Can a Local Business Take Control of their Marketing? – Findability/Local SEO
In our latest article of the “Can a Local Business Take Control of their Marketing” series we are going to discuss the next phase in the Customer Journey: Findability.
Businesses tend to underestimate the importance of this phase of the customer journey. This is mostly due to the ignorance of how much is involved in a local business being found.
Here is the bottom line. If a business can’t find you, then they will never do business with you.
Findability = Local SEO.
What is “Local SEO”? This is the optimization of a business’s presence on the internet based on the location.
Google and other search engines use IP addresses (desktop) and geolocation technology (mobile) to determine where a person is doing a search query. Based on a business’s Local SEO, they will either show up or not show up.
On average every business has 29 competitors, based on a survey done in 2020. This is a 16% increase from just 2019. Therefore it has never been more important for a business to have Local SEO.
There is A LOT that goes into Local SEO and a business should definitely invest in making sure this happens, but there are basic points of Local SEO that every business should be aware of and should execute.
Google My Business Page
Bar none, having a verified GMB page is the most important thing that a local business needs. If a business has multiple locations, then it should have a GMB page for every location.
What most local businesses don’t know is that this is just one local business listing that they need to be on.
In every city in the United States there are over 63 local business directories. There are another 13 map/gps directories and 8 social directories.
Parent Day Out
As you can see this is a very long list, but a business should be listed on each and every single one of these directories.
That being said, there are very specific guidelines that need to be adhered to. When setting up each one of these directories, the information must be 100% the same for every single directory.
Meaning if you put in Google:
The Sample Company
935 Nowhere Lane
Guess, FL 39875
That EXACT information needs to be the same in each other directory. Even if you put this information in another directory:
The Sample Co.
935 Nowhere Ln
Guess, FL 39875
The algorithm in search engines would not consider this the same listing.
And just to make all this a lot more interesting, anybody in the world can go to any listing on the internet and suggest an edit, in which 95% of the time it will change the listing without ever informing the business.
Therefore a business needs to keep a constant eye out for changes made to their business listings.
The business would also ensure that their website developer had all location keywords in their website. This will make it easier for the search engine crawlers to find the company.
In our next article, we will be discussing the Reputation phase of the customer journey.
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