You run a service-based business with a local focus. You have something the community needs, but you also have a lot of competition. How can you bring attention to what you offer and communicate its value to the largest possible audience in your area?
Local SEO is the answer. For companies with products and services specific to a particular town, district, city or state, standard SEO practices don’t do enough to target the right subsets of customers. The people you’re looking for aren’t just searching for services. They’re seeking out service providers specific to where they live or an area they’re visiting. Changes in search behaviors, including a continuing increase in the use of mobile devices and digital “personal assistants,” is making local SEO a critical tool in your marketing kit.
Just what is local SEO, and how can you implement it to increase the visibility of your brand, bring more people to your website and sign on new clients? From the basics of website optimization to advanced techniques for blowing past the competition, this guide can show you how to get the results you’re looking for.
Table of Contents
- Local SEO: An Overview
- Beginning with the Basics
- Building on Your Foundation
- Advancing Past the Competition
- Tracking Results: Are You Dominating the Search Engines?
- An Ongoing Effort
Local SEO: An Overview
SEO is a major part of building a website. If you included an SEO strategy as part of your plan from the start, you should be familiar with keyword research, content creation, image optimization and link building. These aspects of SEO are aimed at generating traffic from organic search results by improving your website’s rankings.
People today rarely find a local business by flipping through the phone book. Instead, they rely on search engines to tell them where to get the best products and services to meet their needs. Searches have become more and more localized over time, and your business must respond to the trend if you want to stay visible to your target audience.
Local SEO takes standard SEO tactics several steps further to optimize your online presence for the highest possible rankings in local search results. If customers are looking for services in the area where you’re located, you want to make sure your company is one of the top listings. Simply waiting for people to stumble across your website and contact you means losing a great deal of business to the competition.
Why Optimize for Local Search?
Localizing your online presence ensures your company is visible to a relevant group of potential customers at the exact moment they need your services. Over half of Google searches include local keywords, so introducing a local component to your SEO efforts improves your chances of appearing in these results.
Today’s customers search for specific answers to questions and resolutions to problems. They know what products and services they need and prefer the easiest possible route to a solution. Thanks to Google’s algorithms for ranking local search results and the popularity of location-specific services like Yelp, consumers can gain access to a list of viable businesses in seconds. The most appealing businesses have high ratings, a large number of positive reviews and a network of links from leading sites in the industry. Most importantly, they’re nearby, easy to contact and quick to respond.
How and where companies appear in search listings impacts the choices consumers make. It all boils down to visibility gained by understanding and leveraging the algorithms Google uses to deliver local search results. Although this includes some factors you can’t control, most of the metrics can be played to your advantage. A high ranking not only puts links to your website and other online properties in front of your target audience but also displays your location on a map so that customers know at a glance exactly how close they are to your service area.
Targeting a more specific customer base by optimizing for local searches gathers better leads for your business by driving more relevant traffic to your website. Customers conducting local searches tend to have a better idea of what they want than those who search using broad terms, and this increases the likelihood of curious leads becoming successful conversions.
Beginning with the Basics
What’s the best way to reap the benefits of catering to local customers? It never hurts to start at the beginning. Even if you think you have it all together with your online presence, there’s a good chance a few details have fallen through the cracks and can be addressed to improve search rankings.
Analyze your website for these basic local SEO tactics, and remember you’re optimizing for both search engines and the people conducting searches. Focus on the goal of advancing your brand and making it more prominent so that it stands out from similar businesses in your town or city.
Localize Your Website SEO
Consider the SEO strategy you used when first building your online presence. You chose a given set of keywords based on how the majority of your target customer base searches for businesses like yours and followed best practices to incorporate those terms across the site in natural ways. The trouble with this when you’re trying to attract a local audience is the terms don’t include anything about the location of your service area or how close you are to the customers conducting searches. If your terms are too general or broad, your company may not show up in local results at all.
To avoid being buried among hundreds of generic listings for businesses offering similar services, conduct another round of keyword research. Look at your original set of terms, and think of what a local customer might add to these when searching. For example, if you run an auto repair shop in Austin, customers may use terms such as “auto repair Austin,” “where can I get my car fixed in Austin,” or “best auto repair shops in Austin.” Plug these location-specific phrases into your preferred keyword research tool to determine the best way to update your keyword strategy.
