No matter how much things change in the business world, making an impact in local markets matters to the long-term success of a company. Employ the following strategies below to make sure that your SEO strategy is geared towards the needs, and search terms, of your local market.
Online Company Profiles
When you’re targeting the local market, it’s important to claim all domain names right off the bat. You don’t want another company or individual to register another website with the same name as your brand, as both the integrity and the potential traffic of your business could be affected. Also make sure that your Google: My Business page has been secured, and is updated frequently. Make sure your address, methods of contact, opening hours, and upcoming events/sales, are current and accurate. After you’ve created the My Business page, you can customize and update your content to fit into SEO needs — but having the page will help push your company to the front on its own.
Make Sure You’ve Made Social Media Profiles
It’s important that businesses show that they’re involved and invested in their local community. Upload photos and event invitations across multiple platforms to prove you’re engaged and to help beef up SEO. Every time a user “likes” or “retweets” your content, a social signal, which boosts SEO, is sent to search engines. Share everything your company is up to on social media (content can also be focused on SEO terms) to garner as many shares as possible. Plus, a reputation for goodwill and philanthropy never hurt a business.
Improve Both the Keywords and the Quality of Your Content
You can hack your way to the top with keyword stuffing and SEO-optimized content, but poorly written posts won’t bring in any customers. Create content that is engaging, useful, and interesting — that shows why you’re the best in your business. This will lead to greater shares. In terms of keywords, remember that most search engines can sniff out websites that engage in keyword stuffing, and will bump them to the back of the line. Keyword stuffing in local markets often does more harm than good. Look into getting reviews on local websites or papers, or even apps, instead.
Step Away From the Spam
Though sending frequent email blasts and newsletters may seem like the best way to keep your business’ name in people’s minds, in fact, it can really set you back and put you in jeopardy of being blocked by many applications and engines. Plus, though it may create traffic to your site, the chances of it earning you long-term, high quality clients are slim to none. It’s best to rise above it and focus on content.
Third Party Visibility Is Key
This is a big one. Make sure your business has profiles on local sites and applications, like Yelp, Refer Local, of even the Yellow Pages. Even just listing on these profiles alone can bring you in a good amount of traffic — so make sure all your information is updated often. The same goes for sites geared towards tourists, like Trip Advisor, Orbitz, and Expedia. Don’t be afraid to ask your clients and customers to leave you a review!
No matter what your long-term goals for your business, optimizing your brand’s SEO to fit the needs of the local community is a great way to get started, earn brand recognition, and generate clients.