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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 March 12, 2019

      20 Inspiring Vision Statement Examples (2019 Updated)

      20 Inspiring Vision Statement Examples (2019 Updated)

      There is normally a lengthy list of things you need to consider when starting a business, and if you don’t manage them properly, your excitement can quickly turn into overwhelm. What can support you to stay inspired and on the right track when starting out? You guessed it: this is your vision statement.

      What Is a Vision Statement?

      A vision statement is like a photograph of your future business, which gives your business shape and direction.

      A vision statement provides the direction and describes what the founder wants the organization to achieve in the future; it’s more about the “what” of a business. It is different from a mission statement, which describes the purpose of an organization and more about the “how” of a business.

      If you were to take a photo of your future business now, what would it look like? What do you want your business to be recognized for one day?

      You need to have a crystal clear vision when you start out, otherwise you can get easily lost in deciding the best way forward. When you are making strategic decisions for your business and even daily operation decisions, your vision statement will give you the inspiration and targeted direction you need.

      The Importance of a Vision Statement

      Without a vision statement, your business will lack motivation to keep going.

      If you don’t aim for anything, you might not hit anything. The more specific and clear you are, the better your chances are at seeing your vision turn into reality.

      The importance of a vision statement cannot be overlooked; not only does it provide long term direction and guidance, but it also gives you the inspiration and the necessary energy to keep going when you feel lost.

      Always keep your vision statement alive by revisiting it regularly and communicating your vision with other members of the team, to inspire and motivate them as well.

      How to Craft an Inspiring Vision Statement

      1. Dream big and use clear language

      An inspiring vision statement should inform a clear direction and priorities for the organization, while challenging all the team members to grow together. Based on our expert sources’ advice, we’ve got some great tips for you:

      • Imagine how you want the business to be like in five to ten years.
      • Infuse the business’ values in the statement.
      • Make sure that the statement is implying a clear focus for the business.
      • Write your vision statement in the present tense.
      • Use clear and concise language.
      • Ensure the statement is easily understood.

      There are many different types of vision statements and there is no wrong or right way to do it. The most important thing is to resonate with it. It will always inspire you and give you a clear targeted direction.

      2. Get inspirations from the successful companies.

      Having researched on a number of successful companies’ vision statements, I’ve shortlisted 20 good examples for the new startups:

      Short vision statements made up of a few words only:

      1. Disney

      To make people happy.

      2. Oxfam

      A just world without poverty.

      3. Ikea

      To create a better every day life for the many people.

      Quantitative statements are based on numbers, quantities:

      4. Microsoft

      Empower every person and every organization on the planet to achieve more.

        5. Nike

        Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)

          Qualitative statements are based on qualities that you want to have:

          6. Ford

          People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.

          7. Avon

          To be the company that best understands and satisfies the product, service and self-fulfillment needs of women—globally.

          Competitor based statements – this type is becoming less common, but famous examples are:

          8. Honda – in 1970

          We will destroy Yamaha.

          9. Nike – in 1960s

          Crush Adidas.

            10. Philip Morris – in 1950s

            Knock off RJR as the number one tobacco  company in the world.

            Role Model Vision Statements – using another company as an example:

            11. Stanford University – in the past

            To become the Harvard of the West.

            12. Reach for Success – in the past

            To become the next Tony Robbins in self development.

            Internal Transformations vision statements:

            13. Apple

            To produce high-quality, low cost, easy to use products that incorporate high technology for the individual.

            14. Giro Sport Design

            To make sure that riding is the best part of a great life.

            15. Tesla

            To accelerate the world’s transition to sustainable energy.

            16. Sony

            To be a company that inspires and fulfills your curiosity.

            17. Facebook

            To give people the power to share and make the world more open and connected.

              Longer and more detailed vision statement:

              18. Walmart

              To give customers a wide assortment of their favorite products, Every Day Low Prices, guaranteed satisfaction, friendly service, convenient hours (24 hours, 7 days a week) and a great online shopping experience.

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              19. Coca Cola

              To achieve sustainable growth, we have established a vision with clear goals:

              Profit: Maximizing return to share owners while being mindful of our overall responsibilities.

              People: Being a great place to work where people are inspired to be the best they can be.

              Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples; desires and needs.

              Partners: Nurturing a winning network of partners and building mutual loyalty.

              Planet: Being a responsible global citizen that makes a difference.

                20. Heinz

                Our VISION, quite simply, is to be: “The World’s Premier Food Company, Offering Nutritious, Superior Tasting Foods To People Everywhere.” Being the premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth.

                The Bottom Line

                Remember, always keep your vision statement up-to-date to direct your company’s actions.

                Remember, once you reach your vision, it needs to be changed. General Motors overtook Ford as #1 automotive company in the world because once Ford’s goal was reached, they never updated it.

                Keep your vision statement alive and visibly in front of you, revisit it and let it help direct your actions and activities. This is the fun part: this is where you get to dream really big and allow your imagination to fly as high as you want.

                Don’t hold back, let your creative juices flow and give yourself permission to explore what is possible for your business.

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                To your success!

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