While the internet is abuzz with secret tips and
strategies on local search engine optimization; the information rarely manages
to excite local business owners who feel that internet marketing is simply not
right for a local business such as a pizzeria, salon or bookstore that
exclusively caters to local clients.
This is where search
engine marketing can make a tremendous difference. The internet has caused a
marked shift in the way people shop and look for information..
While the Yellow Pages may not be officially
dead, it might as well be because most people simply find it more
convenient to look for local businesses online. So, if your establishment is
not part of their search results, you will obviously be losing out on several
potential customers.
Here is a look at what
local search engine marketing is all about, how it can help you to get the cash
registers ringing and some simple tips that you can incorporate to ensure that
your business gets the online visibility that it deserves.
What is local business
marketing and how does it compare to worldwide search engine marketing?
Unlike worldwide search engine marketing efforts
that are used to prep a website to reach potential clients across the world
through a plethora of techniques, with local search engine marketing
the aim is to target
audiences in the vicinity of the business, who would actually be interested in
the products or services offered by the establishment.
Local SEO helps businesses to cash in on a new
trend in the search engine industry; that of matching clients with local
businesses. The core principle of local business marketing is not very
different from that of regular SEO; however the efforts are localized.
So, when a client enter a phrase such as
"Miami Italian Restaurants", a business that uses local SEO
techniques will find its name in the list of the top Italian restaurants in the
area, displayed on the first page of the search engine results.
How local search engine marketing increases your sales?
A whopping 90% people stated in a recent survey
that they use search engines to find local businesses as opposed to a measly
42% who still rummage through the Yellow Pages.
However, the efficacy of local search engine
optimization when compared to other forms of marketing can truly be gauged by
the percentage of people who actually call the business after getting their
contact information.
In case of local business marketing, an
astounding 84% people said that they do contact the business after an online search. These statistics alone should be enough to
shoot down any argument that a brick and mortar business owner has about the
viability of local search engine optimization for his/her business.
Add to this the immense brand awareness that can
be created through the use of local search engine optimization techniques such
as local submissions and the use of local keywords and it's easy to understand
why a business absolutely must use local business marketing to gain an edge
over their next door competition.
Apart from the consumer trust garnered by high
ranking businesses; local SEO is also known to significantly augment ROI and
get higher conversion rates.
Also, local business
marketing is a cost effective marketing solution when compared to some of the
other advertising options in the market.
Social marketing for local business
The regular SEO practices: The basic techniques for local business
marketing are no different than those used for worldwide search optimization.
For instance, you will still need to submit your site to local directories; use
keyword rich content and ensure that you offer unique and informative content
on a page that is easily crawlable.
Local directory listings: Listing in local directories and portals is one
of the cheapest marketing strategies yet it can be incredibly potent;
particularly if the pages are ranked well on Google search results. You may
also want to submit your site to the local Better Business Bureau to enhance
the credibility of the establishment.
Local Domain name registration and IP: The domain name registration and IP of your
site will also make a huge difference in local search engine optimization. For
instance buying a website name with a local domain and getting links from other
business sites that are deemed local can go a long way in enhancing the brand
value of a business. Similarly, your IP and the geographical location that it
points to can give you a significant boost in the results.
Leveraging Well Trusted Local Hubs
Leveraging local hubs that are already well
trusted can prove mighty useful for a business that is just trying to wiggle
its way into a niche sector.
For instance, while Google may take some time to
trust a new site, making a mini version of your website on an already well
established site can get you positive ROI faster.
Local search engine optimization holds several benefits for small businesses
that are trying to increase their customer base and accentuate sales. If you
feel that you do not have the expertise required to undertake local business
marketing on your own, there are several professionals who can assist you with
the task and help you to meet your local SEO goals.
