Search engines use a combination of your previous search and browsing history and your geographic location to determine what search results to display. Search results will vary by county, city, state, and country. Even if a location isn’t included in the search terms, your IP address allows search engines like Google to give you location-focused search results.This presents an incredible opportunity for businesses to maximize conversions by targeting local customers. Here’s how:Â
How Local Search Marketing Drives Your Business
In a sea of ever-increasing options, most consumers turn to the internet to research, select, and even make purchases with a given company. You want your website to attract consumers who are looking for your products and services AND who are likely to make a purchase. This is achieved through a well-designed collaboration of the following components:
Local Maps
It’s vital for Google to know your location in order to include you in search results to local users who want your products and services. Even if they don’t include a location in their search terms, Google will use the IP address to provide location-focused search results.
Business Reviews
Incredible reviews of your business are invaluable to your digital marketing strategy. Google culls reviews from various sites and displays short snippets in the search results. Having good reviews on as many sites as possible will enhance your brand and image to consumers who are searching online.
Local PPC
You get an incredible bang for your buck with a well-crafted ongoing local Pay Per Click (PPC) Campaign. Building AdGroup Campaigns that target a specific geographic location ensures more consumers in your target area will view your ads. Combine that with local keywords and locally driven optimized landing pages and you have a recipe for sales conversion success.
On-Site Optimization
You also want to include local keywords in your overall website optimization strategy. This helps Google determine your geographic service area. Including location pages on your website helps draw more customers from your target area.
Local Keyword Integration
Keyword research is integral to your Search Engine Optimization (SEO) strategy. It’s essential to know which local keywords are performing best and weave them throughout your web pages, titles, headings, image tags, and meta descriptions. Maintaining this strategy will keep search engines pointed at your site for your target area.
Social Media
Social media is another avenue to target your local market. Your clients and prospective customers are engaging with several social media platforms. It’s vital for you to enter their world, providing insights, recommendations, and conversation. Know the social media sites your target audience is active on and integrate social media interaction into your overall marketing strategy.
Reports
You can’t improve what you don’t measure and you can’t measure what you don’t track. It’s crucial to track and analyze the performance of your website to understand the effectiveness of your strategy. It’s the only way to maximize your return on investment (ROI).
Are You Targeting Local Customers?
Having a web presence is a great start to your digital marketing strategy, but it’s only the beginning. Are you also search-engine-optimized for local customer targeting in your desired geographic area? If not, you’ve left finding qualified leads to chance.
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Few, if any, businesses will survive very long in today’s market without a quality digital marketing strategy. More specifically, you need a strategy that features local search marketing to drive conversions in your local target market. Don’t leave your qualified leads and maximized ROI to chance. Choose growth! Begin your local marketing strategy today.
To learn more about how a local marketing campaign will take your business to the next level, Contact Us.
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