Local SEO Strategy: Attracting Customers to Your Small Business with SEO
Are you a brick and mortar or service provider looking to attract more local customers into your business? Perhaps your business has relied on word-of-mouth marketing for quite some time which has worked well, but you feel it can only go so far.
Here's the good news: in this digital age, online marketing is the thing that will give your business a boost and attract those local clients you desire, consistently and almost automatically!
Why do local businesses need an online presence?
Having an online presence not only broadens the reach of a business but also enhances its visibility and accessibility. In an era dominated by e-commerce, consumers often initiate their purchasing journey through online research. Without an online presence, brick-and-mortar businesses risk being overshadowed by competitors who have embraced the digital sphere.
According to Forbes, over 71% of small businesses have a website and 77% of small businesses use social media to reach customers. So if your in-person venture is lacking an online presence, you are missing out on big opportunities for growth.
Furthermore, an online presence facilitates seamless engagement with customers, providing a platform for communication, feedback, and customer service. This is great for free market research, which I go teach about in my SEO course, RANK Method.
Market research allows you to hear from your current and potential customers, what they want to see more of from your business and can help tremendously with developing a marketing strategy.
Businesses that prioritize using SEO have more avenues for innovative marketing strategies, enabling businesses to leverage social media, digital advertising, and e-commerce platforms to attract and retain a diverse customer base.
Ultimately, integrating an online presence into a traditional business model is not just an option; it is a strategic imperative for sustained growth and relevance in today’s marketplace.
5 Ways to Attract Local Customers to Your Business with SEO
Here are 5 steps you can take to hit those local customer goals, using search engine optimization.
1. Prioritize an online presence.
How would you rank your online presence? Perhaps you have a website and some social media accounts, but you aren't sure if what you're posting is really moving the needle forward.
Think of your online presence like your virtual storefront. This is where people discover you, learn about what you stand for, browse your products or services, and decide whether or not they'd like to book.
Posting consistent content on social media and crafting a well-designed, intentional website will expand your visibility and drive more traffic to your business.
Search engines like Google, also prioritize websites that put out consistent content, whether that be through blogging, podcasting, or regular website updates. Prioritizing content creation and making it a part of your routine marketing strategy is a great way to come up in more search queries on Google.
Example of a Google My Business profile for a restaurant in Frederick, MD
2. Create a Google My Business Account.
Google My Business (GMB) is a free tool that allows businesses to manage their online presence across Google, including search and maps. Think of it as your virtual business card—but on Google.
Do you every do a search for your favorite restaurant to check out the menu, hours, and parking before planning a date night? Yep, that profile that pops up in the right hand column in your search results that shows you all of the business photos and every detail you need to know comes from creating a GMB profile and is frequently clicked by searchers looking for a local establishment.
Having an account on Google My Business is especially important for local businesses, because it's how people can find you, see your hours, browse your website, and contact you. Be sure to fill out the information on your profile to the fullest, as it will help you get discovered by more people!
3. Use geotags and location-specific hashtags where applicable on social media.
Take advantage of location-specific features social media has to offer like geotags and location hashtags. When you utilize these, you increase the chances of your content being discovered by others in your area.
If someone searches for businesses in your city or state, yours just may pop up! It only takes a few extra moments to add geotags and hashtags, but they can continue bringing traffic to your business long after you post.
4. Infuse location-specific keywords on your website.
Just like it's beneficial to add location-specific features on social, the same can be said for your website! Except on your website, infuse location-specific keywords.
Have you ever searched Google for "nail salons near me" or "daycares in Frederick, MD"? Those are location-specific keywords!
Think about your own user habits when determining which keywords to use for your website. Incorporate your city and state where applicable, and consider what those in your community would search if they were to look for your business.
If you’re not sure how to find keywords related to your local business, start with a free tool like Google Keyword Planner. I go over other free tools for SEO in my recent blog post.
5. Network and collaborate via local events and organizations.
Of course, old fashioned collaborating and networking is still beneficial for finding local customers! Partner with other business owners and come up with exclusive products or offers together.
If you're a wedding vendor, build a referral network with other vendors. If you have a brick and mortar, consider selling items from other local shops in your area and vice versa.
You can bring this concept into the online space by being a guest on podcasts or guest writing a blog post article on other websites. Both of these opportunities will boost traffic for you, as they can include backlinks to your website.
There you have it—those are 5 steps you can take to attract local customers to your business. If you'd like to implement what you learned and are looking for more actionable steps you can take, enter your email below for my free guide on SEO tips for local businesses.
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