Local Search Optimization – Best Practices
According to Google, one third of all searchers today have local intent and they are finding businesses that are optimized for local search. What is local intent you ask? Well it’s as simple as someone looking for a deli sandwich in Yountville or a vet in Sonoma. Furthermore, 50% of smartphone users actually visit those businesses after searching for the information.
So guess what, customers are most engaged and likely to make a purchase from your business when they are looking to act. So for businesses to turn those searches into into purchases, local search matters.
Here are some best practices to help you do some local search optimization on your own business or at least help you identify where you may need some help:
Own your location information
It’s important to have correct location information everywhere. That’s on the media channels you own and the ones you don’t. If you don’t have access, request that the site owner updates the information. Your business information will make its way into the digital ecosphere, make sure you own it.
Claim your local search categories
Search results take into account the words that appear on your website and pages across the internet. Take it a step further by using the native search features like categories to appear in more, relevant results.
49% of search queries are unbranded. So if you sell “Nike”, also choose the “shoe” category to ensure more customers find you.
Update often and everywhere
The more information you publish, the more likely your customers are to find it. Some data never changes, like your phone number or web URL, but you should update your special offers, photos and categories frequently.
Begin by updating for the season – so change your hours to reflect your summer or holiday hours, and include recent photos.
Give them what they want
When potential customers are searching locally, they are very likely to act. So be sure to provide the useful, correct and relevant information they need. That might be bios of your staff, deli menus, special holiday offers or hours of operation.
Without a full, rich search experience, your customers won’t know why they should visit.