How To Use Local Search Marketing to Attract More Customers

Local Search Marketing

Written by Jeremy Earle, JD

January 24, 2022

Local information is sought by almost half of all Google users.

They’re on Google whether they’re searching for items or services, and if you’re not, they’ll never discover you. As a result, every digitally aware company should employ local search marketing to guarantee that potential consumers discover them first.

What is the definition of local search marketing? What distinguishes it from local SEO? As a busy company owner, how can you put it into action quickly and easily?

Let’s have a look.

What Is Local Search Marketing?

When you promote or advertise an in-person firm that operates in a local market, you use local search marketing.

You don’t need need a traditional brick-and-mortar location to be successful online. Companies of any size or industry may utilise local search marketing to target customers in a specific place.

You might utilize a local search marketing approach if you’re meeting people face to face at a shop or even at their homes.

One item to consider is something known as a local pack when it comes to local marketing. These are the top Google search results. For example, the search results for “best restaurants in NYC” may be seen in the picture above.

Google generates these results based on reviews, preferences, clicks, location, and a slew of other criteria. These firms are almost certainly using a local search digital marketing plan to guarantee that they are the first to appear when you Google that keyword.

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Whatever sector you’re in, you want to ensure that when someone searches for your products or services in your region, your company comes up first. All of this is made feasible through local search marketing.

Why Is Local Search Marketing Important?

Why is local search marketing vital, apart from the obvious? What difference does it make to a small business?

To begin, you must keep one step ahead of your competitors. Google Maps is the most widely used navigation program, with 54 percent of smartphone users. This indicates that most consumers will utilize Google Maps to find you.

You risk losing customers if they can’t locate you fast and readily on Google.

Keep in mind that we’re not discussing sponsored ads (yet). Paid advertising is one kind of local search marketing, but most people ignore them and go straight to the first organic search result. Make sure your link is at the top of the page.

Finally, the possibility to rank for a query or long-tail keyword is the finest part of concentrating on local rankings. It’s one thing to rank on Google for your company’s name, kind of business, or a value adds search like “best restaurant in NYC,” but it’s quite another to rank for a query someone asks about your products or services.

When we put in “how to pave a driveway with asphalt,” we can see some interest in this topic. When it comes to local search, 50 searches per month isn’t bad—imagine if you could convert every interested party.

Wolf Paving Company is one of the first results after scrolling through several videos describing how to accomplish this. They plan to use content marketing to increase visitors to their website and, as a result, to their local company.

When it comes to local search marketing, this is hands-down the most successful tactic. You’re directly responding to a search inquiry while simultaneously increasing brand awareness of your company, knowledge, and capacity to deliver those services.

Advantages of Local Search Marketing

There are several benefits to marketing to a local audience, but these are the most important for increasing sales income.

Get a Head Start on the Competition

The obvious benefit of local search marketing is that it helps you rank higher in search results, increasing the likelihood that someone would choose your company over the competitors.

You may take it further by including local sponsored advertisements in your plan. You won’t have to worry about the rest of the competition because you’ll be able to jump ahead of them and position your company in front of the pack.

You can see a local pack search term for “real estate broker” in the picture above. Evans Appraisal Service comes up #1, even though the remainder of the results has superior evaluations.

This is when the notion of “pay to play” comes into play.

In fact, in this scenario, that business may not be the most important outcome. It doesn’t matter since Evans Appraisal Service is paying to have their company appear at the top of Google’s search results for the keyword “real estate broker,” and Google has concluded that it is relevant enough to deserve the first place.

Specific Markets to Target

You don’t require a physical site to conduct local business, as I indicated at the beginning of this essay. Local search marketing may be used even if you operate remotely yet target a particular local market.

Let’s pretend you provide counseling services through Skype or Zoom. Although you may do so from anywhere, adopting a plan to boost companies in certain local locations might be a terrific approach to expand your audience.

Local marketing, such as sponsored advertisements, Google My Business, Yelp, and social media, may be able to assist you in this endeavor. Many companies achieve this by providing a sitemap on their website. This allows your website to tell Google more about where you conduct business, who you’re aiming for, and what you have to offer.

This benefit is particularly valuable for companies with many sites around the nation.

Boost the relevance of your traffic

Relevance is important for two main reasons. The first is about your internal company, and the second is about Google.

To begin with, when potential clients come out to you, it signifies they’re eager to conduct business. They’re probably not asking many questions, aren’t probing, and are ready to purchase things straight immediately.

They’ll use up a lot of your time, ask a lot of questions, and potentially kick the tire for a long or never purchase anything if they’re not relevant. You may increase the probability of attracting clients who will do business with you by marketing directly to a local audience.

The second point has everything to do with Google.

Do you recall the case of Evans Appraisal Service? I noted before that I didn’t think it was a very relevant Google search result for my words.

This implies that the company will spend money each time the ad is shown. Every time someone views the ad, Evan loses a few cents to a couple of dollars—even if no one buys anything from them in the end. This means you’ll want to make sure your ad appears next to the most relevant search result (increasing the likelihood of high ROI.)

Take a look at this.

I typed “appraisal service” into Google this time. Take a look at who’s at the top.

This result is much more relevant, and companies are likely to get more clicks from evaluation services than real estate agents. You may also notice alternate evaluation services if you look at the remainder of the organic results.

