For the startup brick and mortar retail shop, restaurant, even a local based business without a shop, Googles local marketing tools are a key ally in getting your business known. While there are many tools and strategies to find customers for your local business, one stands out for its effectiveness in driving foot traffic and enhancing visibility for local businesses: Google Local Search. For the purpose of this article we won’t be discussing Google search ads, but stay tuned!
Google Local Search, also known as Google Maps Marketing or Local SEO (Search Engine Optimization), focuses on optimizing a business’s online presence to ensure it appears prominently in local search results. This strategy has become increasingly important, especially considering that 46% of all Google searches have local intent.
If you want more proof, here’s a few more stats:
Research shows that 21% of consumers search for local businesses on a daily basis, while 35% do so multiple times per week
Here are some compelling benefits of being optimized for Google Local Search:
- Enhanced Visibility: By appearing prominently in local search results, businesses increase their visibility to potential customers in their vicinity. Statistics show that 76% of people who conduct a local search on their smartphone visit a physical store within 24 hours, emphasizing the importance of being easily discoverable online.
- Increased Web Traffic: Google Local Search optimization drives more traffic to a business’s website and physical location. Studies reveal that 28% of local searches result in a purchase, underscoring the potential for increased revenue through online visibility.
- Targeted Audience Reach: Local SEO allows businesses to target specific geographic areas, ensuring that their marketing efforts reach relevant local audiences. This targeted approach can lead to higher conversion rates and better return on investment (ROI) for marketing expenditures.
- Competitive Advantage: With the majority of consumers relying on online search to find local businesses, those that appear prominently in search results gain a competitive edge over their counterparts. By investing in Google Local Search optimization, businesses can differentiate themselves and attract more customers.
Google Local Search Placements:
Google Local Search results typically appear in three main locations:
- Google Maps: When users search for businesses or services in a specific location, Google Maps displays relevant listings along with their locations on the map. Optimizing your business listing ensures that it appears prominently in these map results.
- Local Search Ads: Google also offers local search paid Ads placements – a way to target consumers while they are searching for a near-by business, a product that is sold at a near-by business, or a service. These Ad placements include standard Google search results, maps, shopping, and Google travel.
- Organic Search Results: Google’s organic search results also incorporate local listings, especially for searches with local intent. Optimizing your website’s content and structure for local keywords and maintaining consistent business information across online directories can improve your ranking in organic search results.
Local Pack: The Local Pack, also known as the “3-pack” or “snack pack,” showcases the top three local businesses related to a user’s search query. Appearing in the Local Pack can significantly increase visibility and attract more clicks to your business.
See if you can spot the 3 placement elements in the image below..
Ways to Improve Visibility in Google Local Search
- Claim and Optimize Your Google My Business Listing: The foundation of Google Local Search optimization is claiming and optimizing your Google My Business (GMB) listing. Ensure that your listing is complete, accurate, and up-to-date with essential information such as business hours, contact details, and photos.
- Encourage Customer Reviews: Positive reviews not only enhance your business’s credibility but also improve its visibility in local search results. Encourage satisfied customers to leave reviews on your GMB listing, and promptly respond to any feedback, whether positive or negative.
- Localized Content and Keywords: Incorporate local keywords and phrases relevant to your business and location throughout your website content. This includes your website copy, meta descriptions, and title tags, helping Google associate your business with specific geographic areas.
- Build Local Citations: Citations refer to mentions of your business’s name, address, and phone number (NAP) on other websites, directories, and social platforms. Consistent and accurate citations across the web signal to Google the legitimacy and relevance of your business in local searches.
Optimizing your business for Google Local Search offers numerous benefits, including increased visibility, targeted audience reach, and a competitive edge in the local market. By leveraging the power of local SEO techniques and consistently maintaining your online presence, you can attract more customers and drive growth for your local business in the digital era.
