Four Techniques for Using Local SEO to Dominate Your Small Business Niche

Local SEO has become a preferred strategy among small businesses for establishing authority in their industry in a fiercely competitive digital marketing landscape. This leads to a focus on maximizing your online presence for local searches, which will, in turn, help you outperform your rivals and draw more local business by ranking higher on Google.

These four clever techniques will help you with your small business SEO:

1. Optimize Your Google Business Profile

The central pillar of any local business (especially service-based businesses) is a company’s Google Business Profile (GBP), formerly Google My Business. The Google Business Profile displays critical information such as your company name, location, hours, phone number, website, and much more within seconds for those looking to learn more.

For the best use of your GMB profile:

• Use your company’s exact legal name
• Choose between Physical location, service area business, hybrid business
• Identify and select your company’s primary business category
• Provide accurate contact information and address (if applicable)
• Publish at least one update (post) a month
• Make use of images around your office and work being performed in the field
• Respond quickly (1 – 2 business days) to reviews, both positive and negative

2. Fine Tune Your Site for Local Search

A company’s website serves as a home base for its visibility and brand across the Internet. Your visibility in local search results will directly correlate to your efforts to optimize local search. The best method for rising in the ranks of local search is search engine optimization (SEO). SEO boils down to keyword research and the content across your website. 

• Add local keywords—city names and pertinent geographic terms—into your website’s material. This lets search engines link your company with nearby searches.
• Make Location-Specific Pages.
• Make separate pages for several sites your company runs out of. Every page should have original material stressing the services provided in that particular region.
• Add your Name, Address, and Phone to your contact page and the website’s footer
• Embed a Google Map to show your visitors where they can find your business
• Improve your site’s mobile responsiveness

3. Build Brand & Authority Through Backlinks & Citations

A company’s brand is rooted in its authority within a niche. Lasting authority creates strong brand awareness and shortens the consideration time most buyers will face when deciding on services. Building solid and trustworthy backlinks and accurate directory citations is one of the best ways to begin improving local search results and confirming your company’s authority.

Start Here:

• Make consistent citations across all directories
• List your company on reliable local directories and websites tailored to your industry
• Make use of local alliances, chambers of commerce, referral groups, and more
• Guest blog or present through different outlets
• Use Structure Data Mark-up (schema) on your website to assist search engines with indexing your site
• Showcase and link back to industry-specific awards and certifications

4. Interact With Your Community

Developing a strong local presence transcends mere internet enhancement. Participating in your neighborhood can improve your standing and draw more business while, most importantly, building a strong and reliable network of like-minded individuals within your backyard! My mentor once told me that there is no money behind your desk.

Get out and start shaking hands by:

• Taking part in local activities, including fairs, charitable events, meetups
• Seek advertising opportunities across your community consisting of schools, churches, organizations, and more
• Support local causes through monetary donations and meaningful servitude
• Use social media platforms to boost word-of-mouth referrals and help you create a customer base of raving fans through personal interaction and content.
• Host education opportunities such as a Lunch & Learn or webinar for the community to establish yourself as a subject matter expert

Small to medium-sized companies wishing to dominate their marketplaces must use local SEO. Local SEO will play a vital role in your company’s marketing and ultimately allow you to better serve your community and customer base with the high-quality services you are used to offering. However, it’s not the only piece of the giant marketing puzzle. Whether you are an owner wearing the marketing hat, a single team marketing manager treading water, or a small team…ensure your overall marketing strategy consists of elements that will continue to Attract, Convert, and Retain customers.