The phrase buy local started out as a way to encourage people to support the communities in which they live. According to Google, the concept and definition of “local” has expanded and its importance has been recognized. As you have probably deduced, major updates in their search algorithms now place ‘local’ as one of the key factors in search.
Buy Local: Impact on Business
Consequently, Google, the leader in online search, strives to connect people with what they are looking for in the exact moment that they are looking. What’s more, they have been successful: nearly 90% of searches done on both mobile and desktop devices result in purchases within 24 hours, according to a statistic shared by HubSpot.
What are some of the ways that you can harness the the power of local search?
Content, Content, Content
Use targeted local keywords throughout your site. Be sure that you write in a natural, nearly conversational tone. Search engines want you to write for users and don’t reward those sites that are merely full of keywords.
Optimize critical pages on your site
If you don’t already have About Us, Contact Us, Locations, or Meet the Team pages, consider creating them. If you have multiple locations, you’ll want a page for each. Adding unique content for each location page and references to that specific geography are more likely to make your site come up above a competitors. Adding city, state, and other keywords and phrases will also help you to maximize local SEO ranking opportunities.
Add a map to your locations pages
Mobile and local search rely on being able to share as much information as possible about a business. Including a map, a link for directions and your business name, address and a specific local phone number are all ways to increase your rankings.
Reviews and Testimonials
As has been proven, people make the purchases they do based on word of mouth. Statistics show that 82% of consumers proactively seek referrals from peers before making a purchase. [B2C Community]. Adding testimonials to pages within your site that include the customer’s first name, last initial and location will also add to your local search results.
In summary, increasing your local content and presence is just one of the ways to increase your SEO rankings. Doubtless there are countless more. If you’d like help with either of these topics or would like to explore more ways to maximize the opportunity for Google to return your business in a search, please contact us. Our direct line is 603-821-0472 or you can drop us an email at firstname.lastname@example.org.