Local SEO Tips to Take You to the Top of Search
Actionable advice on how to best position your business for a top of search ranking!
Tips You Oughta Know
Are you trying to figure out how to get visibility online for your local business? If yes, explore this page for local SEO tips that well, you oughta know!! 😉
Building Your Brand's Visibility Online with GMB
Building visibility online as a small business starts with a few simple steps.
If you are a brick-and-mortar or service-area business, start with securing a Google My Business profile.
Fill out your GMB profile completely. This one step is so undervalued for visibility and engagement. Think of it as an information-rich business card. Share the products & services you offer, add Attributes, COVID updates, photos, add Q&A. Share as much information as you can because this will give your prospective customer and your profile more real estate on the SERP page. You can even publish a GMB website. Check out Top of Search for an example TopofSearch.business.site! It acts as a business citation in addition to your business website.
Once you’ve completed the profile as best you can, use Google Posts like you would any other social channel and provide value to your potential customers regularly. This feature used to disappear after 7 days but sightings appear to suggest that old posts are re-appearing which is a big deal and means this provides you a real opportunity to increase engagement.
Know Your Competition
Your Primary GMB Category selection is a critical component to your visibility strategy on search. Using a tool like GMBspy is helpful to better understand your competition.
Sharing this information amongst the business will enable ALL to accelerate, pivot, or backburner initiatives. And, with the business metrics a focus with your team every 2 weeks, you will be sure to keep everyone focused on what’s most important…Driving Sales.
Local Pack Visibility
Local Pack visibility starts with a strong local search strategy.
To get the most bang for your buck, make sure you understand how to target the keywords that have local and “high” buyer intent so your hard work can help you become visible and be well-positioned to drive revenue.
Buyer Intent (low): types of tile
Buyer Intent (medium): tile ideas for bathroom
Buyer Intent (high): tile store near me
“Near me” searches have extremely high buyer intent. The searcher is very likely to be searching for a store to visit.
Building a strategy for visibility around search queries like this will be well worth the investment of your time and money on your path to grow your business.
Your Brand SERP (what a searcher will see if they Google your brand name in search) is described in the search world as today’s business card. For a local business, your goal should be to command the entire first page for your brand name.
You can accelerate the amount of real estate your small business commands on your Brand SERP with business citations.
Go after as many relevant citations as possible and then remember to keep the NAP (name, address, phone number) consistent. This can include social media channels and relevant industry online directories. For example, a designer might choose Houzz, Yelp, Instagram, BBB, Facebook.
A common small business challenge is a lack of brand differentiation.
In a competitive market at the local level, the business that goes above and beyond just marketing the product or service they sell …will WIN the contest of “being chosen”!
Developing your brand’s differentiation is the key to standing out. Tackling the challenge starts with understanding why a customer would be searching online for your product.
How Strong is Your GMB?
The strength of your GMB is dependent on how complete your profile is and how frequently you update it.
Think about your product or service business. What aspect of your business could you photograph regularly?
Build a content strategy around elements of your business that provide inspiration, answers, or both to your target customer.
Google My Business Posts
46% of Google Searches are for Local Businesses!
Let’s talk about your Google My Business Profile. Did You Set It and Forget It?
To be found online and chosen (BEATing your competition!), you need to manage your Google My Business Profile just like you would your social media. Weekly, if not daily.
Google My Business profiles are what searchers will see and it’s how you’ll get found and chosen from a Google Search by your ideal customer.
If you just claimed your listing as a small business now is the time to go back to your GMB Dashboard and take advantage of the Google Posts feature.
Treat Google Posts just like your Social Media. It’s a big engagement factor and will allow space in search to show and tell your prospective customers why they should choose you.
Create a GMB Offer
Not all GMB features have been shown to increase your search rankings but all of the features will allow you to deliver a message to your target customer.
And, a targeted message can help you increase your chance of being “chosen”.
Use a GMB offer to increase engagement with your customer.
Position your local business for the long term with a Local SEO-optimized website that includes a content marketing strategy that reaches your ideal customer with relevant information on how your business can solve their pain, problem, or need.
Claim Your NextDoor Business Page
Business citations are great for your search ranking when they are relevant to your business. NextDoor is where neighbors support local businesses.
Claim your business page today to increase your brand’s local footprint.
Planning for Zero Click Search
It is becoming easier and easier to get the information you need without visiting a brand’s website with Google consistently adding new SERP (search engine results page) features.
Planning for this zero-click search environment where the searcher receives everything they need on the SERP without having to click a link is a big priority for a local search strategy.
Take the first step and Google your brand and target keywords to evaluate how visible you are and whether your brand messaging is strong to attract your ideal customer.
Spotlight Your Differentiation
Ask yourself “How can I be different”? 🤔
Differentiation is such a key to a small business owner’s success. You have to stand out and be memorable to increase your chances of being chosen!
Take advantage of your Google My Business Profile and start using GMB Posts to highlight your differentiation. Treat the posts feature like a social platform to boost engagement.
The more consistency you can have in your brand voice and messaging across all channels the higher engagement you will see.
For most business owners chasing their tail, this will feel impossible. But, this is where building a strategy instead of just implementing tactics comes in handy.
When you have a strategy, it is SO MUCH EASIER to maintain consistency. You just follow the plan instead of attempting to make a new plan every day. 🤪
Optimize Your Website's GMB Landing Page for Search
Are you a local business?
If so, your landing page (the link the Website button on your GMB profile takes a user to) needs to be optimized for local.
One of the most helpful first steps you can take to be found for is to do the following with your page title. Include your business name, city & state along with a keyword that is your primary focus!
New and Without a Portfolio?
If you are a new service business without a portfolio or track record for success, here’s a tip.
One of the easiest ways to build your business is to launch a marketing campaign that visually highlights the expertise you have for your ideal customer.
Think about ways to capture your expertise. Document your skills for prospective customers to see.
Here’s what I mean. Brunswick Cabinets and Countertops offers kitchen design and installation services for cabinets and countertops to residential homeowners.
When they first opened their doors back in 2019, they didn’t have customer photos for renovated kitchens to promote but they were designers and could select cabinet and countertop pairings to demonstrate their expertise.
This was an easy way to highlight the design expertise they were capable of and something that could be promoted both online and in the showroom to help customers get inspired.
Don’t wait for the perfect portfolio…find a way to show off your skills and expertise today!!
Ready to solve your business challenge?
Get in touch to discover how we can help your business reach its growth potential. Email us at Hello@TopofSearch.com or complete the form and we’ll contact you shortly.