3 Pillars to Local Search Marketing

Scott Lambert

A business’s ability to rank well among online search, in which users are searching for a local business, is becoming more and more important. Instead of the traditional print yellow pages, people are going online to find information about business and purchasing options within their own town.

So, how can a business ensure that local customers can and will find their company online when searching for relevant search terms or keyphrases? The answer is within these 3 Pillars of Local Search Marketing:

1.) Location/Distance

Google and other search engines identify the location of the online searcher by the IP address of your web connection. Mobile searchers’ location is identified by the GPS within their smart phone. So, the search engines provide search results that are near the searcher or near the location being searched.

2.) Relevance

A search engine’s goal is to provide the most relevant search results to the user’s search term or keyphrase. That is why it is important that a business’s Google Place Page and other local listings are as thorough and descriptive as possible. Claim, standardize, and optimize all of your listings within the local business directories, such as Manta, Merchant Circle, SuperPages, and more. Be accurate and consistent, and use targeted keywords or search teams within your company descriptions.

3.) Location Prominence

The newest variable impacting Local Search results is what others are saying about you in the context of your “place” or location. This is done most popularly by online reviews. What is being said about you? Is it good or is it bad? And the keywords used in those mentions will also tell the search engines what your business is about.

If you think that people are not talking about you online, think again. There are review sites for just about every industry. See the short list below:

• Restaurants: Urban Spoon, Zagat, Open Table
• Wine: Snooth
• Nearly Everything: Yelp
• Health Practitioners: Demand Force
• Contractors: ServiceMagic
• Real Estate: Trulia, Zillow
• Shopping: Amazon

So, if you want to rank well within the local search results when local customers are searching for keyphrases about your business or within your area, start with researching how people search for your products and services online. What search terms or keyphrases are they using? From there, you’ll know what keyphrases to target and optimize for.

If you’d like help generating leads for your business through Local Search Marketing, please don’t hesitate to contact Xcellimark .

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Local Search

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