What’s the Difference Between Local Search Marketing and Local SEO?

This is most likely the question that stumps you the most.

The distinctions between local marketing and local SEO might be tough to discern, but several key distinctions are.

Local SEO is the process of driving organic traffic to a website through content marketing, search engine optimization, on-page SEO, meta descriptions, title tags, and other techniques.

Everything else is covered by local search marketing, including Google My Business, reputation management, sponsored advertisements, Yelp, and Bing.

Tips for Great Local Search Marketing Campaigns

Here are some practical suggestions for marketing your local company.

1. Stay Compliant and Honest

This may go without saying, but Google is supreme. Otherwise, you’ll face Google’s wrath if you don’t follow all of the rules and respect all it says. It’s not always simple to stay compliant, and if you make a mistake, Google will punish you.

I can’t provide you with any tactics or recommendations to assist you in getting ahead of the competition. It all comes down to your website’s relevance to your ad text, title, URL, and target search terms.

Google has specific standards for how to display your company in the SERPs. They spell out what you can and can’t do. This encompasses anything from deception to poor ad text. Simply said, don’t do that.

2. Provide a Great User Experience

You could believe that your work is done after you’ve put up the ad and everything is operating well. That is not the case, though. Google will begin to “sense” whether or not visitors like their time on your site.

The bounce rate is a critical consideration.

When someone visits your website and then departs without engaging with anything, this is known as a bounce. If this occurs often enough, Google may conclude that your website content is deceptive or that the ad text you’ve prepared is irrelevant to the audience you’re attempting to reach.

Google has just one goal: to offer people the best possible results in the shortest amount of time.

If Google believes that your material isn’t helpful to the cause, they will refuse to show your ad and may even penalize you if you’re being deceptive.

3. Do Not Ignore Core Web Vitals

This is a follow-up to the previous one. After that date, Core Web Vitals will be released. They are made up of three main components:

  1. Largest Contentful Pain (LCP): The length of time it takes for your site to completely load influences how well it operates. Slow websites are penalised in search results if they take more than 2.5 seconds to load. Even if you pay to be at the top, this might happen. Remember that Google isn’t bothered if one or two businesses are inconvenienced. Google is just interested in presenting the best results to its consumers.
  2. FID (First Input Delay): FID is a metric for responsiveness. Is everything loaded correctly on your site, or are users attempting to engage with partial pages and non-responsive elements?
  3. Cumulative Layout Shift (CLS): CLS is a stability measurement. Sites are rated based on this, and if you have a low score, Google will not rank you higher than sites with a higher score. How many times have you gone on a website and clicked something, just to have the whole page change around, and you had to click something else?

These are all crucial ranking variables with a high level of technicality. If you believe you might use some assistance optimizing your site for local search marketing, don’t hesitate to contact us.

4. Keep Your Site Clean

If Google feels your site has been infected with malware or any other form of infection, your local search marketing ad may be tough to show. Google wants to keep its users secure, whether you’re running sponsored advertisements or not, and it’s up to you to safeguard everyone who visits your website.

Google even has a malware detection tag that flags websites that it thinks are contaminated.

5. Manage Your Reputation

Before conducting business with someone, up to 93 percent of individuals read—and trust—online evaluations. If you have a lot of unfavorable reviews, you need to take action. Even if you’re running sponsored advertising, your Google star rating will still appear, and it still has an impact on your results.

If we return to the case of Evans Appraisal Service, we can observe that they have a poor rating.

People will wonder if they should do business with them depending on their rating. They are unconcerned with their ranking; they just want high-quality services.

The next-to-last outcome receives a significantly higher rating (still somewhat poor, but better overall.) Even if Evans is paying to be in the top slot, someone may choose the next choice.

This alone should be sufficient to demonstrate the necessity of preserving a favorable reputation above all else.

Frequently Asked Questions About Local Search Marketing

What is a local search listing?

Local search listings enable search engines to provide results depending on a user’s location. These searches may, but do not have to, contain modifiers like “in NYC.” Google will pick the most relevant results based on your location.

What’s the first thing you should do when creating a local search marketing strategy?

You must have a Google My Company profile for your business to appear in the local pack. If you haven’t previously done so, start creating a Google My Business profile. No matter how meticulous your preparations, they will be for nothing if no one can locate them on Google.

How do I increase my local searches?

There are two simple techniques to boost your local search results. Start bidding on relevant search phrases that consumers use when looking for companies like yours on Google Ads. To begin, you must first pay to play.

Second, increase the number of reviews for your company. If your company doesn’t have many reviews or has a lot of bad reviews, it’s time to make a change. Respond to poor reviews, file a Google appeal, or employ various additional tactics to get consumers to submit favorable reviews.

How do local search campaigns differ from regular ones?

Local search campaigns are focused on a particular market and place. When constructing a Google Ad, you can employ keywords or just targeting metrics.

An advertiser may target certain regions of the country so that their ad will display whenever someone searches for things or services like yours in that area.

Conclusion: Local Search Marketing

Local search marketing doesn’t have to be tough to understand.

Keep in mind the distinctions between LSM and local SEO, the necessity of reputation management, and the need to craft campaigns with a target consumer persona in mind. You’ll undoubtedly get more clients.

What do you believe the most crucial aspect of local search marketing is?

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