Discover the fundamental strategies to enhance your business’s visibility through local SEO, attracting fresh clientele and fortifying your brand within the local search engine results pages (SERPs) with these seven invaluable suggestions.
Distinguishing between standard organic SEO and the nuanced approach required for Local SEO is crucial. Not only does searcher intent likely differ, but also the algorithms governing Google’s map pack diverge from those governing organic search.
This guide will walk you through the methodologies to capture new customers and bolster your visibility through local SEO.
1. Monitor Your Competitors' Google Business Profile Q&As
The Questions and Answers (Q&A) feature on Google Business Profile (GBP) presents a potent tool for fostering new business. Leveraging it effectively can sway potential customers teetering on the edge. However, it doesn’t stop there. Devote time to investigating your competitors’ Q&As as well. Learn what inquiries potential customers in your sector are posing to others.
How GBP Q&A Operates
Upon visiting your Google Business Profile, users encounter an “Ask a Question” button, leading them to a screen where they can submit inquiries.
Crucially, submitted questions are not directed to the profile owner but remain visible to anyone viewing the Google Business Profile listing.
Once a question is posted on a competitor’s Google Business Profile, you gain visibility of it. Subsequent answers and engagement are publicly available for future reference.
How Does This Foster New Business?
These queries serve as a conduit for attracting local searchers to new business opportunities. They are typically posed by individuals who haven’t patronized the business before but fall within your target demographic. By engaging with the brand through questions, they signal interest but require additional information before committing to a visit.
For Your Own Listing
On your GBP, capitalize on this opportunity to engage with potential local consumers deep in the conversion funnel. A thoughtful response could be the catalyst for them to step through your doors.
On a Competitor's Listing
Analyze the queries posed by your competitors’ customers and prospects. Utilize this insight to enrich the information on your own profile and website.
For instance, if queries regarding the availability of gluten-free options abound at other pizza joints in your vicinity, ensure you prominently feature your gluten-free offerings on your site and listing.
This proactive research can grant you a competitive edge, particularly if competitors receive slightly negative inquiries. Click here for further more information
For example, consider a query like: “Do you still play loud music?”
This immediately prompts potential diners to contemplate their dining experience. By addressing such concerns preemptively on your own website and GBP, such as by highlighting a serene dining environment, you position yourself favorably for winning new business in your locale.
By preemptively addressing potential customers’ queries, you demonstrate attentiveness to their needs and desires, thereby bolstering your appeal.
2. Enhance Visibility with Optimized Google Product Listings
Google offers businesses utilizing GBP the opportunity to showcase their product offerings, visible to potential customers across mobile and desktop search results.
These listings are presented in carousel format within GBP on Maps and appear in both carousel and Products tab formats in Search. Users can interact with these listings by clicking on product cards for additional details, to initiate a call, or to visit the website.
How GBP Product Listings Operate
Google has streamlined the process of uploading products to a Google Business Profile with the introduction of “Pointy.” This device, inserted between the barcode scanner and the point-of-sale system, seamlessly adds scanned products to Google.
This method expedites the uploading of product inventory to your Google Business Profile. However, it’s worth noting that Pointy availability is limited to certain countries and may not be suitable for products lacking barcodes, such as flower bouquets.
Manual product uploads remain an option. Access your profile, navigate to Edit Profile > Products > Add Product.
How Does This Foster New Business?
You may wish to prioritize certain products over others for various reasons, such as excess stock in a particular location.
Prominently featuring such inventory in the respective location’s GBP listing can alert local customers and tailor specific products to relevant audiences based on their location.
For example, seasonal products could receive priority placement. If your car repair shop is located in an area expecting unexpected snowfall, adjusting your snow tire listings to appear first in the carousel can significantly boost visibility at the opportune moment for potential customers in your target area.
3. Leverage Google's Business Messages While Accessible
Google Business Profile offers a feature enabling businesses to communicate directly with customers from the SERPs. When activated, GBP displays a Message button, facilitating direct messaging with the business.
How GBP Business Messages Function
This functionality has been present since 2017 in Google Business Profile and since 2018 in Google Maps. Recently, it has been introduced to desktop platforms. Google advises responding to messages within 24 hours to maintain the service’s effectiveness.
As a GBP owner, you should find the option to Enable messaging in your desktop dashboard under the Messages tab. You can configure settings such as an initial auto-responder for when a visitor initiates a message.
How Does This Foster New Business?
Not everyone has the time to make a phone call to a business they haven’t yet engaged with. Allowing potential local customers to message you directly from your GBP streamlines communication, significantly increasing conversion chances if you respond promptly.
This is particularly beneficial for local businesses that may not utilize centralized call centers or messaging platforms. It serves as an additional touchpoint emphasizing the business’s personalized approach based on the customer’s location.
Tailor your offers, services, and tone to resonate with customers in that specific geographic area, highlighting your understanding of their needs.
Incorporate the local name of your business’s area, and mention specific events and charities you support there. Any indication that your business caters to the local community can strengthen its relevance to the potential customer reaching out.
