Building a local business takes time and dedication, but it also calls for the most relevant digital marketing knowledge to position your brand’s messaging according to your target audience’s expectations and preferences. For a business owner with a Chicago-based café, competing against the bigger coffee chains in this beehive of a city means being able to rank locally in the search engines, and that requires a long-term strategy with all the right tactics included.
Local optimization means that you need to have in-depth knowledge of the local market, but also of the local digital trends dictating the online behavior of your customers. Search engines will only give you a spot on that coveted first page if your site sends all the right signals and if it’s continuously optimized to serve your local audience. Here, we’ll cover some of the most effective local SEO tips you can implement within your strategy to rank better in the months to come.
Work with local influencers and the community
No matter how small your business might be, there’s no need to depend solely on your own expertise to reap the rewards of local optimization. In fact, small local companies have a far better shot at succeeding when they work together, from complementary niches. Your café in Brisbane can partner with a local baker who makes the most delicious cupcakes that go well with your coffee blends, for example. In that same spirit, local collaboration should be the focal point of your ranking efforts.
Look for a local micro-influencer whose presence can amplify your own. Make sure that you share the same values and that you’re both looking for a long-term partnership, rather than a one-time opportunity. You can also look for a local community online where you can give free tips and practical advice relevant to your industry. Sharing links to your blog posts and videos is another way to get more traffic to your site, but most of all, participating in relevant conversations will get you noticed in search engines.
Optimize content with the location in mind
Search engines appreciate businesses that take content creation seriously for the long haul. That said, your local business should publish locally relevant content that is infused with local keywords and phrases that will indicate your role in the community. Keeping track of your content output can be tricky, especially when your small business is competing in a busy metropolis like Sydney.
To allow your brand to rank higher, you need to incorporate the most relevant tactics for Sydney SEO, which will often differ from the approach used for neighboring regions. The topics Sydneysiders find important should be the focus of your content creation, and local keywords should find their way into your writing regularly. Track the impact of your content and you’ll be able to refine your local content creation efforts.
Keep your first and third-party reviews
Word of mouth marketing, or WOM for short, is one of the most impactful ways to boost your local reputation and get more digital traction from your local demographic. Ratings and reviews, both the kind you publish on your website (first-party) and those on Google and other websites (third-party) can help elevate your local ranking over time.
Reviews signal search engines that your brand can be trusted, when they confirm that your information is correct and consistent, and when they use positive language associated with your business. At the same time, reviewers will naturally incorporate crucial keywords such as “the best Sydney hotel by far!”, which further helps your organic ranking.
Leverage methods like geofencing and geotargeting
Targeting potential customers and previous buyers with relevant ads is one of the most effective ways to leverage location to attract attention. It also allows you to become more relevant to certain customer groups based on where they are at any given time. If someone walks by your New York store, these two tactics help either send a notification to their phone or push your brand’s ad at the forefront because they’re close enough to find it relevant.
Geotargeting allows you to refine your positioning based on more than just location, so you can exclude certain customer groups, too. If someone walks by your Paris bookstore while scrolling on Facebook, they might get an ad that prompts them to visit your store while in the neighborhood. Geofencing, on the other hand, works best when you already have a well-optimized website with ample localized content. It sets a digital “fence” around a specific area, so when people are within those geographical limits, they can see ads for your business.
Positioning your brand better in the local area means that you’ll be able to give your business a stronger, more notable presence for your local audience to see and enjoy. Ranking higher as a result is not a one-off win, but a continuous investment that requires refining your strategy in order to retain your ranking over time. Keep that in mind when you’re defining your upcoming local SEO strategy, and learn from the best in business who steal the digital spotlight, and you’ll slowly build up your presence and reputation alike.
Guest Author
Derek Lotts
