Optimize Your Profile

      Even if you’ve mentioned your business name, address, phone number and other necessary information in the listings, it won’t be enough as long as you do not optimize your profile and content for the major search engines. How will search engines decide if your listing is more visible on SERPs over that of your competitors? It depends on how well you optimize your listings. Optimization, accuracy and completeness are the three qualities that help steal a march over your competitors.

      Make your descriptions keyword rich (using location based keywords), provide maps and details of your physical store or business location and embed brand photos and videos.

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      4. Distribution Is Key

      Your job does not end after claiming and optimizing your listings. Rather, it is half done unless you make an effort to keep reaching out to a wider audience. One of the ways you can do this is by creating and distributing content relevant to your business niche and its location. The content you are distributing in the name of your business must be a fine balancing act between ‘value addition’ and ‘branding’.

      A great way to target your content for local search is to orientate your content to have a local focus. This can be easier said than done, but is achieved by including a lot of place name related keywords, information about local issues or promoting your business’ voice in the local community.

      5. Track Performance

      Local search is a cost-effective marketing strategy; but the problem is that many businesses and online marketers don’t understand it all that well. Because of this, they’re also vague on how to accurately report on their efforts and measure their effectiveness. Use tools like Google Analytics and Hootsuite to realize the full potential of local search and harness its benefits for your business. HootSuite is a great tool because it can track location-based campaigns across social platforms such as Facebook, Foursquare and Twitter.

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      How you track your analytics will be specific to your business goals, but make sure these are clear in your mind and you’re able to keep track of them through accurate reporting.

      6. Encourage Customer Reviews

      Optimize your online business by encouraging good customer reviews. According to a Nielsen study, 70 percent of people trust online consumer opinions. Reviews are also an important ranking signal for Google, and the more the number of reviews your business attracts, the better your ranking on SERPs. Authenticity is a key element here, so make sure you encourage real reviews as Google is very diligent at detecting fake or spammy review practices.

      Use the above mentioned six sure-fire tips and tap into the benefits that this local search marketing tactic provides your business. Not only will you more effectively target local consumers in your area, but your rankings on the results pages of Google will improve drastically.

      Featured photo credit: Hluboki Dzianis/Shutterstock via shutterstock.com

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      Last Updated on May 22, 2019

      50 Great People To Follow On LinkedIn, No Matter Your Industry

      50 Great People To Follow On LinkedIn, No Matter Your Industry

      LinkedIn is an excellent platform to network with great people to help you in your career and businesses. However, with over 575 million people on the site, who should you follow? This list will steer you to the right people to follow, organized by categories of expertise.

      Job Search Experts

      You will likely have several jobs throughout the course of your career, and you will constantly need advice on new trends and strategies out there in the job market. Here are the LinkedIn experts who you should follow on these matters.

      1. Liz Ryan is the CEO and founder of Human Workplace. Her articles on job searching are filled with creative and colorful cartoons.

      2. Lou Adler is the author of The Essential Guide for Hiring and Getting Hired.

      3. Dr. Marla Gottschalk will help you make an impact in a new job.

      4. Hannah Morgan runs CareerSherpa.net, where she gives expert advice on job searching and how to be more visible online.

      5. Alison Doyle is the CEO and Founder of CareerToolBelt.com.

      Management Experts

      They say that people leave managers, not jobs. These experts in LinkedIn will help you become your employees’ dream manager.

      6. Jeff Weiner. How can we leave out the CEO of LinkedIn himself?

      7. Nozomi Morgan is an executive coach. She can help you transition from a boss to a true leader.

      8. Mickey Mikitani is the CEO of Rakuten. He constantly shares his expertise in managing a global player in e-commerce platforms.

      9. Andreas von der Heydt was the head of Amazon’s Kindle Content and now the Director of Talent Acquisition. He has extensive experience in management, branding, and marketing.

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      Productivity Experts

      By maximizing your productivity, you can win in all aspects of life. The following LinkedIn experts will help you win big in your career.

      10. Gretchen Rubin is a happiness coach and the bestselling author of the The Happiness Project.

      11. Carson Tate is the founder of Working Simply. She advises us to include play in our schedules.

      12. Greg Mckeown is an essentialist. Part of being an essentialist is saying no to many things so that we can focus on the things that matter.

      13. Brian de Haaff, CEO of Aha! Labs Inc. provides strategies on how to be productive and happy at work at the same time.

      Marketing Experts

      14. Sujan Patel is VP of Marketing at When I Work, an employee scheduling software. He is an expert in content marketing and he even shares his ideas on content marketing in 2020.