Once you have a new list of keywords optimized for your area, add them to the following places on your website:
• Page title tags
• Meta title and description tags
• H1 page heading tags
• Image file names
• Image ALT tags and descriptions
If your business operates from multiple locations, create separate pages on your site with keywords specific to each area. Use clean URL structures, and use a hyphenated structure to place keywords within the page file names. For an Austin auto repair business with a second shop in Houston, the URLs might be “bobs-austin-auto-repair” and “bobs-houston-auto-repair.” This not only makes the page URLs easier to remember but also “explains” to search engines what visitors can expect to find on each page.
Take a NAP
Prominent display of your business name, address and phone number (NAP) on every page of your website is critical when optimizing for local search. Depending on how your site is set up, the information can be added in the header, in the footer or by using a specialized widget. Regardless of which method you choose, make sure your NAP is easily visible to users on a variety of devices with different screen sizes.
Since search results don’t always point to your home page, placing your NAP throughout the site ensures customers always have a clear way to contact you even if they only visit one page. To make it even easier to get in touch, create a separate contact page with a minimal form, a repeated listing of your NAP and map with a pin showing your location. Include the NAP and map markers for other locations, if applicable, to attract customers from multiple areas.
Check your NAP for consistency across your site, and note the exact format you use. You’ll need to duplicate the information later to create uniformity among listings on third-party websites and prevent confusion in search results.
Claim Every Local Listing
Optimizing your website is just the start of the local SEO process. In fact, because there are so many other places where your business can be listed online, some of your customers may never see your website before contacting you. Claiming business listings in online directories is like setting up new territories across the Internet. You expand your presence beyond a single website to increase visibility and make it easier for customers to find you. Listings on these sites may outrank individual company web pages, making it important to have a bigger presence than your competitors so that their listings don’t crowd yours out in search results.
The most important listing to claim is your Google My Business page. The majority of people use Google as their primary search engine, and your company can enjoy prominent placement if you take the time to fill out a complete profile. Make your business stand out with:
• A detailed description with relevant links in the text
• As many eye-catching images as possible
• A relevant category choice
• NAP information, location and hours of operation
Other popular search engines, including Bing and Yahoo, also have business listings. Take the time to set up profiles on all of these sites, being as thorough as you were with your Google listing.
Filling out profiles for the most prominent search engines may seem like enough to bring your brand in front of a wider audience, but don’t stop there. Local directories provide even more online “real estate” for you to claim. While you don’t have to be on every available directory, it’s a good idea to set up a presence on some of the most popular:
Depending on what type of business you run, there may be industry-specific directories you could also benefit from. As you set up profiles on these sites, be sure to fill out every relevant field. Use the same NAP and location information you put on your company website, and incorporate location-specific keywords wherever it makes sense to do so.
You may discover an existing profile for your company on one or more directories. When this happens, there should be an option to claim the listing or update the information and confirm yourself as the owner. For best results, make sure you take charge of each listing and correct any errors you find.
Whether you create a new listing or update an existing one, most sites require a verification process. You’ll be contacted via phone, postcard or email with a code or number you must then submit through the site. Your listing will appear and be searchable once the verification process is complete.
Gather Accurate Citations
A citation is any place online other than your website where your business is mentioned. Citations validate the existence of your company, confirm its location or locations and prove its relevance to both search engines and potential customers. These references may appear in many places, including:
• Media coverage
• Local publications
• Industry news sites
• Blog posts from industry influencers
• Local and niche business directories
Search engines consider both the quality and quantity of citations, meaning the more mentions you can get from sites with high authority, the better chance your company has of appearing near the top of local search results.
Data aggregators can help increase citations by picking up and cataloging your company’s information for other sites to find. The biggest aggregators in the U.S. are Infogroup, Acxiom, Localeze and Factual, and most major local listing and citation sites draw information from these databases. To ensure the information distributed is correct, take the time to check your listings on each of these four sites. An error could result in inconsistent NAP information from site to site and have a negative effect on search rankings.
Other options for increasing citations include:
• Hosting events and listing the information on local calendars
• Sponsoring popular local events
• Posting open positions on job boards or in online classifieds
• Selling goods through eBay, Amazon and other third-party websites
Researching your competitor’s citation listings may uncover additional sources worth exploring. Getting your business listed on the same sites as your major industry rivals gives you the opportunity to surpass them in search results and increase the number of leads driven to your company instead of theirs.
Unify Your Presence
As long as you’re consistent with the information on your website and the directory listings you claim, all of every online appearance of your business should be the same. This is important because inconsistencies can “confuse” search engines, making them think you have more than one business or multiple locations when you don’t.
