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How Small Businesses Compete with the Big Guys in Search

The local search landscape has changed a lot. You no longer need to have the biggest ad budget to get to the top of search results. In fact, these days, many tools exist to let local, small businesses out-compete big businesses.

Google Knows Where Searchers Are

Google has always tried to provide searchers with the ‘best’ result for a given query.  Part of that answer is that, in most cases, people are looking for results that are close to where they are. This can give local businesses an edge.

With a search like “coffee shop”, Google can have pretty high confidence that searchers are looking for a local place. Businesses with a nearby address will rise to the top of the results.

Service providers have to work a little harder. If you offer services to help get more Instagram followers, for example, you’ll compete with providers who are everywhere unless, you make your local service area clear.

Place-Based Results

New features that Google has added to search results can also play in favor of small businesses.

Google generally shows more place-based results for local queries and fewer webpage results. Even the webpage results that show up beneath place results on local intent searches favor local business websites.

How to Rank Well Locally

How do you make sure your business ranks well for local searches? While no one knows exactly how the algorithms work, there are known factors that help Google to rank you properly.

Google My Business

Google My Business is an online tool where you can tell Google about your business – the kind of business you are, where you’re located, the hours you’re open and more.

On-Page SEO

It’s important to structure your website in a way that reinforces what you’ve told Google in your My Business listing. Use the same words, hours, name, address and phone, and repeat the service area on your website.

Links

Link to relevant businesses and information, especially local resources. This affirms the community that you are part of.

Citations

Citations refer to online mentions of your business that may or may not include a link. Ask relevant websites to mention and link to you.

Reviews

Customer reviews are one of the easiest and most sustainable practices you can implement to improve your SEO. Include reviews on your website and ask people to leave reviews at Google as well.

Social Signals

Be active on social media with the same information and details you share on Google My Business and your website. The more Google “sees” you online, the stronger the signal it gets about what you do and who you serve.

 

Local Marketing for Your Local Business

Your local business needs a local marketing plan. Localizing your marketing efforts will build brand recognition within your community and foster brand loyalty from consumers who support local businesses.

Why you need a local marketing strategy

What’s the first thing you do when you need your car repaired, want to find some local entertainment or want to plan a date night? If you’re like most people, you turn to Google. “Near me” searches have grown consistently since 2013, according to Google.

A local marketing strategy can help increase your visibility in these local searches. Whether users start with a search query, use Google maps, or go directly to their preferred third-party review site, your company will be listed among the options.

How to use digital channels to support local marketing

Here are a few tactics you should consider integrating into your local marketing strategy:

Claim your business page on third-party review sites

Google Business, Yelp, and TripAdvisor are just a few of many sites that people turn to to find local resources. Claim your business page on these sites to make sure the information is accurate and that you can respond or react to comments, questions and reviews.

Create targeted advertising campaigns

Digital ads offer you an excellent opportunity to target your audience using various parameters, including location. You can leverage posts within Google maps, ads on social media, and ads within review and other sites.

Have a SEO strategy

When creating content for your website, it’s important to factor in SEO strategy. Use keywords with your geographic location. Understand what your customers search to find a business like yours and use those words and phrases.