Search engine optimization in local marketing

In today's marketing world, there is no way around keywords such as search engine optimization (SEO: Search Engine Optimization) and search engine marketing (SEA: Search Engine Advertising). We use Google every day to get the best results for our needs and inquiries. Especially when travelling and locally, Google is our constant companion to find the nearest shops and restaurants or to tell us how to get there. This is precisely why the correct use of search engines and knowledge about them is also of great importance for local companies and sales partners. However, before search engine optimization can even take place, you should be aware of who the local target group is, what their needs are and where they can best be found virtually. Since the majority of local searches are made from mobile devices and usually even on the go, it is also of great importance to offer a mobile-friendly website that can be easily accessed from a smartphone and on which all important information such as address, contact person and contact can be easily found by the customer and the search engine.

Local searches

If you continue to look at the relevant keywords, most search queries at the local level are as follows: searched store + location, e.g. “car repair shop + city” or just “car repair shop”. When a local search query is recognized, in the second case, the location information is added using the GPS data or the IP address. Local results are then proposed to you, tailored to your own needs. This is done strikingly using a “local pack”, the first three suggestions, which are presented directly in conjunction with the Google Maps map. These results are primarily influenced by the relevance, the distance from the searcher and the reputation of the company.

Better ranking results through information

In order to influence these spending, it is particularly important to provide consistent information about a company and to keep it up to date. The best way to do this is with a Google MyBusiness entry, which publishes important information about the location, contact and opening hours in conjunction with an image. This information should also be easily accessible on the website (on-page optimization) and can be found on other pages outside the company, such as online directories (off-page optimization). In addition to lists on portals, it is also beneficial to pursue a link strategy that leads to getting backlinks to the website from other local sites and presenting public profiles on social media.

Practical tips

In addition to all these general tips, smaller actions can also help improve local visibility on Google. One way to do this is to generate high feedback. This can be achieved, for example, by reacting to comments and reviews. Even as a local company, you should handle feedback and criticism conscientiously and refer to them as best as possible - even if you have negative statements. Another point of interaction is the use of social media. Direct customer contact is established here, which in turn can be used to generate important links and reach. In addition to all these small actions in direct customer contact, it is most important to be able to be found by the search engine as well. By using local landing pages and aligning the texts with locally relevant keywords, the highest possible visibility can be achieved. Together with the high response rate and external links and mentions, this results in an all-round successful search engine optimization for your local company.