Disagreements between listings undermine the ability of Google and other search tools to deliver the most relevant and accurate results to users. Customers searching for services or specific businesses become frustrated when inaccurate contact information pops up, and most people will move on if they can’t get in touch with a company on the first try.
Tools such as Get Listed, Yext and BrightLocal can uncover discrepancies between listings and alert you to where changes need to be made. You may discover listings or citations you were unaware of in which your NAP is incorrect or outdated. Fix erroneous data as quickly as possible by claiming the listings or contacting the owners of sites where your company is represented incorrectly.
Deliver Unique Content
In addition to local listings and citations, a consistent schedule of content creation can also improve rankings in local search results. Content is an integral part of all SEO marketing, and a localized strategy allows you to target a more specific audience. Customers in your area want information, not just a sales pitch, and there are many ways to deliver what they’re looking for:
• Blog posts
• Email newsletters
• White papers
• Social media updates
The best content types for reaching your target market depend on your industry and the behaviors of your ideal customers. A largely mobile audience with little time for lengthy blog posts may be served better with the snippets of information offered in social media posts and infographics. However, if your audience is the type to do extensive research before making purchases, you may wish to focus on “bigger” content like articles and white papers. For most companies, a mix of content types delivered across channels on a regular basis works to reach the largest number of people.
No matter what types of content you choose, focus on creating high-quality, unique pieces centered around local keywords. Each piece of content should provide something useful to potential customers. Choose subjects relevant to the area, and speak directly to your local audience. If your products and services can solve a well-known problem, are pertinent to an upcoming event or tie into historical folklore, leveraging these connections in your content can cement your business as an unforgettable fixture of the local scene.
Writing with authority on local subjects has multiple benefits. It not only increases the number of pages on your site for search engines to index but also drives social engagement. Good content gets shared, and every social signal has the potential to boost your position in search results. Particularly interesting stories may get picked up by the local news media, providing both citations and backlinks. As customers continue to see quality pieces from your business, they’ll begin to think of you as an expert on the topics they care about and will return to your site for more information in the future.
Building on Your Foundation
Once you have the basics of a local SEO strategy set up, you can begin to expand your reach through interactive techniques. Establishing a solid reputation and forming strong connections with your target audience has the potential to drive more qualified leads to your business and increase overall conversion rates.
The Art of Gathering Reviews
Think about the last time you were looking for a restaurant, cleaning service or auto repair shop. You probably asked friends and family for recommendations because you trust their opinions. Online reviews have the same kind of power. Sixty-seven percent of U.S. consumers trust reviews just as much as they do personal recommendations, so every review you receive has the potential to factor into a person’s decision to do business with your company.
Many of the sites on which you claimed local listings have places for customers to leave reviews. Some of the most well-known include Yelp, Facebook, Yahoo and TripAdvisor, but Google is king of them all. While getting reviews on any site is beneficial for brand visibility, Google reviews appear prominently in results on the search engine and can make a powerful first impression on potential customers.
The most beneficial review profile is one containing a balance of stellar, good and bad reviews. It may seem counterintuitive to want poor reviews along with glowing ones, but a business with an apparently spotless record tends to be seen as less real and trustworthy than one with a range of opinions from previous customers. You need at least five Google reviews before they begin to show up in search results along with a map, and having ten is enough to gain the trust of most local consumers. A approach is to aim for more reviews than your closest competitors and continue to collect fresh reviews on a regular basis.
How do you get customers to leave reviews? One thing you can’t do is offer incentives. This is expressly forbidden by review sites and undermines the honesty people look for in word-of-mouth advertising. Gathering reviews requires a strategy designed to draw attention to your local listings and encourage customers to leave opinions about their experiences:
• Post stickers at your physical location showcasing the review sites on which your business is listed
• Send follow-up emails after performing services to direct customers to review sites
• Ask previous customers if they’d be willing to leave reviews
• Hold contests with potential prizes for those who leave reviews within a given time period
Customers need to be prompted to write reviews as soon as possible after doing business with your company so that the experience is still fresh in their minds. Make it easy by pointing customers directly to where they can share their thoughts. Include review links on your website, on social media and, if appropriate, in your email signature for quick access.
To get the most out of your reviews, make sure you’re always accumulating feedback. Fresh content drives listings higher in search engine results, and the more positive reviews you can display, the more appealing your business appears to potential leads.