With this functionality now widely available across various online platforms, failing to engage with potential customers through this medium would be a missed opportunity.
4. Ensure Your GBP Reflects Latest Attributes
Google continuously updates features within its Google Business Profile (GBP) platform. It’s essential to maintain a fully populated listing with all relevant attributes as they become available.
How New Attributes Function
Google regularly introduces new functionalities to GBP, potentially accessible to your business. However, not all features are universally available across all business categories.
Access to new updates depends on your primary category setting in GBP. To stay informed about emerging features and eligibility criteria, visit Google’s GBP announcements page.
How Does This Foster New Business?
Early adoption of any GBP changes can give your business a competitive edge. While these attributes may not directly impact map pack rankings, they can enhance your appeal to prospective local customers.
For example, attributes like “women-owned” and “black-owned” can highlight ownership details in your Business profile. Google has also introduced “LGBTQ+ friendly” attributes to signify support for the LGBTQ+ community.
Demonstrating inclusivity and support for minority groups can create a welcoming atmosphere for individuals within those communities. For many, feeling assured of acceptance at a business can influence their decision to choose it over competitors lacking such assurance.
5. Engage with Local Marketplaces and Forums
An effective strategy for marketing your local business involves understanding your audience’s needs. Spending time where your audience congregates can provide invaluable insights.
Ensure your business is listed in local directories and forums, not solely for citation benefits, but to immerse yourself in your prospective customers’ discussions.
How Local Marketplaces & Forums Operate
Online Marketplaces
Explore platforms like Facebook for local marketplaces relevant to your location and products. Engaging directly with the audience isn’t necessary to glean insights into their preferences.
For instance, if your store sells locally crafted items, monitoring similar products’ prices on your town’s Facebook Marketplace can gauge your audience’s pricing expectations.
Observing discussions on product quality, shipping, and sourcing can deepen your understanding of your audience’s preferences.
Forums
If you run a local pizza restaurant, participating in city-specific subreddits on Reddit can offer valuable insights into discussions about local restaurants.
What opinions do your local audience express about your competitors? Are they eager for new dining options?
Understanding your audience’s sentiments can inform your search marketing strategy and tone of communication.
How Does This Foster New Business?
This information enables you to tailor your offerings and engage with your audience authentically. Respect your audience’s privacy and seek feedback transparently and sensitively.
By actively listening and learning from your audience, you’re better positioned to provide products and services that resonate with them.
Acknowledge the Importance of Bing, DuckDuckGo, and Others. Google isn’t the sole search engine to prioritize. Other platforms may serve as initial touchpoints for users seeking local business information.
Go From Beginner to Expert in
Just 8 Months!
With Purdue PG Digital Marketing Program
6. How Other Search Engines Operate
While Google likely drives the bulk of organic traffic to your site, don’t overlook other avenues through which customers discover you via search.
Your presence in SERPs may not always translate into clicks, leading to a lack of visibility in web analytics.
Without measuring impressions across diverse search engines, you may overlook visibility on platforms like Bing or DuckDuckGo.
For DuckDuckGo, utilizing Apple Maps Connect is necessary to appear in its local map pack, while Bing relies on Bing Places for local map functionality. Merely optimizing a Google Business Profile won’t suffice for organic visibility on Bing.
As the popularity of alternative search engines grows, especially in certain regions, diversifying your presence beyond Google becomes imperative.
If you have business locations outside the U.S., explore which search engines dominate those areas and leverage their local map functionality.
How Does This Foster New Business?
Establishing a presence where competitors are absent can offer a competitive advantage. If rivals aren’t visible in DuckDuckGo’s Apple Maps results, you’re more likely to attract local searchers on that platform.
Monitor Your Reputation Diligently
While you might scrutinize reviews on platforms like TripAdvisor and regularly check your Google Business Profile listing, don’t overlook other SERP features that shape potential customers’ perceptions of your business.
7. How Reputation Monitoring Functions
Local search queries often yield a variety of SERP features beyond traditional listings. Directories, social media platforms, and niche directories populate the top carousel, providing potential customers with insights and reviews from sources you may not actively monitor.
Additionally, the “People Also Ask” feature can surface queries about specific businesses, potentially influencing perceptions.
Although controlling these features is challenging, it’s vital to manage the narrative surrounding your business.
Crafting content to address common queries and striving to rank for them ensures that your perspective is visible when potential customers seek information.
How Does This Foster New Business?
Customers’ perceptions are influenced not only by your curated content and monitored reviews but also by broader online sentiments.
Given the prominence of reviews and opinions on various platforms, negative perceptions can deter potential customers.
Continuous monitoring of SERPs for key search terms allows you to identify and address any negative perceptions promptly.
Conclusion
Effective local SEO goes beyond Google, encompassing various search engines and platforms to maximize visibility.
Your presence in Google Maps and standard SERPs can significantly impact your local business’s success.
To thrive online as a brick-and-mortar establishment, prioritize a comprehensive local SEO strategy tailored to your audience’s needs and preferences.