      15. Megan Berry is the Head of Product Development at Rebelmouse, a content marketing and AlwaysOn powerhouse.

      16. Sean Gardner will help you navigate the social media landscape. This includes how to use different platforms to help accelerate your career. He is also the bestselling author of The Road to Social Media Success.

      17. Christel Quek is an digital and marketing expert. She is the VP of South East Asia at Brandwatch. Their products help businesses utilize social media data to make better business decisions.

      18. Jeff Bullas is a digital marketing expert. His blog has over 4 million readers annually.

      19. Michael Stelzer is the CEO and Founder of social media powerhouse site, Social Media Examiner.

      20. If you’re looking for inbound and content marketing expertise, follow Dharmesh Shah, Founder and CTO of Hubspot.

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      21. David Edelman is a McKinsey partner and is at the helm of the Digital Marketing Strategy Practice Department.

      22. Dave Kerpen leads the social media software company Likeable Local. He is the author of Likeable Social Media: How to delight your customers.

      23. Clara Shih is the CEO of Hearsay Social and the author of The Facebook Era.

      24. Aaron Lee is Grand Master of Customer Delight at Post Planner. He is an excellent resource for everything social media.

      25. David Sable is the CEO of Y&R, one of the largest advertising firms in the world.

      26. Content marketing trumps traditional marketing these days, and who else better to lead you in this area than Joe Pulizzi, Founder of Content Marketing Institute.

      Personal Branding Experts

      Part of what we market in our personal career is our brand. When people hear your name, what kind of brand comes into their mind? What traits and qualities do they associate with you?

      Here are some personal branding experts from LinkedIn to improve your own brand.

      27. Dorie Clark is the author of Stand Out and Reinventing You. He can help you craft the professional image you’ve always wanted.

      28. Dan Schawbel is the managing partner of Millennial Branding. If you’re a millennial, Dan is the guy to help you craft your personal brand.

      Other Notable Experts to Follow

      29. Lisa Gates is the expert to follow if you’re negotiating for higher salaries and promotions.

      30. If you’re a Baby Boomer, Marc Miller will help you navigate the continually changing landscape of the workplace.

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      31. To avoid getting your resumé moved to the “No” pile, read Paul Freiberger’s excellent advice.

      32. James Caan provides insightful ideas on careers in general. He is also a serial entrepreneur.

      33. Jeff Haden writes on various topics, such as leadership and management. He is the owner of Blackbird Media.

      34. If you’re looking for expert business advice on getting new customers and keeping them, follow Jay Baer.

      35. Suzanne Lucas, aka Evil HR Lady, is a great human resources specialist.

      36. If you need help in using Twitter to boost your career, Claire Diaz-Ortiz can guide you in the right direction.

      37. Ryan Holmes is the CEO of Hootsuite, a social media management tool.

      38. Customers are the lifeblood of a business and Colin Shaw focuses on revolutionizing this customer experience.

      39. Brian Solis often reflects on the future of business and how technology can disrupt our world.

      40. Nancy Lublin provides advice on more lighthearted topics, which are perfect after a long day’s work. She is the CEO behind Dosomething.org, a portal designed for social change; and the founder & CEO of Loris.ai and Crisis Text Line.

      41. Katya Andresen provides advice on how to manage your career. She was the CEO of Cricket Media and now responsible for the SVP Card Customer Experience at Capital One.

      42. Gallup has created a system to test what your strengths are and how to use them at work. Jim Clifton is the CEO of Gallup.

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      43. Adam Grant is a Wharton Professor and the author of Give and Take, which provides advice on why being helpful at work can accelerate your career.

      44. Hunter Walk is a partner at Homebrew Venture Capitalist Company and has specialty in product development and management.

      45. If you’re running a nonprofit organization, follow Beth Kanter for expert advice on this area.

      46. Emotional Intelligence is necessary to succeed in your career, and Daniel Goleman is your expert for that.

      47. Rita J. King connects science, technology and business.

      48. Tori Worthington Rose is a Creative Director at Mary Beth West Communications, LLC. She has extensive experience in sales and digital media.

      49. If you’re looking for some advice on how to use writing and personal content marketing to boost your career, follow Ann Handley.

      50. Tim Brown is the CEO at IDEO and shares his insights on Leadership and Creativity.

      These are just some of the key thought leaders and movers in various industries. They will provide you with constant inspiration, as well as the willpower to pursue the career that you’ve always wanted. Their stream of expert ideas in their respective fields will help you become well-equipped in your professional pursuits.

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      Featured photo credit: LinkedIn Sales Navigator via unsplash.com

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