Have you ever searched for a product or service on Google for instance and instead of getting a search result with a list of websites. You get instead a map with various business names, location/addresses and phone numbers or directions to the business? Sometimes even a notice as to their operating/opening hours? That’s Local Search Engine optimization (Local SEO) in action.
Local Search Engine Optimization (Local SEO) is a great marketing strategy that can help businesses get or gain more visibility in local search results especially results within their immediate vicinity like local government or town/city.
Local Search Engine Optimization (local SEO for short) is defined by Wikipedia;
as similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine’s unpaid results (SERP- search engine results page) often referred to as “natural”, “organic”, or “earned” results.
Local search results can appear via maps, local review sites like Yelp or business directories. For us this side of the earth local SEO is mainly focused on the Big G, i.e. Google Map and it’s business listing. And majority call it Localized Search Engine Optimization. Well! This digital marketing activity/strategy – whatever name its called – helps customers easily evaluate, discover and contact local businesses to serve their needs. It can help local Nigerian businesses increase brand leads, foot traffic, awareness and sales.
Here’s how to get your business started with a local SEO strategy. Try the following steps:
1. Set up your Google business profile
This is where you register your business online with Google; also you will also enter some details like your name {name of your business}, address, phone number for your business, your business category and hours, and so on. You can choose to publish Google posts from your profile, which can be displayed on your business listing in local search results.
YOU MIGHT BE INTERESTED IN THIS:
How to Set up Your Google Business profile and list on Google map
2. Perform local keyword Research
Local keyword research is very important for local SEO as well as for traditional SEO. Local keyword research is a little easier because all you need is a list of keywords that people use to find your business nearby. Once you have made your list of keywords, you can run them through a tool like Google Keyword Planner to get data like monthly search trends, volume and year change. Or you can make use of other Keyword Planner softwares to find new keywords.
3. Ensure consistent Business information across the internet
Many search engines, like Google want to see that your business information; like your address, name and phone number are the same across all online properties and websites. This helps Google rank your business higher in local search results and helps verify and validate your business information.
Apart from your own Google business profile and your website, check your information on business directories, third-party sites and other relevant ones.
4. Create locally relevant content like online reviews for your business and manage them appropriately.
Create contents, snap geolocation related pictures, write local themes keyword rich articles and post online. Post on your websites, on your google map listing or even on social media sites like Facebook or Instagram (look for local focuses communities you can post or be a part of). These contents can help you rank and get customers. Another important step also is getting online reviews. It helps search engines like Google rank your business higher in local search results. Customers will evaluate your business according to the reviews you get so always try respond fast and politely once you start getting reviews. As a Nigerian business you can start your reviews with Facebook business pages and Google map listing pages.
5. Regularly adjust and monitor your business results online
Once you have completed the other steps, you need to keep a record and monitor how your business ranks in local search over time. A simple excel sheet or Google sheet can do. There are also a lot of SEO tools to track your position in Google maps as well as natural search results. You can make adjustments when necessary to ensure your business obtains the highest visibility for your customers.
There are a lot of benefits of local SEO; local SEO can increase your website traffic, improve conversion rate, reduce advertising costs, lasting search engine ranking and sustain business growth. Try the steps above and see how easily (or difficult) depending on your keyword competition (see 2 above) you can get “free” Customers.