Keeping Up Appearances with Smart Reputation Management
People tend to complain more readily than they praise, so delivering excellent service is a crucial part of the review gathering process. Make customer service your company’s number one priority, always striving to be better and deliver more than the competition. If you’re consistent with the quality of your service, you should enjoy mostly positive reviews.
However, it’s impossible for any business to get only good feedback. When something goes wrong, a customer may leave a bad review or paint your business in a negative light on social media. Reputation management is the process of monitoring feedback for these kinds of reactions and responding in a timely and courteous way to resolve any issues. It’s important to have a tracking strategy to see what people are saying about your brand:
• Set up Google alerts for your company name
• Create custom brand searches on social media
• Sign up with a reputation management service to track mentions of your business across the web
When negative feedback appears, assess the situation and determine what can be done to satisfy the customer. If your company is at fault, take responsibility and offer to rectify the situation. Issue a refund, perform a free follow-up service call or provide additional support to keep your business in good standing. In many cases, these responses prompt reviewers to change poor ratings to good ones. If, however, bad feedback is unwarranted or malicious, get in touch with the review site to have the comment removed so that it doesn’t damage your reputation.
Having a strong presence across the web, including high visibility on social networks, increases the number of spots your business can claim in search listings. When you do receive poor reviews, other listings can help to bump them down so that the overall image of your brand remains positive.
After setting up your local listings, you should already have an established presence on Facebook and Google. Connect with a wider audience by joining other networks relevant to your services, including Twitter, LinkedIn, Instagram and YouTube. Choose a descriptive category for your company on each site, and include as much business information in each profile as possible.
Each network has tools you can use to improve local SEO:
• Create a company page on LinkedIn
• Enhance YouTube video descriptions with keywords and links
• Use your Facebook page to collect reviews
• Expand your content strategy through LinkedIn posts
• Join relevant groups and share links to your content
Remaining active on your social profiles increases consumer engagement and encourages social sharing. Every share is a positive “vote” for your business, and the more often local customers spread your content around, the greater your brand visibility is in your target city or town.
Social sharing can get you started building the network of backlinks your business needs to create a strong reputation and attract relevant local traffic. When trusted sits with high levels of authority link to your company, search engines see the links as endorsements and factor this into the metric used to determine where your company appears in search results.
The most beneficial links come from sources located in or related to your area. You can gather these links by:
• Being recognized with a business award
• Appearing in local news publications or on news broadcasts
• Participating in or sponsoring community events
• Listing local discounts on town or city websites
• Connecting with local influencers who blog or write news columns
Networking with prominent individuals and institutions in your area makes your business a fixture of the local scene and provides more opportunities to collect pertinent links. Browse local newspapers, area magazines, event listings and sites such as Meetup.com to find potential connections, and get to know the people who are most involved in the community. Decide which local institutions you want your brand to be associated with, and pursue these connections as part of your local SEO plan.
Connecting with Your Mobile Audience
Regardless of what industry you operate in, chances are the majority of your customer base is using mobile devices to perform local searches. Approximately 56 percent of all mobile searches are localized, making the mobile sector a potential gold mine for new leads. Mobile device use has increased dramatically in the recent past, and the continued evolution of devices is likely to keep driving its growth.
Wearable technology, virtual assistants and the inclusion of both Bluetooth and Wi-Fi in cars further influences the way local searches are conducted. A trend toward “hyper-local” queries directs customers to businesses within driving distance, so potential leads may be searching for your services when they’re only a few miles away. More than half of all local searches are performed on mobile devices, meaning consumers are doing less research at home and more searching on the go.
To capture this growing audience, you need a responsive website template with mobile-friendly features. Responsive layouts adapt to multiple screen sizes, changing the position of menus, images and text to match the device being used. That’s why it’s important to keep your NAP and contact links as close to the top of each page as possible. A low position bumps them off the screen and lowers the likelihood of a mobile consumer taking action.
In addition to proper placement of information, including a click-to-call link encourages mobile searchers to get in contact with your business. These links generate contacts in 61 percent of mobile searches. For people searching as they travel, a clickable map designed to open in a navigation app provides quick directions to your physical location so that they can visit you while they’re in the area.
Advancing Past the Competition
Some companies stop their local SEO efforts after putting basic or intermediate measures in place and miss out on the benefits of going the extra mile. Making the same mistake with your strategy could mean failing to convert promising leads and losing customers to the competition.
