Recent research conducted by Neil Patel analyzed 120,000 Google Ads and compared their effectiveness to that of local search engine optimization (SEO). The findings revealed a powerful insight for small businesses: with the right strategy, even small businesses can compete with the industry’s biggest players.
The key takeaway? Google AdWords, though widely used, delivers only 19% of potential customers, making it an inefficient use of marketing budgets for many small businesses. In contrast, local SEO offers the potential to attract the remaining 81% of customers who are actively searching for services and products in their area. By leveraging local SEO techniques, small businesses can significantly increase their visibility and attract more customers.
If you’re a small business looking to boost your local SEO and claim your share of that 81%, here’s a step-by-step guide to get you started:
Step 1: Create a Google My Business (GMB) Page
Start by setting up a Google My Business page for your company. This is a free and essential tool for any local business. A GMB listing ensures your business appears in local search results, Google Maps, and the Knowledge Panel, making it easier for potential customers to find you. You can set up your page here: Google My Business.
Be sure to include accurate and up-to-date information, such as your business name, address, phone number, operating hours, and a link to your website. Adding photos, responding to reviews, and posting updates can further enhance your GMB profile and boost your local search ranking.
Step 2: Use Schema.org Markup for Local Business Data
Schema markup helps search engines understand your website better by providing structured data about your business. Implementing Schema.org’s LocalBusiness markup on your website ensures that your contact details and location information are displayed accurately in search engine results.
Here’s an example of how to structure your markup:
<div itemscope itemtype="http://schema.org/LocalBusiness">
<p itemprop="name">COMPANY NAME</p>
<p itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<p itemprop="streetAddress">ADDRESS LINE 1</p>
<p itemprop="addressLocality">CITY</p>,
<p itemprop="addressRegion">REGION</p>
<p itemprop="postalCode">POSTCODE/ZIP</p>
</p>
<p itemprop="telephone">PHONE NUMBER</p>
<meta itemprop="latitude" content="LATITUDE" />
<meta itemprop="longitude" content="LONGITUDE" />
</div>
Add this code snippet to the header or footer of your website and relevant pages, such as your “About” or “Location” page. This will ensure your business details are easily accessible to search engines, improving your local SEO.
Step 3: Build a Strong Social Media Presence
Social media platforms are powerful tools for increasing visibility and engaging with your target audience. Create and maintain active profiles on platforms like Facebook, Yahoo, and Foursquare. Additionally, explore niche networks that cater to your specific industry to reach an even more targeted audience.
Share content regularly, interact with followers, and use these platforms to encourage reviews and feedback. A strong social media presence not only boosts your local SEO but also builds trust and credibility with potential customers.
Step 4: Collect Positive Customer Reviews
Online reviews play a crucial role in influencing customer decisions and improving local search rankings. Encourage your satisfied customers to leave glowing reviews on platforms like Google, Yelp, and Facebook. Aim for a consistent stream of 5-star reviews, as they significantly impact your business’s online reputation and visibility.
Make the process easy by providing direct links to your review pages, and respond to all reviews—positive or negative—professionally and promptly. This shows that you value customer feedback and are committed to providing excellent service.
By implementing these four steps, small businesses can harness the power of local SEO to increase their online visibility and attract more customers. With a well-optimized local presence, even small players can stand out in a competitive marketplace, ultimately driving growth and success.
Source: Neil Patel’s Research Analysis