A key component of the marketing strategy for any small business is effectively positioning themselves in search engine results. The question is, “Can you fight your way to the top when you have a multitude of others trying to do the same?”. The simple answer is YES, and this guide will show you how.

 

1. Optimise Information on Your Website Properly

First of all, your website should have a domain name that reflects your business as well as its location. Let’s say you own a cupcake shop in London called Sweet Treats. A good domain would be sweattreatslondon.com.

Second, add keywords that identify with your business on page titles. Just remember not to overdo it because it would look bad in the eyes of search engines.

Third, make sure your website copy includes information about your local area too. This just associates your business more with the vicinity. A good example would be to indicate a landmark that is close to your shop, the name of the street, or a sports team that plays nearby.

2. Secure and Update Business Listings on Local Websites 

A good way of boosting local SEO is to make sure that your business listing is consistent across an array of third party sources. Remember that Google and other search engines also scan these sites in order to get a better understanding about your business. This is why you should make sure that the information presented anywhere on the web is accurate.

• Search various Internet Yellow Pages (IYPs) to make sure that your business is listed. These sites include:

• Yelp
• Yellowpages
• Foursquare
• MerchantCircle
• Dexknows

Other than making sure your business is listed, make sure to claim it too. Check the information – business name, address, contact details – to make sure they are correct and up to date.

• Other than searching IYPs, you should also look up your business on Facebook and Google+ and make sure you claim them and verify that the information presented is correct.

• Make your listings more informative by adding photos, videos, your website URL, and other key information to make it as useful as possible to a potential customer searching online.

• Make use of top listings providers such as Neustar Localeze and Acxiom to automate the process of securing and updating your listings.

• Create separate listings if you have multiple locations for your shop. Doing this helps boost both your brand and the individual stores.

3. Implement a Link Strategy 

Links from your website to another, as well as links from another website to yours are very important in increasing online visibility. These links help bring authenticity and credibility to your brand.

• Share links constantly on social media, and encourage followers to take action.

• Link to your website in email newsletters and other material you give your customers.

• Ask help from neighbouring businesses or the local chamber of commerce to link to your site when hosting or sponsoring local events.

• Create a local directory where you list nearby attractions, favourite restaurants, stores, etc. Doing this helps you link out to others.

• Add relevant links to blog posts you publish on your site.

4. Handle Online Reviews With Care 

User reviews help boost visibility in local search results. This is why you should encourage them, and even respond to them. It doesn’t matter if the reviews are positive or negative, do your best to entertain each.

• Provide customers with options as to where they can leave you with feedback.

• Thank customers for positive reviews and encourage them to avail of your services again.

• If a feedback is negative, tell them the comment is appreciated and let them know that they can contact you regarding their concerns so that you can address them.

5. Engage Through Social Media 

It’s this simple: the more you use social media, the more your chances of attracting potential customers id increased. Not only that, social media is also key in increasing online visibility.

• Post content on Facebook, Twitter, Pinterest, Instagram, Vine, Google+ or any other social network you use that will prompt engagement from your followers. It can be a picture, a quote, or an interesting piece of information.

• Use your social channels to give updates on products, promotions and giveaways. You can also use social media to respond to customer concerns.

6. Develop Relationships Offline 

Local SEO is developed offline as much as it is online. This simply means that you have to entice people in the real world to write about you on their blogs, social media accounts, etc.

• If you own a restaurant, you can invite a local food blogger to sample your dishes then write a review about it.

• You can send an email to a reporter about an event you’re sponsoring that will help the local community.

Simply being talked about increases brand recognition which can leads to increased brand reputation.