To figure out which tactics are best for your business, go back to the competitor research you did as part of your initial website design strategy. Repeat the process with an eye for local SEO to see what’s ranking and how well it’s working. Take note of anything you can leverage to benefit your company, and build your advanced SEO plan around these factors. Using this eye-opening research, you’ll discover where you current efforts are lacking and how you can change your approach to optimize every facet of your online presence.
Complex Keywords for Better Visibility
Ranking for broad keywords can only get you so far, especially since your competitors will often try to optimize for the same terms. Long tail and hyper-local keywords have a better chance of generating relevant leads and bringing more paying customers to your business.
The majority of searches, around 90 percent, contain long tail keywords. HubSpot defines these terms as keyword phrases consisting of “at least three words.” The additional words may include modifiers to describe the type of the product or service being sought or the location most relevant to the person performing the search.
Most long tail keywords have a low search volume, and this is what makes them so valuable for your business. Consumers using these queries are looking specifically for what you offer. They already know what they want and are prepared to make a purchase as soon as they find the right company.
Hyper-local keywords are those containing phrases targeting a specific town, suburb or city district. Ranking for these keywords indicates your prominence in the area by putting your business front and center in search results. Hyper-local terms are also important for relevancy, a characteristic Google has begun placing more emphasis on in the recent past. Using keyword planning tools, including Google AdWords, Google’s “related search” lists and Facebook Insights, you can study the search behaviors of people in your area and build a related list of localized phrases.
The resulting collection of long tail and hyper-local keywords can be added to:
• Image ALT and title tags
• Page titles
• Meta titles and descriptions
• The first sentence or paragraph of content
• Link anchor text
Including a combination of high- and low-volume keywords ranks your site in a diverse set of potential search results to target the biggest possible local audience. The blend of variety and complexity captures leads whether they’re searching from home or are right up the street. Google filters search results based on location, especially in mobile searches, so be as specific as you can to cover the entire scope of the area you service.
Schema Markup Increases Detail
Few businesses take advantage of the power of schema markup, but adding this code to your website can make a big difference in how your business appears in search results. Unified and explained by the website schema.org, the code is “a joint effort, in the spirit of sitemaps.org, to improve the web by creating a structured data markup schema supported by major search engines.” Search Engine Watch defines structured data as “information formatted in a way that can be universally understood.” Therefore, using schema markup tells a search engine exactly what it’s looking at when it crawls the content on your website.
Adding schema to your NAP ensures the information is displayed properly on search result pages. Identifiers such as name, address, telephone, openingHours and geo “explain” on-page data to search engines, ensuring your business always appears the same way regardless of the browser or device used to perform a search. You can also differentiate between reviews, testimonials, product pages, prices and content types.
Google’s Structured Data Markup Helper takes the guesswork out of adding schema by generating the necessary HTML for you based on the information you provide. Any page with the code shows up in search results with an accompanying rich snippet, providing more information for potential customers and indicating how relevant your business is to their search. These eye-catching listings have the potential to increase click-through rates significantly, so take the time to implement schema data in all appropriate locations on your website.
Citation Sources Count
You’re already familiar with the importance of citations, but where your business is mentioned may be more important than how many times it appears around the web. Google takes authority and relevancy into account when weighing citations in its search algorithms, meaning a citation on a “trusted website” in your area counts more than a passing reference on an obscure niche site with only a vague attachment to the local scene.
With this in mind, be discerning as you gather citations. Aim to get listed on city or town websites, highlighted in local publications and showcased by influential area bloggers. Networking can be a powerful tool for gathering these authoritative citations, so take every opportunity to get to know the powerful social figures in your community.
Local relevance also plays a role in how reviews affect your search rankings. Most businesses appear on Yelp, Facebook, Google and other well-known sites, so diversifying to claim listings on industry review sites can help your company stand out from the competition.
Just about every industry has its own niche review site. Find the most pertinent categories for your business, and set up listings with the same attention to detail you used when creating your profiles on the more general review sites. If your competitors appear in a directory, your company should have a listing, too. Sites with a local focus are even more beneficial because they connect your business to the nearby area and establish you as part of the community.
When collecting reviews, make sure customers know you’re on niche sites as well as popular platforms. Having collections of reviews on as many sites as possible communicates trust, relevance and authority to both search engines and potential leads, and industry sites can improve brand visibility in searches conducted with long tail and hyper-local keywords.
