Local and online would appear to be contradictory, but local online optimization is important for local businesses to implement so they can create a consistent presence online.
Consistency helps to remove doubt from potential customers because they see the same information regardless of where they are online.
Let’s look at how you can optimize the three primary categories of websites where your business appears online:
- Your website
- Local directories
- Social networks
Optimizing Your Website for Local Customers
Using location-based descriptions for your business and services will help you have more prominence on the search engines when people are looking for the services you provide in their local area.
Here are a few key things to remember when creating local website content.
- Display your phone number prominently on every page so it’s easy for prospects to call you when they are ready
- Use a phone number with an area code that’s familiar to your prospects
- Include your primary location in your page headings, title tags, and meta descriptions so it appears bolded in search results
- For location-based businesses, embed a Google Map on your Contact page with driving directions
- List any local organizations in which you are a member including the local Chamber of Commerce as well as any professional and networking organizations
This information helps your prospects make better decisions about who to contact or visit when considering local services so reduce the amount of work required to discover who is the right local business for them to consider.
Optimizing Your Presence on Local Directories
The largest local directories where you can directly manage your business information are Google Places, Yelp, Yahoo! Local, and Bing Local. Claim or create your business profile on each of these directories and complete as much information as possible. This includes adding a complete description, uploading photos, indicating hours and forms of payment, adding any videos, and listing specialities. The more information you provide, the better as you’ll have a better chance of appearing in search results with a more complete profile.
Two other business profile services that should be completed are InfoUSA and Localeze. These are data companies that provide information about businesses to the search engines and other directory services. Having a complete and accurate profile on InfoUSA and Localeze means when they distribute your data to other consumer-facing search engines and directories, your business information will be the way you want it to be.
Optimizing for Local on the Social Networks
The first step is making sure you’ve created profiles for your business on the social networks where your customers most frequently congregate. The major social networks include Twitter, Facebook, and LinkedIn. On Twitter, create a username for your practice and use a consistent local business description similar to what you created on your local directory profiles.
On Facebook and LinkedIn, create a specific profile for your business that’s separate from your personal profile. On Facebook, you can create a local business page that people can like, and on LinkedIn, you can create a company profile that individuals can follow. Both business profiles should contain similar business descriptions like you used on your local directory profiles.
When optimizing your local online presence, consistency is key and having control of your business profile data in different places online ensures that you present a cohesive message to your prospects and customers. Making it easy for prospects to find you, learn about what you do, and contact you is the best way to leverage your local online presence.
What else do you do to ensure your local online presence is optimized?
Image by katmere
Free Inbound Marketing Plan Template
Local online presence optimization is a key ingredient in your inbound marketing plan. You want to clearly identify your target customers and how they are searching for your services online.
If you don’t have one already, here is a free template that will help you make sure you have clearly identified and aligned your business objectives and marketing activity.
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