Local search is critical for any business that relies on customers using search engines to find information within a particular geographical area. This has become increasingly popular with the changing consumer behaviour of using a mobile phone in a location to search real time for something they need – whether that’s a place to stay, somewhere to eat or a shop selling a specific item.
Additionally, many people will look to use as search engine when they are at home before travelling to an area.
The mindset of these searchers is that they are already looking to buy, therefore ensuring your business is prominent with local search results is key. This is coupled with Google’s statement that “Local results favour the most relevant results for each search”.
This means that local SEO needs to be a key part of your overall SEO strategy and something that needs time invested for, especially if you have not done so for a while (or even never done so).
Here’s some top tips on how you can look to improve your local ranking in Google:
1. Claim and update your business information
First off, you will want to ensure that you have claimed your business information with Google. Business information is the summary of a business that users will see in the Search results or in Google Maps. It provides them with information such as the business name, address, opening hours, reviews and even images.
If you haven’t yet claimed your business listing, then the easiest way is to search for your brand name and a listing should appear (which contains basic information). Underneath this is a link titled “Own this business?” – click this and follow the steps.
To update and manage your local business information you will need a tool called Google Business Profile, which is free.
If you have multiple locations as part of your business, for example you have several shops, then you can bulk upload information.
2. Ensure your data is complete
Make sure that you enter accurate information for your business and keep this updated as and when things change, for example if you get a new phone number or move location.
Your business information has elements such as your category (type of business) address, phone number, website address, social media links and more.
If your opening hours change – for example over the Christmas period – then make sure you update your hours to reflect this.
3. Verify your business
Google states that in order for your business to be eligible to show up in Search and Map results, you need to verify your Business Profile.
The recommended way is to do this via Google Maps, following these simple steps.
4. Add photos
Google users are able to upload photos of your business, so in order to ensure that your business is represented with the right images you want to feature, then make sure you upload your own ones to your profile.
These could be exterior or interior shots, featuring your products, staff, customers or anything else that gives visual identity to your business.
As well as photos, you can add videos, which is great to use for things such as walk-throughs.
5. Manage reviews
Google users are also able to leave reviews about your business. These display prominently and act as strong signal of trust for people considering whether or not to use your business.
Ideally you should be monitoring your reviews on a weekly basis and responding to them as soon as possible, regardless of whether they are negative or positive. Doing this also helps to build trust.
BONUS TIP: Ask customers to leave you a review on Google. It’s a good idea to build these up as much as possible, so reach out to customers via email, social media or even ask them directly in-person.
6. Add in-store products
For some businesses, you are also able to showcase your in-store products on your Business Profile. You need to have the correct point of sale system and connect this to a local inventory app or product reader.
Check out Google’s advice as to whether your business could be eligible.
Need some more advice on how to improve your local search positions, or even support with your overall SEO strategy? Contact us and one of our team will be happy to help.
Photo by henry perks on Unsplash