It’s About More than Just Your Website
Establishing a social presence, claiming local listings and setting up profiles on review sites may seem like a tedious task, but it has a significant impact on search rankings. The more properties you have across the Internet, the greater the chance your business will appear in local results. Every site with a profile, business page or citation can rank separately, so even if your website isn’t near the top of the listings for a particular keyword, another one of your pages may pop up instead.
Including links between properties improves your backlink profile and helps to drive traffic from one site to another. For example, if your Facebook page attracts a high number of potential leads, linking to your website can increase conversions. If most of your traffic comes in through Yelp, links to specific service pages give potential customers more details about what you offer and help them make purchasing decisions.
Think of this cross-linked network as a way to maximize visibility. Optimize as many profiles as you can with keywords, links, NAP information and company details to increase rankings and attract relevant local traffic.
Tracking Results: Are You Dominating the Search Engines?
No local SEO strategy can succeed without clear goals and a plan to meet them. Putting in the effort to optimize your website and other online properties, manage your reputation and create a robust social presence will work only if you establish short- and long-term goals, a timetable for reaching these goals and what steps you need to take to meet the established deadlines.
Monitoring analytics using webmaster tools from Google and Bing gives you a comprehensive picture of what tactics are working and where your strategy needs improvement. These tools help you keep track not only of how people are finding your business but also the performance of links, how mobile-friendly your site is and if any pages are missing from a search engine’s index. Deficiencies in any of these areas can affect website traffic, rankings and conversions and should be addressed as soon as possible.
By consistently watching analytics data, you can:
• See which pages get the highest number of visits
• Learn which profiles, citations and listings drive the most traffic
• Discover what locations the majority of visitors are searching from
• Check the ratio of searches on mobile devices versus desktop platforms
• Determine which search terms generate the highest number of conversions
• Optimize for local terms with the best conversion rates
• Monitor click activity on all types of links, including maps, click-to-call, coupons and third-party sites
• Find out how many first-time and return visitors your site is getting
This image of the overall success of your local SEO strategy shows how well your business is performing in local searches, what parts of your plan need to be optimized for better visibility and how your conversion rate compares to other companies in the industry. Once you determine where the majority of your traffic is coming from, focus more on optimizing these areas. Get backlinks from sites similar to those driving the highest amount of traffic. Look at the keywords in content and profiles with high rankings, and use the same strategy to boost the rankings of other online properties.
Remember the number, quality and frequency of reviews on all platforms plays a significant role in search result placement and lead generation. Regardless of other metrics, make sure you’re always directing customers to these sites, monitoring the feedback they leave and responding whenever necessary.
One of the most valuable tools available from analytics platforms is the ability to compare different time periods to see the gains your local SEO tactics are making for your company. Aim for consistent growth over time, tracking improvements with your goals and deadlines in mind. If you fall behind, re-analyze your tactics to determine where changes can be made to get you back on the path toward success.
An Ongoing Effort
Optimizing your online presence to attract local customers is a continual process that must evolve to accommodate updated SEO techniques, changes in search engine algorithms and the appearance of new competitors. This means focusing on visibility and tracking the performance of your current strategies to determine if you’re doing everything possible to maximize brand visibility.
To remain successful over time:
• Familiarize yourself with search engine requirements
• Re-assess your website for keywords, links and information accuracy
• Optimize weak areas as needed
• Monitor citations
• Identify and correct outdated or erroneous listings
• Monitor incoming reviews
• Maintain a consistent reputation management plan
• Test new tactics and keywords to discover which perform best
• Keep an eye on the ratio of leads to conversions
A consistent level of engagement with your target audience supports your local SEO plan by keeping leads active and customers responsive. Interacting with your brand encourages people to leave reviews, share content, talk about your company and come to you instead of your competitors when they need the services you offer. Working with professionals who understand the ins and outs of SEO and reputation management simplifies the process and allows you to focus on daily business while someone else takes care of your local strategy.
Having a comprehensive local SEO strategy conveys what makes your business stand out and why customers should choose your services over those from other companies in the area. As you plan, implement and improve your tactics, strive to be more visible all the time and deliver exactly what your target customers are looking for.
Consider every job an opportunity to provide excellent service. Local SEO works better when your company is focused on the client experience and responsive to feedback. The payoff depends on how much effort you put into your online presence and offline services. Making local SEO a strong part of your marketing strategy drives traffic, increases conversions and helps create connections with loyal local customers who will stick with your company for life.