8 Ways to Boost Local Businesses in Competitive Markets Through Research

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Local search marketing is essential for any location, but in the face of a competitive market, it’s essential that you have strategies to help you stand out.

The closer the user is to a location, the more likely they are to rank. However, in denser areas a location will face more competition.

By speeding up efforts around Google My Business (GMB) and location page management, the relevance and importance of a location can increase a business’s rankings, which translates into increased local visibility. , especially in competitive markets.

In this article, we’ll break down the strategies for GMB and location pages to drive more local business.

How Google ranks local results

Google states that “local results are based primarily on relevance, distance and importance.

Relevance is the applicability of the result to what someone is looking for.

Distance examines the distance between the results and the searcher for the localization term.

Notoriety refers to the reputation of a location in its local market. Plus, it takes into account factors like articles, links, directories, number of reviews, review score, and SEO.

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A business can only have a direct impact on relevance and brand awareness. The distance is determined by where the user is located and cannot be optimized.

Optimizing Google My Business in Competitive Markets

Having a successful GMB listing requires taking advantage of all the different capabilities and features offered. Maximizing the use of each will allow your business to increase its presence in your local market.

Check out these opportunities to improve your local listings.

1. Profiles

Google recommends that your profiles be “precise, comprehensive and engaging.

Start by accessing the Info tab in your GMB profile. Take advantage of all the different features in this section.

All Attributes needs to be updated so that the list reflects your current business operations.

Google My Business screenshot, October 2021

Also be sure to add links to your website, for reservations, your menu or even your appointments.

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Hours of operation can also be found in this tab and maintaining accurate hours every day of the year is essential.

Special schedules can also be added for holidays, events or for a specific period of time. Make sure you check and update your ads regularly to keep them accurate, complete, and engaging.

Example of health and safety attributes.Google My Business screenshot, October 2021

2. Google messages

Another way to make your profile more attractive is to Google Messages.

Posts are a great way to keep your ads up to date and promote all of the key offers. It’s also a way for a business to share a quick update.

Google Post content can also impact rankings. For example, if a searcher’s query is for “expert wax treatment,” Google will review your ad content and leverage content from Google Post.

As the example below shows, these results are “related to your search” and therefore this location is shown as the primary result.

European Wax Center uses Google Posts to drive local business in competitive marketsScreenshot of the search for [expert wax grooming], October 2021

For more details on Google posts, you can check out How to Create Google My Business Posts That Get Results.

3. Notice

Reviews tend to be a neglected area of ​​GMB, but Google makes it clear in its description of the importance that “the number of reviews and Google’s review score count towards local search rankings.” .

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Maintaining as high a score as possible will be essential while seeking to increase the volume of exams. The more reviews you get, the better your ad will perform.

But how many will be based on your competition? Look at your competitor’s review volume and scores to get a baseline of where your site should be.

It is essential to receive advice on a consistent basis. Implementing a strategy to solicit reviews can be helpful in increasing exam volumes and scores.

Google has a way of create a short url for you to share with customers to leave a review. Not only do you want to receive reviews, but you also want to respond.

As Google declares,

“When you respond to reviews, it shows that you value your customers and their feedback. Positive, high-quality reviews from your customers can improve visibility for your business and increase the likelihood that a buyer will visit you.

Leaving a high quality, unique and engaging response to each customer is the best approach.

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4. High quality photos and videos

Pictures and videos are a great way to make your profile more engaging and let a customer know what to expect when they visit your business. Photos that match a product or service query will also help an ad stand out.

Adding photos of new menu items, completed projects, items for sale, your store layout or showcase will all increase a user’s engagement with your profile.

Add new photos regularly to keep your profile fresh and attractive.

Maximize location pages in competitive markets

Location pages are essential to any local search strategy, but the way information is presented and structured will dictate how well it performs on Google. This is where the importance is strongly taken into account.

Google says, “Awareness is also based on the information Google has about a business, on the web, such as links, articles and directories. “

Additionally, “your position in web results is also a factor, so search engine optimization (SEO) best practices apply.”

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Many locate pages normally only contain the name, address, phone number, hours of operation, and a brief description of the business with an archive photo.

By using the strategies below, you will allow your location to stand out in a crowded and competitive market.

5. Hyperlocal content

Hyperlocal content is a great way to create unique content that stands out locally. Plus, you don’t need to create long and tedious content. The content of a localization page can often be boilerplate or rather generic.

By taking the following two different approaches, you can highlight what’s unique about everything outside the location and what is uniquely specific inside the location.

Ideas for outdoor content could include mentioning specific neighborhoods, nearby freeways, schools or universities, museums, arenas, or other key landmarks.

Ideas for internal content may include events or promotions offered specifically for that location, such as a kids’ night out, matinee, TVs for a big game or show, live music, even a staff roster. who work there with biographies, and any other information that makes this place unique.

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This allows a page to deliver engaging content which helps increase relevance and prominence.

6. Schema markup

Another great SEO tactic to implement is schema markup. When adding schema markup to a location page, it allows microdata to be included in a rich snippet because it “adds context and displays attributes that Google loves.”

These snippets allow a business to stand out more in the SERPs.

Schema markup is not a ranking factor, but a great tactic to make your location page more visible.

If your links stand out more in the SERPs and lead to more engagement, it could impact your ranking as a result because the result also becomes more relevant.

7. Link signals

Links are the key to any SEO strategy. Links to your site’s page from another site pass PageRank.

The number of quality links to your site from other people will determine the relevance of a site. Building quotes through various directories has been a consistent way to build relevant links for local SEO.

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Emphasis should also be placed on building local links through a site considered to be a local authority, such as a local newspaper, city chamber of commerce or city website.

8. Essential elements of the Web

With a recent major update from Google, Core Web Vitals is now a ranking factor. Businesses should be looking to optimize their page experience.

Google provides a tool to see the performance of the page and then you can take action on anything that affects the performance of your Core Web Vitals.

In some very competitive markets, companies may not keep up. GMB rules. Keyword stuffing in a business name is the most commonly used tactic that goes against the rules.

If you see a local business breaking the rules, you can report it to Google – here’s what you can do.

By optimizing your GMB ads and location pages, your business can expect to generate more business locally.

By understanding how relevance, distance, and prominence play a role in a result, you can strategize more effectively on how to affect ranking.

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The more successful you are and the more unique your local marketing efforts, the more likely you are to rank locally in a highly competitive market.

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Featured Image: Sammby / Shutterstock


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